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Next-Gen Recruitment - Getting Ready for Generation Alpha
This presentation by Higher Education Marketing examines how today’s digital strategies can effectively reach and resonate with Generation Alpha. It covers who they are, how they interact with technology, and what marketing approaches speak to their values and habits. You’ll also find practical examples, actionable strategies ready to launch, and key methods to track performance and optimize campaigns.
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Next-Gen Recruitment - Getting Ready for Generation Alpha
- 1. DIGITAL MARKETING |MAUTIC CRM | STUDENT PORTAL | CONSULTING HIGHER-EDUCATION-MARKETING.COM Next-Gen Recruitment Getting Ready for Generation Alpha HEM WEBINAR SERIES
- 2. DIGITAL MARKETING |MAUTIC CRM | STUDENT PORTAL | CONSULTING HIGHER-EDUCATION-MARKETING.COM HIGHER-EDUCATION-MARKETING.COM ▪ Ad Campaigns for Student Recruitment ▪ Creative Design & Branding ▪ Inbound Content Strategy ▪ Writing Blogs & Social Media Content ▪ SEO - Website Builds - Google Analytics 4 ▪ CRM to Drive Lead Nurturing ▪ Student Application Portal 2 Our Service Capabilities
- 3. HIGHER-EDUCATION-MARKETING.COM 3 Scott Cross Regional Manager NorthAmerica Today’s Agenda ● Who is Gen Alpha? ● Reaching Gen Alpha ● Effective examples ● Top Strategies You can launch Now ● How to Measure your Progress ● Q&A
- 4. HIGHER-EDUCATION-MARKETING.COM 4 ● Born ~2010–2024 ●First fully 21st‑century cohort ● Hybrid/remote learning early ● Digital literacy is native ● High aspirations + high expectations for value and outcomes ● Millennial parents co‑pilot decisions (dual audience) Generation Alpha
- 5. HIGHER-EDUCATION-MARKETING.COM 5 ● Authenticity >Polish ● Peer voices > Brochures ● Micro‑influencers drive day‑to‑day impact ● Planning today for their future (oldest are already 16) ● By 2028, the first wave of Gen Alpha will be on college campuses Gen Alpha - “That’s how I do”
- 6. HIGHER-EDUCATION-MARKETING.COM 6 Shorts for discovery YouTubefor shared viewing Snapchat: conversational, real‑time, close‑friends, energy Gaming worlds (Roblox/Minecraft/Fortnite) = social layers Gen Alpha - “Where I Get my Faves”
- 7. HIGHER-EDUCATION-MARKETING.COM 7 ● Digital‑native ≠campus‑last ● Tactile experiences convert ● Prefer hosted open houses and interactive campus tours ● Treat visits like try‑ons: hands‑on labs, demos, maker spaces Gen Alpha - “That’s just facts”
- 8. HIGHER-EDUCATION-MARKETING.COM 8 ● Natural language& concise writing ● Visual & actionable ● Short videos ● FAQ blocks that resolve micro‑questions ● Create content to ‘answer first’ ● Not just a broadcast Gen Alpha - “How to get my energy”
- 9. HIGHER-EDUCATION-MARKETING.COM 9 Audience Poll #1 Whereare you most focused today that might reach Gen Alpha? A. Short-form video B. Authentic content creation - User Generated Content C. YouTube / Snapchat D. Still figuring that out
- 10. HIGHER-EDUCATION-MARKETING.COM 10 Strategies to Reach GenAlpha & Connect
- 11. HIGHER-EDUCATION-MARKETING.COM Strategies - Usethe PAC Process 11 ✓ Platform: Gen Alpha is here → ✓ Algorithm: design content for how it travels (hooks, watch time, share‑ability) ✓ Culture: co‑create with student creators; align to moments and subcultures Image: dreamstime
- 12. HIGHER-EDUCATION-MARKETING.COM PAC - Platform 12 Geton & experience it Understand ➔ How they use it ➔ What they say to others in the community here ➔ How you can (if you should) engage or advertise here
- 13. HIGHER-EDUCATION-MARKETING.COM 13 ✓ Optimizing for“AL” ensures that your content is ○ understood ○ valued ○ and amplified by these systems. PAC - Algorithm Hooks Watch Time Share - ability ● Lead with Emotion ● Bring Curiosity ● Keep Captions Tight 2000 2010 2025 12 seconds 8 seconds 2-3 sec. I’m AL
- 14. HIGHER-EDUCATION-MARKETING.COM 14 ✓ Algorithms getyou seen; Culture gets you remembers and shared ✓ Align your school’s story with their ○ values (environment, global awareness, diversity, well-being, self-expression) ○ humour ○ aspirations ○ their visual language PAC - Culture
