2015 GMAC Annual Conference - Creating World Changers

With an estimated 2 million graduate management students enrolling in business schools each year, many of whom are looking to climb to the top of their careers, it is especially fitting that the Graduate Management Admissions Council (GMAC) held the 2015 Annual Conference in the mile-high city of Denver last week.

Participants from 253 business schools in 25 countries around the world, including China, India, Mexico, Canada, South Africa, France, England, Thailand, Costa Rica, and Singapore, gathered to inspire and be inspired.

The number of countries represented at this at-capacity conference speaks to the demand of graduate management degrees around the world. Last year, it was reported that the MBA surpassed education as the most popular degree, accounting for 25.4 percent of all advanced degrees in the U.S. alone.

Still, it is often a rocky road for prospective students who have to overcome a number of barriers, including time and money, to earn a coveted credential in order to reach their professional summit.

In order for graduate management education to continue to thrive in a competitive and crowded marketplace, where a choice for candidates is staying with the status quo, it’s becoming clear that all stakeholders need to work together to increase awareness of the value of a graduate management education as a path to personal, professional, and societal prosperity. 

One of my observations from the conference was how incredibly collaborative the industry is as a whole as “competitors” came together to learn from one another and share best practices.  I think part of the reason for this reservoir of transparency and openness is because the entire community is focused on the bigger goal –beyond their individual programs and schools - to enhance the lives of others, so they, in turn, can do the same.

I spent a couple of extra days after the conference in Colorado enjoying the majestic Rocky Mountains. Looking up at the snow-capped peaks, I couldn’t help but think of the pioneers who braved the rugged range in the mid-19th century in search of a better life.

Today’s prospective students may not be panning for gold in an unknown territory, but there is that same desire and determination to stake a new claim of a better future in an uncertain world.

With more than 600 conference participants, it’s clear that students don’t need to make that journey alone.  There’s an entire community of “guides” in the form of admissions staff, student services professionals, career services advisors, faculty members and deans who are helping the leaders of today and tomorrow reach a new destination.  

Here are just some of the nuggets of wisdom from the 2015 GMAC Annual Conference. (Quotes are attributed to participants who tweeted about the sessions.)

Welcoming Remarks: Sangeet Chowfla, President and CEO, GMAC

“We pride ourselves in being the global leaders that connect talent and aspiration with opportunity.” - Amanda Waldhauser, Outreach Manager, Kellogg School of Management at Northwestern University 

“Businesses bring people and communities together that transform society.” - Matt Moon, MBA Admissions and Marketing Manager, Utah Valley University, Woodbury School of Business

“Business is connective ‘tissue’ uniting people with opportunity to transform the world.” - John Albanese, Director Full-time MBA Program, Zicklin School of Business, Baruch College, CUNY

Welcome and Opening Remarks: Bob Alig, Executive Vice President, School Products Group, GMAC

“The work that we do creates world changers.” – Amanda Waldhauser, Outreach Manager, Kellogg School of Management at Northwestern University

Opening Keynote: Claudio Fernández-Aráoz, author of It's Not the How or the What but the Who 

“If you really want it to be a better world long after we are gone, we need to admit students with great potential and help them become great leaders.” - Amanda Waldhauser, Outreach Manager, Kellogg School of Management at Northwestern University

“When identifying high potential, look for curiosity, insight, engagement, and determination.” – Judi Byers, Executive Director of Admissions and Financial Aid, Cornell University Johnson School of Management

“The other GDP. Globalisation, demographics, and pipelines will be the 3 most important things in talent search.” – Conrad Chua, Head of Admissions and Careers, University of Cambridge Judge Business School

“In a VUCA world, jobs will change rapidly so a person with perfect competency fit will need potential to change with the job.” - Conrad Chua, Head of Admissions and Careers, University of Cambridge Judge Business School

“Surrounding yourself with the best and helping them thrive is the key to success in any business.” - Amanda Waldhauser, Outreach Manager, Kellogg School of Management at Northwestern University

“You are not selecting someone just for immediate performance but those who will be future leaders in business and the world.” - Matt Moon, MBA Admissions and Marketing Manager, Utah Valley University, Woodbury School of Business

