How UCL School of Management Standardized Global University Admissions
Overview
UCL School of Management, part of University College London (UCL), is one of the world's leading business schools. Its postgraduate programmes, attract applicants from across the globe and are designed to develop future business leaders, innovators, and decision-makers through rigorous academic learning and real-world application.
As part of its multi-stage admissions process, shortlisted applicants complete a structured online interview and assessment through Jobma. Interview responses are reviewed alongside academic achievements, career aspirations, and application materials before final admission decisions are made.
The Challenges: Assessing Skills at Scale
Evaluating applications for highly competitive master's programmes requires far more than reviewing transcripts and personal statements. The admissions team needs to evaluate candidates holistically across several dimensions, including:
- Spontaneous communication and articulation
- Critical reasoning under strict time limits
- Abstract pattern recognition and problem-solving
- Alignment with programme values and career pathways
With applicants applying from diverse geographic and educational backgrounds, the School needed a consistent, reliable method to replicate structured interview conditions globally without compromising academic rigor or introducing evaluation variance.
Goals
Video interviewing was already an established part of UCL School of Management's admissions process. As application volumes grew across international markets, the School's objectives were to:
- Standardization at Scale: Delivering a consistent, objective evaluation process for applicants coming from diverse educational backgrounds.
- Holistic Evaluation: Assessing both communication ability and role- or programme-specific reasoning.
- Global Accessibility: Supporting applicants across different countries and time zones through a flexible online assessment process.
- Academic Integrity:: Maintaining fair, secure, and standardized assessment conditions for remote applicants while preserving a seamless candidate experience.
The Solution: Programme-Specific Assessments at Global Scale
To evaluate thousands of prospective master's candidates globally, the UCL School of Management partnered with Jobma to streamline their admissions process for competitive programs like MSc Digital Innovation and MSc Management.
Built into the Admission Process
The video interview is a formal, required stage in their programme's four-stage admissions process. Shortlisted applicants who clear initial academic screening receive their Jobma invitation directly, with a fixed deadline to complete their assessment before their application can move forward.
Program-Specific Assessments
Each program uses a customized mix of assessment formats configured by the admissions team:
- Video responses asking applicants to make the case for themselves and their fit with the programme.
- Applied reasoning questions asking candidates to evaluate a business or global issue within a set time limit.
- Abstract reasoning assessments using pattern-based multiple-choice questions to evaluate analytical thinking.
- Essay and matching-type questions to round out a fuller picture of each candidate, with weighted scoring across formats.
Designed for Consistency
Every applicant completes the assessment under the same predefined interview conditions. Admissions teams configure interview settings such as think time, response duration, retake rules, and weighted scoring criteria before invitations are sent. This creates a standardized experience across applicants while allowing programme teams to tailor interview content to different degrees.
Supporting Admissions with AI
Alongside its structured interview workflows, Jobma's AI capabilities help streamline candidate evaluation. AI-powered proctoring supports the integrity of remote assessments, while AI-generated transcriptions and interview insights make it easier for admissions teams to review candidate responses efficiently across a large volume of applications.
"I personally like Jobma because of its AI features."
Results
Implementing Jobma's structured online interviews enabled UCL School of Management to deliver a standardized assessment experience for applicants worldwide while supporting admissions teams with a consistent evaluation process.
Standardized Global Assessments
Applicants complete the same structured interview experience regardless of where they apply from, while admissions teams review responses using predefined interview settings and programme-specific evaluation criteria.
Multi-Dimensional Insight
By combining video, abstract reasoning, and written essays, admissions teams evaluate applicants across multiple competencies.
High Completion & Candidate Satisfaction
Despite stringent rules, such as strict timers and zero retakes, the platform achieved a 97.9% interview completion rate. Furthermore, candidates gave Jobma an outstanding 4.45/5 satisfaction score.
Efficient Review Process
The platform provides admissions teams with a centralized environment to review interviews. The admissions team also highlighted Jobma's AI capabilities and responsive customer support as valuable aspects of the platform.
Quick Stats
97.9%
interview completion rate
4.45/5
candidate satisfaction score
Improved candidate-program alignment
With an exceptional completion rate and strong satisfaction scores, UCL School of Management continues to leverage Jobma to identify top-tier global talent, standardizing admissions across postgraduate programs while maintaining high academic standards.