Guest article by Andrew Hastings, Marketing Manager at Kira Talent
With 3.3 million high school students graduating this spring and turning their attention toward higher education, colleges and universities face fierce competition for applicants’ attention. Prospective students are constantly exposed to social advertising and promotional messages on their phones and devices. To break through that noise, admissions teams must adopt fresh approaches that speak directly to today’s high school audience.
Marketing to Generation Z requires a different mindset than previous recruitment strategies. Rather than relying on traditional tactics, institutions should craft thoughtful, student-centered campaigns that build connection and trust. Below are six practical tactics admissions and marketing teams can implement to make a meaningful impression on Gen Z prospects.
1. Showcase your school’s unique brand story
The foundation of any effective recruitment initiative is a clear, compelling story that communicates what makes your institution distinctive. This story should be woven through your website, campus materials, emails, and in-person interactions with prospective students. When applicants can see a consistent narrative—about culture, values, academic strengths, or student life—they are better able to determine whether your campus aligns with their identity and goals. Focus on authentic messaging that captures your institution’s character rather than a generic list of features.
2. Continue recruitment after application submission
Recruitment is not finished when a student clicks “submit.” Maintain a cohesive, multi-channel experience that supports applicants through the entire cycle. After application, provide targeted content about first-year life, program highlights, housing, and financial aid processes. Proactively answer common questions and offer resources that help ease the transition. Building that continued relationship increases yield and helps applicants feel informed and valued.
3. Stop “selling”—Gen Z responds to authenticity
Generation Z encounters branded messages constantly and has limited patience for overtly promotional content. Rather than trying to persuade them with hard-sell language, present useful, honest information that allows students to self-assess fit. Offer insights into campus culture, student stories, and faculty perspectives that allow students to draw their own conclusions. Authenticity, clarity, and respect for the student’s decision-making process will foster stronger engagement than traditional advertising tactics.
4. Invest in social media—and commit to doing it well
Social platforms are valuable tools for reaching prospective students, but success requires more than sporadic posting. Train admissions staff on platform best practices, encourage creativity, and empower teams to experiment while staying true to the school’s voice and values. Consider new formats such as short-form video, live Q&A sessions, and student-led takeovers, but evaluate each channel for audience fit before investing resources. Consistent, responsive social media that reflects your institution’s story will reinforce awareness and trust.
5. Send personalized, useful email communications
Email remains a reliable channel for important admissions and enrollment communications. While students may not use email for social life, they view it as a place for formal information about applications, financial aid, and academic opportunities. Personalize messages based on applicant interests and behaviors, and prioritize clarity and relevance. Thoughtfully timed, well-crafted emails can build confidence and guide students through next steps in the admissions process.
6. Cater to Gen Z’s desire for lasting experiences
Many prospective undergraduates are focused on the whole college experience—not just classes or rankings. Provide opportunities for students to experience campus energy through tours, open days, and virtual events that highlight student life, clubs, and traditions. Use storytelling and immersive formats to illustrate what a typical day or semester looks like. Helping students imagine themselves thriving socially and academically on your campus supports their ability to assess fit and can increase interest and enrollment.
Today’s high school graduates evaluate colleges differently than previous generations. Beyond basic metrics like class size, they want to envision their personal experience and determine whether a campus will support their growth. Admissions teams that learn Gen Z’s communication preferences, tell an authentic story, and prioritize helpful, personalized interactions will be better positioned to recruit and enroll students who are the right fit.
About the author
Andrew Hastings is the Marketing Manager at Kira Talent. He oversees marketing strategy, brand management, and lead generation efforts for the organization.
About Kira Talent
Kira Talent develops tools that help admissions teams evaluate applicants beyond test scores and transcripts. The platform supports timed video and written responses to assess communication, leadership, creativity, and other qualities that matter for academic and campus success. Kira also provides training and resources to help schools refine selection practices and build strong cohorts.
For more information, visit www.kiratalent.com.