personal statement questions uk

British Council

How to write a personal statement for a uk university, by kathryn abell, 19 october 2015 - 05:11.

Kathryn Abell of  Edukonexion  shares some tips.

When applying to a UK university, the discovery that school grades alone are not enough to gain entry onto the programme of your choice can come as an unwelcome surprise. This is especially true for international students, many of whom see the words 'personal statement' for the first time when starting their university application.

But far from being a barrier, the personal statement is, in fact, one of the stepping stones to achieving your goal of studying at a UK university.

A personal statement can help you stand out

If you have selected your study programme well – that is to say, you have chosen something that you are truly excited about that matches your academic profile – then the personal statement is simply a way to communicate to admissions tutors why you are interested in the programme and what you can bring to it. And given the fact that many universities receive multiple applications for each available place, and that most do not offer an interview, your written statement is often the only way you can express your personality and say 'choose me!'.

The 'personal' in 'personal statement' suggests that you should be allowed to express yourself however you want, right? Well, to a certain extent that is true: admissions tutors want to get a picture of you, not your parents, your teachers or your best friend, so it has to be your work. However, the purpose of the statement is to persuade academic staff that they should offer you one of their highly sought-after university places; although there is no strict template for this, there are specific things you should include and certain things you should most certainly leave out.

The importance of the opening paragraph

The online Universities and Colleges Admissions Service (UCAS) undergraduate application form allows a total of 4,000 characters (around 700 words), meaning that you need to craft the statement carefully. The most important part is unquestionably the opening paragraph, as it acts as an invitation to continue reading. If you are not able to catch the attention of the admissions tutor, who has hundreds of statements to assess, then it is highly unlikely they will read through to the end.

The best advice here is to avoid much-used opening lines and clichés such as 'I have wanted to be an engineer since I was a child'. This kind of thing is not the invitation readers are looking for. Instead, try using an anecdote, experience or inspirational moment: 'Although tinkering with engines had always been a childhood hobby, it was the vision of the fastest car on earth, the Bloodhound, at an exhibition in London, that roused my desire to learn everything I could about automotive engineering'. Really? Tell me more!

Of course, your opening paragraph could start in a variety of ways, but the fundamental purpose is to grab the reader’s interest.

Provide evidence of your commitment and skills

Following on from that, you have to provide evidence of your passion and commitment to your chosen programme, and highlight the specific and transferable skills you possess to study it successfully. You can do this by following the  ABC  rule.

Action:  Include examples of what you have done, experienced or even read that have helped you in your choice of degree and boosted your knowledge of the subject area.

Benefit : By doing these things, explain what you learned or gained; in the case of a book or article, put forward an opinion.

Course : The most successful applicants ensure that the information they include is relevant to their course in order to highlight their suitability. Flower-arranging may allow you to realise your creative potential, but will it help you study astrophysics?

It is perfectly acceptable to base this ABC rule on school-based activities, as not all students have opportunities outside the classroom. However, if you can link extra-curricular pursuits to your desired programme of study, you are further highlighting your commitment. As a general rule of thumb, the information you include here should be around 80 per cent academic and 20 per cent non-academic. So, for example, as a member of the school science club – a non-curricular, academic activity – you may have developed the ability to analyse data and tackle problems logically. Taking part in a work placement falls into the same category and could have helped you develop your communication, time-management and computer skills. You get the idea.

Non-academic accomplishments may involve music, sport, travel or clubs and can lead to a variety of competencies such as team-working, leadership, language or presentation skills. A word of warning here: it is vital that you sell yourself, but arrogance or lies will result in your personal statement landing in the 'rejected' pile. Keep it honest and down-to-earth.

Provide a memorable conclusion

Once you have emphasised your keen interest and relevant qualities, you should round off the statement with a conclusion that will be remembered. There is little point putting all your effort to generate interest in the opening paragraph only for your statement to gradually fade away at the end. A good conclusion will create lasting impact and may express how studying your chosen course will allow you to pursue a particular career or achieve any other plans. It can also underline your motivation and determination.

Use a formal tone, stay relevant and be positive

As you have to pack all this information into a relatively short statement, it is essential to avoid the superfluous or, as I like to call it, the 'fluff'. If a sentence sounds pretty but doesn’t give the reader information, remove it. In addition, the tone should be formal and you should not use contractions, slang or jokes; remember, the statement will be read by academics – often leaders in their field.

Referring to books is fine but don’t resort to using famous quotes as they are overused and do not reflect your own ideas. Also, while it's good to avoid repetition, don't overdo it with the thesaurus.

Negativity has no place in a personal statement, so if you need to mention a difficult situation you have overcome, ensure you present it as a learning experience rather than giving the reader an opportunity to notice any shortcomings. Also, bear in mind that your personal statement will probably go to several universities as part of a single application, so specifically naming one university is not going to win you any favours with the others.

Get some help but never copy someone else's work

Checking grammar, spelling and flow is essential and it is perfectly OK to ask someone to do this for you. A fresh pair of eyes and a different perspective always help, and, as long as the third party does not write the content for you, their input could be of vital importance. And while you may get away with not sticking to all of the above advice, there is one thing that you absolutely must not do: copy someone else’s work. Most applications are made through UCAS, which uses sophisticated software to detect plagiarism. If you are found to have copied content from the internet, or a previous statement, your application will be cancelled immediately. Remember, it is a  personal  statement.

Get your ideas down in a mind-map first

Finally, I will leave you with my top tip. If you understand all the theory behind the personal statement and have an abundance of ideas floating in your head, but are staring blankly at your computer screen, take a pen and paper and make a simple mind map. Jot down all your experiences, activities, skills, attributes and perhaps even include books you have read or even current items that interest you in the news. Then look for how these link to your course and highlight the most significant elements using arrows, colours and even doodles. Capturing thoughts on paper and making logical deductions from an image can give structure to your ideas.

Get more advice on your application from our Study UK site .

You might also be interested in:

• How to use a learner's dictionary of academic English
• Five ways UK students can improve their career prospects
• Ways of saying 'darling' in the UK

View the discussion thread.

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How to Write a UCAS Personal Statement [With Examples]

James is senior content marketing manager at BridgeU. He writes and directs content for BridgeU's university partners and our community of international schools

What are the big challenges students should be aware of before writing their UCAS Personal Statement?

• The essential ingredients for writing a great Personal Statement
• How to write the UCAS Personal Statement [with examples]

Final hints & tips to help your students

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The UCAS Personal Statement can sometimes be a student’s only chance to impress a UK university. Read our in-depth guide to helping your students plan & write a winning application.

There are hundreds of articles out there on how to write a UCAS Personal Statement that will grab the attention of a UK university admissions officer.  

But if you’re working with students to help them perfect their Personal Statement in time for the  relevant UCAS deadlines , we can sum up the secret to success in three words.

Planning, structure and story. 

The UCAS Personal Statement is a student’s chance to talk about why they want to study for a particular degree, course or subject discipline at a UK university. 

As they set about writing a personal statement, students need to demonstrate the drive, ambition, relevant skills and notable achievements that make them a  suitable candidate for the universities they have chosen to apply to . 

But the UCAS Personal Statement requires students to write a lot about themselves in a relatively short space of time. That’s why lots of planning, a tight structure and a compelling story are essential if a student’s Personal Statement is to truly excel. 

As important deadlines for UK university applications grow closer, we at BridgeU have put together a guide, outlining some of the strategies and techniques to help your students to write a personal statement which is both engaging and truly individual.

Handpicked Related Content

Discover the simple steps that will boost the confidence of your native English speaking & ESL students alike in  University Application Essays: The 5 Secrets of Successful Writing .

As they begin to plan their Personal Statement, students may feel intimidated. It’s not easy to summarise your academic interests and personal ambitions, especially when you’re competing for a place on a course which is popular or has demanding entry requirements. In particular, students will likely come up against the following challenges.

Time pressure

Unfortunately, the Personal Statement (and other aspects of university preparation) comes during the busiest year of the student’s academic life so far.

Students, and indeed teachers and counsellors, must undertake the planning and writing of the personal statement whilst juggling other commitments, classes and deadlines, not to mention revision and open day visits!

Because there is already a lot of academic pressure on students in their final year of secondary school, finding the time and headspace for the personal statement can be hard, and can mean it gets pushed to the last minute. The risks of leaving it to the last minute are fairly obvious – the application will seem rushed and the necessary thought and planning won’t go into  making the personal statement the best it can be . 

Sticking closely to the Personal Statement format

The character limit which UCAS sets for the personal statement is very strict – up to 4,000 characters of text. This means that students have to express themselves in a clear and concise way; it’s also important that they don’t feel the need to fill the available space needlessly.  Planning and redrafting of a personal statement is essential .

Making it stand out

This is arguably the greatest challenge facing students – making sure that their statement sets them apart from everyone else who is competing for a place on any given course; in 2022 alone, UCAS received applications from 683,650 applicants (+1.6k on 2021) students. In addition, UCAS uses its own dedicated team and purpose built software to check every application for plagiarism, so it’s crucial that students craft a truly  original personal statement which is entirely their own work .

The essential ingredients for writing a great UCAS Personal Statement 

We’ve already mentioned our three watch words for writing a high quality Personal Statement.

Planning. Structure. Story. 

Let’s dig deeper into these three essential components in more detail.

Watch: How to Write a UCAS Personal Statement with University of Essex

Planning a ucas personal statement.

It might sound like a no-brainer, but it’s vital that students plan their Personal Statement before they start writing it. Specifically, the planning phase could include: 

• Students thoroughly researching the UK university courses they plan on applying to. 
• Deciding on what relevant material to include in their Personal Statement (we’ll cover this in more detail later on). 
• Writing an unedited first draft where they just get their thoughts and ideas down on paper. 

Structuring a UCAS Personal Statement

As we’ve discussed, the UCAS Personal Statement requires students to be extremely disciplined – they will be required to condense a lot of information into a relatively short written statement. This means that, after they’ve written a rough first draft, they need to think carefully about how they structure the final statement. 

A stand out Personal Statement will need a tight structure, with an introduction and a conclusion that make an impact and really help to tell a story about who your student is, and why they are drawn to studying this particular degree. 

This brings us nicely to our third and final ingredient…

Telling a story with a Personal Statement

The UCAS Personal Statement is a student’s opportunity to show a university who they are and how their life experiences have shaped their academic interests and goals. 

So a good Personal Statement needs to offer a compelling narrative, and that means making sure that a student’s writing is well-structured, and that every sentence and paragraph is serving the statement’s ultimate purpose –  to convince a university that your student deserves a place on their subject of choice. 

How to help your students start their UCAS Personal Statement

In order to ensure that a personal statement is delivered on time and to an appropriate standard, it’s essential to plan thoroughly before writing it. Here are some questions you can ask your students before they start writing:

How can you demonstrate a formative interest in your subject?

It may sound obvious but, in order for any UCAS personal statement to have the necessary structure and clarity, students need to think hard about why they want to study their chosen subject. Ask them to think about their responses to the following questions:

What inspired you to study your chosen subject?

Example answer:  My desire to understand the nature of reality has inspired me to apply for Physics and Philosophy

Was there a formative moment when your perspective on this subject changed, or when you decided you wanted to study this subject in more detail?

Example answer:  My interest in philosophy was awakened when I questioned my childhood religious beliefs; reading Blackburn’s “Think”, convinced me to scrutinise my assumptions about the world, and to ensure I could justify my beliefs.

Can you point to any role models, leading thinkers, or notable literature which has in turn affected your thinking and/or inspired you?

Example answer :  The search for a theory of everything currently being conducted by physicists is of particular interest to me and in “The Grand Design” Hawking proposes a collection of string theories, dubbed M-theory, as the explanation of why the universe is the way it is.

Asking your students to think about the “why” behind their chosen subject discipline is a useful first step in helping them to organise their overall statement. Next, they need to be able to demonstrate evidence of their suitability for a course or degree. 

