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This year MBA Admissions has launched a new initiative to attract
potential applicants who might not automatically include HBS in their
career plans. Targeted to reach alumni, colleges, and companies
worldwide, the effort seeks to expand the pool of qualified applicants
in order to build an MBA class profile at HBS that more closely reflects
the increasingly diverse global business environment. Specifically, MBA
Admissions is reaching out to women, underrepresented minorities,
candidates outside the United States, and current college
undergraduates.
"Although we've always been able to attract and enroll outstanding
students, we also know that many future leaders don't think of HBS as
one of their options," says Jill H. Fadule, managing director of MBA
Admissions. "We need to reach people who may not realize the positive
impact an MBA degree can have on their careers."
Something Old, Something New
Traditionally HBS has met prospective students at networking events such
as open houses hosted in various locations by HBS alumni clubs as well
as on campus by MBA Admissions. The current strategy builds on this
existing strength by expanding open houses to cities in Latin America,
Europe, and Asia, with the significant involvement of alumni clubs
worldwide.
In addition, MBA Admissions has launched new efforts that leverage the
School's strong alumni network, such as formalized referral programs in
which alumni (as well as current students) are asked to refer
outstanding candidates to admissions. Student and alumni organizations -
including the Network of Women Alumnae, the Women's Student Association,
the African-American Student Union, and the European Club - are active
in this effort. Referred candidates also have the opportunity to speak
with current HBS students with similar backgrounds, experience, and
interests for an additional perspective on the MBA Program.
Dispelling the Age Myth
In another new initiative, MBA Admissions has begun visiting
universities to encourage undergraduates to include business school in
their plans for the future. This effort in particular attempts to dispel
the myth that top business schools (including HBS) only seek candidates
with extensive work experience. As a result of this misperception, many
people wait longer than they normally would to apply to business school;
the average age of HBS applicants (currently 28) and students (currently
27) has increased by more than a year since 1993.
"What we truly value at HBS isn't the length of work experience but the
content, quality, and impact of that experience - along with personal
qualities, leadership characteristics, and academic ability," says
Fadule. "We need to explain this to potential applicants while they're
still in college, so we can Ôplant the seed' before they receive
conflicting messages from other schools." In addition to meeting with
alumni and visiting colleges throughout the United States, MBA
Admissions recently released Leaders for a New Millennium, a Web-based
brochure (www.hbs.edu/about/leaders) for college students - particularly
nonbusiness majors. The brochure describes the exciting aspects of
business, explains how individuals can wield positive influence through
organizational leadership, and offers advice on early career planning
and applying to business school.
HBS Outreach
While it's too soon to measure these specific initiatives, the overall
philosophy behind outreach to young leaders is clearly working. For
years, MBA Admissions has held an on-campus Summer Venture in Management
Program (SVMP) for minority college students, which often leads them
back to HBS for an MBA. "Being young and interested in business, I found
the program extremely valuable," says Jaja Jackson (HBS '99), a current
HBS student and former SVMP participant. "SVMP gave me a real sense of
the texture of the educational experience offered at HBS, and meeting
professors and other potential MBA students helped make Harvard my first
choice when the time came to apply to graduate school. I also think my
admissions application was stronger as a result, since I could
articulate aspects of the HBS learning experience that particularly
related to my own educational and professional development."
The combination of worldwide open houses, alumni and student referrals,
and undergraduate outreach has significant potential for attracting
students who otherwise might not apply to HBS. The strategy will
continue to expand, and alumni are encouraged to look for HBS events in
their areas and to keep those referrals coming.
by Cindy Olnick
For more information or to refer potential applicants, contact MBA
Admissions at 617-495-6128.
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