Recruitment and Retention Implications Gen Z Presentation

Marketing Implications Gen Z students prefer visuals to reading Generation Z prefers influencer marketing more than Millennials do Gen Z students use multiple digital platform—often simultaneously Like Millennials, Gen Z responds to marketing that is authentic, and they don’t want to feel marketed to You only have a few seconds to grab their attention, so go straight to the point Marketing and communications must possess “Edutainment” value to engage this audience Create ways that they can share their experiences with your institution

Creating Memories

“When you put out content, don’t think about asking them for something “When you put out content, don’t think about asking them for something. Think about it as helping them, empowering them and collaborating with them.” Source: Deep Patel

Recruitment Implications It will be more difficult to recruit students from farther away than ever before Traditional mediums of advertising will be less effective in the future Shifting social media efforts towards Instagram, Snapchat, YouTube, and digital ads with a more focused use of Facebook for parents is prudent While the preference for mail and email are declining, they still have a place in your marketing mix Websites and all electronic communications must be smartphone enabled

Recruitment Implications Gen Z students thrive on individuality, not to be part of a group Personalize everything Focus on personal interaction strategies

Recruitment Implications Create a “cool” campus visit experience Fort Lewis’ yellow bag York College’s Peppermint Patty Faulkner University’s wall and mailboxes High Point’s picture spots Winthrop’s digital pictures Hands-on experiences

Recruitment Implications For many prospective students, your institutions most daunting competitors will be workforce opportunities and not seeing the value of a postsecondary credential Clearly articulate your institution’s value proposition Present proof points to validate your claims

Service Implications Gen Z students are unlikely to engage with services that are not easy and convenient to use Processes must be simple and intuitive Become their college Google—a trusted source Speed must be a strategic priority

Admissions Offer Packet

Retention Implications Many newly enrolled Gen Z students will struggle to: Find their identity in a new environment Determine the institutional fit with their personality, values, and goals Overcome loneliness and a feeling of isolation Reduce their dependency on social media and their parents Cope with emotional and social issues Multi-task with balance Decode and relate to professors Recognize the value of liberal arts classes Learn in a structured environment

Source: Barnes & Noble College

Learn By Doing Provide leadership opportunities for students who do NOT identify as “leaders” Shift service-learning to social change Scrap mandatory volunteer requirements Promote study abroad and global emersion experiences Encourage internships and field experiences Source: Generation Z Goes to College

Source: Student Connections

Understanding and Supporting Their Goals Educational Goals Career Goals Life Goals

Shift Retention Strategies Generic Retention Strategies Segment Targeted Retention Strategies Customized Retention Strategies

Shift Retention Strategies

Gen Z Student Resources https://www.beloit.edu/mindset/previouslists/2019/ https://www.youtube.com/watch?v=u3DHMlE9LWk

Email any questions you may have to Dr. Black at jimblack@semworks.net