Creating A Gen Z Friendly Student Experience
If you’ve been on TikTok lately, you may have heard the news. Millennials are no longer the hip new generation on the block anymore. That mantal has passed to Gen Z.
With the oldest members of this cohort now reaching age 26, they make up a significant portion of traditional and non-traditional students.
This generation of digital natives and heavy social media users has unique expectations and desires regarding their educational experience, and it’s crucial for trade and vocational schools to understand and adapt to needs of these Gen Z students to successfully attract and retain them.
We caught up with Jenn Lyles, Gen Z marketing expert and Executive Director of Beauty Schools Marketing Group, for a webinar where she shared her thoughts on how trade and vocational schools can create an experience that meets the needs of the modern student, from enrollment to placement and everything in between.
Check out the webinar recording, or keep reading to learn her top takeaways.
Understanding the Gen Z student
But before you can implement Gen Z-focused recruitment and retention strategies, you need to understand them.
Gen Z students are interested in vocational education and short program lengths. Their motivation stems from a desire for careers resilient to AI disruption, with 74% expressing a preference for jobs safeguarded against automation. This digital-first generation values the security of possessing specialized, in-demand skills.
After watching the millennials before them go into debt for four-year degrees, 50% of recent high school graduates are exploring non-degree options, showcasing a shift in educational priorities. In fact, 64% of Gen Z college students admit they would have pursued alternative educational pathways had they been more aware of them.
Fifty percent of this cohort want to be entrepreneurs, reflecting their desire for autonomy and a reluctance to engage in unfulfilling work, with 44% stating they prefer unemployment over a job that makes them unhappy.
Finally, after growing up in a world of two-day shipping, streaming services, and unlimited content just a click away, they’re the “instant gratification” generation with disdain for climbing the traditional corporate ladder. This generation, adept at leveraging platforms like TikTok, YouTube, and Instagram for income, is redefining career success on their terms.
All of this is important when crafting your Gen Z engagement strategy.
Reach them with video
Fifty-one percent of Gen Z use TikTok over traditional search engines, drawn to the video format for its engaging and relatable content. Organizations must adopt an organic TikTok strategy to accommodate this preference and reach students where they are.
Jenn recommends NOT using TikTok as a lead generation source, but rather creating informative content about enrollment, financial aid, and program specifics while highlighting your school’s culture.
Incorporating video into all aspects of the communication funnel, from text messages to email campaigns, aligns with Gen Z’s preferred method of information consumption. By leveraging video, schools can capture prospective students’ attention and provide them with the personalized and relatable answers they seek. This approach fosters a deeper connection with Gen Z students by speaking their language and meeting their expectations for instant, accessible, and engaging information.
And retain them with tech
To retain this digital-first generation, schools should leverage technology that mirrors the intuitive, user-friendly apps these students use daily.
Consider the tools your school utilizes for tracking academic and skill development progress. Are they as seamless as the fitness tracking app on a student’s phone?
The shift to digital platforms for tracking time, grades, and skill acquisition is more than an upgrade—it’s necessary to engage Gen Z learners. By adopting applications that visualize the student’s journey, you’re aligning with their expectations and fostering a sense of accountability and motivation.
When International Salon and Spa Academy implemented a student progress tracking app, they found that their students would compare progress with their peers. When one student realized they were falling behind and wouldn’t graduate with their friends, they put in the extra work to catch up, completely unprompted by staff.
Incorporating technology in the student journey is simply speaking Gen Z’s language. And when you speak their language, they stay more engaged.
Emphasize mental health and well-being
Gen Z self-reports as the most anxious and depressed generation to date, and cares deeply about mental health. Embedding mental health awareness and support into every aspect of the student experience will show your students that you understand them and are prioritizing their needs.
This begins with the admissions process, where communications should be designed to reduce anxiety and demonstrate empathy. Jenn recommends not giving students an “out” when sending visit confirmations. Instead of saying “confirm or cancel,” just let them know you’re excited to see them. She also recommends providing detailed information on what to expect during tours, including logistical information like parking and dress code to alleviate the anxiety of unknowns.
Maintaining this empathetic approach and demonstrating a genuine concern for students’ well-being throughout their educational journey sets a standard. Schools can further support Gen Z’s mental health by offering resources and counseling in-house or through partnerships with local service providers.
Finally, think about a time when you were stressed or overwhelmed. Hearing positive feedback from a peer or leader likely made you feel better. After growing up with the constant pings of social media, Gen Z is the “feedback generation,” with 60% saying they want feedback multiple times a week in the workplace, and 40% saying they want daily feedback. Engaging Gen Z with texts or push notifications when they complete a positive behavior, like five days of perfect attendance, can go a long way in easing stress and anxiety.
By implementing these strategies, schools can create a nurturing environment that recognizes and supports the mental and emotional health of Gen Z students, encouraging their success and retention.
Getting your students placed in 2024 and beyond
To create a Gen Z-friendly student experience, vocational and trade schools must navigate the expectations of a generation that prioritizes digital fluency, personal well-being, and a flexible, meaningful career path over traditional educational models.
By embracing video-centric communication platforms, integrating user-friendly technology into the learning environment, and emphasizing mental health support, institutions can align more closely with Gen Z’s values and lifestyle. This approach enhances the educational journey for these digital natives and also positions trade and vocational schools as forward-thinking, responsive entities capable of meeting the evolving needs of their student body.
In doing so, schools foster an environment that attracts and retains the Gen Z demographic, ensuring their success and satisfaction. Request a demo if you’d like to learn more about how CourseKey creates a Gen Z-friendly student experience.
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