At Northwestern University’s Kellogg School of Management, applicants must write two essays and then respond to two different questions, with a one-minute video for each question recorded via webcam.
The videos allow the school to meet applicants “face-to-face” before the interview process, said Kate Smith, the school’s assistant dean of admissions and financial aid.
Shortened applications may also entice more people to apply to M.B.A. programs. Travis Morgan, director of admissions consulting at test-preparation firm Veritas Prep, said that a bigger applicant pool can make a program look more selective.
UCLA’s Anderson School of Management has seen a 60% increase in full-time M.B.A. applications over the past four years, in part due to its simplified application, an admissions official said.