How have you demonstrated the skills and aptitudes necessary for your chosen course?

Encourage students to think about times where they have demonstrated the necessary skills to really stand out. It’s helpful to think about times when they have utilised these skills both inside and outside the classroom. Ask students to consider their responses to the following questions. 

Can you demonstrate critical and independent thinking around your chosen subject discipline?

Example answer :  Currently I am studying Maths and Economics in addition to Geography. Economics has been a valuable tool, providing the nuts and bolts to economic processes, and my geography has provided a spatial and temporal element.

Are you able to demonstrate skills and competencies which will be necessary for university study?

These include qualities such as teamwork, time management and the ability to organise workload responsibly.

Example answer:  This year I was selected to be captain of the 1st XV rugby team and Captain of Swimming which will allow me to further develop my leadership, teamwork and organisational skills.

How have your extracurricular activities helped prepare you for university?

Students may believe that their interests outside the classroom aren’t relevant to their university application. So encourage them to think about how their other interests can demonstrate the subject-related skills that universities are looking for in an application. Ask students to think about any of the following activities, and how they might be related back to the subject they are applying for.

• Clubs/societies, or volunteering work which they can use to illustrate attributes such as teamwork, an interest in community service and the ability to manage their time proactively.
• Have they been elected/nominated as a team captain, or the head of a particular club or society, which highlights leadership skills and an ability to project manage?
• Can they point to any awards or prizes they may have won, whether it’s taking up a musical instrument, playing a sport, or participating in theatre/performing arts?
• Have they achieved grades or qualifications as part of their extracurricular activities? These can only help to demonstrate aptitude and hard work. 

How to write the UCAS Personal Statement [with examples] 

If sufficient planning has gone into the personal statement, then your students should be ready to go!

In this next section, we’ll break down the individual components of the UCAS Personal Statement and share some useful examples.

These examples come from a Personal Statement in support of an application to study Environmental Science at a UK university. 

Watch: King’s College London explain what they’re looking for in a UCAS Personal Statement

Introduction.

This is the chance for an applying student to really grab an admission tutor’s attention. Students need to demonstrate both a personal passion for their subject, and explain why they have an aptitude for it .  This section is where students should begin to discuss any major influences or inspirations that have led them to this subject choice. 

Example :  My passion for the environment has perhaps come from the fact that I have lived in five different countries: France, England, Spain, Sweden and Costa Rica. Moving at the age of 15 from Sweden, a calm and organized country, to Costa Rica, a more diverse and slightly chaotic country, was a shock for me at first and took me out of my comfort zone […] Also, living in Costa Rica, one of the most biodiverse countries in the world, definitely helped me realize how vulnerable the world is and how we need to take care of it in a sustainable manner. 

This opening paragraph immediately grabs the reader’s attention by giving the reader an insight into this student’s background and links their academic interests with something specific from the student’s personal backstory. 

Discussing Academic Achievements 

The next paragraph in this Personal Statement discusses the student’s academic achievements. Because this student has had an international education, they frame their academic achievements in the context of their personal background. They also cite useful examples of other curricula they have studied and the grades they have achieved. 

Example : 

Throughout my academic life I have shown myself to be a responsible student as well as a hard working one, despite the fact that I have had to move around a lot. I have achieved several other accomplishments such as a high A (286/300) in AS Spanish at age 15, and also completed a Spanish course of secondary studies for ‘MEP’(Ministerio de Educacion Publica), which is a system from Costa Rica.   

You’ll notice that this student doesn’t just list their achievements – their strong academic performance is always linked back to a wider discussion of their personal experiences. 

Showcasing Extracurricular Activities

As well as discussing academic achievements, a good Personal Statement should also discuss the student’s extracurricular activities, and how they relate back to the student’s overall university aspirations. 

By the third/fourth paragraph of the Personal Statement, students should think about incorporating their extracurricular experiences, 

Another valuable experience was when my class spent a week at a beach called ‘Pacuare’ in order to help prevent the eggs of the endangered leatherback turtle from being stolen by poachers who go on to sell them like chicken eggs. We all gained teamwork experience, which was needed in order to hide the eggs silently without scaring the mother turtles, as well as making it more difficult for the poachers to find them. 

When the poachers set fire to one of the sustainable huts where we were staying, not only did I gain self-awareness about the critical situation of the world and its ecosystems, I also matured and became even more motivated to study environmental sciences at university.

This is a particularly striking example of using extracurricular activities to showcase a student’s wider passion for the degree subject they want to study. 

Not only does this Personal Statement have a story about volunteering to save an endangered species, it also illustrates this applicants’ wider worldview, and helps to explain their motivation for wanting to study Environmental Science. 

Concluding the UCAS Personal Statement

The conclusion to a UCAS Personal Statement will have to be concise, and will need to tie all of a student’s academic and extracurricular achievements. After all, a compelling story will need a great ending. 

Remember that students need to be mindful of the character limit of a Personal Statement, so a conclusion need only be the length of a small paragraph, or even a couple of sentences. 

“ After having many varied experiences, I truly think I can contribute to university in a positive way, and would love to study in England where I believe I would gain more skills and education doing a first degree than in any other country.  “

A good Personal Statement conclusion will end with an affirmation of how the student thinks they can contribute to university life, and why they believe the institution in question should accept them. Because the student in this example has a such a rich and varied international background, they also discuss the appeal of studying at university in England. 

It’s worth taking a quick look at a few other examples of how other students have chosen to conclude their Personal Statement. 

Medicine (Imperial College, London) 

Interest in Medicine aside, other enthusiasms of mine include languages, philosophy, and mythology. It is curiously fitting that in ancient Greek lore, healing was but one of the many arts Apollo presided over, alongside archery and music.   I firmly believe that a doctor should explore the world outside the field of  Medicine, and it is with such experiences that I hope to better empathise and connect with the patients I will care for in my medical career. 

You’ll notice that this example very specifically ties the students’ academic and extracurricular activities together, and ties the Personal Statement back to their values and beliefs. 

Economic History with Economics (London School of Economics)

The highlight of my extra-curricular activities has been my visit to Shanghai with the Lord Mayor’s trade delegation in September 2012. I was selected to give a speech at this world trade conference due to my interest in economic and social history. […] I particularly enjoyed the seminar format, and look forward to experiencing more of this at university. My keen interest and desire to further my knowledge of history and economics, I believe, would make the course ideal for me.

By contrast, this conclusion ties a memorable experience back to the specifics of how the student will be taught at the London School of Economics – specifically, the appeal of learning in seminar format! 

There’s no magic formula for concluding a Personal Statement. But you’ll see that what all of these examples have in common is that they tie a student’s personal and academic experiences together – and tell a university something about their aspirations for the future.

Watch: Bournemouth University explain how to structure a UCAS Personal Statement

Know the audience

It can be easy for students to forget that the person reading a personal statement is invariably an expert in their field. This is why an ability to convey passion and think critically about their chosen subject is essential for a personal statement to stand out. Admissions tutors will also look for students who can structure their writing (more on this below). 

Students should be themselves

Remember that many students are competing for places on a university degree against fierce competition. And don’t forget that UCAS has the means to spot plagiarism. So students need to create a truly honest and individual account of who they are, what they have achieved and, perhaps most importantly, why they are driven to study this particular subject.

Proof-read (then proof-read again!)

Time pressures mean that students can easily make mistakes with their Personal Statements. As the deadline grows closer, it’s vital that they are constantly checking and rechecking their writing and to ensure that shows them in the best possible light. 

Meanwhile, when it comes to giving feedback to students writing their Personal Statements, make sure you’re as honest and positive as possible in the days and weeks leading up to submission day. 

And make sure they remember the three key ingredients of writing a successful Personal Statement. 

Planning, structure and story! 

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How to write a UCAS personal statement

Writing a great personal statement

Read our guide on what it is, what to include, how to start, length and what makes a good personal statement 

Once you've decided which universities and courses to apply for, completing your application is pretty simple – until it comes to how to write your UCAS personal statement.

This guide covers everything you need to know about how to write a personal statement for university. We look at what it is and how you can start your personal statement. We've also got questions to guide you and a suggested personal statement structure you can use so you know what to put in it.

If you'd like even more resources, support and UCAS personal statement examples, you can sign up to access our personal statement hub .

What is the UCAS personal statement?

How universities use your ucas personal statement, how to start a ucas personal statement.

• Get feedback on your UCAS personal statement

The personal statement is part of your UCAS application. It's how you show your chosen universities why you'll make a great student and why they should make you an offer.

Your personal statement also helps you think about your choice of course and your reasons for applying, so you know you’ve made the right decision.

Get feedback on your personal statement

Sign up to our personal statement hub to get feedback on your draft. You'll also get access to videos, help sheets and more tips.

Sign up now

UCAS personal statement word limit

Your personal statement length can be up to 4,000 characters long. 

This may sound a lot, but it's a word limit of around 550–1000 words with spaces and only about 1 side of typed A4 paper.

You need to keep it concise and make sure it's clear and easy to read.

Applying for multiple courses

Although you can apply for up to 5 courses on your UCAS application, you can only submit 1 personal statement. So it needs to cover all your course choices.

If you really want to show your commitment to applying for different courses, we will accept a second personal statement from you to reflect your application e.g. if you are applying for Law elsewhere, but Criminology and Criminal Justice with us.

Lots of students who apply to university have achieved the basic entry requirements and many more students apply than there are places available. Admissions teams can use your UCAS personal statement to get to know you and decide why you're more suitable than other applicants.

Some universities read every personal statement and score them. Then they use them alongside your qualifications and grades to decide whether to offer you a place or interview. Other universities put less emphasis on the personal statement and use it with students who have borderline entry requirements.

Universities might refer to your personal statement again on results day if you don't get the grades you need. So a good personal statement could clinch you a uni place even if your grades aren't what you hoped for.

Starting your personal statement can seem scary when you're staring at a blank screen. But, things will seem less daunting once you start.

• Set aside some time in a place where you're comfortable and won't be disturbed. Grab a notepad or computer.
• Write down anything and everything that's influenced your decision to go to university and study your chosen subject. Jot down your skills and experience too.
• Use the questions below to guide you. Don't worry about the personal statement length at this point – you can cut things out later.

When to start your UCAS personal statement

Ideally, you want to leave yourself plenty of time – a few weeks or even months – to plan and write your personal statement.

Try not to leave it to the last minute, as tempting as this may seem when you've got so many other things to think about.

Questions to guide you

Your motivation.

• Why do you want to study at university?
• Why do you want to study this subject?
• How did you become interested in this subject?
• What career do you have in mind after university?

Academic ability and potential

• How have your current studies affected your choice?
• What do you enjoy about your current studies?
• What skills have you gained from your current studies?
• How can you demonstrate you have the skills and qualities needed for the course?
• What qualities and attributes would you bring to the course and university?

Your experience

• What work experience (including part-time, charity and volunteer work) do you have and what have you learnt from it?
• What positions of responsibility have you held? (For example, prefect, captain of a team or member of a committee)
• What relevant hobbies or interests do you have and what skills have they helped you develop?
• What transferable skills do you have, such as self motivation, team working, public speaking, problem solving and analytical thinking?

Research and reading

• How do you keep up with current affairs or news in your chosen subject?
• What journals or publications relevant to your chosen subject do you read?
• Which people have influenced you, such as artists, authors, philosophers or scientists?

Now it's time to write your personal statement using your notes. It's best to draft it on a computer, and remember to save it regularly.

You can copy and paste it into your UCAS application when you're happy with it.

Personal statement structure

While there's no set template for a personal statement, you may find it useful to follow this personal statement structure when you decide what to put in your statement.

