The Goodkind team has sat down over many, many (did we mention many?) pots of coffee to analyze the myriad data sets which could help us understand: How are students engaging with schools? What do students want from your institution? What don't they want? How do you get them to make a decision? How can schools stand out from others? How can you encourage students to show up to events and be present in your community? All of that curiosity and hard work, paired with dozens of conversations with leaders in student recruitment and retention, has culminated in this. This guide is intended to succinctly analyze, using data and experiential knowledge, the trends seen in catering to the Gen Z audience and offer advice on a synthesized strategic plan for your recruitment cycles in 2023.