Six Tips For Retaining Gen Z Students
Between growing up through COVID and the constant onslaught of social media, Gen Z has had it rough.
According to recent studies, they’re the most anxious and depressed generation, with over 60% suffering from an anxiety disorder. Unfortunately, these mental health issues impact Gen Z in the classroom, with 95% saying that mental health impacts their schoolwork. They’re also the first digital native generation, with many expecting the best in technology.
The retention tactics you’ve used in the past may not work for this new generation and the generations to come.
Here are five ways you should adjust your retention strategy for Gen Z:
1. Provide staff training
46% of Gen Z don’t feel like others are empathetic to their mental health issues.
If you’ve ever been to a family reunion, you know it can be challenging for different generations to understand and relate to one another. Staff members of other generations, who have been through a lot themselves, may not be as initially empathetic to Gen Z’s mental health challenges as you would like.
Provide staff training to help them better understand Gen Z and how to react when a Gen Z student raises a mental health issue. Staff should approach these situations with empathy and compassion, but they can’t be the only resource available when a student struggles. That’s why you should….
2. Offer support services
If you don’t have a counselor or counseling resources, now is the time to invest. Whether you do it in-house or through an external partner, having counselors available to students will give them an understanding ear when times get tough and make them feel connected with your school.
3. Use mobile outreach...but don't call
79% of Gen Z have their phone on them at ALL times, but 75% get anxious when talking on the phone. If your current outreach strategy includes phone calls, it may be time to rethink it.
When students miss class or fall behind, they’re likely already stressed out. Members of this conflict-avoidant generation might decide that “ghosting” you is better than the stress of dealing with a challenging phone call.
Instead, lean into texts and push notifications to engage Gen Z. For many of this phone-obsessed cohort, checking their notifications is the first thing they do when they wake up.
4. Map out their journey
I hate rollercoasters. I’m not going to have a good time, but when I look at all the twists and turns and know what’s coming, I can at least be mentally prepared.
The same goes for helping Gen Z prepare for their educational journey. They need to visualize their completed time, missed time, and remaining hours to help guide them to graduation. They shouldn’t have to ask instructors or advisors for progress updates because many of them simply won’t.
Gen Z marketing and admissions expert Jenn Lyles, Executive Director of Beauty Schools Marketing Group, recommends going so granular as explaining the parking situation for campus visits so that they know precisely what to expect and can mitigate their anxiety.
When in doubt about whether or not you should spell it out, err on the side of “TMI.”
5. Give consistent feedback
Gen Z is the feedback generation. They’re constantly getting likes, tags, and messages on social media. Because of this, they seek consistent feedback and validation that they’re on the right track. In a study of how they perform in the workforce, 60% would like weekly feedback, and 40% would like daily feedback.
By leveraging event-based push notifications, you can give them constant feedback when they need intervention to get back on track and when they’re doing well.
For example, if a student has a week of perfect attendance, send them a notification congratulating them at the end of the week. You can send daily notifications at the beginning of their program to reinforce good attendance habits early on.
6. Use modern technology
I’m a millennial, and I remember dial-up internet. I remember navigating clunky technology and problem-solving when something inevitably went wrong. Gen Z grew up in the golden age of technology. When they started engaging with technology, apps were clean and easy to use. Now, Gen Z expects an excellent user experience with all the technology they engage with, from banking to fitness to insurance.
Leveraging the most modern, user-friendly technology will ensure you’re engaging Gen Z in a way the digital natives are familiar with.
Retaining Gen Z with CourseKey
CourseKey’s mobile-first solution creates a Gen Z-friendly student experience by engaging your students in the way that’s most comfortable for them.
We automatically connect with students via text, emails, and push notifications when they reach your customizable risk threshold and send them celebratory messages when they reach your success thresholds.
The student app works like a fitness tracker for student progress, giving your students a real-time view of what they’ve achieved and what they need to do to reach their goals.
Request a demo to learn more.
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