The admissions office looks for candidates who fit Kellogg’s fun, casual culture. That being said, they also place a strong emphasis on scholastic ability, personal character, motivation, leadership ability, interpersonal skills, career performance, and management potential. The application requires two essays, but also a unique video component. Once students submit their written application, they receive an e-mail with instructions and a link for the video essay, which is comprised of 10 questions that the applicant must answer. Students are prepared with 10 practice questions, then proceed to the real questions, receiving 20 seconds to prepare and one minute to deliver their answer.