Ryan FowlerProspective business school students are undervaluing key “human” skills compared with employer expectations, according to the 2025 Prospective Students Survey from the Graduate Management Admission Council (GMAC).
The annual report, which gathered responses from nearly 5,000 candidates worldwide, highlights a skills gap between what students aim to develop and what employers want in graduates.
More candidates prioritise building technical skills such as using AI tools (35% of students compared with 26% of employers). In contrast, employers place greater value on attributes like initiative (45% vs 30%), grit (34% vs 26%), and coachability (39% vs 22%). This suggests that while analytical and technical abilities are important, employers are also seeking adaptability, teamwork and personal growth.
“Candidates continue to underestimate the importance of people skills,” said Nalisha Patel, regional director, Americas & Europe, at GMAC. “Business schools need to help students understand that these are not ‘nice to have’, they’re dealbreakers. There’s a gap between what students think will get them hired and what does… Schools can help close that gap.”
The survey also found rising demand for artificial intelligence in the business school curriculum, with 46% of candidates considering AI a must-have. Students showed a preference for hands-on AI learning through simulations and case studies, rather than personalised learning paths.
“The findings are a clear message to business schools: integrate AI, but don’t sideline human development. Meeting both employer and student expectations is key to remaining relevant and delivering real value,” Patel added.
