The Gen Z We See: Perspectives From Higher Ed Professionals

When we discuss what matters to Gen Z, we find ourselves returning to the same key points. They crave authenticity, they distrust brands, and they’re invested in social justice. These values all bleed into their college decision-making process, but what else have we learned about them as students?

Career prospects

In our survey of nearly 800 higher ed admissions, recruitment, and marketing professionals from 52 countries, respondents said that the number one concern of their prospective students was career progression: 34%, in fact. And more than 85% place it as a top-three concern.

Preparedness for the workforce is highly important to Gen Z, and a considerable percentage of students today don’t feel as though their studies played a part. According to a 2021 survey by Cengage, one in three college graduates don’t believe their education helped them land their job, half don’t apply to entry-level jobs because they feel underqualified, and almost one in five don’t have needed job skills.

This all means that you must demonstrate both the worth of higher education and that of the experience your school can provide. But how do you effectively communicate that studying at your school will lead them to their ideal career path? 

Stats and reports on where your alumni have gone aren’t going to sway them. Try providing firsthand perspectives from your current students who have actually secured internships or jobs.

Cutting costs

Demonstrating worth also comes with one major caveat: tuition is expensive. It’s almost guaranteed to be the most costly investment a Gen Zer has ever made when they choose to enroll.

Unshockingly, bursaries and scholarships were the second-highest concern for students as reported by our respondents at 28%. And in countries like the US, where tuition is notoriously pricey, the ranking was even higher. Similarly, in public universities, just 11% ranked scholarships as the number one concern compared to 35% at private universities.

Gen Zers reportedly have the lowest financial literacy of any generation, but that doesn’t mean that they aren’t financially conscious. 45% said that they have advanced knowledge of spending, and 42% claim the same about saving. They’re aware of the burden that college debt imposes—and how could they not be under today’s economic circumstances?

That said, their enrollment might hinge on your institution’s ability to provide financial support. You can provide easy access to information about available scholarships on your website, but advice from a student who’s navigated the application process will give prospective students the reassurance that they can swing it too.

Well-being support

Higher education isn’t just a monetary expense, it’s an emotional one as well. Between high pressure to perform and the general stressors that plague young people today, students have a tendency to find themselves overwhelmed and burnt out.

76% of students report that maintaining their well-being remains a challenge, and 95% said that mental health affects their schoolwork. These somber statistics signal a moral obligation that colleges and universities have to supply their students with the necessary resources.

Higher ed recruiters have taken note. 15% of our survey respondents said that well-being was the top concern of their prospective students, more so than sports and clubs.

And making that all-important decision of where to study is, in itself, anxiety-inducing. Students lacking the proper support system may feel lost, confused, and alone on their journey. But the advent of online communities has allowed students to meet with their peers for reassurance, and there are even opportunities for your institution to provide these spaces.

Ultimately, Gen Z students are curious and deliberate. They want to know the ROI that your institution can provide, they want to avoid student loan debt, and they want to know that you have the tools to support them emotionally.

They also have short attention spans (8 seconds!). You know that you don’t have much time to win their attention, so a strategy that conforms and caters to their top priorities should be your priority.

To read more insights from your peers, check out our 2022 admissions pulse report.

To hear the story as told by Gen Z, stay tuned for our forthcoming student pulse report.