Recruiting Executive MBA students — the case of GSEM

A refined recruitment strategy for EMBA candidates

Geneva School of Economics and Management didn’t want just any Executive MBA applicants—they wanted to reach candidates who genuinely fit their EMBA profile. So they made a deliberate shift in their recruitment strategy: from quantitative to qualitative, with the Digital Advisor in a crucial role. The results speak for themselves: 40% of students in the 2025 cohort arrived through the Digital Advisor. 

GSEM’s EMBA is not a generic programme. With a focus on responsible leadership and personal transformation, it attracts a highly diverse and international cohort—experienced professionals motivated by broadening their impact, not just climbing the career ladder. 

GSEM’s challenge

GSEM had a clear vision of the EMBA candidate they were looking for. The challenge was building a recruitment process that could find that person—and help that person find them. Previously, GSEM's admissions team spent valuable time sorting through a high volume of enquiries, often without knowing until far into the process whether a candidate was actually the right fit.

The pivot: choosing quality over quantity

So GSEM made a deliberate choice: shift the recruitment strategy from quantitative to qualitative—fewer leads, but better ones. They were interested in students who matched their niche: a focus on self-development, responsible leadership, and a highly personal experience. The tone of their communication changed to reflect a simple, honest proposition. Jean-Yves Mercier, Executive Director of the EMBA programme, summarises the approach: 

“Let's see if we are made for each other.”

The Digital Advisor from House of Education was a natural fit for this philosophy. Rather than a passive information page or a generic contact form, the Advisor gives prospective candidates everything they need to genuinely assess whether Geneva EMBA is right for them—and whether they are right for Geneva.

Jean-Yves Mercier Executive Director of the EMBA programme	Lorine Barrier EMBA Recruitment/Admission

How it works: the Digital Advisor in practice

The Digital Advisor aligns with GSEM’s goal of “interaction with intent.” Candidates don’t just browse—they engage, reflect, and self-select. The Advisor collects answers from the candidate about their professional interests, motives, and goals, providing relevant information to them on why they match with EMBA—and why not.

That upfront honesty carries through to every conversation that follows. Prospects who come through the Advisor arrive more informed, more aligned, and further along in their decision-making. The admissions team can build a relationship of trust from the very beginning, focusing energy on candidates who are genuinely ready, rather than managing a broad pipeline of uncertain prospects.

“The Digital Advisor helps us be transparent: we want the best for you and for you to get the best. We know what we offer, and we make sure it’s aligned.”

The Results

The numbers below tell the story: where candidates are coming from, and how many are enrolling.

“The Digital Advisor and the webinar are the two highest-converting recruitment activities for our EMBA.”

But for GSEM, the focus isn’t on volume of leads—it’s the qualitative shift that matters most. Because candidates arrive at conversations with the admissions team already informed and aligned, GSEM is able to build a relationship of trust with applicants from the very beginning.

"They feel comfortable sharing their concerns and questions. They’re really ensuring this is the right choice."

The Digital Advisor speaks directly to candidates, treating them as intelligent adults who deserve honest, upfront information. It doesn't oversell. It helps them think. 

"It's a solution that allows us to say, are you in the right place? If you are, we really welcome you. It's quite valuable in that way.

The result is a recruitment experience that feels consistent with the programme itself: reflective, personal, and built on mutual respect. Candidates who go through the Digital Advisor arrive already understanding what makes Geneva School of Economics and Management different—and already convinced it's the right choice for them.