What to include in a personal statement

• Reasons for choosing this subject(s)
• Current studies and how these relate to your chosen subject(s)
• Experiences and how these relate to your chosen subject(s)
• Interests and responsibilities and how these relate to your chosen subject(s)
• Your future after university
• Summary including why you'll make a great student

Further tips for a good UCAS personal statement

• Use information on university websites and the UCAS website. This often includes the skills and qualities universities are looking for in applicants
• Ask friends, family and teachers to remind you of activities you've participated in. They might remember your successes better than you do
• Don’t include lists in your application, like a list of all your hobbies. Focus on 1 or 2 points and talk about them in depth to show their relevance to your application
• Explain and evidence everything. It’s easy to say you have a skill, but it's better to demonstrate it with an example of when and how you’ve used it
• Avoid clichéd lines such as ‘I've always wanted to be a teacher’ as it says nothing about your motivations or experiences
• If you’re applying for a joint degree or different subjects, give equal time to each area and try to find common aspects that show their similarities
• Never lie or plagiarise another statement – you'll be caught and it could result in your application being automatically rejected
• Proofread your personal statement by reading it out loud and ask friends, family or a teacher to check it for you

Sign up to our personal statement hub

Watch videos, get top tips and download our help sheets – that's what our personal statement hub is for. It's for you to write your story, so you can show your strengths, ideas and passion to your chosen universities.

You'll also be able send us your draft, so you can get feedback and feel confident about what you've written.

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How to start a personal statement

The process of writing your personal statement can be simple if you know how to start. this is our guide on where to begin..

Make a plan

Prepare how you’re going to write your personal statement before you begin any of the actual writing. Note down how you want to structure it and what you want to say in each paragraph. By summarising what you’re going to write in a plan, you can assess whether your personal statement will flow and if you have all the things you need to include.

• What to include in a personal statement

Have a structure

Part of planning your personal statement is deciding how to lay it out. Keep in mind that you’re telling admissions tutors the story of you. All stories have a structure – there’s a beginning, a middle and an end. You can use a similar method to convey your motivation for choosing the subject you’re applying for.

There’s more than one way to structure a personal statement, but you should at least have a:

• Clear introduction
• Strong body of five–six paragraphs that link your experience and achievements to why you've chosen the subject
• Conclusion to summarise it all

A structured statement also shows admissions tutors that you can communicate effectively.

Begin with you

Tackling the introduction first? This is your chance to talk about you, your background, and your excitement for the course. It should then flow naturally into the middle paragraphs, where you can expand on why you’re interested in the subject you’ve chosen.

Tina, Lead Admissions Tutor for Adult Nursing at the University of Brighton , shared with us what she looks for in the first few paragraphs of a student's personal statement:

They should start their application with the reason why they are applying and if they have any personal insight into a role such as being cared for when they were younger, attending hospital to visit a relative or any other experience as part of a course, volunteering, or work. Tina, Lead Admissions Tutor for Adult Nursing at University of Brighton

Be to the point from the beginning

Your introduction shouldn’t be long-winded, so two or three sentences are usually enough. You only have 4,000 characters and about 47 lines to play with for the entire statement.

Don’t be afraid to go straight into talking about what excites you most about your subject and the motivation behind choosing to apply. Use language that’s punchy, concise, and relevant too. This will help you to show your ambition and enthusiasm to admissions tutors.

Avoid cliché opening sentences

Clichés are clichés because they’re overused. Put yourself in the shoes of an admissions tutor – they’ll be reading lots of personal statements, so the ones that stand out will be those that aren’t like the others.

Make a note of any clichéd sentences you can think of or have seen online, and check you don’t include them when writing your personal statement. Some examples to avoid include:

• ‘I have always wanted to study...’
• ‘I feel I’ve always had a passion for...’
• ‘From a young age...’
• ‘Since I can remember...’

Don’t feel pressured to write the intro first

The introduction seems like the obvious place to start. But you may find it easier to leave the introduction until the end. Start at whichever point suits you best, provided you have a plan and structure in place.

Fortunately, the intro is only a few sentences, and given that the most important content will come in the body paragraphs, it may make sense to start with these paragraphs.

Just start writing! Don’t feel that you necessarily need to write your personal statement in the order in which it will be read. This is only for the author to know. Dr Ceri Davies, Economics Director of Admissions and Recruitment at University of Birmingham

• Tips for writing your personal statement

Just get words down

The most important part of writing is to get words on paper. If you’re struggling to plan, try writing down the first words that come to your head about why you want to study the subject. If you do have a plan and structure, but don’t know where to begin, try taking the same approach. You can remove or edit any bits that you don’t like later.

Once you start writing you should hopefully enter a state of flow. You’ll piece sentences together and gradually craft an impressive personal statement.

Start by writing down all the reasons why you want to study the subject you are applying for and then, when all your enthusiasm is flowing, you can decide the order you want to put it in. Katherine Pagett, Student Recruitment Manager at University of Birmingham

• How to make your personal statement stand out

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How to write a personal statement

How to approach writing your personal statement for graduate applications.

If you’re applying for a grad course that requires a personal statement (sometimes also called a ‘statement of purpose’), it can be difficult to know where to start and what to include. Read on for tips from some of our masters’ students about their process and what they found helpful.

1. Before you start

The academic work is the most important reason why we’re here, but that also translates into work experiences, internships, volunteering. I think a big part of the personal statement is crafting that narrative of academic self that fits alongside your professional experiences, to give that greater picture of who you are as an academic. Lauren (MSc Modern Middle Eastern Studies)

Start by thinking about the skills, knowledge and interests you’ve acquired over time and how the course at Oxford will take them forward.

Your statement is the story you want to tell about yourself and your academic work to the department you are applying to.

Most of your application and its supporting documents communicate plain facts about your academic career so far. Your personal statement is your best opportunity to put these facts into context and show assessors how you’ve progressed and excelled.

Make sure you highlight evidence of your achievements (a high grade in a relevant area, an award or scholarship, a research internship).

Presenting yourself

When I was writing my personal statement, I went onto my course website. I looked at what they emphasised and what kind of students they were looking for, and I wrote about my experiences based on that. Kayla (MSc in Clinical Embryology)

Make it easy for an assessor to see how you meet the entry requirements for the course (you can find these on each course page ).

Don’t make any assumptions about what Oxford is looking for!

Get to know your department

You want to study this particular subject and you want to study at Oxford (you’re applying here, so we know that!) but why is Oxford the right place for you to study this subject? What interests or qualities of the academic department and its staff make it attractive to you?

Use your academic department’s website for an overview of their research, academic staff and course information (you'll find a link to the department's own website on each course page ).

I said, ‘why do I actually want to be here? What is it about being at Oxford that’s going to get me to what I want to do? Sarah (Bachelor of Civil Law)

Talk it out

Talking to others about your statement can be a great way to gather your ideas and decide how you’d like to approach it. Sarah even managed to get benefit out of this approach by herself:

“I spent a lot of time talking out loud. My written process was actually very vocal, so I did a lot of talking about myself in my room.”

2. The writing process

Know your format.

Make sure you’ve read all the guidance on the How to Apply section of your course page , so you know what’s needed in terms of the word count of the final statement, what it should cover and what it will be assessed for. This should help you to visualise roughly what you want to end up with at the end of the process.

Make a start

When it comes to writing your personal statement, just getting started can be the hardest part.

One good way to get around writer’s block is to just put it all down on the page, like Mayur.

First - write down anything and everything. In the first round, I was just dumping everything - whatever I’ve done, anything close to computer science, that was on my personal statement. Mayur (MSc Computer Science)

You’ll be editing later anyway so don’t let the blank page intimidate you - try writing a little under each of the following headings to get started:

• areas of the course at Oxford that are the most interesting to you
• which areas you’ve already studied or had some experience in
• what you hope to use your Oxford course experience for afterwards.

3. Finishing up

Get some feedback.

Once you’ve got a draft of about the right length, ask for feedback on what you’ve written. It might take several drafts to get it right.

This could involve getting in touch with some of your undergraduate professors to ask them to read your draft and find any areas which needed strengthening.

You could also show it to people who know you well, like family or friends.

Because they’re the first people to say, ‘Who is that person?’ You want the people around you to recognise that it really sounds like you. It can be scary telling family and friends you’re applying for Oxford, because it makes it real, but be brave enough to share it and get feedback on it. Sarah (Bachelor of Law)

Be yourself

Finally - be genuine and be yourself. Make sure your personal statement represents you, not your idea about what Oxford might be looking for.

We have thousands of students arriving every year from a huge range of subjects, backgrounds, institutions and countries (you can hear from a few more of them in our My Oxford interviews).

Get moving on your application today

To find out more about supporting documents and everything else you need to apply, read your course page and visit our Application Guide .

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This content was previously available through our  Applicant advice hub . The hub contained links to articles hosted on our  Graduate Study at Oxford Medium channel . We've moved the articles that support the application process into this new section of our website.

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Personal statement

The quality of an applicant's personal statement is very important at LSE. The School does not interview for places so this is an applicant’s only opportunity to demonstrate they are a good fit for the course. Applicants should consult the advice here, as well as advice from UCAS when preparing to complete this section of their application. 

Please note that writing a personal statement following the guidelines below does not guarantee an offer of admission. Personal statements are looked at on a comparative basis and there is a great deal of competition for places at LSE. 

LSE does not accept additional or supplementary personal statements. We can only consider the personal statement submitted via UCAS.

Writing your personal statement

We expect that your submitted Personal Statement is structured and coherent and that you fully utilise the space available on your UCAS application form. We expect that you have checked spelling, punctuation, and grammar and that your Personal Statement flows in a logical order. We expect that your Personal Statement is entirely your own original work. We reserve the right to reject your application where it has been found that a statement has significant similarities to a previous submission or has been created with the use of Artificial Intelligence.

Before you start writing, do your research

Before you start writing your personal statement, you should visit our course guides . These guides give information on the course content of each of our undergraduate programmes. 

When assessing your personal statement our Admissions Selectors will look at how well your academic interests align with the LSE course. So, for example, the Anthropology Admissions Selector is likely to prefer a statement which focuses mainly on social anthropology - which is taught at LSE - over one which suggests the applicant is very interested in biological anthropology, or a combined degree with archaeology, as these courses are not offered at the School. 

Similarly, a personal statement which shows an interest mostly in modern international history (the focus of LSE’s International History course) is likely to be more competitive than one which shows a significant interest in ancient history, as LSE does not offer any ancient history units.   

If you are applying for a range of slightly different courses, we recommend that you focus your personal statement on the areas of overlap between them, so that your statement appeals to all of your UCAS choices. It is important to note that LSE does not accept replacement or supplementary personal statements. 

What to include in your personal statement

Your personal statement should discuss for the most part your academic interest in the subject you wish to study. One way to think about the personal statement is to reflect on what we expect from LSE undergraduates: we ask them to learn about topics relevant to their course, through reading or other experiences, and then discuss the ideas they have encountered in academic essays. This is the skill we look for in the personal statement and we recommend at least 80% of your statement should be dedicated to this type of academic discussion. 

How you show your wider engagement with your subject is entirely up to you. Our Selectors look for students who can best reflect on the experiences and academic ideas they have encountered through the opportunities available to them, not those who have had the best opportunities. If you are not sure where to start, you could try listening to podcasts of LSE public events or look in the prospectus for examples of suggested reading. Remember we are interested not just in a list of what you have read/encountered, but evidence you have reflected on the academic ideas. 

To help you begin, there are several questions you could think about:

• Why have you chosen the course? What attracted you to the subject? Which aspects of the subject have interested you sufficiently to want to study it at degree level? Is there a specific area of the subject you wish to focus on? What are the big issues in the subject, and what do you find most interesting about them? What are your thoughts on these topics?
• Have you developed your subject interest outside of your school studies? For example, have you undertaken any additional reading to broaden your knowledge of the subject? Have you attended lectures or explored online material relating to the subject? What did you find interesting in your reading/in the lectures you attended and what are your thoughts on the topics covered?
• Have you gained any skills from your other school subjects that complement your application to study your chosen subject? Have you had the opportunity to undertake work experience relevant to your application? If you did, how did this experience give you a wider understanding of the topics you will study at university?
• Have you attended any schemes or activities at LSE or other universities, such as Summer Schools, Saturday Schools, LSE Choice, etc? What you have learned from these? Have they furthered your knowledge of or interest in your chosen subject?

