Tuesday, October 15, 2013

How to Answer the Kellogg Video Essay

Forster-Thomas video expert Tom Locke tells you how to respond to Kellogg's 2014 video essay prompt.

This year, the Kellogg MBA program has introduced a new component to its application process: The video essay. This has caused plenty of business school candidates to race to the MBA forum-sphere, desperate for any advice. On one forum, a candidate proudly posted about how he “got out” of his interview by telling Kellogg he didn’t have access to a webcam.

Big mistake. You shouldn’t be grumbling about this new element or trying to figure out how to get around it. You should be grateful: this is a tremendous opportunity to introduce, differentiate, and endear yourselves to the admission committee.

While most MBA interviews are “invite only”—and thus only open to the most top-tier candidates—Kellogg (and a few peers like Yale SOM) has introduced video essays in an effort to meet the human beings behind the essays and recommendations. Even for a candidate who gets that coveted interview invitation, he or she may never meet an admissions officer, as many are conducted by alumni or even second year MBA students. This, then, ensures that every single applicant will get some valuable face time with the admissions committee. My advice to you, therefore, is to MAKE THE MOST OF IT! IT IS NOT AN OBLIGATION, IT’S AN OPPORTUNITY!

Before we dive into the kind of questions you can expect, let’s walk through the Kellogg video essay process: 

  1. Towards the end of the Kellogg application, you will find the “Video Essay” page. There, a video featuring Kate Smith, Kellogg’s Assistant Dean of Admissions, explains the logic behind the video essay. After watching the video, you can click on a link to test your computer’s Internet connection and software compatibility. 
  2. Next, you will need to click a couple of boxes that give the school permission to record you. 
  3. Now you have the opportunity to do a condensed “test run,” which runs you through a shortened version of the actual video interview process with blank prompts. After completing the test run, you will be asked if you are ready to move on to the actual video essay. 
  4.  When you click “ready,” the video essay begins. A prompt will appear, selected randomly from a bank of questions. You have 90 seconds before recording begins to read the prompt and decide how to answer it (you can also click a button to bypass the 90-second timer and start recording). Once the recording begins, you have 90 seconds to answer the question. After your 90-second answer (remember, you have the option to answer more briefly), your recorded response will be entered as part of your application. 
  5. Finally, keep in mind that you have three “chances”: if you don’t like the first prompt, you can “reject” it and you will receive a second prompt. You can reject that prompt as well. However, the third prompt is the last one you will receive, and must be answered.

Now, as to the questions and how to answer them:

Although it is a new platform for candidate assessment, the video essay is quite consistent with the rest of your application process. There will likely be no curveballs. Expect all the prompts to tap into one of the following common MBA categories: 

  • Passions / Interests 
  • Challenges / Accomplishments 
  • Professional goals 
  • Leadership experiences

Since these are the same kinds of topics you brainstormed to write your essays, you’re actually more prepared for the video essay than you might think. No matter what the actual question is, you can tap into your many stories to answer it. Before doing the video essay, simply create a list of 3-4 stories in each category. When you do the video essay, use the 90-second prep time to identify which area they are asking you about, and then choose the best answer.

So, why not just give you another essay, or refer to your other essays touching upon those broad topics? Two reasons:

  • They want to know if you can think on your feet. It’s one thing to take month to write several drafts of an essay; it is another thing to organize and articulate your thoughts in mere seconds. This is your version of your “elevator pitch”. 
  • They want to see how you’d fare in a recruiting event or boardroom. How you present yourself if as important as what you say. The school’s first impression of you is likely similar to a prospective employer’s, and—let’s face it—as much as a school might want you to study with them, the really want you to go into the world as an alumnus/ae and get a terrific job, which reflects upon the school.

Finally, a few key suggestions: 

Dress for success! Like in any interview, be the best-dressed person they meet.  

Look them in the eye (or, rather, the webcam). Treat this like a conversation. Don’t look down too much at your notes, and don’t allow your eyes to wander around the room. You are having a conversation with someone you want to like you…don’t talk AT the computer. Talk TO the person. 

