Dynamic Group Membership would be a good solution for you. If the users meet the criteria that you define, they will be automatically assigned to a group. (Note that a Premium P1 license is needed to use this feature.)
https://learn.microsoft.com/en-us/azure/active-directory/users-groups-roles/groups-create-rule
You can also create a Powershell script to automatically assign new users to enterprise application. While there isn't an official Microsoft sample that does this, there is a recent blog post here that contains a script that does just this.
Here is the code sample: Add User To Azure AD Application Powershell
You could also set "User assignment required" to "No", but that may not suit your scenario.
Let me know if this helps!