If you are applying for deferred entry, as well as thinking about the questions listed above, you may also wish to indicate (briefly) why you are taking a gap year and what you plan to do during the year. 

If you are applying as a post-qualified student (ie, you have already received your final results), you may wish to mention briefly what you have been doing since your exams. 

Please note : You are not expected to simply answer all of the questions above; these questions are merely intended to give you some guidance as to what to think about when writing your statement. 

Extra-curricular activities

At LSE you are admitted to study a particular degree course so the majority of your personal statement − at least 80% − should focus on your academic interest in that subject. Many students like to include some details of their extra-curricular activities such as involvement in sports, the arts, volunteering or student government. As our Selectors are most interested in your academic interests, we recommend that no more than 20% of your statement is spent discussing extra-curricular activities. 

Applying to combined degree programmes

LSE offers a number of combined degree programmes. If you are applying to one of these programmes, you are advised to give equal weighting to each subject in your statement. For instance, if you are applying to our Politics and Economics degree, you must show evidence of interest in both subjects; a statement weighted towards only one aspect of the degree will be significantly less competitive.

Example of a poor personal statement

"I have always dreamed of coming to LSE since I was young. It has been a dream of mine to study at this institution, which is well renowned for its social science courses.  

I am currently studying History, English and Business and Management at Higher level and Italian, Maths and Chemistry at Standard level in the International Baccalaureate, and feel that these subjects are providing me with a solid background for university study.  

I want to study History because I want to be a world class Historian, and feel that this degree will help me. I am especially interested in Ancient History, particularly the history concerning the Roman Empire. I am fascinated by the way in which the empire was run, and the events that led to its downfall.  

"I was the captain of the school football team, and this has taught me the importance of working together as a team, and allowed me to prioritise my time between my studies and football practice. I feel that this has provided me with the experience to successfully balance my academic and social life, and I plan to continue this balance whilst at university.  

It is my dream to become an alumnus of the School, and I am sure that as I am the top student of my class, you will offer me a place."  

This brief example of a personal statement is poor. The applicant has mentioned an interest in history but they have not discussed this in depth or shown any evidence of wider engagement with the subject. Where the applicant does talk about history, the discussion is superficial and focussed on ancient history, which LSE does not offer as part of our history course. 

The applicant has specifically mentioned LSE, which is likely to be unattractive to their other choices, and has wasted space listing their International Baccalaureate subjects, which would be shown in the qualifications section. The applicant has described how a history degree will help them get the job they later want, rather than what they are looking forward to studying during the degree. 

The applicant has reflected on the transferable skills they have developed leading the football team. This is good, but it would be nice to see the same level of reflection applied to academic topics - this student has spent more time talking about football than about history. 

UCAS reference Your teacher's reference: what we're looking for

Watch this presentation LSE Admissions Specialist Paul talks about personal statements

Study at LSE webinars Watch our Personal Statement FAQs webinar

Explore our Virtual Undergraduate Open Day Resources, guidance and videos on applying to LSE and more

Use our programme finder Explore our undergraduate degrees

Personal Statement Guide: 10 Questions Universities Ask

This personal statement guide focuses on the kinds of questions that universities and colleges ask and how to answer them exceptionally well.

Most of the time, when you’re asked questions in personal statements, it can be difficult to know exactly what the college or university wants you to write… this post aims to demystify those questions and give you the tools you need to ace your answers!

But what exactly will this personal statement guide cover?

This personal statement guide outlines the types of common questions that universities ask of their applicants, along with strategies for answering them. These include questions relating to academic qualifications, suitability for higher education, personal skills, ethos and broader ambitions.

I’ve outlined the top 10 questions universities and colleges ask below, along with suggestions for what they really mean and examples of ideal answers.

If you read and apply this exclusive content, your next application will be incredibly compelling…

1 Why Do You Want To Study Your Subject?

This is probably the most common and obvious question asked in personal statements, but you’d be surprised just how many applicants don’t recognise its importance or answer it as fully as they could.

Getting this one right can often be the deciding factor in a successful application…

What is This Question Actually Asking?

You’ll want to think about the following elements as part of your answer:

• What is it about your current studies that you enjoy?
• What specialisms do you most engage with within your discipline?
• What has inspired or motivated your engagement with this subject?
• What do you hope to achieve in this field?
• What aspects of the subject do you want to discover more about?
• How informed are you about the depth and range of this subject?
• What opportunities does this subject offer you at university and beyond?
• What do you hope to contribute to the faculty?
• What extra research/experience have you pursued that supports your application?
• Who do you admire in this field, and why?

Here’s an example answer…

2 What Are The Challenges Of Higher Education?

Understanding the challenges that you’re likely to face when you arrive at college or university is important.

After all, the higher your awareness of the expectations of the institution you are planning to join, the better your chance of successfully completing the course…

• Can you demonstrate that you are aware of the academic demands of higher education?
• Can you show that you have prepared effectively for undertaking the course content?
• Can you demonstrate the motivation needed to study independently?
• Can you show that you can manage in new locations away from home?
• Are you ready to interact with new and diverse communities and living arrangements?
• Can you manage your budgets effectively?
• Are you able to show that you can manage your time and meet deadlines?
• Is your organisation at a good enough standard for university?
• Can you engage effectively with the research and study demands of the course?
• Have you gained a strong understanding of the use of relevant IT systems and cloud learning?

I believe that higher education will challenge any assumptions I may have made about the importance of Mathematics in Structural Engineering, whilst giving me the opportunity to extend my academic understanding of materials and environmental policy. The MOOCs I have completed, in addition to my current school timetable, have challenged me to develop the skills to be an effective independent learner.

3 How Have You Overcome Specific Challenges?

Explaining how you have overcome challenges in the past is an important aspect of self-review.

Universities, colleges and employers need to be able to identify which applicants have shown determination and resilience in the past, especially if those qualities play a key role in their own ethos…

• Can you give examples of how you recognise challenges and difficulties?
• Can you identify specific strategies to meet and prepare for challenges?
• When faced with challenges, what is your emotional response?
• Can you give examples of challenges overcome in academic work?
• Can you give examples of challenges overcome in teamwork and practical work?
• When and how have you overcome personal challenges?
• Are you aware of how to transfer these strategies or approaches to higher education?
• How can you mitigate against unnecessary challenges?
• What is the value of challenge in the learning process?
• How can you support peers with the things that challenge them?

4 When Did You Work Well In A Team Environment?

Working successfully in a team is considered a key skill in higher education.

Although time is spent focusing on independent study, many disciplines require students to collaborate on research and practical projects.

Sharing findings and contributing to publications is common academic practice…

• What is the value of working collaboratively in education?
• Do you understand contemporary theories around teamwork and collaboration?
• What kind of role do you play in a team?
• What makes a team effective, and how does that relate to your strengths and experiences?
• Can you give specific, tangible examples of successful teamwork?
• Can successful teamwork have unsuccessful outcomes?
• What specific approaches do you bring to working in a team?
• What does working well/effectively/sustainably in a team actually look like?
• How can teamwork be applied to academic study?
• Can you suggest examples of teamwork that you might encounter in higher education?

During a Physics summer camp, I was part of a team assigned to develop coding for a robotics project. To ensure success, I shared my academic and experiential resources with the rest of the team, and made sure that I listened to their questions. I helped generate a workflow that enabled the team to prioritise tasks, and motivated those around me to complete the project to the deadline.

5 Why Do You Want To Study At This University?

This is unlikely to arise in the UK undergraduate system , as candidates apply to a maximum of 5 different organisations, none of whom can see where else you’ve applied.

However, US undergraduate applications and global postgraduate personal statements are far more likely to ask this question…

• What research have you undertaken into the course’s academic offer?
• What do you know about the ways in which the course is structured?
• Which optional modules or units are you most interested in working on and why?
• What research opportunities most interest you and why?
• Which faculty leaders’ work do you most admire? Can you justify and offer your opinion of their research or publications?
• Which of the university’s physical resources is of the most importance to your academic career?
• Have you attended the campus on an open day? What were your impressions, and how do they compel you to study at that institution?
• What co-curricular opportunities attract you?
• How do the support services, accommodation, grants or networking opportunities fulfil your needs as a student?
• Can you give examples of inspirational alumni and relate their achievements to your ambitions?

6 How Will The Course Help You Achieve Your Goals?

Universities want you to succeed. It’s great for their reputation, their place in the league tables and for developing effective alumni programmes.

Most of all, they want you to remain on the course because they need your funding. Knowing that your goals connect with theirs is key to retention…

• What are your academic goals, and how do they relate to the course offer?
• What does achievement look like to you?
• What are your subsequent professional ambitions, and how will that specific university help you to achieve them?
• How well do you know the industry or sector that you are interested in entering?
• Have you fully understood the course components and understood their relevance to your goals?
• What steps have you already taken to achieve your goals, and how will the course allow you to extend them?
• Can you explain the scope of your ambitions in an informed and realistic manner?
• What research have you undertaken into relevant alumni networks or achievements?

Being a dynamic student with a sound understanding of the business world, I have set myself the goal of completing your course on Business Analysis and Management, which will allow me to develop my skills in diagnostic accounting to a high level. This will form the foundation of my first step on the career ladder, where I intend to work as a financial consultant in the social media sector.

7 What Lessons Have You Learned From Your Studies?

Institutions want students who are academically and personally reflective because reflective and self-aware students are better equipped to manage the academic and personal rigours of college life.

Asking you to reflect on the value of your previous learning is a great way to judge that…

• Can you outline the value and relevance of prior learning in your subject specialism?
• How has your academic journey so far prepared you for your course?
• What specific study skills have you developed that will be of value in higher education?
• What advanced knowledge of your subject do you have, setting you apart from other applicants?
• Do you understand the ways in which you learn best , and how will you apply these in a university setting?
• How will the knowledge gained from the study of other subjects be of value to you on the course?
• What research and academic writing skills have you developed?
• What opportunities have you taken to stretch your learning beyond the formal, taught curriculum?
• How have you applied theoretical learning in a practical context?
• Are you aware of the weaknesses in your academic skillset, and how you intend to manage this at university?

8 What Will You Contribute To University Life?

Universities and colleges aren’t just about formal learning.

They’re complex, living communities comprising people from diverse cultural, geographical and ethnic backgrounds.

Learners with an ability to contribute to those communities in a positive way help make the organisation a better place…

• How will your academic work be of value to the university?
• How will your research add to the collective knowledge of the subject?
• How do your ambitions align with the goals of the university or college?
• What have you contributed to your school community in the past, outside of the classroom?
• In which ways will you support your peers academically?
• How will you add value to the life of the university through co-curricular activities such as sporting or social organisations?
• Do you have skills or experience that will enable you to contribute to the pastoral or student support services?
• Can you provide volunteering or organisational examples to illustrate that you are community-minded?
• Can you give examples of ways in which you have engaged with issues of diversity and inclusion?
• Can you show your awareness of the value of community to both the individual and the community itself?

Having established and facilitated the inclusivity forum at my school, I am positive about contributing to the emotional and physical wellbeing of all members of the communities in which I live and work. A keen sportswoman, I intend to join the cross-fit club and am looking forward to inspiring my peers with my positive and motivational approach.

9 What Are Your Greatest Skills And Talents?

This type of question asks you to reflect on your capabilities inside and outside of the classroom.

Colleges and employers ask this kind of question when they are looking for evidence of interpersonal skills and for candidates to have developed interests and commitments outside of academia…

• Can you reflect on your capabilities and give context for their use?
• Are you able to identify your skills and talents and give a rationale as to why these are your strengths?
• Can you show how you have used these skills positively?
• Can you identify a range of transferable skills and show how you have used them in the past?
• Can you illustrate ways in which transferable skills might be of value in higher education?
• Have you identified the skills required to successfully complete the course and referenced these in your personal statement answer?
• What strategies did you use to attain these skills and abilities?
• How are your skills of value to others?
• How do your skills relate directly to your choice of course or discipline?
• By comparison, what are your greatest weaknesses and vulnerabilities? How are you improving these, and how will university help in this process?