Make your argument. Don’t ramble on or digress into a dissertation to show how smart you are. This is your chance to show that you are clear-thinking, persuasive, and can formulate a cohesive argument for your candidacy through your answer. 

The school WANTS you to succeed. Admissions officers are not looking to “trip you up.” They are simply recognizing that the only thing you can bring to the table as a candidate is YOU, and they are giving you that opportunity to do so. Remember, they WANT you to be terrific. That makes their lives easier. So take a deep breath, and give them YOU!

--Tom Locke

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Architecture personal statements can be challenging. Here's how to write one the admissions committee is never going to forget.

There are so many fantastic architecture schools out there -- check out our deep dives into Harvard and Yale for two specific examples -- but one thing that they all have in common is the requirement that all applicants write an admissions essay.

No matter what name it goes by -- statement of purpose, statement of interest, or plain old personal statement -- architecture school statements are challenging.  They often want you to cover a whole lot of information in only 500 words. For instance, Columbia University’s prompt this year was: In a statement of approximately 500 words, describe your background, your past work in your intended field of study, and your plans for graduate study and a professional career. All of that in only 500 words or less? Oy.

“So…by ‘background’ do they mean my entire life story plus all of my work, school and internship experiences?” my candidate, Kara, an aspiring architect, asked. “It says ‘personal’ – does that mean I should tell them about my parents’ divorce?”

Here’s the thing: It is important that after the admissions committee has read your statement of purpose, they feel that they know who you are. They need to know what you want to do (your goal)—Kara’s was opening her own architecture firm one day—why this is important to you, what you have done thus far in regards to pursuing your goal or taking an interest in the subject matter, and what you still have left to learn and/or explore. And right there is the outline for your entire 500-word, statement of purpose.

BREAKING DOWN THE ARCHITECTURE PERSONAL STATEMENT

Paragraph 1: This is where you get personal. No, this doesn’t mean empty the contents of your diary. This means write about the moment you realized you wanted to pursue your goal. For instance, perhaps it was when your family moved from a sprawling home in Greenwich, Connecticut, to a 1200 sq. ft. apartment in Manhattan. Perhaps you found yourself wishing you could move the walls around, and reconfigure the space to be more open. There, you have your “ah-hah!” moment—the moment you realized that architecture would be a part of your life. Write about that. Be specific.

Why? Graduate programs want students who are passionate about what they want to do, not students who are just looking to avoid the real world for another few years. This is your opportunity to show them why you want it.

Paragraph 2: What have you done thus far to pursue your interest in architecture? Did you explore classes in college? Did you take art or art history classes? When you studied abroad, did you take an active interest in the city’s architecture? This is an opportunity to discuss specific classes you’ve taken as well as experiences—talk about a particular professor you learned from, clubs you started or joined. Discuss internships or observation hours. But do not simply list them; you don’t want to regurgitate your resume (remember, they have it!). Tell them what’s not on your resume. For instance, discuss specific moments within your internship where you learned something significant and how you plan to apply what you learned.

Why? Graduate school want students who have already been seeking knowledge; show them what you’ve learned so far.

Paragraph 3: Why do you want to go to grad school? What do you still have left to learn? Discuss skills that you need to obtain, improve or expand. For instance, you might be looking to strengthen your foundation and design skills with a Masters in Architecture. You might be interested in expanded your knowledge of technology and how one can use it in the design process in order to achieve greater innovation. Look at your goal, and then ask yourself, “What do I need to get better at in order to improve my chances of achieving my goal?”

Now here’s the part where Kara asks, “But don’t I want to appear confident? Won’t it make me look weak to admit that I still have stuff to learn?”

No. Schools want students who are self aware–they know their strongest and weakest areas. You want to show the school that you know what you need to work on and what experiences you need to gather in order to accomplish your goal. This also demonstrates that you actually will benefit from graduate school—and proves to the school even more that you are a serious candidate.

Paragraph 4: The school-specific portion of your essay. Why Columbia, specifically? Here, it is important to be extremely specific in order to show enthusiasm for a particular school. Research classes, professors and clubs, and discuss how they will help you accomplish your goal.

