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Generation Z: Are We Ready?


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Generation Z grew up on cell phones and Xbox. They witnessed the great financial crash of the mid 2000’s. Research shows this generation of college going students have been shaped by their experiences. A presentation by a panel of college and advisors discusses what preparations are being made to meet the needs of the rising generation in both college recruitment and retention practices.

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Generation Z: Are We Ready?

  1. 1. IECA Fall Conference Generation Z is Coming: Are We Ready?
  2. 2. Boca Raton, Florida | Stefano Papaleo Lynn University Director of Undergraduate Admission • Started at the university since 1993 (recruited to play tennis for Lynn) • In the Office of Admission since 1998 • Director of Undergraduate Admission since 2011 Email:
  3. 3. Casey Decker Assistant Director of Undergraduate Admission Chapman University • Graduate of Chapman University ‘04 • Working in Admission and Enrollment Management since 2011 • Proud daughter of an independent college counselor!
  4. 4. Christine D. Bowman, Dean of Enrollment Services • 25 years of experience • Experience in all aspects of enrollment & financial aid • Passion for helping families find the right fit Join us at the CTCL reception November 7, 7-8 p.m. in Santa Monica D
  5. 5. Aubrey Groves, M.A. Davis Groves Educational Services Email: ● Early career as a Chinese language and history teacher ● Practicing IEC in Austin, TX for the past four years ● In business with Deborah Davis Groves, my mother ● IECA Professional member ● Serves on the Outreach Committee and the Education and Training Committee ● Co-Founder of the IEC SIG for TACAC
  6. 6. Cyndy McDonald GuidedPath and McDonald & Associates email: • UCLA instructor for College Counseling Certificate Program • 14+ years experience as educator/administrator, including AVID coordinator • 30+ years experience as IEC • Founder of technology company- GuidedPath
  7. 7. Session Agenda ● What is Generation Z like? ● What is the college perspective? ● What is the counselor/advisor perspective? ● Questions ● Contact information Want a copy of the presentation? Leave a card and we will send it to you.
  8. 8. Generation Z: Who are they?
  9. 9. Generation Z Goes to College
  10. 10. Generation Z “In 1995 the internet was born. So, too, was Generation Z.” “...while Generation Z shares some characteristics with Millennials, it is a vastly different generational cohort. Current campus environments have been designed for previous generations.” Corey Seemiller
  11. 11. Dr. Seemiller Interview
  12. 12. From a College Perspective
  13. 13. Chapman University • Orange, CA : 6,500 UG enrollment, medium-sized, private, comprehensive University • 110 areas of study • UG students are coming from 49 states and 88 countries • Currently recruiting and working with GenX (parents), Millennials (transfers) and GenZ (first-year students)
  14. 14. What we notice about GenZ compared to GenX or Millennials • Less focused – GenZ lives in a world of continues updates; they process info faster and they have shorter attention spans • Better Multi-taskers – They can text on the phone while researching a “how to” on YouTube while filling out our college application on their computer while reading about our programs on a tablet. Whew! • Hyper-connected digitally – They want instant gratification and responses when asking a question or looking for something. They’re so overrun with technology that when it doesn’t get there fast enough they think something is wrong.
  15. 15. What we notice about GenZ compared to GenX or Millennials • More aware of Outcomes/Value of what they’re getting – GenX and millennials have experienced a recession so GenZ are much more aware of cost. They can be more practical and are comfortable being negotiators. • GenZ expects personalized engagement – While they don’t necessarily want to talk on the phone with someone, they do want info that filters info to exactly what they want. • Keep up! – We no longer expect this generation to keep up with us….we must keep up with them and produce content, resources and outreach to retain them throughout the admission process.
  16. 16. How have we had to adapt as a University and Admission Office? 1. GenZ less focused but hyper-connected digitally – They are consumed with info from various platforms and want to know the basics in as little time as possible. - We’ve implemented new way to connect with them that’s “short and sweet” – Snapchat, twitter, Instagram stories.
  17. 17. How have we had to adapt as a University and Admission Office? 2.) We’ve started adding text messaging and asking students if it’s ok to communicate with them via text. We have found that this generation doesn’t even set up a VM box on their phones anymore, or their mailboxes are full and we can’t leave a message!
  18. 18. How have we had to adapt as a University and Admission Office? • GenZ expects personalized engagement – While they don’t necessarily want to talk on the phone with someone, they do want info that filters info to exactly what they want. We have to constantly keep them connected to us.
  20. 20. A B O U T U S 30 min. north of Austin 1500 undergraduates Academic focused Residential -75% on campus 91% who start graduate in 4 years TEXAS’ FIRST INSTITUTION OF HIGHER LEARNING
  21. 21. R E P U T A T I O N Colleges That Change Lives ”Southwestern is one of the few jewels of the Southwest whose mission is to prepare a new generation to contribute to a changing society, and to prosper in their jobs, whatever and wherever in the world they may be.” --Loren Pope
