University Business January 2018 - 40

SPONSORED WEB SEMINAR DIGEST

Recruiting, Engaging and
Retaining Generation Z
Strategies to meet changing expectations

A University Business Web Seminar Digest * Originally presented on October 26, 2017
The next generation of college students-Generation Z-has a variety of different expectations for higher
education, particularly when it comes to the campus environment. Research has also indicated that Gen Z
students have higher levels of anxiety and stress both entering and during college, which can significantly
impact their likelihood of success.
This web seminar explored the results of the new 2017 University Lifestyle Survey from Sodexo, which
polled over 1,000 U.S. students (and 4,000 globally) about their expectations, concerns and values when
it comes to their higher education experience. The CEO of Sodexo Universities discussed the implications
of this new research for institutions, outlined some practical advice for adapting campuses to meet these
changing expectations, and highlighted strategies and opportunities for recruiting, engaging and retaining
Gen Z students.

Barry Telford: We are embarking on a new era in
higher education. It's one that's going to bring substantial changes in how we educate and how we operate. Global trends are having a significant impact
on academics, business, economics and the political landscape. Universities must function in that
arena too. With this new era, it's important that we
remain relevant. We have to rethink conventional
structures and conventional wisdom, and how we
provide services.
Sodexo has done this survey since 2004. As a market leader, we feel a responsibility to use our global
breadth and depth to better understand the students
we serve.This helps us identify trends and think about
key valuable insights into their preferences and priorities. The majority of the students we talked to fit into
Generation Z, which typically includes people born
after 1996. They appear to be very future-focused.
They're realists. They will work hard. They are going
to seek opportunities where they can. This is the first
generation of digital natives, and by 2020 they will
represent 80 percent of college students.
This is the most anxious generation to arrive on

campus by far. Their expectations are very fluid.
They're looking for immediate reaction, which is
contributing to an increased stress level among students. This is motivating many universities and their
partners to consider a whole new model of service.
The great news is that the survey suggests there are
some factors we can now begin to predict, such as
the impact of financial burden, or of good Wi-Fi, or a
friendly atmosphere.
Moderator: The statistics are pretty striking, especially that 83 percent of students consider a friendly
campus more important than a university's reputation. That seems like a significant shift, especially
from generations past. Do you get a sense of what's
driving a change like that?
Barry Telford: You're absolutely right.The data suggests that students have this keen desire to belong,
to be part of the community. Reputation does matter,
especially for students seeking a specialized degree.
But the culture on campus can supersede reputation,
and it's absolutely vital that we recognize that.

View, comment, share this story online at UBmag.me/sodexosurvey


http://www.universitybusiness.com/ws102617 http://www.UBmag.me/sodexosurvey

Table of Contents for the Digital Edition of University Business January 2018

University Business January 2018 - Cover1
University Business January 2018 - Cover2
University Business January 2018 - 1
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