Running head: RECRUITING GENERATION Z 1

Recruiting Generation Z

Ashley Palmer

Western Carolina University

April 13th, 2020

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The things we continue to learn about Generation Z differs from previous generations,

such as the way they were raised, how they think, and what they prioritize. The aim of this paper

is to address what makes Generation Z different and how members of fraternity and sorority

chapters can utilize these differences to reshape the way they recruit. I will explore this by

presenting previous research on Generation Z’s identity, values, and relationship with media,

followed by making connection to values-based recruitment in greek lettered organizations, and

then conclude with a call to action for student affairs practioners.

Defining Generation Z

Members of Generation Z were born between the years of 1996 and 2010 (Claveria,

2019). They currently make up over forty-two percent of students in higher education (ages of

eighteen to twenty-one) (Campus Blog, 2018). Generation Z also makes up sixty million

Americans, outnumbering that of the millennials by one million (Williams, 2015). This group

follows millennials and yet vastly outnumbers them even more so in terms of students in higher

education.

Millennials, after all, were raised during the boom times and relative peace of the 1990s,

only to see their sunny world dashed by the Sept. 11 attacks and two economic crashes, in

2000 and 2008. Theirs is a story of innocence lost. Generation Z, by contrast, has had its

eyes open from the beginning, coming along in the aftermath of those cataclysms in the

era of the war on terror and the Great Recession (Williams, 2015, para. 10).

There are several significant differences between these two generations that shape the way they

think and operate. This can be easily identified in the table that Purdue University (2018) created

along with a letter from their Vice Provost for Student Life. See the Table 1, which identifies

differences such as learning styles, leadership styles, and multicultural perspectives between
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Millennials and Gen Z. “This generation is more private, more anxious, more restless, more

tech-friendly, more entrepreneurial, and more redemptive than previous generations” (Elmore,

2019b, para. 1). Therefore, the needs of these students are different from the previous groups of

students on university campuses, such as Generation Z’s craving of more personal connection

and face-to-face interactions than their millennial counterparts (Tincup, 2019). This can affect

the way organizations (fraternities and sororities) interact with them and their values will also

help them identify best fit when looking at membership.

Table 1: Generational Differences from Purdue University

Generation Z has a cultivated a public presence, meaning they share what they believe

the world wants to see from them (Purdue University, 2018). A large part of their identity and

perception of self-worth is made up of their online presence and the reactions they receive from

others. Generation Z also has high values in frugality, convenience, teamwork, inclusivity, and

focus, especially on career (Purdue University, 2018). Other things that can influence Generation

Z students are timing, relationships, and beliefs (Elmore, 2019a). This knowledge can be utilized
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by sororities and fraternities to inform recruitment methods. Based on the image of fraternity

and sorority life in the media, it can be hard for members of Generation Z to find fit with the

right organization.

Greek Life in Media

The study that was done at Grand Valley State University in 2018 highlighted student’s

perceptions of fraternity and sorority life on their campus. Most responses were positive

regarding their experiences; however, topics such as hazing, partying, and sexual assault were

still a concern (Smigelski, 2018). This is mostly fueled by reporting in media as well as what

these students see, hear, and talk about on campus. While this does not pertain to that of

Generation Z solely, these are the types of things that concern students who are going through

recruitment (ie. Generation Z), and it drives their concerns when joining fraternity and sorority

life.

Generation Z has had constant inflow of media at their fingertips. Students report

learning about fraternity and sorority life from movies, television, and Instagram (Chatten,

2019). Through this comes their perception of fraternity and sorority life. Unlike their parents’

generation, who may be greek and of the Animal House and Fraternity Row eras, or the

millennials gaining knowledge based on The House Bunny, Legally Blonde, and Sydney White,

Generation Z has seen it play out in real-life scenarios, such as Tim Piazza and Max Gruber, as

well as Burning Sands. In an effort to combat these concerns, chapters, campuses, and national

organizations are leaning towards the idea of value centered recruitments or values-based

recruitment.
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Value Based Recruitment

Values-based recruitment allows potential new members (PNMs) to make connections,

build relationships, and discover shared interests and values, and for chapters to display the high

standards held by all National Panhellenic Council member organizations (NPC, 2019). Values-

based recruitment “allows for complete transparency in activities and freedom to join” (National

Inter-fraternity Council, 2019, p. 8). This idea of connection and transparency is crucial to the

needs of Generation Z. National Panhellenic Council (2019) said that “Potential new members

(PNMs) seek the same core values, principals and standards as the chapter members” (p. 1).

