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JANUARY 5, 2000 B-SCHOOL Q&A: ADMISSIONS Meet Kellogg's Admissions Director A Conversation with Michele Rogers, Director of Admissions at Northwestern's Kellogg School of Management
Q: Michele, what's new on the Kellogg admissions front? A: We're trying to make our materials as accessible as possible. So now students can access information at any time online -- our entire application and view book, as well as forms necessary for requesting interviews. Q: Over the past two years, the number of candidates applying to Kellogg has remained steady, at about 6,000. But in prior years, Kellogg saw about 30% annual growth. Why are the number of applications starting to level off now? A: Several years ago we actually had a pre-application process in which a candidate had to request information, to which we responded before they received application materials. That was one of the changes [that spiked applications]. Another change was that Kellogg was being featured more prominently across the nation and actually across the world as [the school] rose in prominence, because of people learning more about the quality and content of our programs, as well as the quality of our alumni. Q: Is this where you're trying to keep it or are you trying to up the number of applications even further? A: We don't have a desire to increase the total number of applications. We always have an interest in increasing the applications that come from areas that are less well served. Q: Which areas are those? A: This past year we went to South America to do more recruiting. We did more recruiting in Europe. Those are two areas that we focus on. We typically will pick one or two areas each year that we want to focus on because if you increase or stimulate more interest in any particular population, you'll find the same percentage of strong candidates in that population.
Q: Are your recruiting efforts paying off? A: It's too early [to tell], but we see some signs of [it paying off]. It's happened every year. We always try to increase the number of applications from particular areas that may be under- served....There were also some domestic areas that we focused on. Q: Where are you recruiting in the U.S.? A: We did some events with a group of schools in Austin, Texas and Minneapolis -- places that you might not normally think of as having smaller applicant pools. But we know there's a strong base of people who are prepared for this type of education. And we seek to raise awareness. Q: Thirty-one percent of Kellogg's Class of 2001 is comprised of foreign students. Is that where you want the school's international percentage to be? A: We actually don't try to increase the percentage [of internationals that are admitted], we try to increase the percentage in the applicant pool because we find that if you have the same percentage of talented candidates in each applicant pool, merely stimulating the pool will increase the numbers. Q: Women make up 32.8% of the Class of 2001. Does the school intend to grow its female student population further? A: We try to go out and raise awareness about what Kellogg offers to all the different constituent groups, and Kellogg has been long recognized as a place where women felt comfortable -- we've been in the 28% to 33% range for at least ten to 15 years, so this is nothing new for us. Q: Which of Kellogg's three admissions deadlines offers the best chance of being admitted? A: Typically, the last round is the most difficult time for us because we have fewer places available. We do not allocate spaces by decision periods. We have three decision periods and we take talented candidates until the spaces are gone. The third decision period tends to get tight about half way through. Q: How do you prefer to receive an application -- in hard copy form or via the Web, online? A: We have no preference. Q: Last year, did the majority of Kellogg's applicants submit their applications via snail mail or e-mail? Is the number of Kellogg's online applications increasing this year? A: We had fewer online services in the past, so there was not much choice. There is more choice now, we have three different services that students can use to apply online...This is also only our first round. The number of applications requested...has increased tremendously. At the same time, so have the online numbers. Our guess is that somewhere between 30% and 50% will use the online services [this year]. Q: What kinds of online services do you offer? A: We have two services that offer downloadable applications, and we also have two services that allow you to send [in the application] electronically. (Editor's note: Kellogg's application is available through Embark.com, GradAdvantage, MBA Multi-App, and the school's own Web site) Q: When applying to Kellogg, what criteria should I be most concerned with: my GMAT score, the essays, the recommendations, my undergraduate grades? A: Unfortunately for those who are looking for an easy answer, Kellogg doesn't look at any one factor, and we don't use cutoffs. We don't have a computer model that does the selection for us, so unfortunately [candidates] have to be concerned about the entire application. Q: Can a low GMAT score and a high GPA balance each other out? A: Because we don't have cutoffs, it allows us to look at each candidate individually and assess the entire person. We do have a wide range of [GMAT] test scores [580-800] in our class, and that is because typically there's some other aspect of the application which allows us to know this person will not only survive the Kellogg environment but will thrive [in it]. Q: How does your office assess GMAT scores? A: We assess the scores scores section-by-section. Q: Which section receives the most weight -- the quantitative, verbal, or analytical writing assessment (AWA)? A: The GMAT is just one piece of the puzzle, and different portions will be important based on the candidate's strengths and weaknesses. We don't start off with a prescription of a weight on anything in the application, other than you must be able to handle the coursework and must be able to work with others. That's how we get a balanced and diverse class. We use the