Why? You must prove that you want to go to the school. By getting specific about the school you also demonstrate your ability to research and gain knowledge—good traits for a prospective student. Additionally, when you get an interview—you’ll have lots to discuss.

Last paragraph: Your conclusion. A few short sentences about how Columbia is going to help you, and you are going to help them, change the planet (by using your masters in architecture).

SO, NOW WHAT?

Need more help?  Just ask -- we're happy to answer any questions you have about your application.

Or, if you prefer, you can check out more details on the services we provide for graduate students, advising them on overall application strategy as well as essay prep.


 GMAT vs GRE.  Which test looks better on your application?  It depends.

Oh, the times they are a changin’.

Just three years ago, top b-schools like Chicago Booth were going on record as “having no plans to accept the GRE in the near future.” Today, it’s hard to find a b-school that will not accept the GRE in lieu of the GMAT. HBS? Check. Stanford? Check. Booth? You betcha. In fact, as of this writing, the only top 10 MBA program that will not accept the GRE is Berkeley Haas.

So it’s official: the GRE has quickly established itself as a viable alternative to the GMAT. But how do the two exams stack up? Are b-schools truly as acronym-blind as they claim to be? And which test is right for you?

As usual, the answer is not simple. There are numerous factors in play, a wealth of conflicting information, and at least a handful of “it kinda depends” scenarios.

For example, while many contend that adcoms secretly frown upon the GRE, John Byrne at Poets & Quants recently pointed out that because many rankings organizations don’t factor GRE scores into their rankings criteria, MBA programs are actually more tolerant of a low GRE score than a low GMAT score. Likewise, some b-schools refrain from reporting GRE scores to rankings organizations, meaning that they are more likely to admit a strong candidate with a poor GRE score than a strong candidate with a poor GMAT score. In other words, if you’re not a strong test-taker, the GRE seems the way to go.

On the other hand, there’s a perception gap to contend with. The GMAT is still considered the gold standard of standardized testing for MBA programs, while the GRE is often regarded as an easier test (primarily because the quantitative section is less challenging). If you’re a strong candidate and you choose the GRE over the GMAT, it could cast a slight shadow of doubt over your entire candidacy (“If he’s really as smart as he looks, why was he afraid of the GMAT? What’s he hiding?”). If you’re a less-than-stellar candidate, meanwhile, taking the GMAT could be exactly what you need to show admissions that you’re up for the rigors of their program—but only if you get a strong score. Finally, for people who aren’t 100% set on b-school, the GRE is a great option because it is transferrable to numerous other programs…but taking it instead of the GMAT could raise questions about your commitment to pursuing an MBA.

In short, there’s enough strategy involved in the process to make General Patton go a little weak in the knees. Because of this, it’s virtually impossible for me to give you a “general rule” on the GRE vs GMAT debate. If you really want to know which test is right for you, you should contact Forster-Thomas for a free and personalized candidacy assessment. But if you twisted my arm for a general rule, well, this is what it would be:

For the majority of b-school candidates, I suggest taking the GMAT. As mentioned earlier, it’s still the gold standard, and it will be for the foreseeable future. Admissions officers know the test, trust the test, and like the test, if for no other reason than it’s more familiar to them. While the GMAT will likely require more preparation time, tutoring sessions, and headaches, chances are better that it will all pay off in the end.

Getting a bit more specific:

