With the pandemic moving us online, we had to rethink our recruitment strategy at Ontario Tech University and dive into digital recruitment advertising for the first time. We learned a lot in this past year about advertising to Gen Z and focused our efforts on meeting them where they’re at virtually: TikTok and Snapchat. In this session, we’ll share our experiences with the following:

• What we found in our research about Gen Z’s communication and advertising preferences.
• Generating ideas and creating content for our audience on TikTok and Snapchat.
• Navigating relationships with key university stakeholders to get approval and content submissions for the types of content we wanted to put out.
• Creating content in a virtual environment that didn’t allow for in-person video production.

We’ll also share examples of the content we created as we present the challenges and successes of our first year of digital recruitment efforts and what we learned along the way.