recommendation, essays, and the interviews to pull all the pieces together to get a sense of the applicant. Q: When evaluating an applicant's undergraduate career, how important is the stature of the school they attended? How important is their choice of major? A: We had 265 colleges and universities represented in the class that we just admitted [Class of 2001] from around the world. That may give you part of the answer to that question. We are certainly not looking for only a certain few institutions. Q: What about an applicant's major? Do the majority of your admitted students go to business school as undergraduates? A: Twenty-eight percent come from the social sciences and humanities, 18% are from economics, 25% from business, and 29% are from the sciences and engineering. Q: Does a social sciences graduate with little business experience need to beef up his or her application to compensate for not having a previous business degree? A: We'll assess their quantitative and analytical skills based on course work as well as their actual work performed in their careers. It's often not necessary to take additional courses. If there is a weakness in a particular area which we can identify from the GMAT test or from experiences they've had in their jobs -- or just from the rare fact that they've never taken any quantitative or analytical courses -- we suggest [taking a] statistics or calculus [class]. Some applicants will take accounting [classes]. Q: Let's say an applicant has two years of work experience as a high school teacher. What does he or she need to do in order to demonstrate that they can succeed at Kellogg? A: We are looking for intellectual ability, accomplishment in a chosen area, a range and depth of career experience, career goals, and extracurricular or community involvement. We look to that person's particular arena for their accomplishments and achievements to determine how well they've done. Those are the key criterias we look at. We suggest [that applicants with nontraditional backgrounds] take statistics or calculus before coming or demonstrate their quantitative skills in another venue, such as in a quantitative position in a company. Typically, that person does well on the (GMAT) test as well. We actually have teachers in our recently admitted class. In fact, we have the national actor of the year from India, and we have another student who was in the French version of the U.S. Navy Seals. We have all kinds of people here at Kellogg. We evaluate [nontraditional business students] the same way as everyone else. We don't have a different standard [of review] for [people with] different kinds of backgrounds. Q: How about the interviews? It appears they carry some weight, since 100% of the school's Class of 2001 completed one. What's behind a successful interview? A: Our interview requirement does not mean that it's weighted more heavily than any other part of the application. Frankly, it's just one more piece of information that we use to assess the candidate. And the trick is to be comfortable enough to have a good conversation and exchange with us. We're looking for [the candidate to showcase his or her] interpersonal skillls. That encompasses communication, motivation, and self awareness. The interviews are also a chance to share information about Kellogg and to answer any questions candidates may have. Q: How would a student demonstrate that Kellogg would be the "right experience" in an interview? A: There is no set formula for that. But applicants that express an interest in working alone, or not working with others, tend to have a difficult time at Kellogg. And we try to relay enough information about the culture at Kellogg, to allow candidates to make an informed decision. We look for cultural fit in every aspect of the application. Q: What kinds of things should a candidate expect to discuss in an interview? A: There is no prescribed way that it happens. We come in with a blank slate because we only read the candidate's resume and not their application. Each interviewer uses different styles, too. Sometimes it's talking about personal interests, or books they've read lately. We inevitably discuss their careers. But only when I sit down with a person will I know how to direct the interview. Q: What is the best way to prepare for a Kellogg interview? A: The candidate should review any published materials about the school because each school tries very hard to convey the culture of the institution in their materials. They should also try to talk to someone who knows the environment well, or to visit the campus. Finally, candidates should review the actual application questions prior to the interview because they will help them to convey the key points about their candidacy. Q: How long do Kellogg's interviews usually last? A: On-campus interviews are typically 30 to 45 minutes. Our alumni get a little overzealous. We have about 1,500 alumni interviewers all over the world, and the alumni interviews can last from 30 minutes to two hours. We try to tell them not to exceed two hours. Q: Are on-campus and alumni interviews weighted any differently? A: No. Each candidate decides whether to come on campus to interview with a staff member, a student, or one of our part-time interviewers, or whether to interview off-campus with an alumnus. Q: Is longer better? If an interview stretches on for two hours, does that mean it was a success? A: No, it doesn't. I've had many long interviews with people who clearly would not be happy in this environment. But our goal is to seek to answer all the questions that any candidate has to help them understand what we offer. Hopefully, through a process of self-reflection, most candidates will have an understanding of the environment when they leave the interview, and they can decide for themselves, 'this might be a good place for me or this might not be a good place for me.' Q: What are the kinds of things that turn you off during an interview? Are you urked when, say, an applicant rambles on or doesn't answer the question at hand? Does poor posture bother you? Tardiness? A lack of eye contact? A: There are a million books that talk about how to interview and all those things would apply for any interview, eye