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Why Stanford?  What actions have you taken to determine that Stern is the best fit for your MBA experience?  Given your individual background and goals, why are you pursuing a Columbia MBA at this time?  These are examples of Why MBA essays -- here is a primer on how to answer them.


Photo by Lillith, Article by Ben Feuer

If there is one type of essay everyone moans and groans about having to do — it’s open-ended essays (HBS, NYU, Booth).  But the “why school” essays run a close second.  Everyone struggles with them.  Yuki, a stellar candidate (professional consultant, mid 700s GMAT, 4.4 Engineering GPA from a top school) recently confided to me that writing “why school” essays was one of the hardest things he had to do in his entire application process.  He said to me, it felt like hitting a single, not a home run.

Listen up, Yuki -- you can absolutely hit a home run with your “why school” essay — if you are willing to put in the work.  

Writing a great school-specific essay requires a very different set of skills than writing a great “What Matters Most” essay, but both types of essay are important, and school-specific essays are much more common.  In fact, this year in the top 25 business schools, they are more common than the goals essay.  So read on to find out how to ace these essays.  But first -- a burning question answered!

Why are schools so concerned with research?  

Don’t they already know what is great about them?  Of course they do (although it never hurts to hear it again).  These essays demonstrate your level of interest in the program.  Have you visited campus?  Have you spoken to alumni?  Are you familiar with the enviroment?  Class size?  Reputation?  Interest correllates to yield, and yield boosts rankings — and everybody likes high rankings.  Ultimately, it’s about fit.

OK, fine.  What am I even supposed to talk about?


Here’s a partial list.  There are many more.

Top professors (shared history, publications, work history, teaching reputation), student body (diversity, age, work history), recent alumni (willingness to communicate, quotes drawn from experience), advanced alumni (internships and placement), career services, industry strengths (sectors, disciplines), specialized majors, ability to cross-enroll, strength of cross-disciplinary opportunities, campus setting (proximity to family, friendliness, size, appearance), local opportunities (incubators, fellowships, internships, work-study, volunteering), clubs and organizations (duration, comparative strength, leadership opportunities, ways to grow or give back), conferences and campus speakers (relevance, reputation), entrepreneurial opportunities (competitions, incubators), classes (first year, second year, specializations), campus visits (info sessions, experience, sitting in on classes), family history (connections, early life)

How many points should I be discussing?

A common bad strategy for this type of essay is overstuffing it with poorly supported points — referencing three classes in a row without explaining why any of them are necessary (or particularly strong at your chosen school), name dropping professors without explaining how their book on Cannibal Theory changed your life, using alumni quotes but providing no context as to their relevance.

Instead, make a few well chosen points and back them up.  What are the two or three things you MOST need from an MBA?  (and if you say “a bigger network”, I WILL smack you in the face).

Okay, so I know my two or three general areas of growth.  How do I write about them in the essay?

Simple. You research what at the school you have chosen makes it an ideal fit for those areas of growth.  Say you’re trying to learn marketing — well, Kellogg has a great marketing program, as we know — but did you know that LBS does too?  Maybe you need a basic grounding in finance — a school like Columbia, with a universal first year curriculum, would have a lot to offer you.  But these are broad strokes -- to make really solid points, you need to do research.

Why research?  I know their ranking.  Isn't that enough?

No. 

Actions speak louder than words.  Every early draft of a why school essay shares the same pernicious flaw — blanket statements made without evidence (to back them up) or context (to explain why they belong in the essay).  So how do we fix these statements?  Watch the following bland comment transform into a great point — through action.

Booth’s campus is very inclusive.  Awful.  A blanket statement with nothing to back it up — not a shred of research or introspection.

When John Smith ’13 told me about Booth’s inclusive campus environment, I was very excited.  So-so — at least you spoke to (and quoted) an alumni.  But not much effort shown, nor much reflection on your own goals and needs.

When John Smith ’13 told me about Booth’s inclusive campus environment, I was very excited — my four years at Ball State proved to me that I thrive when I am learning from my peers as much as my professors.  Above average — not great.  Action taken, related it back to your own experience.  This is what I’d consider “bare minimum” for making a solid point as to why you and a school are a good fit.

When John Smith ’13 told me about Booth’s inclusive campus environment, I was excited, but skeptical — after all, nobody trumpets their campus’s cutthroat vibe.  So I went to see for myself, visiting on September 9th, 2014.  The info session was intimate — more so than any other I have attended — and Bob Davis ’12, my tour leader, was extraordinarily patient, walking me through Booth’s outstanding Operational Management program step by step.   Outstanding.  The candidate walks us through his thought process — smoothly incorporating his actions taken (alumni interviews, campus visit, talked to tour guide for 1/2 hour) into a larger journey of how he came to fall in love with Booth.  We believe him.

Don’t fake it.  

I know, I know — you’re thinking, nah, that sounds too hard, or too expensive — I don’t want to Google-stalk a professor, or haunt an internet forum, or network on LinkedIn to meet alums from a school — I’m busy!  (as 1000 tiny violins play)  Campus visits, I have a job!   I’ll just make it up.  Ok, big boy, you do that.  And you might fool your parents, or even a peer reviewer or two.  But you won’t fool the experts, who have to read literally THOUSANDS of these things.  They know their own programs, and if you think you can generalize your way around campus — sorry, no.

You can’t have fit without a goal.

Your school may ask you “why us” but may not ask specifically about your goals.  Use one or two sentences to tell them about your goals anyway.  Why?  Because if you don’t, how are you going to show that you are a good fit on campus?  All professional goals require skills — some technical, some ‘soft skills’ — and opportunities, like networking and partnerships.  Your goal and your past experience dictates what you need from the school.

Your skills are not just your skills.  

So, you want to get an MBA to learn leadership.  OK.  What aspect of leadership are you looking to develop?  Small teams?  Big teams?  Collaborating remotely?  Speaking in front of groups?  Setting long term visionary goals?  Achieving short term objectives?  By better defining your growth areas as a leader, you can focus more precisely on what the school has to offer you.  The same thing applies to every discipline you wish to develop — precise thinking and precise language will set you apart.

The end -- and the beginning.

That's it -- everything you know to write a great "why school essay.  It's not complicated -- but it's also not easy.  It takes time, and thought, to get it right.  Still, as with everything in this process, practice makes perfect -- so get to work on those drafts!



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