Ep 70: Straight From the Source: How High School Students Choose and Ignore Colleges

Today’s students are telling colleges exactly what they want. Are we listening? In this episode of Higher Ed Conversations, host and GradComm CEO Cheryl Broom sits down with high school students Dylan and Piper for a candid conversation about how colleges are and aren’t connecting with prospective students. From inbox overload to the outsized role of social media, these students share their unfiltered perspectives on what actually grabs their attention during the college search process.

This episode spotlights why traditional recruitment tactics aren’t cutting it. Gen Z expects authenticity, visual storytelling, and a strong social media presence, and they can spot generic marketing from a mile away. If you’re responsible for enrollment marketing, student recruitment, or brand awareness, tune in. It’s a powerful reminder that the best strategy often starts with simply asking students what they think and being willing to change based on their answers.

What You’ll Learn:

• Why traditional college recruitment emails often miss the mark
• How social media shapes Gen Z’s perception of colleges
• What students actually want colleges to show them on Instagram and TikTok
• Why authenticity matters more than polished marketing language
• How colleges can rethink outreach to better connect with high school students

Thanks for listening!

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Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.