contact and the like. But what's critical here is having enough understanding of yourself and the environment to make sure that you're presenting yourself in the most open and clear way possible. That's hard to do if you don't have information, both about yourself and about the institution you're interviewing with. Q: Do you ever cross-check an application to see if an applicant attended one of Kellogg's open houses or receptions? A: We track that more for numbers to know how we should plan for the future. It's seldom that we will track for an individual because the reception helps that individual learn what he or she needs to make a conscious choice about our school. Applicants who do attend our forums will get a good sense of Kellogg's culture and climate and will meet recent graduates that provide their personal perspectives. These are valuable especially for those candidates that can't make a visit to campus. Q: The application essays. What's an example of a successful essay response that stood out to you and the school's admissions committee? A: Certainly people always remember most the ones that are odd or quirky -- but that's often a negative. Q: So quirkiness and a sense of humor is bad? A: Yes. There are lots of odd and quirky essays that spring to mind immediately, but those are not people who presented their cases in a way that we could see [them] fitting with our program. Going to odd and quirky in and of itself isn't a good idea. But if that fits your personality, your goals, or who you are as a person, then it probably does fit, and there are a number of [successful applicants] who had odd, quirky essays. But the ones that I remember most are the ones that were way out there, and they're not people that we admitted. Q: What are some common mistakes you see on essays, aside from quirkiness? A: The most common mistake is that candidates fail to convey a sense of who they are and their accomplishments, achievements, goals, or personality. We also see typographical errors. (Editor's note: Kellogg's 1999-00 application essay questions include: 1. "All applicants must complete A, B or C as appropriate. A. Master of Management applicants only. Briefly assess your career progress to date. Elaborate on your future career plans and your motivation for pursuing a graduate degree at Kellogg. B. Master of Management in Manufacturing applicants only. Briefly assess your career progress to date. How does the MMM program meet your educational needs and career goals? C. MM-JD applicants only. Briefly assess your career progress to date. How does the MM-JD program meet your educational needs and career goals? 2. Each of our applicants is unique. Describe how your background, values and non-work-related activities will enhance the experiences of other Kellogg students. 3. You have been selected a member of the Kellogg Admissions Committee. Please provide a brief evaluative assessment of your file. 4. Complete three of the following six questions or statements... (Two or three paragraphs each) A. Through the course of your life, what would you identify as your most valued accomplishment? B. Outside work I enjoy... C. Describe a situation in which you provided a solution that met with resistance. How did you address the situation? D. People may be surprised when they learn that I... E. What personal qualities do you need to develop to become a more effective manager? F. I wish the admissions committee had asked me...") Q: Does an application riddled with typos go straight into the "ding" pile? A: We do admit quite a few candidates with typos. The only two things that are definite about our process are that if... we can't find evidence that a person can handle the work here, then we cannot admit that person. That's our fiduciary responsibility. The other is if there is some indication there is no fit with this program. If you want to go into a career that we don't offer -- for example, you want to be an information systems person who develops software programming -- then we cannot offer a [class spot] to you. On the other hand, if you are interested in information management, and understanding the use of technology to make things happen... we can do that very well. It's each school's responsibility to make sure that there's a fit between the school and the student. So it's to the student's advantage to be as open with us as possible so that we can see whether that fit exists. Q: Kellogg is one of the few B-schools that asks its applicants to submit short essay responses for one of its essay sections. What does Kellogg hope to learn about a candidate in this section? A:This is where a candidate gets to choose what they want to share. We don't set out with a goal, but we want to be sure there's a place to share whatever they'd like to share. Most tend to talk about something that's important to them -- it could be humorous, factual, touching, or poignant. Most people don't take risks in writing applications, so more often they tend to be factual. Essays that provide some insight into the candidates' personality are the most helpful. Q: Tell me about what Kellogg calls its "Career Progress Surveys" -- the school's recommendations. What do you hope to gain from the CPS forms? A: Our career progress survey is really designed to get feedback from someone who knows the work [experience] of a candidate, whether it be in a job setting or in the community. [It should be filled out by] someone who knows how a candidate works. That's the goal. Q: It wouldn't necessarily be beneficial, then, if my uncle's friend's wife -- the senator of Montana, wrote my recommendation? A: Typically they are less useful because that person does not know your work, so often they say very little. Q: Most business schools ask their applicants to submit two to three recommendations. Kellogg, meanwhile, only requires one recommendation? Why is that? Does that, in effect, mean that the school places less weight on the recommendation? A: We need the career progress survey and we value it. It's used to support the application. One of our representatives will actually be in contact with the applicant, therefore we have the personal contact in addition to the career progress survey to support candidacy. We