10 When Have You Shown Leadership Qualities?

Universities and employers are looking for applicants that will work harmoniously within their community.

But they also need candidates with the potential to be dynamic, to show leadership and with the vision and confidence to take opportunities and motivate others…

• Have you voluntarily placed yourself in leadership situations in the past? Why were these successful?
• Have you inadvertently found yourself in leadership roles, and if so, what was the challenge?
• How confident are you when given responsibility for leadership? Why is this?
• What is your leadership style ? Why?
• What lessons have you learned from the leadership of others? Good and bad examples?
• Can you offer specific examples where you have taken the lead on a project or initiative?
• How do you motivate and guide a team?
• Can you explain how to use active listening and mediation as a team leader?
• How do you know when to take the lead?
• Why is the capacity for leadership important in group settings such as those at university?

I stepped into a leadership role during a project I undertook as part of my extra-curricular Psychology studies. When other members of the group expressed doubt in their ability to complete the task, I organised their workflow, identified their areas of expertise and through active listening and discussion, reassigned key roles that allowed each member to contribute positively.

Good luck with your personal statement, and don’t forget to contact me if you’d like some 1-1 support. You’ve got this! D

Research and content verified by Personal Statement Planet .

David Hallen

I've worked in the Further Education and University Admissions sector for nearly 20 years as a teacher, department head, Head of Sixth Form, UCAS Admissions Advisor, UK Centre Lead and freelance personal statement advisor, editor and writer. And now I'm here for you...

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Top tips for writing your personal statement

Published: 14 April 2021

Your personal statement is your first impression to your prospective university. Discover some tips to writing an impactful personal statement.

Your personal statement is your first impression to your prospective university.

In face-to-face interactions, studies show it takes just  7 seconds for us to make up our minds about someone – including deciding if you are trustworthy, charismatic or leadership material .

Your personal statement is your first opportunity to make an impact on your tutor and showcase who you are and what you want to achieve.

Your job when crafting such an important piece, is to ensure that impact is a positive one.

A successful personal statement helps you to stand out and gives tutors an insight into your personality, strengths and ambitions.

The process of writing your personal statement can be incredibly daunting. They are a critical part of the decision-making process for tutors, and for competitive courses, how you present yourself on the page can be the deciding factor on whether you get to the interview stage.

So, how can you ensure your personal statement leaves a great first impression?

What are universities looking for?

As with any successful piece of writing, you should think about your audience first. The university will be using your personal statement to decide your suitability for the course and so are looking to understand more about you, your reasons for choosing to study a particular subject and what you will bring to the university as a whole.

In particular, your tutor will want to hear about how your prior experience relates to the programme you are applying for – not just the details of the roles but what you learnt about yourself, the skills you have gained and how you will apply this to the course and your future career.

Universities want to enrol students who have a passion for their chosen subject as this usually translates to engaged and enthusiastic students who are fully immersed in their learning. Your personal statement is a chance to let your passion for your chosen field shine through and let your tutor know how the course will help you to achieve your goals.

What should I include in my personal statement?

There are two key areas you need to cover in your personal statement; your motivations and your experience.

Here are some questions to ask yourself:

• What are your motivations for choosing the course?
• Why are you passionate about this subject or vocation?
• Why are you a good fit for the course curriculum?
• What relevant academic, practical and extra-curricular experience do you have?
• Why do you want to study at this particular university?

Try to back up any statements with personal experience and examples. Remember, your previous experience is relevant, whether it is in your chosen field or not.

Consider what it is that equips you to be a suitable candidate. What are your current skills, and how can they be adapted and extended to suit the demands of your chosen subject?

Of course, there are also points to avoid in your personal statement too. You don’t need to cover off your educational or professional CV for example, as this will be included in your application.

Also try not to be too generic – any information you include should be specific and linked back to the course. Don’t just say you take part in a particular club, such as football or chess. Instead explain how your hobbies have helped you to gain valuable skills such as teamwork, or analytical thinking. The more personal to you, the better.

Keep it simple

Every bit of information included in your personal statement should be telling the tutor something relevant. Resist the urge to waffle! Tutors will be reading a lot of applications, so you will want to ensure you have got the main points across clearly and concisely.

Structure is also important. Make sure you plan your statement carefully to cover all the main points, using paragraphs and headings to make the content easy to follow.

Ensure you use positive language and remember; spelling and grammar do matter – so proof, proof and proof again.

A successful sign off

After spending so long constructing the body of your statement and covering all the key points, it can be hard to write your final paragraph. There are two tactics you can employ here.

Firstly, you can tie your conclusion back to statements you made at the beginning. Reiterating experiences, skills and interests you have already touched on gives you another chance to showcase any key points and draw the piece to a satisfying conclusion.

Another option is to talk about your hopes and aspirations for the future. This shows you have thought about your career path and how the course will help you achieve your ambitions, as well as ending your statement on that all-important positive note.

If you would like further guidance on writing an impactful personal statement, or if you have any questions about your application, our admissions team would be happy to help. Please contact our admissions team by phone 0800 904 7258 (UK) or +44 (0)141 278 7247 (international).

First published: 14 April 2021

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A-Z of Personal Statements

Learn from previous student personal statements here. We have collated over 700 personal statement examples to help you on your university journey and to help you with how to write a personal statement.

These personal statement examples will show you the kind of thing that universities are looking for from their applicants. See how to structure your personal statement, what kind of format your personal statement should be in, what to write in a personal statement and the key areas to touch on in your statement.

A personal statement is a chance to tell your university all about you - a good personal statement is one that showcases your passion for the subject, what inspired you to apply for the course you’re applying for and why you think you would be an asset to the university.

Our collection includes personal statement examples in Mathematics, Anthropology, Accounting, Computer Science, Zoology and more.

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Personal Statement Help

What is a personal statement.

A personal statement is an essay written by a student applying to either a college or university. A personal statement is written and then uploaded to UCAS and is then attached to any university applications that the student may then make.

If you need more information check out our personal statement advice articles .

How to write a personal statement

There isn't a clearly defined personal statement template for you to use as each person's statement is different.

When it comes to writing a personal statement for universities, your personal statement should touch on your passions, your interest in the course, why you're applying for the course and why you would be an asset to the university you're applying to.

Talk about the clubs and societies that you belong to, any work experience you may have and any awards you might have won.

If you're still looking for information check out our article on how to write a personal statement .

How to start a personal statement

When it comes to starting your personal statement, the best thing to do is to be succinct and to have enough tantalising information to keep the reader informed and eager for more.

Your introduction should touch on your personal qualities and why you are applying for the subject you're applying for. Keeping things short and sweet means that it also allows you to break your personal statement up, which makes it easier for the reader.

We have plenty of advice for students that are wondering about what to include in a personal statement .

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Personal statement

You will need to submit a personal statement of around 500 words, outlining your academic history and relevant experience.

Your personal statement is an important part of your application: it will help selectors to decide whether you are a good match for the programme you have applied for and, just as importantly, whether the programme is right for you.

Areas to cover

Your personal statement gives you the opportunity to outline your academic history and relevant experience in order to demonstrate that you are a suitable candidate for the programme you have applied for. 

You should also use your personal statement to outline your motivation for your chosen area of study. Try to answer questions such as:

• Why are you interested in studying at Edinburgh?
• Why have you chosen this particular programme?
• If you are studying for career development, what are your career plans and how will your studies support these?

If you have any other relevant experience, for example paid or voluntary work experience or additional qualifications not stated elsewhere, then please include this information in your personal statement, or you can add it to the “Relevant knowledge/training skills” field in the application form.

If you are applying for more than one programme you should write a tailored personal statement for each of your applications. This enables you to refer to the specific programme you are applying for and to highlight how your academic background and skills make you suitable for this particular programme.

Remember that your personal statement is an opportunity to tell us about yourself. The information you give us must be true. Copying information from elsewhere or asking someone else to write your statement, including the use of AI apps such as Chat GPT, could be considered fraud.

Length and writing style

Your personal statement should be no more than 3,500 characters (approximately 500 words) in length and should be written in formal English, using appropriate grammar and punctuation.

It is a good idea to ask a friend to proofread your statement for you before you submit your application.

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• UCAS Personal Statements Are Changing in 2025

Last Updated: 16th January 2023

Author: Matthew Amalfitano-Stroud

Table of Contents

It was announced by UCAS in January of 2023 that traditional Personal Statements will be removed from the university application process in the UK. 

Since 1993, UCAS has required university applicants in the UK to submit a 4,000-character Personal Statement during the application process, which would then be accessed by university admissions teams to assist in the shortlisting process. 

However, it has been confirmed by UCAS that this process will be changing as soon as 2025. Here, we dissect the announcement, discuss what we currently know about this change and explain how this could affect your university application. Let’s begin:  

In short, this is what you need to know:

• UCAS Personal Statements are being replaced by a multi-question survey that gives applicants the chance to explain various aspects of their application.
• This change could be implemented as early as the 2025 admissions cycle for 2026 Entry in the UK.
• This will affect all applicants, both home and internationals, looking to attend a UK university in 2026 and beyond.
• Students will need to learn how to take on these new questions rather than traditional Personal Statement writing.
• Teachers will need to be prepared to do research on this new system and provide support for students in order to maximise their chances of success.
• We at UniAdmissions are keeping a very close eye on the situation and will update this guide as new information surfaces. We will also ensure that our support systems are up-to-date and effective at helping students through these changes.

What are Personal Statements Being Replaced with?

With the announcement that the current system for UCAS Personal Statements will be getting replaced, it is only natural to be asking what will be replacing it. Thankfully, we have already been given some idea of what to expect. 

Unlike the other major shake-up to the 2024 admission process, the removal of various admissions tests including the BMAT , the official announcement has provided us with an explanation of what UCAS is seeking to implement instead of traditional Personal Statements. 

Put simply, the current format of providing a 4,000-character piece of writing will be replaced with a series of specific questions which applicants must answer. These questions will still allow you to write your answers out, but you will be answering set questions instead of having to plan and structure a full statement from scratch. 

The specifics of this system have not been announced yet, including the number of questions and the character limits. We also don’t know what the questions will be yet as they are still being developed. However, we do know the key areas that these questions will focus on (all points are taken directly from the UCAS report): 

• Motivation for Course – Why do you want to study these courses?
• Preparedness for Course – How has your learning so far helped you to be ready to succeed on these courses?
• Preparation through other experiences – What else have you done to help you prepare, and why are these experiences useful?
• Extenuating circumstances – Is there anything that the universities and colleges need to know about, to help them put your achievements and experiences so far into context?
• Preparedness for study – What have you done to prepare yourself for student life?
• Preferred Learning Styles – Which learning and assessment styles best suit you – how do your courses choices match that?

Of course, this is all subject to change as UCAS is still actively working with universities to determine what they want most from applicants. However, it seems that they are aiming to cover the same ground as traditional Personal Statements while also allowing applicants to discuss more personal factors such as motivation, preference and extenuating circumstances. 

At UniAdmissions, we ensure all of our students receive the most up-to-date support.

At UniAdmissions, we’re working tirelessly to ensure that our tutors, curriculum and resources are ready to get our students through these changes. You can join them today and ensure you get the support you need to make it through the 2024 admissions cycle . 

Discover our Oxbridge Premium Programmes below and find out how you can enrol and triple your chances of success .

When Are UCAS Personal Statements Being Replaced?

The initial announcement stated that these reforms to the Personal Statement system will be introduced in the 2024 admissions cycle for 2025 entry. However, UCAS have since gone back on this and delayed the change to as early as 2025 (for 2026 Entry). However, this change could also occur the following year for 2027 Entry. 