  22. 22. A D M I S S I O N Recruiting Gen Z Longer term recruiting Engaging Parents Minimizing Melt A U S T I N G E O R G E T O W N H O U S T O N Multifaceted recruiting S A N A N T O N I O D A L L A S / F W
  23. 23. S T U D E N T E X P E R I E N C E Customized Curriculum Practical Skills Mosaic Campus App Engaging Gen Z
  24. 24. Build resilience and adaptability, cultivating meaningful professional and personal relationships, and learn how to plan for the future. CONSTRUCT A WELL-MANAGED LIFE Participate in experiences that promote the development of culture, identity, and self- exploration. Recognize your talents, shape your passion, and understand your culture. SHAPE IDENTITY Engage with people of different cultures, both on campus and through study abroad opportunities around the world. CONTRIBUTE AS A GLOBAL CITIZEN MAKE MEANING OF THE ACADEMIC EXPERIENCE Intentionally create opportunities to make connections across diverse areas of thought. DEVELOP 21ST CENTURY SKILLS Develop skills critical to leadership and long-term success such as networking, business etiquette, leadership, communication, conflict management, and technological proficiency.
  25. 25. 3,000 students 20% international from 100 countries 18 average class size #1 most international school in region #3 most innovative school Boca Raton, Florida |
  26. 26. “The only thing that is constant is change.” Heraclitus, Greek philosopher (535 – 475 BC)
  27. 27. • A transformational learning companion for students • Empowers faculty to creatively deliver the core curriculum • “Classroom” redefined • Increases student engagement by bringing more life to the classroom • Enhances learning through technology that students are familiar with iPad initiative
  28. 28. The results 97% of students say the iPad significantly contributes to their learning experience
  29. 29. The results 75% of students say iBooks are more effective than traditional text books
  30. 30. The results 77% of students say the iPad initiative influenced their decision to attend Lynn
  31. 31. Quality 97% of faculty report that the iPad ecosystem significantly enhanced the teaching and learning experience
  32. 32. Affordable Faculty-produced iBooks and e-books provide substantial cost savings. Average first-year business students save 97 percent on textbooks.
  33. 33. • Accelerated Degree Program • New Strategic Plan • Social innovation imbedded in the curriculum • Creation of Social Impact Lab • Creation of BS in Social Entrepreneurship with the Watson Institute (incubator program) • Building the Center for Social Innovation • Career Coaches • 24/7 Food services Other initiatives to address Gen Z needs
  34. 34. New University Center with Center for Social Innovation (Opening Spring 2019)
  35. 35. From an Advisor Perspective
  36. 36. Tech Savvy? ● Challenge: Despite being born in a digital age, some students aren’t as tech savvy -- with computers ○ Typing on a computer is a challenge ○ More comfortable with phones, handheld devices, iPads/tablets, and what can be accessed on those ○ Challenging with actual college applications - especially dinosaur platforms (Apply TX, platforms with no auto-save, platforms that make students search out what is missing (don’t point out what is missing) ○ Challenging with typing essays ● Solution: Application workshops (students: bring your own laptop), brainstorm essays together and type up outline in student’s words
  37. 37. Memory ● Challenge: Ever notice that your students mostly don’t read emails? ○ Brains don’t feel the need to retain as much information as they used to because we can “Google it” or “Youtube it” ○ Prefer to ask you questions that you have already sent them answers to? ● They are using you like Google. Their parents will too. ● Solution: ○ Combat by making short videos (Snagit!, Camedia, Facebook Live) ○ Sending shorter, more concise emails in spurts.
  38. 38. Collaborative Learners Pros: ● Helpful note-taking story with student questions ● Group project tools, when group projects work. ● Learning from each other, trying together in small groups or individually before performing Cons: ● Seeking everyone’s input on: ○ Essays! ○ College List ○ Help with technology ● Seem to require more approval ● More image conscious
  39. 39. Managing Expectations: Candy Store: ● “I’ll just apply there because I will be the exception that gets in” ● Unreasonably long lists - news stories praising student who was accepted at 50 colleges ● More expectation and awareness of where you are applying and going to go ● Marketing plans to get more applications, especially in the case of selective schools ● Increased number of essays, applications, and expectations of them compared to their parents ● Increased selectivity of college since their parents. Instant Gratification: ● Sending test scores, transcripts, rec letter - these things do not arrive instantly. ● Waiting on admissions answers ● Student portals - waiting on materials to process and show up.
  40. 40. EMAIL ● Students do not generally or regularly check their email ● Texting, Snapchat etc are their primary means of communication ● Setting up student portals ● College follow up emails for missing items - students aren’t always getting them! ● Tell them to check their email. You might be horrified by how full their inboxes are!
  41. 41. Questions?
  42. 42. IECA Fall Conference Please fill out the evaluation form after this session—your feedback helps IECA plan future conferences.
  43. 43. Contacts Stefano Papaleo, Director of Undergraduate Admission, Lynn University ● Casey Decker, Assistant Director of Undergraduate Admission, Chapman University ● Christine D. Bowman, Dean of Enrollment Services ● Cyndy McDonald, President, GuidedPath/McDonald & Associates ● Aubrey Groves, Advisor, Davis Groves Educational Services ●