Values-Based Recruitment: Recruitment Strategy Effectiveness on Gaining Generation Z Matriculation

Abstract

This study investigated the values of Generation Z students that matriculated at a rural mid-sized mid-west institution. Further, this study examined what recruitment strategies were effective in gaining this populations matriculation and the intersection of values and recruitment strategy effectiveness. A quantitative method was utilized with a mixed model approach. Participants included students that were born between 1995 and 2010 that were enrolled during the Fall 2019 and Spring 2020 semesters as first-time first-year students. Findings indicated that this population values Honesty, Hard-Work, Personal Growth, Financial Fulfillment, and Education. The most effective recruitment strategies to gain matriculation were indicated to be relationship-based recruitment strategies such as Faculty One-on-One Appointments and Shadow Visits. There was no indication of a relationship between values and recruitment strategy effectiveness. However, some values were influenced by demographic factors such as gender and high school location. A recommendation for student affairs professionals would be to investigate the values of the student population at a given institution and ensure that the campus climate reflects the values of the students.

Date of Award	2020
Original language	American English
Awarding Institution	Eastern Illinois University
Supervisor	Catherine L Polydore (Supervisor)