“You must select those with the right motivation, those with fierce commitment & humility.” - Julie Barefoot, Associate Dean of MBA Admissions, Emory University Goizueta Business School

Building a Distinct and Unique School Culture as an MBA Differentiator

Steven Burton, Assistant Dean of Postgraduate Programmes, Lee Kong Chian School of Business, Singapore Management University
Kembrel Jones, Deputy Vice Dean of Student Life, The Wharton School, University of Pennsylvania

“…the key to MBA culture is empathy. You have to care and show them you care. Help them love your program.” – Ann Mallison, Student Services Director, Penn State Smeal College of Business

Differentiating your MBA through Curriculum Innovations

Amanda Carlson, Assistant Dean of Admissions, Columbia Business School, Columbia University
Daniel Connolly, Senior Associate Dean, Daniels College of Business, University of Denver

“Employers say they want MBAs who can handle ambiguity and who can tell stories about data.” – Conrad Chua, Head of Admissions and Careers, University of Cambridge Judge Business School

“MBA curriculum redesign is like changing tyres on a car that is moving at 80 mph.” – Conrad Chua, Head of Admissions and Careers, University of Cambridge Judge Business School

The Admissions Office: A New Way of Working Together

Alison Goggin, Executive Director, MBA Admissions, Stern School of Business, New York University
David Simpson, Director, Admissions, MBA and Masters in Finance, London Business School

“Key takeaways for leading intergenerational teams to success: 1. Value individual strengths. 2. Be flexible. 3. No hard and fast rules. 4. Create partnerships. 5. Provide training.”  - Sarah Gill, Director of Recruitment and Admissions, University of California, Irvine Merage School of Business

“Talent, skills, and persistence – so easily can these three words capture what we encounter in higher education,” – Jennifer Ivan, Program Manager, Colorado State University College of Business

Innovative Recruitment and Admission Ideas for Smaller/Regional MBA Programs 

Ellen Driscoll, Associate Director, Graduate Admission, Sawyer Business School, Suffolk University
Kelly Holloway, Director, Admissions, Stetson School of Business and Economics, Mercer University
Maria Kast-Ondraczek, Director, Graduate and Continuing Studies, Admissions, John H. Sykes College of Business, University of Tampa
Diana Sloan, Director, Graduate Marketing and Alumni Relations, College of Business, Iowa State University

“Idea to recruit international students- Go to states with higher international undergrad populations looking to attend grad school in US.” - Matt Moon, MBA Admissions and Marketing Manager, Utah Valley University, Woodbury School of Business

“Handwritten notes to candidates provide a more personal touch.”- Sarah Gill, Director of Recruitment and Admissions, University of California, Irvine Merage School of Business

Developing Comprehensive and Effective Marketing Strategies

Richard Kurovsky, Executive Director, Marketing and Communications, Haas School of Business, University of California Berkeley
Yvonne Martin-Kidd, Chief Marketing Officer, Owen Graduate School of Management, Vanderbilt University
Lynda Oliver, Assistant Dean of Marketing and Communications, Cox School of Business, Southern Methodist University

“Top recommendations about marketing efforts: 1. Ensure all stakeholders are included in planning sessions. 2. Ongoing communications and reporting. 3. Walk in each other’s shoes.” – Sarah Gill, Director of Recruitment and Admissions, University of California, Irvine Merage School of Business

Time, Talent, and Treasure: Tying Alumni Engagement into the Lifecycle of the MBA Experience

 

Corey Dortch, Director, MBA Program, Goizueta Business School, Emory University
Rebecca Sandidge, Assistant Director, MBA Admissions, Goizueta Business School, Emory University

“What is a successful alumni event? Not just attendance, but articulating for them how they can meaningfully give back.” – John Albanese, Director Full-time MBA Program, Zicklin School of Business, Baruch College, CUNY

Improve your Marketing Yield: Using Personas to Deliver the Right Message to the Right Audience

Anne Daugherty, Director, School Marketing, GMAC
Paula McKay, Director, School Products, GMAC

