To compete in a crowded and competitive enrollment landscape, institutions need to incorporate digital engagement tools that resonate with how Gen Z searches, evaluates, and chooses a college.
What Gen Z Expects
Gen Z students are digital natives who value speed, autonomy, and relevance. They expect to interact with content that is:
- Personalized to their interests and goals
- Mobile-friendly and accessible anytime, anywhere
- Interactive, giving them control over what they see and explore
They’re also especially aware of how their data is being collected and used. This generation grew up amidst growing concerns about digital privacy, and many are cautious about sharing personal information. Institutions must ensure transparency in data use and design recruitment tools that are both secure and respectful of privacy concerns. When students feel their experience is customized with data they have consented to provide, they’re more likely to engage.
A study from Modern Campus and Ruffalo Noel Levitz found that 40% of prospective students lose interest in a school if the website experience is frustrating or poorly designed. This highlights the importance of tools that are not only functional but intuitive and tailored to the user experience (Modern Campus, 2023).
Digital Engagement Tools That Work
There are several proven digital tools that can help attract and convert Gen Z students:
- Personalized Admissions Content: These let students create their own digital content by choosing the programs, activities, and campus features they care about most.
- Virtual Campus Tours: Gen Z students want to explore campus on their own time, and virtual tours make that possible from anywhere.
- Chatbots and Live Chat: Instant answers to questions can improve engagement and reduce drop-offs. And with new AI tools, running a live chat on your website is easier to manage than ever before.
- Interactive Program Finders and Career Match Tools: These tools help students connect academic offerings to real-world outcomes.
- Mobile-Optimized Content: Whether it’s emails, videos, or forms, everything must be mobile-first.
Why It Matters
Personalized digital tools improve the recruitment experience in two key ways:
- For Students: They feel seen and understood, which builds connection and trust with your institution.
- For Institutions: You get valuable insights about what students are most interested in, allowing for smarter follow-up and communication.
In a competitive market, these advantages can make all the difference in guiding a student from inquiry to enrollment.
How CustomViewbook Helps
CustomViewbook is built with Gen Z in mind. It allows prospective students to build their own digital viewbook by selecting the content most relevant to them. The result is a fast, personalized, mobile-friendly experience that drives deeper engagement.
At the same time, your enrollment team gains access to detailed data on student interests and behavior, helping you prioritize outreach and improve yield.
Want more insights into what matters to Gen Z students? Check out CustomViewbook’s exclusive research on digital preferences, mobile habits, and content expectations — see the full study here.
