Personalizing Yield Strategies for Gen Z and Gen Alpha

It’s yield season! And if you’re looking for some guidance on how to improve your approach now and in the future, we’ve got you covered.

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Here’s the headline: traditional yield strategies are falling short. 

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The old strategies—generic emails, print brochures, and a one-size-fits-all approach—just don’t click with students anymore. Gen Z and Gen Alpha are looking for something different: a personalized, values-driven experience that feels real. 

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These younger generations think and act differently from the ones that came before them, which means higher ed leaders need to adapt if they want to connect. The good news is that personalization in enrollment marketing isn’t a pipe dream anymore—it’s totally doable. With tools like Halda’s AI Enrollment Platform, creating meaningful, tailored experiences that actually work (and scale) is easier than ever.

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Why Traditional Yield Strategies Don’t Work for Younger Generations 

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For years, the “spray and pray” approach was the norm. Mass emails, broad messaging, and engagement campaigns were designed to appeal to as many students as possible, regardless of individual interests or preferences. While this approach worked for Millennials and earlier generations (sometimes), it won’t cut it for Gen Z and Gen Alpha who value unique, meaningful relationships with institutions. 

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Gen Z has grown up with rapid tech advancements, so it’s no surprise they value authenticity above all else. Generic emails and impersonal messages won’t cut it. This generation wants to feel seen, appreciated, and understood. 

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And then there’s Gen Alpha—the most educated, tech-savvy, and ethically driven generation yet. They’re constantly bombarded with digital content, so outdated, cookie-cutter marketing just doesn’t resonate with them. 

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It’s time to move away from old-school strategies. To really connect with these generations, institutions need to focus on tailored, tech-forward recruitment tactics that deliver real value.

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What Makes Gen Z and Gen Alpha Different

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Before we get into yield strategies for these generations, we need to look at what makes them different from previous generations and each other.  

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Gen Z (Born 1997–2012): The OG Digital Natives

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Gen Z is all about tech and research—they’ve grown up with Google at their fingertips. They like to gather information on their own but are happy to engage when outreach feels thoughtful and informed. Authenticity matters a lot to them and they’re drawn to brands and colleges that are honest and real. They’re also very career-focused. And with increasing skepticism about the value of higher education, messaging for this generation needs to emphasize the idea that education leads to clear career outcomes. They want to see success stories, solid data on ROI and value, and clear paths from degree to career.

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Gen Alpha (Born 2013–2025): The AI-First Generation

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Gen Alpha is growing up in a world shaped by AI, seamlessly integrating it into their daily lives for learning, entertainment, and creativity, even if they don’t always know it. From virtual tutors to AI-powered learning apps, they’re using technology to explore their interests and personalize their education. They’re all about big causes like sustainability, inclusivity, and equity, but they also want colleges to use cool, innovative tools like AI to make learning better. They love a mix of online and offline experiences, so reaching them means using AI smartly while still keeping things real and personal.

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Personalized Engagement Strategies That Deliver

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Now that we’ve got a clear idea of what makes Gen Z and Gen Alpha tick, let’s look at how enrollment leaders can build yield strategies that respond to their needs. The key is personalization at scale, and platforms like Halda make this super easy to pull off. 

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Here’s how you can start: 

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1. Use AI to Personalize Outreach 

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Stop sending generic messages! Even using tokens like a student’s name felt revolutionary at one time, but that isn’t enough anymore. Halda allows you to create emails, texts, and calls that feel personal to each student. For example, if a student is interested in sustainability programs, you can use AI to automatically send them an email highlighting your school’s green initiatives and share alumni stories related to sustainability.

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2. Make Your Content Dynamic and Interactive 

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Static content doesn’t capture attention. Gen Z and Gen Alpha expect interactive and engaging experiences. Halda’s AI Hub curates personalized content, offering Netflix-style recommendations to guide students seamlessly through the admissions process. It’s like having a digital tour guide who’s always ready to point them toward their next step.

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3. Connect With Students in Familiar Formats 

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Your audience isn’t confined to just one platform, so your strategy shouldn’t be either. Social media platforms like Instagram, TikTok, and YouTube are crucial, providing opportunities to connect through Reels, interactive posts, and targeted ads that capture attention effectively. Messaging apps, such as SMS and WhatsApp, are equally powerful for quick, direct updates. With tools like Halda’s AI Message, staying in touch becomes seamless and immediate, making it easier to keep your audience engaged no matter where they are.

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4. Offer Virtual Connections That Matter 

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Virtual engagement is no longer a backup plan—it’s becoming the preferred choice. And students and parents appreciate the flexibility it offers. Tools like Halda’s new AI Student Recruiter allow students to connect with an AI-powered admissions counselor anytime, receiving answers and guidance 24/7. It’s support that’s always there when they need it, even when your team is off the clock.

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5. Lean Into Your Values 

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Gen Z and Alpha are really invested in ethics and collaboration. They’re drawn to schools that reflect their values, prioritizing sustainability and inclusivity. To connect with these students, it’s important to highlight what makes your institution stand out. Share student testimonials, showcase community outreach initiatives, and tell stories that demonstrate how your school is actively making a difference.

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6. Focus on Career Outcomes 

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Career readiness is a top priority for Gen Z, because they want to make sure their education leads to real, tangible results. Highlighting job placement rates, co-op programs, and alumni success stories can make a big impact. With Halda’s AI Student Recruiter, these conversations can be tailored to match each student’s unique interests, creating a more personalized and meaningful experience.

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7. Take it Offline

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Yes, you read that correctly. Even though Gen Z and Gen Alpha students are tech-savvy, there’s value in providing personalized 3D experiences too. When it comes to acceptance time, use all that valuable data from your CRM system to send personalized acceptance packages to accepted students. Nothing says “We want YOU” like a package tailored especially for them based on the interests they shared earlier in the process.

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8. Don’t Forget the Parents 

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When it comes to decision-making, it’s usually a family affair, with parents, particularly Millennials, playing a significant role. That’s where tools like Halda’s AI Search can make a difference. By addressing parent-specific concerns, like tuition and financial aid, campus safety, and housing, Halda helps provide answers to the questions that matter most. Creating content that speaks directly to these priorities can further build trust and connection. By combining these strategies with Halda’s capabilities, you’re not just making students feel understood—you’re also helping them and their parents feel confident in choosing your institution.

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Building a Future-Proof Enrollment Strategy 

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If one thing is clear, it’s that a "one-size-fits-all" approach is no longer an option. Gen Z and Gen Alpha expect thoughtful, personalized engagement that reflects their values and aspirations. Using a healthy mix of digital and offline strategies, you can meet students where they are and build meaningful relationships at every stage of the funnel.