- 15. HIGHER-EDUCATION-MARKETING.COM 15 ✓ Cultural fluencybeats corporate tone ✓ Show, don’t tell (let’s hear more from student/grad voices) ✓ Reflect your Student & Local Community (more student/grad voices) ✓ Ride cultural Waves, don’t ignore or fight them ○ Use a trending audio clip behind “first day of clinicals” ✓ Authenticity is currency (hear more from students) ○ Imperfection is seen as truth PAC - Culture
- 16. HIGHER-EDUCATION-MARKETING.COM Strategies - Dual-audienceMessaging 16 ✓ Parent ○ outcomes ○ safety ○ legitimacy ○ value/ROI ✓ Student ○ vibe ○ belonging ○ hands‑on experience ○ peers’ voices ✓ Every page and video should serve both student & parent
- 17. HIGHER-EDUCATION-MARKETING.COM Strategies - Establishan Authenticity System 17 ✓ Intentionally unpolished creative ○ (UGC cadence, natural VO) ✓ Student ambassadors & micro‑influencers are trust accelerators ✓ Connect creator content to FAQ‑led program pages Independent Learners with a Skeptical Eye for Authenticity
- 18. HIGHER-EDUCATION-MARKETING.COM Strategies - Establishan Authenticity System 18 ✓ Penn State University’s College of Education used Experiential Digital Global Engagement (EDGE) ✓ Virtual exchange classes with partners in countries ✓ Teacher trainees were paired as one-on-one “buddies” for weekly discussions ✓ Students joined in virtual seminars with Penn State classmates ✓ Through these exchanges, students developed friendships, discussed English language, culture, multilingualism, and global awareness Source
- 19. HIGHER-EDUCATION-MARKETING.COM Strategies - UseCampus as a Product- Demo 19 ✓ Creator‑hosted ‘IRL + stream’ events ✓ Hands‑on trials during visits
- 20. HIGHER-EDUCATION-MARKETING.COM 20 ✓ Use SnapAR Lens (augmented reality) ✓ Repurpose event clips into YT Shorts Strategies - Use Campus as a Product- Demo
- 21. HIGHER-EDUCATION-MARKETING.COM On The Rise 536%YoY increase in users 21 AUG SEP OCT ChatGPT 92 new users ↑ 8.24% MoM 284 sessions ↑ 10.08% MoM 140 new users ↑ 59.09% MoM 332 sessions ↑ 21.61% MoM ___ new users ___ sessions Strategies - Visibility in AI Search Results
- 22. HIGHER-EDUCATION-MARKETING.COM Gen A WillAsk AI 22 Create Answer-Focused Content Directly Address User Queries: Focus on creating content that provides concise yet complete answers to common questions. For example: Instead of a general blog, “benefits of a paralegal career” Write, “What are the benefits of becoming a paralegal in Florida?”
- 23. HIGHER-EDUCATION-MARKETING.COM 23 Create Answer-Focused Content Welcome BackFAQ! ● Address key pain points. ● Provide concise responses to their questions. FAQ format is more likely to be picked up by generative engines Gen A Will Ask AI
- 24. HIGHER-EDUCATION-MARKETING.COM 24 Audience Poll #2- PART I Which tactic can you add right now? A. Parent-inclusive messaging B. A student-led User-Generated Content Team C. Adding YouTube Shorts content weekly D. Adding Snap AR Lens E. Gaining visibility in AI Search results
- 25. HIGHER-EDUCATION-MARKETING.COM 25 Audience Poll #2- PART II Which tactic would you most-likely outsource? A. Parent-inclusive messaging B. A student-led User-Generated Content Team C. Adding YouTube Shorts content weekly D. Adding Snap AR Lens E. Gaining visibility in AI Search results
- 26. HIGHER-EDUCATION-MARKETING.COM 26 Reaching Gen Alpha FiveTactics to Launch Now
- 27. HIGHER-EDUCATION-MARKETING.COM Tactic #1 -Answer-first Web Hubs 27 ● Long‑form Q&A for top programs ○ Subheads are your questions ○ Sentence(s) are your answers ● Embed 30–60s video answers ● Create micro‑FAQ videos for parents ● FAQ Schema to support inclusion in Rich Results/AI answers
- 28. HIGHER-EDUCATION-MARKETING.COM Tactic #1 -Answer-first Web Hubs 28 Give Your Content Legs Go MultiModal Distribute your Content Beyond the Norm Generate on Multiple Platforms: YouTube Reddit Quora Multiple Modes: Video Image Chart Graph LinkedIn Reviews/Google My Business Website post Referral post
