Higher Education Marketing: Connecting with Gen Z

As higher education institutions continue to compete for a shrinking number of potential students, it has become increasingly important for them to adapt their marketing strategies to connect with Gen Z. “Gen Z,” the generation born between 1996 and 2014, is now the largest in the United States. Higher education institutions are bracing themselves for an influx of students by taking a closer look at who Gen Z is and what makes them tick.

This innovative generation is making decisions about their education and future careers, and higher education institutions that want to attract them must understand what makes them unique and how to reach them.

In this blog post, we will take a look at some of the benefits of adapting your school’s marketing strategy to connect with Gen Z, as well as provide tips for how you can do it!

Who is Generation Z?

Gen Z has been described as the most diverse, connected, and entrepreneurial generation ever. They’ve grown up with technology at their fingertips and are often more comfortable communicating online than in person and are used to getting their information, instantly, from the internet.

This is a generation that is used to being bombarded with marketing messages and is very adept at tuning them out. In order to reach Gen Z, higher education institutions must be more strategic and innovative in their marketing than ever before.

Innovative and Adaptive

One of the most important things to know about Gen Z is that they are an innovative generation. They are the first true digital natives and they have grown up in a world of constant change and technological advancement. This has contributed to their strong problem-solving skills, creative perspectives, and natural ability to adapt to change.

Independent

Gen Z is also an independent generation. They are accustomed to researching and finding information on their own, and they value their ability to do so. Their decision-making has been described as “crowdsourcing,” meaning they seek the opinions of their peers, influencers, and reviewers. They also use multiple screens simultaneously and have an impressive ability to multitask.

Social Media Savvy

As the first true digital natives, Gen Z is extremely social media savvy. They are heavy users of all the major social media platforms and have a vast network of connections. Higher education institutions that want to connect with Gen Z must be active on social media and use it to reach out to potential students.

Diverse

Another important thing to know about Gen Z is that they are a diverse generation. They are the most racially and ethnically diverse generation in history and come from all walks of life. This diversity is one of their greatest strengths, and higher education institutions that can tap into it will be able to better connect with Gen Z.

Purpose-Driven

Gen Z is a purpose-driven generation. They are passionate about making a difference in the world and are looking for higher education institutions that can help them do that. When marketing to Gen Z, higher education institutions need to focus on how they can help students make a difference.

What are the benefits of higher education institutions connecting with Gen Z?

There are many benefits for higher education institutions that connect with Gen Z, including:

– Increased student enrollment

– Improved retention rates

– Enhanced brand reputation

– Increased alumni support

Connecting with Gen Z can be difficult if not approached correctly. They’ve been accused of having short attention spans, not checking their email, or distrusting brands. In reality, if you speak their language and build loyalty, they can become your best advocates.

Now that we’ve discussed some of Gen Z’s unique qualities and the positive impacts this generation can make, let’s take a look at how higher education institutions can adapt their marketing strategies to connect with them.

Tips for Connecting with Gen Z

Higher education institutions that want to appeal to Gen Z need to understand how they research and make decisions. To reach Gen Z, higher education marketing must be authentic, personal, inclusive, mobile-friendly, and visual.

Use technology to your advantage.

This generation is used to getting their information from the internet and is very comfortable communicating online. Higher education institutions can use this to their advantage by using the countless digital channels available to get their school’s name in front of prospective Gen Z students. While printed material can still be effective in reaching Gen Z through the mail and while they’re out and about, utilizing technology such as phones, tablets, and computers is certainly the best way to reach them.

Use social media to reach out to potential students.

With Gen Z, higher education marketing should be rooted in social media. This generation is active on all the major social platforms such as Facebook, Instagram, Snapchat, and Twitter. Institutions will benefit most by using these channels to reach out to potential students and provide them with valuable content.

Create meaningful relationships with influencers.

Gen Z values its relationships with influencers, so higher education institutions would be wise to consider partnering with influencers to reach this demographic. Influencers can help higher education institutions spread their message and build trustworthy relationships with potential students.

Appeal to their sense of adventure and humor.

Gen Z loves “weird” – and there have been a lot of exemplary social media case studies where universities and other companies are overcoming Gen Z’s skepticism of brands by getting in on the joke. More and more brands are getting savvy to this dry wit and approach to marketing and in 2023 it is likely to boom. Get in quick, though, as it is well-established that brands and politicians kill memes.

Be active and engaged on social media.

During the lockdown, Gen Z turned in their droves to TikTok. If you work in marketing, no doubt you’ve made an account. If you haven’t, you’ve definitely been asked to. No app encapsulates the Gen Z sense of humor better than TikTok. But beware! It’s filled with in-jokes and long-running memes: if you get it wrong, you will face mockery. 

Be authentic and transparent.

Gen Z is more likely to trust higher education institutions that are transparent and authentic. Gen Z appreciates brands that are honest about their flaws, share their successes, and strive for continual growth and improvement. By understanding their values and priorities, higher education institutions have a better chance of connecting with this generation of students.

Focus on how you can help students make a difference.

Gen Z is a generation that cares. They want to make an impact and they’re looking for higher education institutions that will help them do just that. Higher education marketing should focus on how the college or university can help Gen Z students be successful, make an impact in their community, and achieve their altruistic goals.

Include them in the conversation.

The best way to speak their language is to involve them in the conversation. Higher education institutions should ask their current students to share their experiences and invite prospective students to join in and contribute their ideas, ask questions, and voice their concerns. This will help Gen Z feel more connected with your institution, and it will also provide valuable insight into what they’re looking for in a higher education opportunity. Social media platforms are a great place to support these conversations.

Be Inclusive

Higher education institutions must be able to show that they value diversity and are committed to creating an inclusive environment for all students. Students from all backgrounds should be represented in higher education marketing materials, and higher education institutions should make sure that their policies reflect a commitment to diversity, equity, and inclusion. Not only is this important for all companies to embrace, all the time, but especially when tailoring your marketing towards this diverse and inclusive generation.

These are just a few of the ways higher education institutions can connect with Gen Z. There is no one-size-fits-all solution.  Still, higher education marketing teams should be aware of the unique traits and qualities that make up this generation to create effective strategies for connecting with them.

Gen Z has already started making waves in the world and higher education marketing departments cannot afford to ignore them if they want to stay competitive. Higher education institutions that are able to adapt their marketing strategies to connect with Gen Z will be able to better compete for potential students. Higher education institutions must be authentic and transparent, show that they value diversity, and are committed to creating an inclusive environment.  They should establish a strong social media presence and use it to engage with Gen Z, and show how their school will help students make a difference in the world.

Looking for help creating an effective higher education marketing strategy? Contact us today and let our experienced team of digital marketers help you create a powerful campaign!

About Lisa | Spherical Strategies Content Creator & Copywriter Lisa works with Spherical Strategies as a content creator and copywriter. She brings a deep understanding of human motivation to her mastery of writing by utilizing her education in market psychology. She has worked over the past several years as a private contractor, providing industry-specific content and editing for companies of all sizes. Outside of her work as a content creator, Lisa is passionate about caring for her young son and is only slightly obsessed with gardening.