In the competitive landscape of international education, recruiting the next generation of global leaders and innovators—Generation Z—is a strategic imperative for universities in English-speaking countries and global universities with English language programs. Gen Z, typically born between the mid-1990s to the early 2010s, represents a significant portion of the student body, and their characteristics, values, and aspirations are unique. This generation is more diverse, digitally connected, and globally minded than any before, with a deep-seated commitment to making a difference and a penchant for experiences over material possessions.
Understanding your audience and communicating effectively
To engage with Gen Z international students, you need to understand their communication preferences. This tech-savvy cohort gravitates towards platforms and mediums that provide quick, personalized, and visually engaging content. Social media is a powerful tool for networking and information gathering, so having a strong online presence is vital. Tailoring your messages to resonate with the global experiences and values of Gen Z, highlighting diversity, inclusivity, and social impact will go a long way with this audience.
Here at TOEFL, we rely heavily on social media to reach our Gen Z TOEFL Taker audience and utilize the power of influencers and first-person accounts to boost credibility. Gen Z-ers want to see the experience of people they can relate to before they commit to taking the test.
Capturing attention and interest
Gen Z students are flooded with information, making it critical for universities to stand out. Authenticity is key—this generation is adept at recognizing brands that truly commit to their stated values and missions. Highlighting your unique study programs, hands-on learning opportunities, and a vibrant campus life can capture their interest. Incorporating testimonials from international students currently enrolled in your university can add a personal touch, especially if they represent varied cultures and backgrounds.
Understanding what needs Gen Z students have and becoming a community resource for those needs can make your institution stand out above the rest. For instance:
- 42% of Gen Z people around the world say that greater skills combined with more knowledge would help them make a bigger contribution to society.
- 83% believe that extremism and global terrorism are the greatest threat to the future, so promoting campus safety would go a long way with this demographic.
- 84% say they have faith in technology and that technical advancements make them hopeful for the future.
- 80% have faith in the power of education, saying that it is a source of hope that more people are being educated around the world.'
TOEFL makes sure students know that the content of a TOEFL iBT test is intentionally academically based to give them the best chance of success in their chosen programs and wherever they choose to go afterward to make a difference in the world.
Implementing effective recruitment strategies
Personalization of the recruitment process is a wise strategy in today’s cluttered environment. Gen Z students appreciate it when universities take a genuine interest in their interests and aspirations. Streamlining application processes, offering scholarships tailored to different regions, and providing pre-departure support can make the transition to studying abroad smoother and more enticing. Setting up local or virtual recruitment fairs can enable you to meet prospective students face-to-face, building trust and rapport.
Defining your brand for global appeal
Your university’s brand is your most powerful asset in attracting Gen Z international students. You want to position yourself as hubs for innovation, research, and cultural exchange. The brand should reflect a commitment to sustainability, ethical practices, and a supportive community, as these values align closely with those of Gen Z. Brand storytelling through multimedia content can illustrate the unique student experiences and the positive impact of your university on the world stage.
The bottom line
By employing these strategies, you can not only attract but also inspire and empower Gen Z international students to make a meaningful, global impact. The investment in understanding and engaging this generation will not only enrich your student body but also contribute to your legacy of producing leaders who will shape the future.
' Varkey Foundation: Generation Z: Global Citizenship Survey