Therefore, chapters should display and live these values daily, and not just during recruitment

season. Many people believe this idea of values-based recruitment is new. However, versions of

this approach have been around since the late 1980s (NPC, 2019). This trend in recruitment has

become more central to the process of taking in new members because of the importance this

current generation places on values.

Generation Z craves person to person interaction more than the previous generation

(Tincup, 2019). “Generation Z has a similar “anti-establishment” mentality as Generation X;

they’re less attracted to big groups and are more interested in value-added, personal

relationships” (Chatten, 2019, para. 4). This leads to the assumption that Generation Z is less

likely to join a fraternity or sorority or attend recruitment events unless they form personal

connections. However, this does not mean that other forms of recruitment (ie: social media) are

obsolete. Members of Generation Z are more likely to research groups online before arriving at

an event or meeting a member. Generation Z tends to be “cautious skeptics with an

entrepreneurial spirit” (Tincup, 2019, para. 8) and “information seekers” (Chatten, 2019, para.

5).
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Among their general concerns about college- failing classes, feeling alone, and being

hazed are among highest for students first coming to college (Chatten, 2019). Programs exist to

help students ease these fears and prepare chapters with transferable skills, such as making

personalized conversation, individuality, transparency in academics, and other information about

the group (Chatten, 2019). “Generation Z also seems to have clarity on values, as 69% of

members stated their chapters always upheld organizational values” (Cogswell, Mayen, & Lee,

2019, p. 2). Therefore, chapters can recruit these new members in specific ways. Each person

decides to join a chapter based in their own identities and needs, such as social capital,

leadership, and career networking (Cogswell, Mayen, & Lee, 2019). Fraternities and sororities

encourage members to develop these skills, as well as change outsider’s perceptions by

promoting individual values.

Call to Action

It is important to understand the characteristics of Generation Z in order to effectively

recruit new members into fraternity and sorority life. This understanding will allow potential new

members to be matched with chapters that align with their values. Each individual is different

and has a separate path to and through college. This is the most important thing that chapters

need to know when it comes to recruiting any new member. This topic is going to continue to

evolve therefore the programming and training provided to chapters, councils, advisors, and

recruitment counselors also needs to change. This can be done through more research and

assessment into incoming pledge classes and first year groups. It then must be developed and

implemented in order to create more values-based recruiting.

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Reference

Campus Blog. (2018). Student demographics in higher education. Retrieved from

https://blog.campus.app/student-demographics-in-higher-education

Chatten, E. (2019). Recruiting generation z into fraternity and sorority life. Phired Up. Retrieved

from http://blog.phiredup.com/recruiting-generation-z-students-to-fraternity-and-sorority-

life/

Claveria, K. (2019). Generation z statistics: New report on the values, attitudes, and behaviors of

the post-millennials. Vision Critical. Retrieved from

https://www.visioncritical.com/blog/generation-z-statistics

Cogswell, C., Maynen, D., & Lee, D. (2019). Trends in the fraternity and sorority experience

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Elmore, T. (2019 a). Three ingredients that influence students to take action. Growing Leaders.

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Elmore, T. (2019 b). It’s finally here: Generation Z unfiltered. Growing Leaders. Retrieved from

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National Inter-Fraternity Council. (2019). Recruitment officer guide. Retrieved from

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National Panhellenic Council. (2019). Educational support for: Values-based recruitment.

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Purdue University. (2018). Preparing Gen Z in higher education. Office of the Vice Provost of

Student Life. Retrieved from https://www.purdue.edu/vpsl/resources/GenZ.html

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