Higher Education Marketing Strategies for Generation Z
Student enrollment in undergraduate and graduate programs has declined over the past ten years; however, the pandemic resulted in a drastic drop in college and university enrollment. There were one million fewer students enrolled in college in the United States than when the pandemic started. While initially speculated to be a pandemic-related phenomenon, decreased participation in higher education is proving to be a more chronic challenge for academia. According to the National Student Clearinghouse Research Center, enrollment in higher education institutions continues to decline across public and private institutions. Even highly competitive, prestigious schools such as the United States Air Force Academy have reported sharp declines in applicants and enrollments. This drastic reduction in revenue has many higher education institutions re-evaluating their recruitment and operations model.
What is causing the decline in college and university enrollment?
There are multiple drivers of the shifts in student enrollment. Thanks to the student debt crisis, today’s prospective college student is much warier of sizable education costs than their Millennial predecessors. Instead of investing in costly traditional education programs, many prospective students are exploring more cost-effective educational experiences, such as technical certificates and apprenticeships. Additionally, the job market is strong; thus, prospective students may forgo or delay higher education pursuits in lieu of taking a job that offers competitive pay and benefits. The opportunity costs of higher education are shrinking, as accessible and flexible degree programs allow students to pursue online or hybrid education while simultaneously working a job that pays a livable wage.
Generation Z is revolutionizing higher education.
The demographic shifts in the United States are also partially responsible for declining student enrollment. Colleges and universities were built for Millennials - the largest generation in the United States; however, the majority of today's students are Gen Zers – a generational cohort that differs from their predecessors on multiple fronts. The marketing strategies that worked on Millennials aren’t working on Gen Zers. This new generation of students presents a unique set of expectations and goals regarding investing in higher education.
6 Higher education marketing strategies to recruit Gen Z students:
Prioritize digital outreach across multiple platforms.
Generation Z is a prolific user of social media. Over 98% of Gen Zers own a smartphone, and nearly half of the generation spends more than 10 hours a day on their mobile devices. Social media can be a great way to connect with Gen Zers; however, higher education institutions must be on the right platforms. Gen Z’s favorite social media platforms are Instagram, Snapchat, TikTok, and YouTube. When evaluating social media strategy for colleges and universities, Facebook and LinkedIn tend to be the top two platforms these institutions prioritize; however, demographically speaking, Facebook is a favorite of Baby Boomers and Gen Xers, while alums primarily use LinkedIn. For digital outreach to be successful, colleges and universities must be active on the social media platforms their prospective students patronize.
Additionally, decisions regarding which college to attend often involve people from multiple generations - prospective students, parents/guardians, relatives, teachers, coaches, and mentors. A multi-generational social media approach can help colleges and universities connect with the many different stakeholders and influencers in the prospective student’s decision.
Learn more: Marketing to Generation Z
Customize outreach communications when possible.
Generation Z doesn't respond to boring, boilerplate advertising copy; instead, they seek out more personalized communications that demonstrate the organization has some understanding of who the student is and their interests. Whenever possible, higher education communication and marketing should be customized to the prospective student. Thanks to technology, targeted marketing campaigns are more accessible now than ever. Collect information on prospective students through online surveys and segment audiences whenever possible, as this will allow the college or university to customize outreach along the lines of career and educational goals and interests.
Leverage the influencer effect to capture the attention of Gen Zers.
Gen Zers tend to be more responsive to input from their peers than their parents - a stark difference from Millennials, who prioritized input from older generations. Therefore, colleges and universities should utilize the peer-to-peer influencer effect to increase the recruitment of Gen Z students. An example of this would be incorporating “Instagrammable” experiences into college visits to encourage the creation of user-generated content promoting the school. Gen Zers are virtually immune to traditional advertisements; thus, user-generated content posted on social media can yield better results. Gen Zers often regard user-generated content as more authentic and accurate.
Another way to leverage the influencer effect in higher education marketing is to spotlight successful college alums who have graduated and had successful careers. Don’t rely on Alumni News Updates or Press Release-style communication to convey this information; instead, incorporate storytelling practices to bridge the gap between prospective students and the institution. For example, spotlight alums in engaging Q&As or video interviews, discussing the alums’ career journey, how the college or university prepared them for their professional pursuits, and important career advice they would give to prospective or current college students.
Learn more: Influencer Marketing in the Digital Age
Conversational-style outreach can be incredibly effective.
Conversational-style outreach can be incredibly effective when marketing to Gen Zers, as it allows for even greater customization of recruitment processes. While most people think of digital marketing when it comes to recruiting Gen Z students, this cohort of young adults responds well to one-on-one conversations either in-person or virtually through video conference or chat options. Conversations allow prospective students to ask relevant questions and address their concerns regarding college decisions. Admissions should provide easy-to-use links for scheduling 15-30 minutes video calls with prospective students if possible. Additionally, integrating chat features within the college or university website or recruitment landing page can be very helpful in facilitating this type of marketing.
Learn more: Developing a Connection-Building Social Media Strategy
Focus on the long-term value proposition of higher education investments.
Generation Z is known for being extremely price-conscious and practical - much more so than their Millennial predecessors. Gen Zers are acutely aware of the diminishing returns of college degrees previous generations encountered during the Great Recession, along with the promising returns from alternative career development options such as certificate programs, trade schools, and on-the-job training options in lucrative fields that do not require a traditional four-year degree.
When marketing to Gen Z prospective students, colleges and universities should emphasize the long-term value of their degree programs, answering questions like:
What career opportunities will this program open up for you?
How much money do graduates of this degree program average Year One, Five, and Ten from graduation?
What is the expected return on investment (ROI) from this program in dollar amounts?
Deliver the information regarding expected returns in a clear, concise way, focusing on both qualitative and quantitative benefits. Highlight programs that differentiate your institution from others and are either covered by tuition or help defray the cost of a degree. For Gen Zers, the bottom line - how much will this cost them and how much money will the return be - is the million-dollar question when it comes to higher education investments.
Incorporate DEIA practices into higher education communications and marketing.
Diversity, equity, inclusion, and accessibility (DEIA) apply to all aspects of organizational development and success, including higher education marketing strategies. Generation Z is the most ethnically and racially diverse generation in American history. Gen Zers prioritize multiple aspects of DEIA representation, including sexual orientation, religious beliefs, and disability. Gen Zers look for evidence of similar DEIA commitment from the organizations they support. In higher education, examples of this DEIA commitment include diverse representation in advertising and communications, faculty and staff spotlights, and alums features. Additionally, Section 508 compliant design practices and disability-inclusive social media content may be other DEIA elements prospective Gen Z students review.
Read more: DEIA’s Role in Communications and Marketing Practices.
Gen Z Student Recruitment Strategies for Colleges and Universities
Generation Z is rapidly changing the landscape of higher education. Gen Zers are distinct from their Millennial predecessors on multiple fronts, and these generation-specific demands and desires are forcing colleges and universities to update their offerings at rapid rates. The marketing strategies that worked to recruit new students five or ten years ago are ineffective today. Higher education institutions that want to remain competitive must update their approach to prospective student outreach and recruitment.
To learn more about how colleges and universities can connect with Gen Zers, watch the replay of our webinar, Generation Z: How Colleges and Universities Can Recruit Gen Z Students.
Generation Z higher education consulting services:
If your organization is looking for a creative partner to provide marketing consulting and management services, contact Becker Digital. We specialize in going beyond the screen and engaging diverse communities in a meaningful way. All of our work is customized to the organizational client’s needs. Contact us to schedule a complimentary call and learn more about how marketing strategy can enhance your organization’s mission.