25% of enrolled students used a Digital Advisor
“House of Education has consistently delivered high-quality leads and strong conversion rates, making them one of our most reliable partners in terms of both recruitment and outcomes.”
Hermina Kooyman
Manager Enrollment and Career Services
Maastricht School of Management
of enrolled students used a Digital Advisor
lead-to-student conversion rate for the Full-Time MBA
years of partnership (2018 - Present)
About MSM
Maastricht School of Management is a triple-accredited business school based in the Netherlands, offering high-impact programmes tailored to professionals at every stage of their career; from early-career Master in Management candidates, to experienced executives in the Full-time and Global Online MBA programmes, as well as the short executive programmes. Known for its global outlook, practical teaching approach, and excellent value-for-money, MSM stands out for its commitment to sustainability, entrepreneurship, and closing the gap between emerging and developed markets.
“We guide students through every step of their journey - from first contact to graduation and beyond—ensuring a smooth, personalized experience at every stage."
Why House of Education
MSM was looking to scale its global recruitment, while continuing to preserve the personal, high-quality experience it offers to each prospective student. With a diverse and international audience, as well as multiple programme formats, building a cohesive yet flexible strategy was both complex and resource-intensive. Therefore, they needed to find a partner that could deliver well-matched leads, reduce repetitive work for recruiters, and extend their reach into new markets.
The solution
To meet these specific recruitment challenges, House of Education delivered tailored digital advisor quizzes, designed to guide and match prospective students to their most suitable MSM programme – whether that be the Master in Management, Full-Time MBA, or Global Online MBA.
In addition, the products were created to reflect the style and feel of MSM’s own website, in order to preserve the school’s personable approach, as underscored by Hermina Kooyman, Manager Enrollment and Career Services at MSM,
“They’ve exceeded our expectations and exemplify the kind of soft-sell, personalised approach we value in recruitment.”
The quiz helped to pre-qualify leads, reduced the amount of repetitive questions submitted to the recruitment team, and seamlessly connected with their CRM. Thus, it became a powerful tool for both lead generation and conversion. Hermina echoes this, as she states,
“These digital advisor quizzes have proven effective in helping participants better understand our programmes and reflect on which path suits them best. They also serve as an engaging, user-friendly pre-screening tool that offers tailored recommendations, [and] integration with our CRM and recruitment cycle has been seamless.”
MSM’s digital advisor strategy
To optimise its reach, the digital advisor quiz was embedded on MSM’s website and used across its digital marketing channels, including email campaigns and social media ads. This offered prospects multiple touchpoints to engage with a personalised and low-barrier tool, allowing them to explore programme options and receive tailored recommendations.
This strategy proved highly successful, as Hermina explains that “this multi-channel approach helped [MSM] to develop a wide and varied pool of prospective candidates.”
The result
The collaboration between Maastricht School of Management and House of Education delivered strong, measurable outcomes. By integrating the digital advisor quiz into their recruitment strategy, MSM saw a clear increase in both lead quality and conversion efficiency. The tool proved especially effective in matching prospective students with the right programmes and streamlining the admissions process. As a result, the school not only expanded its global reach, but also improved applicant engagement and enrollment performance.
Key Results:
- 6% lead-to-student conversion rate for the Full-Time MBA
- 2% conversion rate for the Master in Management programme
- 25% of enrolled students completed the digital advisor quiz
- Reduced the overall amount of repetitive questions sent to recruiters
- Seamless integration into MSM’s CRM and recruitment workflow
- A steady increase in applicants from House of Education since the partnership began
Conclusion
The partnership between Maastricht School of Management and House of Education shows the power of combining smart digital tools with a personal touch. By using the digital advisor quiz, MSM successfully scaled its global recruitment, improved lead quality, and maintained the human-centered experience that defines its brand. It’s a clear example of how the right solution, used in the right way, can deliver both efficiency and impact.
