Understanding and Addressing the Concerns of Gen Z Applicants
Generation Z students, who were born between the mid-1990s and early 2010s, now represent most graduate school applicants. The following insights and techniques can help guide your team across the changing landscape and ensure your graduate programs attract and truly resonate with this unique cohort. By understanding and addressing the enrollment concerns of Gen Z applicants, you position your school for success, and prepare your students to meet their goals.
Digital Natives Demand Digital Excellence
Gen Z has never known a world without the internet, smartphones, or social media. They expect seamless digital experiences in every aspect of their lives – including their enrollment journey. Your online presence, from your website to your application process, must be intuitive, mobile-friendly, and efficient.
- Put It into Practice: Conduct a comprehensive audit of your digital channels. Streamline your online application, ensure your website is responsive for all devices, and consider implementing chatbots for instant answers to common questions.
Authenticity and Transparency Are Non-Negotiable
Having grown up in an era of influencers and targeted advertising, Gen Z has a finely tuned radar for authenticity. They value transparency and are quick to dismiss institutions or marketing materials that appear disingenuous.
- Put It into Practice: Showcase real student stories and unfiltered campus experiences across your marketing materials. Host virtual “Day in the Life” sessions with vetted current students, giving prospects an honest look at life at your institution.
Career Outcomes Take Center Stage
With rising education costs and an ever-competitive job market, Gen Z is intensely focused on the ROI of their graduate education. From start to finish of their enrollment experience, they want concrete evidence that your program will lead to tangible career advancement.
- Put It into Practice: Highlight specific career outcomes, internship data, and job placement rates prominently in your marketing materials. Create a robust alumni network and mentorship program, allowing prospective students to connect directly with successful graduates who are living out their desired outcomes.
Flexibility Is Key
Gen Z values work-life balance and seeks flexibility in their educational pursuits. They’re interested in programs that can adapt to their lifestyle, whether that means part-time options, online courses, or accelerated degree and certificate paths.
- Put It into Practice: If you haven’t already, consider developing hybrid or fully online versions of your graduate programs. Emphasize any flexible options in your marketing materials and be prepared to discuss how your programs can accommodate non-traditional student needs.
Diversity Matters
As the most diverse generation in history, Gen Z expects to see a genuine commitment to diversity from the institutions they consider. They want to know that your campus is truly a welcoming space for every student.
- Put It into Practice: Go beyond surface-level diversity statements. Showcase your institution’s concrete diversity initiatives, highlight diverse student success stories in your marketing materials, and be transparent about areas where you’re still working to improve.
Sustainability and Social Responsibility
Gen Z is deeply concerned about environmental issues and social justice. They want to align themselves with institutions that share these values and are taking action to make a positive impact on the world.
- Put It into Practice: Highlight your institution’s sustainability efforts and community engagement initiatives. If possible, integrate social responsibility components into your graduate programs, allowing students to make a real-world impact as part of their studies.
Let’s work together to turn Gen Z’s unique perspectives and aspirations into your enrollment success story. We can help you fine-tune your marketing strategies to attract Gen Z applicants, as well as help create an atmosphere where they can thrive. Let’s chat!
