The first students from "Generation Z" are arriving on campuses this year, and their college goals and expectations are different from those of their millennial counterparts.
This generation has never known a life without search engines, social media, texting, or life without a mobile device. Why does this matter? Generation Z is literally becoming wired differently. As we look at their brain, we see it is actually changing because of technology. For example, while there is little research to support a person can truly multi-task, this generation's brain may be adapting to have the skills to change tasks faster then any brain before.
What does Generation Z expect? Choices. They are unaccustomed to wait times, and they live in an on-demand world: books, music, TV, and more.
How best to recruit and retain Generation Z students?
- Customize your offering: A prospective student isn't expecting to have the same experience at during two different campus visits. Create a distinctive experience to be memorable.
- Personalize your communications: Bring a sense of individuality to the student experience, both when recruiting a student and when he or she has arrived at your institution.
- Follow up quickly: With the on demand expectation, students expect follow-up immediately, both to perspective student inquiries and existing student requests.
Generation Z students also believe they will (have to) change the world. Let's be ready to help them do that.