UniAdmissions contacted UCAS directly to confirm if a date had been set for the implementation of the new Personal Statement format. The representative stated the following: 

The current discussion around the Personal Statement changes are to improve the application process for all applicants. At the moment the earliest this change would take place is in the 2026 application cycle. There won't be any changes this year. UCAS Representative

It’s worth mentioning that these plans have been in place for a fair amount of time, with discussions of reforming the application process starting in April 2021. However, this change still won’t be implemented for another year, so applicants applying for 2025 (and potentially 2026) Entry will still need to submit a traditional Personal Statement. 

Why Are UCAS Personal Statements Being Removed?

The announcement of these reforms was made on January 12th 2023 via a blog post on the official HEPI website. This post highlights the amendments being made to the Personal Statement process and the research that was conducted to influence this change.  

Interestingly, the data quoted in this post states that the majority of applicants surveyed were happy with the current Personal Statement process, with 72% feeling positive about it. However, the same survey indicated that 83% of applicants found the process stressful and 79% felt unable to complete theirs without support. This is the data that most likely influenced the changes. 

The post’s writer, Kim Eccleston, states that they are aiming to provide better support for both applicants and universities, creating “a more supportive framework” that allows applicants to write about what the universities need to know in a less restrictive way. It is also stated in a more detailed outline of the announcement that both students and teachers preferred the use of specific questions instead of free-form writing. 

However, a previous post released in November 2022 provides even more insight into the reasoning behind this decision. Based on data featured in HEPI Debate Paper 31 , various industry professionals had commented on the challenges facing applicants of certain background when it comes to the current style of Personal Statement. 

Within the quotes featured here, the traditional UCAS Personal Statement was described as “ambiguous” , “unfair” and “barometers of middle-class privilege” . These comments may potentially be in reference to the current importance of work experience, which can be difficult to obtain without connections in certain industries, as well as additional experiences which may not be available to all applicants.  

Therefore, this new system should presumably reduce the barriers for disadvantaged applicants by shifting focus to each individual’s own interest and abilities within their chosen subjects. 

Other Changes being Made by UCAS

Personal Statements are only one of five key areas being altered by UCAS, as highlighted in the blog post. This is certainly the most significant action taking place, but other changes to the application process include: 

• Academic references are being reformed, moving from a free-text approach to a set of three questions, similar to the Personal Statement reforms.
• The 'Entry Grade Report' will be created, which allows applicants to see grade profiles that have been accepted for courses over a five year period.
• A 'Course Recommendation Tool' is being created to provide applicants with personalised suggestions for courses based on their current grades and preferences.
• A 'Fair Access Programme' is being created to encourage widening access and participation.

Overall, it seems these changes all have the same intent; to level the playing field and make university applications more achievable for everyone. 

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How will this affect my university application?

As previously stated, if you are applying to university this year for 2025 Entry, you will not be affected by these reforms and will need to submit a traditional Personal Statement to UCAS like previous years. 

For applicants applying for 2026/27 Entry and beyond, your application will follow this new process, meaning you won’t have to submit a full Personal Statement but will instead need to answer a series of questions relating to your application and abilities for your chosen course. 

When hearing that the whole process will be changing, this typically instils a feeling of dread as you’ll be treading new ground that no one else has experienced before. However, it’s important to understand that UCAS states these changes are being made for the benefit of both the applicants and the universities. 

As we’ve already discussed, a key part of the reason this change is being implemented is that a high percentage of applicants found writing a traditional Personal Statement stressful, which is counterintuitive to what UCAS is trying to achieve. By providing applicants with a strong framework, in the form of specific questions, this new process should allow more applicants to provide better quality statements for universities. 

This change is also set to be particularly beneficial to those from disadvantaged backgrounds, as the process will allow them to better express their ability regardless of any areas that may be lacking due to factors out of their control. Essentially, the new process should allow more people to stand a better chance of making a good impression despite limitations. 

How Can I Start Preparing?

If you’re starting your preparations early, the main barrier you’ll face at this stage of preparation is not knowing what the questions will be, as they have yet to be announced. There are no resources available currently that cover this system, so you’re going to have to be independent with your preparation here.

Since we have a rough outline of what the questions to focus on, you should still be able to practice your responses. Although they won’t be as relevant any more, it would still be helpful to check out Personal Statement guides and examples as these can help you pin down the language and writing style you use. 

With all this information now available to us, you should be able to get a sense of what to do for your application in the coming years. The initial introduction of this system in 2024 will act as a test of its effectiveness, so elements could be changed in the years following. However, the important thing is that you understand how things are changing from the current system and how you can make the most of the new system. 

If you are applying for university in 2023 for 2024 Entry, you will need to make sure you’re ready to write your Personal Statement. Thankfully, UniAdmissions have plenty of resources to help you through it, including our Ultimate UCAS Personal Statement Guide and our collection of successful Oxbridge Personal Statements . 

If you’re looking for more in-depth support that covers the whole application process for Medicine, Law and Oxbridge courses, them find out how you can enrol in one of our Premium Programmes .  

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Difference Between Mission and Vision Statements: 25 Examples

• Written By Britt Skrabanek
• Updated: April 18, 2024

Mission. Vision. Values. 

You’ve probably heard that phrase (or something similar) a thousand times. But they’re actually three distinct concepts.

The lines especially blur between mission and vision. It’s essential to know their distinction from one another when it comes to the drive and direction of your company. So what’s the real difference between mission and vision statements?

In this in-depth guide, we’ll compare and contrast mission and vision statements. We’ll break down each one’s definition and then discuss the best 25 brand examples that demonstrate their differences. Through that, you’ll be able to better understand and define your company’s essence and direction with confidence and clarity.

The Difference Between a Mission and Vision Statement

This is the easiest way to break it down:

• The mission statement focuses on today and what the organization does to achieve it.
• The vision statement focuses on tomorrow and what the organization wants to become.

While companies commonly use mission and vision statements interchangeably, it’s important to have both. Because having purpose and meaning is critical for any business, one doesn’t work without the other.

What is a Mission Statement?

Your mission statement drives the company. It is the core of the business. From it stems your company’s objectives and what it takes to reach those objectives. Ultimately, it shapes your company’s entire culture.

Mission statement questions look like:

• What do we do?
• Whom do we serve?
• How do we serve them?

This trickle-down effect of a mission statement confirms its value at any company. A solid mission sets up your content operations for success by starting your team all at the same place and motivating them to work together to reach the same end goal.

On the other hand, a weak mission — or no mission at all — can have the opposite effect. Picture this: silos, miscommunications, flailing, feeling unmotivated. And, imagine what that does to a company. Scary, right?

For content marketers

Your content strategy supports your company’s mission statement — think of it as the HOW of what you do.  It helps keep you on track. Through it, you stay true to your brand and your goals. Every piece of content you create should be rooted in your mission statement, from the tone of voice to the call to action .

What is a Vision Statement?

Your vision statement gives the company direction. It is the future of the business, which then provides the purpose.

The vision statement is aspirational- it’s about what you want to become.

Vision statement questions look like:

• What are our hopes and dreams?
• What problem are we solving for the greater good?
• Who and what are we inspiring to change?

The vision statement promotes growth, both internally and externally. A strong vision helps teams focus on what matters the most for their company. It also invites innovation. A purpose-driven company envisions success as a whole because they know what success means for their company.

On the flip side, a lack of vision is a road to nowhere for a business. Imagine this: stagnation, outdated processes, moving without purpose, feeling uninspired. Can a company even survive without a clear vision? You know the answer to that one.

The content vision supports the company’s vision statement — it’s the WHY of what you do. This helps you stay forward-thinking, true to your beliefs, and true to your purpose. Every piece of content you dream up should fly high with your vision statement, from the inception of an ebook to the lofty blog traffic milestone.

Brands That Get It: 25 Mission and Vision Statement Examples

So, what do great mission and vision statements actually look like? Here are 25 companies that get them right, with the customer loyalty to prove it.

Mission: To accelerate the world’s transition to sustainable energy.

Vision: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Why it works:  What better word than “accelerate” in a mission to serve as the driving force behind what Tesla does. While boldly stating “best in the century” reflects loftier dreams in the vision.

Mission:  We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

Vision:  To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Why it works:  Amazon’s mission is cut-and-dry about what it offers to customers. The vision takes the offerings further, saying their company will offer “anything” customers want.

Mission:   We’re in business to save our home planet.

Vision: A love of wild and beautiful places demands participation in the fight to save them and to help reverse the steep decline in the overall environmental health of our planet.

Why it works: Patagonia’s mission and vision statements show a deep commitment to improving lives and saving the planet through its products.

Mission:  Spread ideas.

Vision: We believe passionately in the power of ideas to change attitudes, lives, and, ultimately, the world.

Why it works:  The TED mission to “spread ideas” is a simple demonstration of how they serve. The vision is all about impact, and how spreading ideas invokes change in the world.

Mission:  To connect the world’s professionals to make them more productive and successful.

Vision:  To create economic opportunity for every member of the global workforce.

Why it works:  LinkedIn succinctly captures what they do (connect) and who they serve (the world’s professionals) in their mission. While the vision encompasses every working person in the world.

Mission:   To organize the world’s information and make it universally accessible and useful.

Vision:  To provide access to the world’s information in one click.

Why it works:  Google may seem complex, but its mission clarifies that organization and accessibility are what they offer. Their vision statement is about improving accessibility in the future “in one click.”

Mission:  We reimagine the way the world moves for the better.

Vision:  Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job opportunities and higher incomes for drivers.

Why it works:  Uber “transports,” so it is the perfect actionable verb for their mission. The vision dives deeper into how their transportation services exist for the greater good of everyone.

Mission: To create a world where anyone can belong anywhere, and we are focused on creating an end-to-end travel platform that will handle every part of your trip.

Vision: Belong everywhere.

Why it works: The Airbnb mission says, “We help you feel at home,” while encapsulating the company’s goals for the future. They explore a deeper sense of belonging in the vision, tapping into the universal human desire their company aims for.

Mission: Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.

Vision:  If it is smart and connected, it is best with Intel.

Why it works: Intel promises to deliver the most technologically advanced products in its mission. Their vision uses more boastful language, illustrating great confidence in the future of their solutions.

Mission:  We build cars, symbols of Italian excellence the world over, and we do so to win on both road and track. Unique creations that fuel the Prancing Horse legend and generate a “World of Dreams and Emotions.”

Vision:  Ferrari, Italian Excellence that makes the world dream.

Why it works:  “We build to win” in Ferrari’s mission focuses on the strength and quality of their product. In this ambitious vision, their cars will reach the pinnacle of “Italian Excellence.”

Mission: Our mission is to empower entrepreneurs everywhere, making opportunities more inclusive for all.

Vision: Our vision is to radically shift the global economy toward independent entrepreneurial ventures.

Why it works: GoDaddy positions itself as the entrepreneur’s champion, making opportunity and success attainable for all.

Caterpillar

Mission: To provide the best value to customers, grow a profitable business, develop and reward people, and encourage social responsibility.

Vision: Be the global leader in customer value.

Why it works: Caterpillar explains both their “how” and their “why” in their mission statement: By providing affordable and high-quality products to customers, they will continue to grow their business, recognize and reward employees, and make a positive impact on the environment. Their vision reaffirms their commitment to providing value.

Mission:  To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.

Vision:  To be the most successful and respected car company in America.

Why it works:  Toyota’s mission and vision statements demonstrate what they are known for: products and services. Even in a highly competitive industry, their vision states that they will become the best car company in the country.

Mission: We will devote our human resources and technology to creating superior products and services, thereby contributing to a better global society.

Vision: To inspire the world with our innovative technologies, products, and designs that enrich people’s lives and contribute to social prosperity by creating a new future.

Why it works: Samsung wants to improve people’s lives by creating exceptional and innovative products, which they make clear in both their mission and vision statements.

Mission:  To empower and engage people around the world to collect and develop educational content under a free license or in the public domain, and to disseminate it effectively and globally.

Vision:  Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment.