“Don’t underestimate the value of word of mouth and family recommendations; pretty high value for today’s prospects.” - John Albanese, Director Full-time MBA Program, Zicklin School of Business, Baruch College, CUNY

“It’s all about targeting and segmenting to deliver the right message at the right time to the right people. Form a connection with the varied prospects; they’re not all the same.” - John Albanese, Director Full-time MBA Program, Zicklin School of Business, Baruch College, CUNY

Corporate Partnership and Relationship Building

David M. Carroll, Director, Recruitment, MBA for Professionals, Atkinson School of Management, Willamette University
Jaimie Falzarano, Senior Associate Director, Graduate Programs, School of Management, University at Buffalo
Leslie M. Petty, Assistant Dean, Evening, Executive, and Corporate Executive MBA Programs, Wisconsin School of Business, University of Wisconsin-Madison

“In a saturated market, think consortium in your approach to corporate relations.” - Laura Delfitto, Marketing and Communications Manager, London School of Economics and Political Science

Best Practices in Building Enrollment Driven Websites

Jason Smith, Managing Director & Founder, OHO Interactive

“Candidates like school websites that provide options for engagement, and named contacts and photos of people who are available to interact with. A further aspect of personalisation is alumni testimonials – e.g. process of admissions and programmme outcomes.” - James Barker, Market Development Manager EME, Graduate Management Admissions Council, London

“Key challenge is balancing a school website to show the brand message you WANT to present, whilst also providing content that candidates feel they NEED,” - James Barker, Market Development Manager EME, Graduate Management Admissions Council, London

Engaging Part-time Students

Melissa Holland, Director, Executive MBA, Miami, Kellogg School of Management, Northwestern University
Laurie Sanderson, MBA Admissions and Academic Advisor, MBA Programs, School of Business Administration, University of San Diego
Dylan Stafford, Assistant Dean, FEMBA, UCLA Anderson School of Management, University of California, Los Angeles

“Top takeaway: engagement creates culture which creates community. Assess your culture & use student feedback to improve engagement.” - Karen Cholakis, Director, MSIST Program, The George Washington University School of Business

No Money? No Problem: Using Word of Mouth Marketing and Social Media to Engage Students and Grow Enrollment

Matthew Painter, Director, MBA Program, The Graduate College, Texas State University

“Social media is ok but word of mouth is about conversations…be engaged in the conversation.” -  Shanna Wood, Associate Director, Old Dominion University Strome College of Business 

“Be worth talking about.” – Aimee Akimoff, Director of Recruitment, Willamette University Atkinson Graduate School of Management

Women in Business: Addressing Three Levels of Communication By and Within Gender

Jessica Glazer, Founder & CEO, Glazer Talks; Faculty, Center for Creative Leadership (CCL)

“Male executives who spoke up more often than their peers seen as 10% more competent. Female executives seen as 14% LOWER.” - Stephanie Cloots, Project Support Officer, London School of Economics and Political Science

“Only 30% of Americans workers feel engaged at work, while 52% are disengaged, and 18% are actively disengaged. Even fewer, only 20%, feel engaged and thriving.”  - Amanda Waldhauser, Outreach Manager, Kellogg School of Management at Northwestern University

“I found a new favorite word that I just learned from this session – eudaimonia, which is the joy one feels while striving toward one’s potential. “ - Amanda Waldhauser, Outreach Manager, Kellogg School of Management at Northwestern University

LinkedIn Strategies to Transform Your Marketing

Jessica Naeve, Director of Sales, Education Vertical, LinkedIn

“49% of students search for information about universities on professional networks.” - Oliver Matthews, Head of Marketing, Frankfurt School of Finance and Management

“LinkedIn reports that content about Career Advice, Faculty Profiles, & Expert Commentary are the top content that influences application decisions. Not ranking updates.” - Julie Barefoot, Associate Dean of MBA Admissions, Emory University Goizueta Business School

“Career advice is the top content that influences the decision on where to study.” - Oliver Matthews, Head of Marketing, Frankfurt School of Finance and Management.

