The College Decision Roundabout: The Enrollment Journey for Gen Z
Have you ever driven through a roundabout? It’s meant to be simple — enter, loop, and exit. But when you’re actually driving through one? It rarely feels straightforward, just like the college decision journey for many Gen Z students.
Most students begin with the intention to commit to an institution. But today, they don’t enter from one clear path — they come from multiple directions: official university websites, name-buys, college fairs, direct admissions, K-12 outreach programs, social media, and friend & family networks. Each entry point leads them on a unique route, shaped by different priorities.
And once inside the roundabout, key drivers like majors, campus “vibe”, and financial aid push students in various directions. Sometimes, these drivers may even cause some to loop back to reconsider other paths or reroute entirely. We talked about this in our recent enrollment webinar — how the college decision journey for Gen Z looks more like navigating a busy roundabout than a straight road.
That’s why the right signs, in the right places — clear intentional messages and timely touchpoints — matter more than ever. Just like well-placed, clear signage helps guide cars through a roundabout, these signals can help students find their way through the complex decision journey and make your institution the destination they don’t miss.
The New On-Ramps
In the past, most students came in through the same basic on-ramps: campus visits, direct mail, college fair, etc. But the number of on-ramps have grown and shifted to student-led discovery.In our 2025 College Decision Playbook — based on a survey of over 2,200 new incoming students — we asked students what platforms they used in their college search. Here’s the top 5 platforms:
79% of respondents used Instagram
41% of respondents used TikTok
39% of respondents used YouTube
39% of respondents used Niche
26% of respondents used US News
Most students are entering the decision process on their own terms — and often through platforms that feel familiar, not formal. With the popularity of social platforms as a research tool for students, discovery can also happen in a range of ways. Sometimes by actively researching a college they’re already interested in, and other times by coming across organic content that makes a school feel worth looking into. It’s not always a linear path, and it’s definitely not always institution led.
The On-Ramps: Public vs. Private
The data from our recent enrollment survey highlights some distinct differences in how students who enroll at public vs. private institutions utilize the new on-ramps:
Students who ultimately enrolled at private institutions navigated the college decision process using a broader set of platforms than their public peers, doing more research across platforms in general. While Instagram was still the top platform for students who attended private institutions, their reported usage of platforms like Niche and US News was higher, suggesting a greater focus on college rankings and prestige.
Private attendees also use YouTube at a notably higher rate (51%) compared to public students (36%), as well as using TikTok at a higher rate (45% vs. 40%), indicating a greater preference for authentic visual storytelling.
While public-bound students also use these platforms, private institutions can differentiate themselves by creating compelling online content across multiple channels, leveraging the broader and more diverse platform usage of private-bound students.
Inside The Roundabout: The Student Decision Drivers
Once inside the roundabout, students need to navigate through various paths, priorities, and possibilities. But it’s not aimless circling. Our student survey revealed some key drivers that heavily affect their decision journey — the real forces shaping when, where, and if a student commits:
Majors offered are the most important factor influencing enrollment with 92% of respondents highlighting it as an influence during their college decision journey.
83% said campus vibe impacted their decision.
Cost of housing and financial aid rank high as critical considerations (75% and 82% respectively).
77% of students went on an in person tour, far out-pacing virtual ones.
When Students Loop, Or Reroute
Navigating the college decision roundabout isn’t always a straight path. In fact, many students circle back or switch lanes multiple times before making their final choice. Why? Because their priorities evolve as they gather new information and experiences.
Sixty-nine percent of respondents in our survey said they picked their major before selecting their school, and it’s one of the strongest drivers shaping a students’ path. At the same time, 99% say finding community and belonging is essential.
Even with strong intent, some reroute when their major isn’t offered, costs become barriers, or they don’t feel they fit. These detours aren’t disinterest — they’re missed chances where communication or resources failed to provide clarity, connection, or support.
The Right Signs
Students face a lot of different drivers and influences during their college decision journey — which is why clear, intentional messaging is your institution’s best tool for guiding students.
It’s not about just having the information out there or sharing generic messages. Too many signs just create noise, and messages that don’t connect get ignored.
Your goal should be to make important info — majors, pricing, scholarships, deadlines — easy to find and understand. Personalize where you can, and use behavior-driven emails, texts, and social media to start real conversations, not just broadcast information.
Clear signs cut through the clutter and help students feel seen and supported as they move through the decision process.
Commitment Is The Exit — Be The Destination Students Don’t Miss
Here are 5 ways your institution can become the ultimate destination:
Meet Students On The Various On-Ramps: Students are now entering from various channels. Invest in student-led communities and peer driven content across various platforms. But don’t just story-tell, let students actually experience and visual themselves as a part of your community. Facilitating early, peer-to-peer connections (not just branded touchpoints) builds familiarity, trust, and ultimately belonging.
Know What Moves Them: Every student has to navigate various drivers through their decision process from majors, to finances, fit, and ultimately their future. Knowing what drivers are important to students and reflecting it back through personalized, relevant content can make you stand out and help you to better guide students through their journey.
Create Clear, Helpful Signs: This is about delivering your messaging clearly, relevantly, and timely. Make key info easy to find, especially around majors, pricing, scholarships, and deadlines. Use personalized, behavior-driven communication to reach students where they are in their journey. Avoid generic emails or cluttered websites — your signs should guide students smoothly through their journey without adding confusion.
Build Connection Inside The Loop: Most students don’t commit because of a perfect brochure or a clever ad — they commit because they feel connected to a person, group, place or vibe. Give students ways to build relationships with peers, ambassadors, and communities before they make their final choice. It shortens the distance between awareness and belonging.
Reduce Friction to Exit: If your institution is the right fit, don’t make it hard to choose you. Ensure the final steps — deposits, housing forms, orientation, financial paperwork — are clear, seamless, and student-friendly. The commitment moment should feel like a celebration, not more navigation.
The college decision roundabout belongs to the student, but what you control is the confidence, clarity and connection they feel as they navigate it. With the right signs, signals, and real opportunities for connection — and by understanding their journey and meeting them along the way — you don’t just guide students through the roundabout. Your institution becomes the destination they’ve been looking for.
Want the full story? Download the 2025 MeetYourClass College Decision Playbook or check out our webinar to get the data and insights shaping the future of enrollment.