don't require one from a faculy advisor because we have the transcript. And some people do send others if they shed light on a different aspect of their background. Q: After completing and submitting my application, how quickly can I expect a decision from Kellogg? A: Our process includes a student admissions committee as well as staff readers. A student reader, typically, will require an hour per application ... and the staff will read approximately 1,200 applications, each reading requiring an average of about 30 minutes. There's a great deal of time going into the process. For a particular individual, if your application is pulled from the shelf on the very first day by a student, that student takes an hour, turns it in and the staff reader grabs it that same day, and then it gets to me, and [feedback could happen] in a matter of two weeks or so. Q: Are all of Kellogg's admission decisions for a certain deadline sent out at the same time? A: No, we send decisions out each and every day, and based on the way the process works -- when the initial selection is made by a member of the student admissions committee -- it could require as little as two weeks or as much as eight to ten weeks. Q: What are a wait list candidate's chances of being admitted to Kellogg? A: We have no need to manage that number until the end of the (admissions) process, but typically we place about 150 applicants on the list. At that time, we admit candidates from the wait list to balance the range of interests and backgrounds in the class. We don't rank them in any order or number them. But the wait list helps us to ensure that all students will have all of the balance that they expect [from an MBA program]. We begin to monitor that "balance" in the third admission process. Typically the application pool is broad and diverse enough that we don't have to do that until the last deadline. In recent years we've taken 40 to 60 people [off of the wait list] for the two-year program. When we place someone on the wait list, we've determined that that person is admittable. But we may have to worry about the balance in the class as far as diversity [goes], meaning people who represent all walks of life, and all different types of careers. Q: How can I, as a waitlistee, assure you that I really do want to come to Kellogg and that I have what it takes to shine at the school? A: Well, I first think that anyone who spends the time and energy to prepare the application and pay the fee is interested. So I assume that [interest] even before someone on the wait list contacts us. I assume it based on the preparation they've put into their file. But [there are] candidates who are on the wait list who should send additional information to clarify any points [we might need clarified]. Sometimes we have written to [wait listed applicants] to say very specifically: This is the issue [keeping you off of the class roster] -- please get back to us and let us know more about this particular area. We do that for at least half of those we place on the wait list. Q: Kellogg is one of the few B-schools that still gives denied applicants feedback over the summer. What does that feedback usually consist of? A: In our conversations with students over the summers -- we give feedback from mid-June to mid-August -- my guess is that 70% of the time the applicants already know what's wrong. [The feedback sessions] are a time for them to listen more, so that [they'll be better informed of what's needed should they reapply the following year]. Our applicants are typically very good at determining their weaknesses in the more objective measures [such as GMAT scores, or GPAs]. Typically, candidates are less aware if they're less competitive in the pool in career performance. Their depth or breadth of experience may not be equal to that of the other candidates. First, we ask the candidate what he or she hopes to accomplish from the feedback call. Some want to strengthen their application for future years, others are going to other schools but want to know why [they were denied], and others want to know if they should reapply. We document each call. [A reapplicant's] prior application is included in the file with his or her new application, along with any letters and comments from the call. Typically, reapplicants are admitted at a little higher rate and do a little better than the pool because they have focused on improving their candidacy. Q: What issue do dinged applicants often believe kept them from attending Kellogg? Possibly forgetting to replace "Harvard" with "Kellogg" on an essay response? A: That alone wouldn't be enough to disqualify someone... but it doesn't help. Typically when I ask candidates how I can help them during that [feedback] call, they start to articulate their needs, and then launch into the issues that they think exist in their application [that barred them from admission]. Basically they are the same issues that we had. People know when they submit the application what the [problematic] issues are because we make it very clear what we're looking for. Q: And when accepted students don't come to Kellogg, where do they tend to go instead? A: Unfortunately we lose a few more than we'd like to Stanford and then to Harvard. Q: Michele, do you have any message for prospective Kellogg students? A: Some of the things that are new at Kellogg are not really new in the admissions area. We have a new major in E-commerce and Technology which is very well received. Analytical Finance is a new major that delves into the more theoretical aspects of finance. And we also have Media Management as a new major. We held our first annual social entrepreneurship conference last year. People from around the world attended. And we also had our seventh annual, student-hosted Digital Frontier Conference last January. They're already planning for the next one [after] 800 people showed up. Get BusinessWeek directly on your desktop with our RSS feeds.  Add BusinessWeek news to your Web site with our headline feed. Click to buy an e-print or reprint of a BusinessWeek or BusinessWeek Online story or video. To subscribe online to BusinessWeek magazine, please click here. 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