How to write a motivational letter for a European university

“We are looking for students for whom learning is a way of life, and grades alone are not the only factor in decision-making,” says the head of admissions of a big and popular European university. 

“We value self-reliance and independence,” comments another. 

And it is through their CVs and motivational letters that university applicants can demonstrate these and many other sought-after qualities when applying to universities in continental Europe.

Applying to university in Europe: the role of the motivational letter

With some notable exceptions, motivational letters or essays have become increasingly important in the admissions process for most European universities. In a highly competitive educational landscape, motivational letters demonstrate an applicant’s genuine interest in and direct engagement with the institution and the degree they are applying for. 

From this perspective, motivational letters can be seen as much more university-specific and programme-focused than Ucas personal statements. They also differ from Common App essays for US universities, by being more practical, with less focus on storytelling and more on mutual benefits that a future student and a university can potentially bring to one another. 

How to structure a motivational letter

A standard motivational letter is usually between one and one and a half pages long. It has a letter-like structure with the date, place and salutation, followed by an introductory paragraph stating who you are and what programme you are applying for. 

The introduction then leads to the candidate’s academic background and achievements. Compact but compelling, this must relate the candidate’s experience to what the programme has to offer, and focus on those features that genuinely inspire their intellectual curiosity and are consistent with their professional goals. Delving into the syllabus and looking at lists of research seminars or the faculty’s publications are excellent ways to find those entry points, which weave the candidate’s experience into the programme’s academic fabric. 

But, as mentioned earlier, the motivational letter also needs to bring to the foreground the candidate’s personal qualities and values through their extracurricular involvement and non-academic interests. Of the many clubs, electives and volunteering projects that the student may have been involved in, it would be advisable to focus on those that best fit the university profile and, indeed, the local culture. For public universities, in particular, admitting foreign students means a significant long-term investment, and an applicant’s demonstrated commitment to the institution and potential contribution to the host country may play a decisive role in decision-making.      

Prompt-based essays

In the past couple of years, however, many admissions departments have moved away from the traditional structured motivational-letter format. Indeed, the rapid advance of AI has accelerated the tendency towards more spontaneous, less well-crafted writing. 

Prompt-based essays in addition to or in lieu of motivational letters are also common for European universities. IE University in Spain, for example, asks potential students to write 650 words on topics ranging from “A challenge you have had to overcome” to “Personal qualities that would make you a valuable member of the IE community”. 

Shorter prompts, such as “What question about yourself would you like to be asked?”, are meant to reveal the candidate’s unique traits and elicit a spontaneous response. Admissions at ESADE in Barcelona ask candidates to reflect on their academic progress and setbacks, whereas students applying to EHL Hospitality Business School in Switzerland are prompted to explain the most important criteria for their programme choice.

Imperfect human intelligence

With universities wary of AI-generated content, essay prompts and motivational questions are likely to become ever more personalised and programme-specific. One may assume that they will also become less formal in style to allow imperfect human intelligence to shine through.

Some universities, however, have adopted a different strategy to combat motivational letters produced by ChatGPT. Bocconi University, for example, has reduced its application process to pure numbers: 55 per cent of the assessment is done on the basis of SAT, ACT, or the Bocconi entrance test, while the remaining 45 per cent is calculated on the basis of the candidate’s GPA from third-to-last and second-to-last-year academic transcripts. CVs, motivational letters and references are no longer required. 

Recent research has shown that the longstanding perception of standardised tests as discriminatory against students from less privileged backgrounds is, in fact, wrong. From this perspective, Bocconi’s shift to a fully numerical and anonymous admission process may be seen as more rigorous and meritocratic. On the other hand, however, it has deprived candidates of the opportunity to demonstrate their character and originality, their worldview and value systems, their academic interests and future aspirations. 

In today’s automated world, young adults applying to universities need recognition for what they are and what they believe. Looking for the motive, therefore, will hopefully remain as important in the future as it is now.