TikTok and Instagram reels – buzzy, short-form content. That’s the first thing that comes to my mind when I think about grabbing the attention of Generation Z, individuals born between 1997 and 2012. They are the generation following Millennials and preceding Generation Alpha, often described as the first digital native generation. But as we know, nothing is really that simple! So, what is it that business schools specifically can do to attract Gen Z to their programmes?
1. Appeal to their entrepreneurial spirit
A study in 2023 by Morning Consult and Samsung found that 50% of their Gen Z participants hope to start a business someday. Armed with this knowledge, business schools could be leverage what they offer to develop entrepreneurs in their messaging, and appeal to those who wish to launch their own companies.
Let’s pair this with the findings from a 2023 GMAC whitepaper about Gen Z that found that potential students from this generation look for personalised experiences, such as advice from current students and alumni during their application process.
So, to show Gen Z that you understand them and are listening to their feedback, why not focus your messaging on some examples of excellent mentoring opportunities you can arrange for them? Entrepreneurship can be taught in many ways, but I’m sure any young starter will value time and advice from someone who has experienced it themselves.
2. Career development
According to FDM, a global business and technology consultancy, career growth and development is highly important to Gen Z. Therefore, highlight business school as the perfect place for them to be with an emphasis on growth mindset. Showcasing the opportunities that will benefit Gen Z students in their career is an excellent way to appeal to their interests.
We’ve already touched on mentoring, but it’s worth highlighting that business school is an excellent place for students to network. Through institutional and corporate partnerships, faculty experience and of course fellow students and alumni, business school students can be guaranteed to meet people from many different backgrounds. This is an excellent opportunity to make connections and develop both personally and professionally.
3. Be value-driven
Gen Z are passionate about the world around them. Environmental and social issues are hugely important to this generation. In fact, a recent Deloitte study found that “nearly nine in 10 Gen Zs and millennials say purpose is important to their job satisfaction and they are increasingly likely to turn down work or employers that don’t align with their values.” With this in mind, business schools should emphasise their values and what exactly they are doing to have a real impact.
Consider what programmes, modules or initiatives your school has that will appeal to the Gen Z’ers who want to make the world a better place. And it doesn’t have to be just for them, if your school is showcasing the value it is adding to people and organisations across the board, they can feel assured that they are joining an institution that accurately represents their wants and values.
4. Emphasise the Return on Investment (ROI)
It’s been a difficult few years for Gen Z in many ways... Uncertainties brought around by the Covid pandemic, the cost-of-living crisis, geopolitical tensions and climate change have impacted this demographic in a massive way. A 2022 study by Harmony Health found that 42% of Gen Z have a diagnosed mental health condition.
When it comes to marketing and PR, it’s good to provide as much reassurance as possible through your communications.
Showcasing the ROI of your business school degrees is an excellent way to provide reassurance to potential students. For some, clarity will be what makes the difference between hitting submit on their application, or choosing to wait for another time. Make sure your messaging is clear, show them all of the wonderful things that can come from choosing your institution.
5. Technological Innovation
Gen Z have grown up in the most tech-forward world ever seen. The impact of Artificial Intelligence (AI) is unavoidable and, as digital natives, Gen Z want to be ahead of the curve, but a study from EY found that Gen Z have not yet gained enough AI literacy to fully harness it’s potential.
Their business school degree can help them to do just that. For Gen Z, AI could be the future. So, if your school is utilising AI – show them! Make it clear that you are moving with the times, and keeping your curriculum up-to-date. Business schools can be the catalyst for Gen Z effectively working with AI, so make sure they know that.
So, whilst it is true that social media is a great way to attract Gen Z, it’s not the only way. Adjust your strategies to make sure that all of the content you are offering is providing what they want, and not just through short form content. Gen Z are a passionate, hardworking generation. They’re standing tall despite a tumultuous few years, and they know it. Make sure they understand just how valuable business education can be, clicking that submit button to your institution could be the start of exactly what they are looking for – and it’s time to tell them.
Georgina is a friendly and dedicated PR professional, committed to producing and sharing compelling stories that achieve impactful results for impressive clients such as EHL Hospitality Business School, ESSEC Business School, Asia School of Business, and many more around the globe.