  • If you are a very conventional applicant, the GMAT is practically a must. “Very conventional” means that you are from a big applicant pool and have a quant background (i.e., investment bankers, PE associates, management consultants, etc). The GMAT is what your (numerous) peers are taking, and you’ll stick out like a sore thumb if you opt for the GRE. The only exception here is if you’re bombing your GMAT diagnostics (even after sufficient prep). If that’s the case, the GRE might be a good alternative; schools are more likely to overlook a poor GRE score than a poor GMAT score, since they may not have to report the former. However, this only works if you have a stellar candidacy—otherwise, they’ll just take the “you” with the good GMAT score (probably that guy you hate who works two cubes over from you).
  • For highly unconventional applicants with strong GPAs, the GRE is a viable alternative if you’re struggling with the GMAT. You’re unconventional if you have no “business experience” and/or never took a single econ or finance class in college—in other words, you’re a Sociology major who has spent the last two years doing Teach For America or working in the PR department of a crunchy non-profit. If this sounds like you, I still suggest you try your hand at the GMAT; if you can do well on it, you’ll impress the adcom. But if the GMAT just isn’t paying off, the GRE will suffice—after all, the reason b-schools started accepting the GRE was to attract a more diverse applicant pool, and you are the “diversity” they had in mind. Just make sure your GRE quant section is strong, as that’s where admissions will really be looking.
  • For strong dual-degree applicants, the GRE can be a great option. Not only will it allow you to take one test instead of two, but you have a built-in “excuse” for not taking the GMAT. That being said, you don’t want to seem lazy, so you better study hard and get a great score. Further, while MBA programs have nothing against dual-degree programs, they look out for applicants who might just be tacking on the MBA to add an extra degree, but one for which they might not really care about. Therefore, if you opt not to take the GMAT, you better make it clear just how much you want that MBA in your MBA goals essay. In summary, the GMAT is still the king, but the GRE is gaining ground, and is a great option for less traditional candidates and those who just can’t crack the GMAT.

Finally, if you’ve taken the GRE already and want to know what your score looks like to MBA admissions, check out this handy GRE/GMAT comparison tool.

--Justin Marshall

In 2013, 86% of Forster-Thomas MBA applicants got into at least one of their three top choice schools.  Join the club!  Contact Forster-Thomas for a free and personalized candidacy assessment.


How do you write the perfect personal essay for film school?  Admissions experts at Forster-Thomas have the answers.

By Justin Marshall

USC film school calls it a Personal Statement.  So does NYU Tisch.  To UCLA, FSU, and the University of Texas, it’s a Statement of Purpose.  It’s a Narrative statement at AFI, an Artist’s Statement at CalArts, and an Autobiographical Essay at Columbia University.  Whatever the name and regardless of length (anywhere from 500 words to six pages), the personal essay is one of the most common application documents MFA film programs request for admissions.  

What few realize is that it’s also the single most important item you’ll submit. Richard Walter, professor and co-chairman of UCLA’s MFA Screenwriting program, told me: “The single best way to get into our program is to give us a great statement of purpose—one that’s personal and well written.”

Surprised? Sure, filmmaking experience is an important element.  So are good grades in college. And if you have a strong reel, that absolutely increases your chances of getting in.  But the personal essay is king for three key reasons:

  1. It sheds light on how you think. OK, you have a good GPA and a killer music video under your belt. But do you have the life experience, maturity, and unique voice necessary to tell a career’s worth of amazing visual stories? Are you capable of working in a fundamentally collaborative process? Do you have the tenacity of spirit to survive the film industry? These are all crucial qualities, and the personal essay is the only opportunity you have to showcase them.
  2. It puts your reel into perspective. In the personal essay, you can explain the influences behind the films on your reel, what you were trying to say, and what you learned through the creative process. If we understand what you were going for, we will appreciate your films more.
  3. It tells the school if you’re the right fit for their program. USC wants Hollywood players. CalArts wants artists. NYU wants something in between. The personal essay allows you to explain which one you are—and why.

If you want a cheesy analogy, think of the personal statement like an online dating profile or a personals ad (don’t act like you’ve never read them). If you’re looking for true love, a couple of cute photos and a matching Zodiac sign aren’t going to cut it. You want to know that you’re compatible at the core, from musical tastes to hobbies/interests to political views. The personal essay does just that: it shows the school the person behind the images.  It allows you to communicate who you are and how you think.  It’s where sparks fly and true compatibility emerges. And at the end of the day, as good as your reel might be, the schools aren’t admitting a film to a program; they’re admitting a person to their program.  So use the personal essay to showcase who you are—the real you.

Now that you understand what the personal statement is and why it’s so important, read Part 2 of this blog, where I provide three do’s and don’ts for writing the personal essay.

Read more on our MFA Film School consulting process or request a free candidacy assessment.

--Justin Marshall