- 29. HIGHER-EDUCATION-MARKETING.COM 29 ● Use codingto Cluster your multiple articles about each program. ● Google now sees a larger target. ● More likely to be seen as a valuable resource on the topic of your Program. Get the No-makeup Look in 5 Steps Benefits of a Hybrid Cosmetology Program Top Cities for a Career in Cosmetology Ask Your Nail Technician about These Top Trends When to Use Glitter to Make Your Makeup Pop Career Possibilities and Pathways in Cosmetology Tactic #2 - Content Clusters Cosmetology Program Page
- 30. HIGHER-EDUCATION-MARKETING.COM Tactic #3 -PAC-first YouTube Shorts, Insta & Snapchat 30 ● Use natural, conversational VO ● Shorts for discovery + co‑viewing; Snap for real‑time bonds ● Embrace the playfulness of AR (augmented reality) ● Shoot for a UGC cadence over studio polish (User-Generated Content)
- 31. HIGHER-EDUCATION-MARKETING.COM Tactic #4 -Gaming‑native Activation 31 Don’t talk about gaming, build with it. “Ireland’s Future is MINE” (2021) Dublin City Univ/Microsoft Minecraft Education - Building digital skills through Minecraft Santa Clara University - Campus Tour in Roblox Source Source
- 32. HIGHER-EDUCATION-MARKETING.COM Tactic #4 -Gaming‑native Activation 32
- 33. HIGHER-EDUCATION-MARKETING.COM 33 Generative AI enginesrely on structured data to identify and extract relevant information. ● Schema Markup enhances the machine readability of your content. ● Schema Markup can boost the likelihood of appearing in AI responses up to 30% Source: https://dryviq.com/unstructured-vs-structured-data-4-key-management-differences/ Programs you offer Campus locations Job placement Reviews/testimonials Tactic #5 - Apply Structured Data through Schema Markup ➔ Program ➔ Events ➔ Courses ➔ Locations ➔ Reviews ➔ FAQs
- 34. HIGHER-EDUCATION-MARKETING.COM 34 Audience Poll #3 What’syour biggest blocker to evolving for Gen Alpha? A. Can’t keep up with the changes B. My team and I does not have the time C. Getting buy-in from my organization (establishing a school ‘tone’ in Gen-A-Speak) D. We’re starting now
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- 36. HIGHER-EDUCATION-MARKETING.COM Think Like theMachine 36 • KPIs – Traffic to Q&A hubs – CTR from Shorts/Snap to visit sign‑ups – Traffic from ChatGPT/Gemini/CoPilot/Perplexity…. • Creator content lift & parent conversion assists • Tools – Google Search Console – Google Analytics 4 – SEMrush, Ahrefs
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- 38. HIGHER-EDUCATION-MARKETING.COM Monitoring Tools 38 Google Analytics:Track the sources of your website traffic. ➔ YouTube (paid/organic) ➔ Reddit (paid/organic) ➔ SnapChat (paid/organic)
- 39. HIGHER-EDUCATION-MARKETING.COM Monitoring Tools 39 SEM RUSH: Anall-in-one marketing toolkit offering features like keyword research, site audits, and competitor analysis. Identify opportunities to improve your site's SEO and monitor your rankings over time.
- 40. DIGITAL MARKETING |MAUTIC CRM | STUDENT PORTAL | CONSULTING HIGHER-EDUCATION-MARKETING.COM HIGHER-EDUCATION-MARKETING.COM 40 Takeaways • Be where they are: YouTube/Snap/gaming with creator voices • Your students & graduates are your micro-influencers • Design for student AND parent journeys = Dual-messaging • Answer first content • Make content machine‑readable • Treat your Campus Tour as a product demo
- 41. DIGITAL MARKETING |MAUTIC CRM | STUDENT PORTAL | CONSULTING HIGHER-EDUCATION-MARKETING.COM HIGHER-EDUCATION-MARKETING.COM 41 1. What are your Top Organic Sources for website traffic? 2. Which of those Sources deliver users who Fill Out Forms? 3. Is that $ we spent on a Campaign Paying Off? 4. ( add your question here ) ? ? ?
- 42. DIGITAL MARKETING |MAUTIC CRM | STUDENT PORTAL | CONSULTING HIGHER-EDUCATION-MARKETING.COM HIGHER-EDUCATION-MARKETING.COM 42 Get Your Free Assessment from The Education Experts in Digital Marketing 1. What are your Top Organic Sources for website traffic? 2. Which of those Sources deliver users who Fill Out Forms? 3. Is that $ we spent on a Campaign Paying Off? 4. ( add your question here )
- 43. DIGITAL MARKETING |MAUTIC CRM | STUDENT PORTAL | CONSULTING HIGHER-EDUCATION-MARKETING.COM HIGHER-EDUCATION-MARKETING.COM 43 Let’s Connect! Scott Cross North America 514-312-9048 [email protected] Philippe Taza UK / Europe 514-312-3968 [email protected]