Higher Ed Still Struggles to Connect with Gen Z – Here’s How Marketers and Admissions Professionals Can Fix That

In this episode, Jeremy sits down with Andrew Roth, Founder and CEO at dcdx, a Gen Z consulting firm.

Key Takeaways

• Meet Gen Z Where They Are: Platforms like TikTok, YouTube, and Instagram are essential touchpoints for reaching and engaging this generation.
• Co-Creation Is Key: Involve Gen Z in your marketing processes to create authentic, resonant messaging.
• Feelings and Experiences Matter: Gen Z values experiences and emotions when evaluating brands, colleges, or services.
• Adapt Communication Styles: Avoid transactional language and instead focus on conversational, empathetic tones.
• Embrace Transparency: Authenticity builds trust, and Gen Z has a low tolerance for anything that feels inauthentic.

‍

Episode Summary

The Disconnect Between Generations

Andrew Roth highlights how Gen Z has grown up in a digital-first world, making traditional forms of communication, like lengthy emails, less effective. The generation’s familiarity with instant access to information means they have little patience for outdated or irrelevant messaging. To connect with them, colleges and brands must adapt to their fast-paced, visually driven preferences.

‍

Understanding What Gen Z Wants

Andrew explains that while Gen Z craves authenticity, empathy, and personalized experiences, they also filter through massive amounts of information daily. This “BS filter” means that only genuine, well-crafted messages resonate. For colleges, this translates to storytelling, relatable content, and platforms where Gen Z already engages, like TikTok and YouTube.

‍

Strategies for Connecting with Gen Z

1. Leverage Visual Platforms: Gen Z frequently turns to YouTube and TikTok for insight into college life, such as “day in the life” videos from real students. Colleges can use this strategy to provide a transparent view of campus culture and life.
2. Ask Intentional Questions: Instead of generic inquiries like, “Do you have any questions?”, ask directed questions to encourage meaningful responses.
3. Focus on Feelings: Emphasize the emotional and experiential aspects of your messaging. The tone and relatability of communications can significantly influence engagement.
4. Create with Gen Z, Not Just for Them: Involve current students in crafting marketing campaigns, as their voices lend authenticity and relevance.

‍

Lessons from Brands

Drawing from DC DX’s work with companies like Chipotle, Andrew illustrates how brands succeed by showing they genuinely care about their audience’s well-being. Colleges can apply this by emphasizing mental health resources, personalized communication, and a genuine investment in students’ success.

‍

Trends to Watch

Mental health and loneliness are critical issues for Gen Z, and institutions must take these concerns seriously. Andrew urges organizations to listen actively and take actionable steps to provide support. Transparency and genuine care will set institutions apart in addressing these challenges.

‍

Practical Tips for Engaging Gen Z

• Use Student Stories: Highlight real voices and experiences in your communications.
• Be Conversational: Replace formal, transactional language with relatable, human tones.
• Invest in Mental Health Resources: Make mental well-being a visible priority for students.
• Focus on Co-Creation: Collaborate with Gen Z to ensure your messaging resonates.
• Embrace Emerging Tech: Tools like ChatGPT can enhance efficiency but should complement creative, human-centered strategies.

‍

This episode is brought to you by our friends at DD Agency:

DD Agency is a higher ed-specific marketing technology agency that has conducted countless SEO Audits for colleges and universities across the country. 

In these audits, they detail where you currently rank, what you could be ranking for, exactly how copy should be tweaked on website pages, and much more. 

If this sounds like something you could benefit from, give those folks a ping and be sure to mention that Enrollify sent you to claim a 10% discount on any of their SEO offerings. 

Head on over to enrollify.org/ddaseo, or simply follow the link in the show notes below…that will guarantee you get a 10% discount off of your audit. 

About the Enrollify Podcast Network 

Mission Admission is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jaime Hunt, Corynn Myers, Jaime Gleason and many more. 

Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!