5 Higher Education Marketing Approaches to Attract Gen Z

Gen Z is the first generation to grow up with smartphones, social platforms and streaming content as the norm. They’re digitally native, socially conscious, and quick to tune out anything that feels irrelevant, inauthentic or clunky.

So how can universities and business schools engage this dynamic generation — and convert their interest into enrolment?

Here are five higher education marketing strategies to help you connect with Gen Z in a way that’s personal, purposeful and impactful.

1. Prioritise a Seamless, Student-Centred UX

For Gen Z, user experience isn’t a bonus — it’s an expectation. If your application portal is confusing, your emails are clunky, or your landing pages don’t work on mobile, they’ll simply move on.

Great UX in higher education looks like:

• Application processes that are intuitive and responsive.
• Personalised content based on where a student is in their journey.
• Clear design and messaging that guides rather than overwhelms.

The right CRM platform can help here — by allowing you to build tailored application journeys, track behaviour and deliver relevant information at the right time. Because when students feel understood and supported, they’re far more likely to engage.

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2. Personalise Communication Across Channels

Gen Z expects digital experiences to reflect their preferences — and their educational journey is no different.

That means moving away from one-size-fits-all content and towards:

• Emails and SMS campaigns triggered by behaviour or stage.
• Personalised programme recommendations based on interests.
• Tailored landing pages and programme guides.

Beyond recruitment, this generation also values institutions that embrace innovation. So don’t just personalise the experience — spotlight the ways your university is innovating too. Think VR in the classroom, AI-powered learning tools, or real-world projects driven by tech.

Tip: Highlight academic departments that are doing something different — and feed these stories into your recruitment campaigns.

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3. Make Offline Experiences Feel Special

While Gen Z lives online, they still crave real-world connection. They don’t separate digital and physical — they expect both to work in harmony.

This gives you a great opportunity to:

• Invite prospective students to campus events or taster days.
• Promote societies, peer communities and student-led initiatives.
• Create content that captures what it feels like to be part of your community.

Hybrid experiences are also powerful — consider livestreamed student panels, online coffee chats, or virtual tours paired with real-time Q&As.

Community matters. The more students can picture themselves as part of yours, the more likely they are to apply.

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4. Capture Attention Quickly — Then Offer Depth

This generation scrolls fast and decides faster — but that doesn’t mean they lack depth. They just need information presented in a way that works for them.

Here’s what works:

• Short-form video content for social media.
• Bite-sized student stories and campus highlights.
• Clear messaging, paired with deeper resources for those who want to explore more.

Balance is key: hook them with compelling visuals or soundbites, then make it easy to dive deeper. This could mean linking a student vlog to a programme page or embedding a “Meet the Professor” clip in your course guide.

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5. Lead With Authenticity — Not Advertising

Gen Z is quick to spot anything that feels overly polished or inauthentic. They want to hear from people they trust — not marketing copy.

So instead of celebrity endorsements or polished brand campaigns, try:

• Featuring current students in your videos and blogs.
• Showcasing alumni with real, relatable stories.
• Partnering with student content creators or influencers who already share their university experience.

Authentic voices build credibility — and help prospective students imagine themselves in your story.

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Final Thoughts

Engaging Gen Z isn’t about gimmicks or trends — it’s about relevance, responsiveness and real connection. From user experience to storytelling, the most effective strategies focus on meeting students where they are and guiding them toward what matters most.