Why it works:  Wikimedia’s mission motivates its team to move toward a common goal of empowerment and engagement. Their vision paints a future world where their company’s commitment makes a lasting impact.

Mission:  To be the world’s favorite destination for discovering great value and unique selection.

Vision:  Our vision for commerce is one that is enabled by people, powered by technology, and open to everyone.

Why it works: When you break eBay’s mission and vision statements down, you see that eBay’s mission uses “destination” to show their virtual company as a real place people come to. An ongoing focus on people and technology gets into the “why” of their vision.

Mission:  Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Vision: To create a better everyday life for many people.

Why it Works:  The mission here focuses on the functionality of IKEA’s products and the affordability of their customers. In the vision, the IKEA team has a true sense of purpose in “creating a better everyday life.”

Mission: Shape the future of the internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.

Vision:  Changing the way we work, live, play, and learn.

Why it works:  Cisco decided to blend their mission and vision statements. Language like “shape the future” is more vision-oriented, but the mission talks about the people they serve.

Mission:  A company that inspires and fulfills your curiosity.

Vision: Using our unlimited passion for technology, content, and services to deliver groundbreaking new excitement and entertainment, as only Sony can.

Why it works:  Sony gives a customer-focused touch to its mission by using “your.” The “unlimited passion” and “groundbreaking entertainment” messaging in their vision demonstrate innovation.

Southwest Airlines

Mission: The mission of Southwest Airlines is a dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

Vision: To be the world’s most loved, most efficient, and most profitable airline.

Why it works:  Southwest Airlines tells us right up front that quality customer service is their mission. Their vision is highly aspirational across the board in saying they want to be “the most” of everything.

Mission: Our mission is to provide insightful solutions that drive value and success for our clients by allowing them to focus on their business.

Vision:  Be the world’s authority on helping organizations focus on what matters.

Why it works: ADP puts its clients at the forefront of its mission and vision statements. After all, their clients’ success is what makes them successful.

Kaiser Permanente

Mission: Kaiser Permanente exists to provide high-quality, affordable healthcare services and to improve the health of our members and the communities we serve.

Vision:  We are trusted partners in total health, collaborating with people to help them thrive and creating communities that are among the healthiest in the nation.

Why it works:  Saying “exist” sounds more like a vision statement, but the rest of the mission says what Kaiser Permanente does. In the vision, “thrive” and “healthiest” are big words that show their impact.

Mission:  The mission of Coinbase is to create an open financial system for the world.

Vision:  Digital currency will bring about more innovation, efficiency, and equality of opportunity in the world by creating an open financial system.

Why it works:  Coinbase didn’t sugarcoat what they do in their mission statement, did they? And, in the vision, their message speaks well to the change their company will bring one day.

Mission:  To give people the power to build community and bring the world closer together.

Vision:  People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

Why it works:  Facebook’s mission is focused on the community their platform promises. Their vision talks about why community matters, interweaving how they will “bring the world closer together” from the mission.

Whole Foods

Mission: Our purpose is to nourish people and the planet. We’re a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market.

Vision: Whole Foods, Whole People, Whole Planet.

Why it works:  This mission uses repetition throughout to reinforce the quality that Whole Foods is known for. Making everything “whole” in their vision binds their company to a set of beliefs that they complete people’s lives.

More Mission Statements From Top Brands:

• Adidas — To be the best sports company in the world.
• CalArts — CalArts is a multidisciplinary community of artists. Our ongoing educational endeavor is grounded in openness, experimentation, critical engagement, and creative freedom. Through artistic practice, we transform ourselves, each other, and the world.
• Coca-Cola — To refresh the world in mind, body, and spirit; to inspire moments of optimism and happiness through our brands and actions; to create value and make a difference.
• Dunkin’ Donuts — Everything we do is about you. From chefs who create exciting new flavors to crew members who know exactly how you want your drink—we prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you, your tastes, and your time. That’s what America runs on.
• Goodwill — Goodwill works to enhance people’s dignity and quality of life by strengthening their communities, eliminating their barriers to opportunity, and helping them reach their full potential through learning and the power of work.
• L’Oréal — L’Oréal has set itself the mission of offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety. By meeting the infinite diversity of beauty needs and desires all over the world.
• McDonald’s — Our mission is to make delicious feel-good moments easy for everyone.
• The Met — The mission of The Metropolitan Museum of Art is to collect, preserve, study, exhibit, and stimulate appreciation for and advance knowledge of works of art that collectively represent the broadest spectrum of human achievement at the highest level of quality, all in the service of the public and in accordance with the highest professional standards.
• Microsoft — Our mission is to empower every person and organization on the planet to achieve more.
• MIT — The mission of MIT is to advance knowledge and educate students in science, technology, and other areas of scholarship that will best serve the nation and the world in the 21st century.
• NASA (National Aeronautics and Space Administration) — NASA explores the unknown in air and space, innovates for the benefit of humanity, and inspires the world through discovery.
• Nike — Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
• Northwestern University  — Northwestern is committed to excellent teaching, innovative research, and the personal and intellectual growth of its students in a diverse academic community.
• Oprah Winfrey Network — OWN’s mission is to create multiple platforms for women, men, and their families with a purpose and a passion: to celebrate life, inspire and entertain, empower viewers around the world to live their best lives, and by doing so, lift the lives of those around them in ever-widening circles.
• Pepsi — Create more smiles with every sip and every bite.
• Shopify — Making commerce better for everyone.
• Starbucks — To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
• Target — To help all families discover the joy of everyday life.
• Walt Disney Company — The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.

Know Who You Are and Where You’re Going

The mission statement focuses on today and what we do, and the vision statement focuses on tomorrow and what we want to become. Both are important to a company’s survival.

Call it the essence, beating heart, or the defining characteristic — whatever you call it, make sure your mission and vision statements are clearly defined and understood for the sake of your content and your company.

Get a content mission and a content vision statement down on paper. Share it with your team members. Then you can measure your future content efforts against the two. Although they are not slogans or taglines themselves , they should definitely help inform them and all your content.

Knowing who you are and where you’re going is the foundation of an organization’s success. So, who are you? And, where are you going?

  Mission and Vision Series

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Sudden Resignations. A Leaked Letter. What’s Happening Inside Miss USA?

Noelia Voigt’s announcement this week that she was stepping down as Miss USA set off a string of departures and prompted larger questions about the inner workings of the organization.

By Madison Malone Kircher

When the reigning Miss USA, Noelia Voigt, announced this week she would be resigning from her position, she cited her mental health and wrote about her gratitude for the opportunity.

“As individuals, we grow through experiencing different things in life that lead us to learning more about ourselves,” she wrote on Instagram on Monday.

But an internal resignation letter by Ms. Voigt to Miss USA leadership and the Miss Universe Organization, obtained on Friday by The New York Times, presented a much darker picture.

In the eight-page letter, Ms. Voigt, who represented the state of Utah and was crowned in September, described “a toxic work environment within the Miss USA Organization that, at best, is poor management and, at worst, is bullying and harassment.” She also complained in her letter that the organization had delayed making good on her prize winnings.

The Miss USA Organization did not respond to request for comment.

Ms. Voigt’s departure has spurred at least two other resignations. UmaSofia Srivastava, Miss Teen USA, announced she was stepping down from her role on Wednesday. Arianna Lemus, who represented Colorado at Miss USA in 2023, said on Friday she was resigning in solidarity after seeing Ms. Voigt’s post.

“That was a call to help,” Ms. Lemus, 27, said in an interview.

The sudden departures have touched off wider speculation in the pageant world that crowned winners are legally barred from speaking freely about their experiences with the Miss USA Organization. Many of Ms. Voigt’s past competitors, including Ms. Lemus, shared a statement demanding that she be released from any nondisclosure agreements.

In her resignation letter, Ms. Voigt said she experienced an incident of sexual harassment when, during a Christmas parade last year in Sarasota, Fla., a driver made inappropriate comments toward her.

She said in her letter that the organization failed to support her when she reported the incident.

Ms. Voigt went on to write that serving as Miss USA took a toll on her health, adding that she now struggled with anxiety and took medication to manage her symptoms.

She said she had begun experiencing “heart palpitations, full body shakes, loss of appetite, unintentional weight loss, loss of sleep, loss of hair and more.”

Some people believed Ms. Voigt’s Instagram post announcing her resignation contained a secret message. The first letter of each of the first 11 sentences of the statement spell the phrase “I AM SILENCED,” which some have interpreted as a signal that Ms. Voigt is unable to speak openly about her experience.

Just a few days after Ms. Voigt’s announcement, Ms. Srivastava, who was crowned Miss Teen USA in 2023, also resigned from her post .

“After careful consideration, I have decided to resign as I find that my personal values no longer fully align with the direction of the organization,” Ms. Srivastava, who represented the state of New Jersey at the Miss Teen USA pageant in September, wrote on Instagram.

Her post included a quote from the German philosopher Friedrich Nietzsche: “There are no beautiful surfaces without a terrible depth.”

“I know all of us who love the program want to rush out and do something,” Laylah Rose, the president and chief executive of the Miss USA Organization, wrote in an email to The Times earlier this week, regarding Ms. Voigt’s and Ms. Srivastava’s resignations. “My goal is to provide truly helpful steps we can take together.”

“Our all-encompassing goal at Miss USA is to celebrate and empower women,” Ms. Rose added, saying she was taking “these allegations seriously.”

Through a representative, both Ms. Srivastava and Ms. Voigt declined to comment, citing a nondisclosure agreement. (A copy of the 2023 Miss USA contract obtained by The New York Times appears to bar signees from disclosing any information about Miss USA while employed by the organization.)

After Ms. Voigt’s announcement, several of her fellow Miss USA 2023 competitors posted a statement on Instagram demanding that the Miss USA Organization release Ms. Voigt from any such agreement.

Juliana Morehouse, who competed at Miss USA representing Maine and lives in South Carolina, said in an interview with The Times that the letter originated in a group chat of 2023 participants who were “shocked and saddened” to hear of Ms. Voigt’s resignation. On a Zoom call, they hashed out the message they wanted to share in support of Ms. Voigt.

(Ms. Morehouse did not provide an exact figure but said the number of women who wrote and shared the letter comprised a majority of the 51 competitors at Miss USA in 2023.)

Claudia Michelle Engelhardt, who stepped down from her role as social media director for Miss USA this month, said she felt the Miss USA participants were unfairly pressured into signing their contracts.

“It was pretty much, ‘You have to sign this or you’re not going to compete,’” Ms. Engelhardt, 24, said. “You just worked your butt off to get here. You won your state. What, are you not going to go because you don’t want to sign a contract? They are basically holding you hostage, for lack of a better term, to sign this contract.”

Ms. Morehouse said she was given “a little over 24 hours” to review the contract.

“I don’t think any of us sought legal representation to review it with us,” she said in an interview with The Times. “We had never heard of such an ironclad NDA being implemented in previous years, because this was the first year of the new leadership.” (Ms. Rose became president of the organization last year.)

She emphasized that while her personal experience with Miss USA was a positive one, she hoped speaking out would ensure that was the case for all participants in the future.

Ms. Lemus, the former Miss Colorado USA, said she saw some irony in how Miss USA appeared to be operating.

“This is an organization that preaches women’s empowerment,” she said.

Madison Malone Kircher is a Times reporter covering internet culture. More about Madison Malone Kircher

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Florida sheriff deputies burst into wrong apartment and fatally shot U.S. airman, attorney says

Updated on: May 9, 2024 / 11:49 AM EDT / CBS/AP

Deputies responding to a disturbance call at a Florida apartment complex burst into the wrong unit and fatally shot a Black U.S. Air Force airman  who was home alone when they saw he was armed with a gun, an attorney for the man's family said Wednesday.

Senior Airman Roger Fortson , 23, who was based at the Special Operations Wing at Hurlburt Field, was at his home at Chez Elan Apartments, around five miles from the air base, when he was killed. 

