IMPERIAL COLLEGE BUSINESS SCHOOL Authentic voices to engage applicants Global Business schools face an increasingly competitive market and a significant challenge to attract and recruit best fit students from all over the world, with growing levels of expectation and ambition. Generation Z, bombarded from a young age by sophisticated advertising, are highly sceptical of marketing materials. The social media generation, they instead seek out authentic, impartial voices to inform their decision making. Anum Akhtar ?, Student Recruitment Manager, said: “We have been able to understand what applicants are most interested in knowing at each stage of the cycle, segmented by country of origin and can develop proactive communication strategies giving applicants the information

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