Effective companies have active team members who come to campus regularly, speak in classes, serve on advisory boards, fund relevant programs, and look for other opportunities to relate. Take a strategic approach to the campus. Since universities have multiple entry points, coordination can be a problem. Yet, the best and most productive partnerships begin with an active recruiting program that involves colleges and units across the campus. Encourage alumni to help make the relationship thrive.
Many strong relationships revolve around active, highly placed alumni.
However, other relationships need to develop around this core for companies to achieve long-term viability and presence. Distinguish between recruiting and university relations. Companies come to campus most often for recruiting purposes, followed by research activities. But many companies delegate institutional relationships to recruiting personnel, who are often in junior positions where the turnover is high. Effective companies keep the same executives assigned to university relations to ensure continuity.