“Be relevant, be helpful, be everywhere – how to communicate with your target market.” -  Oliver Matthews, Head of Marketing, Frankfurt School of Finance and Management

Business School Storytelling for the 21st Century

 

 

 

 

 

 

Dee Steinle, Administrative Director of MBA and MSB Programs, School of Business, University of Kansas

Barbara Coward, Founder, Enrollment Strategies

“Great stories simplify, humanize, build trust, influence and resonate,” - John Albanese, Director Full-time MBA Program, Zicklin School of Business, Baruch College, CUNY

“Elements of our stories may be similar but the key is enough unique or different twists that resonate with the specific persona that will succeed in your environment.” - John Albanese, Director Full-time MBA Program, Zicklin School of Business, Baruch College, CUNY

“Stories allow us to drop our intellectual guard and move us emotionally.” - John Albanese, Director Full-time MBA Program, Zicklin School of Business, Baruch College, CUNY

Best Practices in MBA Orientation Programs

 

 

 

 

 

 

Sean Ferguson, Associate Dean, Master’s Programs, Director, MBA Programs, HKUST Business School, Hong Kong University of Science and Technology

Poul Hedegaard, Director, MBA, Copenhagen Business School

“Connect them early, connect them often.” - Matt Moon, MBA Admissions and Marketing Manager, Utah Valley University, Woodbury School of Business

“There should never be a time when my interest in your success is greater than in your own interest in your success.” -  Kutloano Skosana, Full-time MBA Admissions Manager, Copenhagen Business School

Transforming Your Admissions Approach through Design Thinking and Experience Mapping

Shelly Heinrich, Director, MBA Admissions, McDonough School of Business, Georgetown University
Katelyn Rosa Stephenson, Assistant Dean, MBA Admissions, McDonough School of Business, Georgetown University
Jimmy Tran, Design Strategist, Peer Insight
Graham Richmond, Founder, Southwark Consulting

“A key to customer experience mapping is tracking the customer experience by noting their emotional highs and lows.” - Amanda Waldhauser, Outreach Manager, Kellogg School of Management at Northwestern University

Using Gamification in the Admissions Process to Increase Engagement

Tony Lee, Assistant Director, Digital Marketing, INTO University Partnerships

“Simple idea, but effective - progression bars to encourage applicants to finish their applications.”- Kutloano Skosana, Full-time Admissions Manager, Copenhagen Business School

“Gamification can be used not only to increase applications, but to get better quality applications.” – Barbara Coward

“The growth of gaming, the growth of mobile, and the growth of social media are all happening at the same time,” – Barbara Coward

“Websites that use gamification see a 30% increase in actions.” – Barbara Coward

Closing Keynote: Susan Fowler, author of Why Motivating People Doesn't Work...and What Does: The New Science of Leading, Energizing, and Engaging

“Motivation is a skill: when people become distracted by the external reward, they ignore the intrinsic value and motivation in the event itself. The shift from sub-optimal motivation to optimal motivation fuels work passion, the highest level for work engagement.” - Erin O’Brien, Assistant Dean and Director, Graduate Programs, University of Buffalo, School of Management

“Motivation is daily process that leads to engagement. “- Aram Karakashian, Recruitment and Admissions Manager – MiM & Global MiM, London Business School

“When you are optimally motivated, then all 3 psychological needs, autonomy, relatedness and competence are satisfied.” -Conrad Chua, Head of Admissions and Careers, University of Cambridge Judge Business School

“Leaders cannot motivate anyone, but can shape the environment to optimize motivation.” – Conrad Chua, Head of Admissions and Careers, University of Cambridge Judge Business School

“Don’t ask if a person is motivated, ask WHY.” - Amanda Waldhauser, Outreach Manager, Kellogg School of Management at Northwestern University

“Best practice that helps people shift to motivational outlook is framing deadlines as information rather than pressure.” - Conrad Chua, Head of Admissions and Careers, University of Cambridge Judge Business School

What else did I miss?  I would love to hear takeaways from other sessions as well. Please add your comments below.

(Images are from participant tweets and 2015 GMAC Annual Conference Roaming Photos. Feel free to send pictures of sessions without images and I'll add them to this blog.)