Civil rights attorney Ben Crump said in a statement that Fortson was on a Facetime call with a woman at the time of the encounter.

According to Crump, the woman, whom Crump didn't identify, said Fortson was alone in his apartment when he heard a knock at the door. He asked who was there but didn't get a response. A few minutes later, there was a very aggressive knock on the door, Crump said in a statement, but Fortson didn't see anyone when he looked out the peephole.

The woman said Fortson was concerned and went to retrieve his gun, which Crump said was legally owned.

As Fortson walked back through his living room, deputies burst through the door, saw that Fortson was armed and shot him six times, according to Crump's statement. Fortson was on the ground, saying, "I can't breathe," after he was shot, Crump said.

Fortson died at a hospital, officials said. The deputy involved in the shooting was placed on administrative leave pending an investigation.

The woman said Fortson wasn't causing a disturbance during their Facetime call and believes that the deputies must have had the wrong apartment, Crump's statement said.

"The circumstances surrounding Roger's death raise serious questions that demand immediate answers from authorities, especially considering the alarming witness statement that the police entered the wrong apartment," Crump said in the statement.

"We are calling for transparency in the investigation into Roger's death and the immediate release of body cam video to the family," Crump said. "His family and the public deserve to know what occurred in the moments leading up to this tragedy."

Crump is a nationally known attorney based in Tallahassee, Florida. He has been involved in multiple high-profile law enforcement shooting cases involving Black people, including those of Ahmaud Arbery, Trayvon Martin, Breonna Taylor, Tyre Nichols and George Floyd.

Crump and Fortson's family plan to speak at a news conference in Fort Walton Beach on Thursday morning.

The Okaloosa County Sheriff's Office said in a statement last week that a deputy responding to a call of a disturbance in progress at the apartment complex reacted in self-defense after encountering an armed man. The office did not offer details on what kind of disturbance deputies were responding to or who called them.

Officials said earlier this week that the Florida Department of Law Enforcement and the local State Attorney's Office will investigate the shooting.

FDLE spokeswoman Gretl Plessinger told The Associated Press on Wednesday that it is highly unlikely the agency will have any further comment until the investigation is complete.

Okaloosa County Sheriff Eric Aden said Wednesday in a statement, "All of us at the Okaloosa County Sheriff's Office are saddened about the fatal officer involved shooting over the weekend." 

Aden said that he immediately placed the deputy on administrative leave and has asked the Florida Department of Law Enforcement (FDLE) to conduct the investigation that is required in such incidents. The State Attorney's Office will also conduct an independent review.

"At this time, we humbly ask for our community's patience as we work to understand the facts that resulted in this tragic event," the sheriff said. 

Fortson was assigned to the 4th Special Operations Squadron as a special missions aviator, where one of his roles as a member of the squadron's AC-130J Ghostrider aircrew was to load the gunship's 30mm and 105mm cannons during missions.

Fort Walton Beach is between Panama City Beach and Pensacola in the Florida Panhandle.

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Broad Public Support for Legal Abortion Persists 2 Years After Dobbs

By more than 2 to 1, americans say medication abortion should be legal, table of contents.

• Other abortion attitudes
• Overall attitudes about abortion
• Americans’ views on medication abortion in their states
• How statements about abortion resonate with Americans
• Acknowledgments
• The American Trends Panel survey methodology

Pew Research Center conducted this study to understand Americans’ views on the legality of abortion, as well as their perceptions of abortion access. For this analysis, we surveyed 8,709 adults from April 8 to 14, 2024. Everyone who took part in this survey is a member of the Center’s American Trends Panel (ATP), an online survey panel that is recruited through national, random sampling of residential addresses. This way nearly all U.S. adults have a chance of selection. The survey is weighted to be representative of the U.S. adult population by gender, race, ethnicity, partisan affiliation, education and other categories. Read more about the ATP’s methodology .

Here are the questions used for the report and its methodology .

Nearly two years after the Supreme Court overturned the 1973 Roe v. Wade decision guaranteeing a national right to abortion, a majority of Americans continue to express support for abortion access.

About six-in-ten (63%) say abortion should be legal in all or most cases. This share has grown 4 percentage points since 2021 – the year prior to the 2022 decision in Dobbs v. Jackson Women’s Health Organization that overturned Roe.

The new Pew Research Center survey, conducted April 8-14, 2024, among 8,709 adults, surfaces ongoing – and often partisan – divides over abortion attitudes:

• Democrats and Democratic-leaning independents (85%) overwhelmingly say abortion should be legal in all or most cases, with near unanimous support among liberal Democrats.
• By comparison, Republicans and Republican leaners (41%) are far less likely to say abortion should be legal in all or most cases. However, two-thirds of moderate and liberal Republicans still say it should be.

Since before Roe was overturned, both parties have seen a modest uptick in the share who say abortion should be legal.

As in the past, relatively few Americans (25%) say abortion should be legal in all cases, while even fewer (8%) say it should be illegal in all cases. About two-thirds of Americans do not take an absolutist view: 38% say it should be legal in most cases, and 28% say it should be illegal in most cases.

Related: Americans overwhelmingly say access to IVF is a good thing

Women’s abortion decisions

A narrow majority of Americans (54%) say the statement “the decision about whether to have an abortion should belong solely to the pregnant woman” describes their views extremely or very well. Another 19% say it describes their views somewhat well, and 26% say it does not describe their views well.

Views on an embryo’s rights

About a third of Americans (35%) say the statement “human life begins at conception, so an embryo is a person with rights” describes their views extremely or very well, while 45% say it does not describe their views well.

But many Americans are cross-pressured in their views: 32% of Americans say both statements about women’s decisions and embryos’ rights describe their views at least somewhat well.

Abortion access

About six-in-ten Americans in both parties say getting an abortion in the area where they live would be at least somewhat easy, compared with four-in-ten or fewer who say it would be difficult.

However, U.S. adults are divided over whether getting an abortion should be easier or harder:

• 31% say it should be easier for someone to get an abortion in their area, while 25% say it should be harder. Four-in-ten say the ease of access should be about what it is now.
• 48% of Democrats say that obtaining an abortion should be easier than it is now, while just 15% of Republicans say this. Instead, 40% of Republicans say it should be harder (just 11% of Democrats say this).

As was the case last year, views about abortion access vary widely between those who live in states where abortion is legal and those who live in states where it is not allowed.

For instance, 20% of adults in states where abortion is legal say it would be difficult to get an abortion where they live, but this share rises to 71% among adults in states where abortion is prohibited.

Medication abortion

Americans say medication abortion should be legal rather than illegal by a margin of more than two-to-one (54% vs. 20%). A quarter say they are not sure.

Like opinions on the legality of abortion overall, partisans differ greatly in their views of medication abortion:

• Republicans are closely split but are slightly more likely to say it should be legal (37%) than illegal (32%). Another 30% aren’t sure.
• Democrats (73%) overwhelmingly say medication abortion should be legal. Just 8% say it should be illegal, while 19% are not sure.

Across most other demographic groups, Americans are generally more supportive than not of medication abortion.

Across demographic groups, support for abortion access has changed little since this time last year.

Today, roughly six-in-ten (63%) say abortion should be legal in all (25%) or most (38%) cases. And 36% say it should be illegal in all (8%) or most (28%) cases.

While differences are only modest by gender, other groups vary more widely in their views.

Race and ethnicity

Support for legal abortion is higher among Black (73%) and Asian (76%) adults compared with White (60%) and Hispanic (59%) adults.

Compared with older Americans, adults under 30 are particularly likely to say abortion should be legal: 76% say this, versus about six-in-ten among other age groups.

Those with higher levels of formal education express greater support for legal abortion than those with lower levels of educational attainment.

About two-thirds of Americans with a bachelor’s degree or more education (68%) say abortion should be legal in all or most cases, compared with six-in-ten among those without a degree.

White evangelical Protestants are about three times as likely to say abortion should be illegal (73%) as they are to say it should be legal (25%).

By contrast, majorities of White nonevangelical Protestants (64%), Black Protestants (71%) and Catholics (59%) say abortion should be legal. And religiously unaffiliated Americans are especially likely to say abortion should be legal (86% say this).

Partisanship and ideology

Democrats (85%) are about twice as likely as Republicans (41%) to say abortion should be legal in all or most cases.

But while more conservative Republicans say abortion should be illegal (76%) than legal (27%), the reverse is true for moderate and liberal Republicans (67% say legal, 31% say illegal).

By comparison, a clear majority of conservative and moderate Democrats (76%) say abortion should be legal, with liberal Democrats (96%) overwhelmingly saying this.

Views of abortion access by state

About six-in-ten Americans (58%) say it would be easy for someone to get an abortion in the area where they live, while 39% say it would be difficult.

This marks a slight shift since last year, when 54% said obtaining an abortion would be easy. But Americans are still less likely than before the Dobbs decision to say obtaining an abortion would be easy.

Still, Americans’ views vary widely depending on whether they live in a state that has banned or restricted abortion.

In states that prohibit abortion, Americans are about three times as likely to say it would be difficult to obtain an abortion where they live as they are to say it would be easy (71% vs. 25%). The share saying it would be difficult has risen 19 points since 2019.

In states where abortion is restricted or subject to legal challenges, 51% say it would be difficult to get an abortion where they live. This is similar to the share who said so last year (55%), but higher than the share who said this before the Dobbs decision (38%).

By comparison, just 20% of adults in states where abortion is legal say it would be difficult to get one. This is little changed over the past five years.

Americans’ attitudes about whether it should be easier or harder to get an abortion in the area where they live also varies by geography.

Overall, a decreasing share of Americans say it should be harder to obtain an abortion: 33% said this in 2019, compared with 25% today.

This is particularly true of those in states where abortion is now prohibited or restricted.

In both types of states, the shares of Americans saying it should be easier to obtain an abortion have risen 12 points since before Roe was overturned, as the shares saying it should be harder have gradually declined.

By comparison, changes in views among those living in states where abortion is legal have been more modest.

While Americans overall are more supportive than not of medication abortion (54% say it should be legal, 20% say illegal), there are modest differences in support across groups:

• Younger Americans are somewhat more likely to say medication abortion should be legal than older Americans. While 59% of adults ages 18 to 49 say it should be legal, 48% of those 50 and older say the same.
• Asian adults (66%) are particularly likely to say medication abortion should be legal compared with White (55%), Black (51%) and Hispanic (47%) adults.
• White evangelical Protestants oppose medication abortion by about two-to-one (45% vs. 23%), with White nonevangelicals, Black Protestants, Catholics and religiously unaffiliated adults all being more likely than not to say medication abortion should be legal.
• Republicans are closely divided over medication abortion: 37% say it should be legal while 32% say it should be illegal. But similar to views on abortion access overall, conservative Republicans are more opposed (43% illegal, 27% legal), while moderate and liberals are more supportive (55% legal, 14% illegal).

Just over half of Americans (54%) say “the decision about whether to have an abortion should belong solely to the pregnant woman” describes their views extremely or very well, compared with 19% who say somewhat well and 26% who say not too or not at all well.

Democrats (76%) overwhelmingly say this statement describes their views extremely or very well, with just 8% saying it does not describe their views well.

Republicans are more divided: 44% say it does not describe their views well while 33% say it describes them extremely or very well. Another 22% say it describes them somewhat well.

Fewer Americans (35%) say the statement “human life begins at conception, so an embryo is a person with rights” describes their views extremely or very well. Another 19% say it describes their views somewhat well while 45% say it describes them not too or not at all well.

(The survey asks separately whether “a fetus is a person with rights.” The results are roughly similar: 37% say that statement describes their views extremely or very well.)

Republicans are about three times as likely as Democrats to say “an embryo is a person with rights” describes their views extremely or very well (53% vs. 18%). In turn, Democrats (66%) are far more likely than Republicans (25%) to say it describes their views not too or not at all well.

Some Americans are cross-pressured about abortion

When results on the two statements are combined, 41% of Americans say the statement about a pregnant woman’s right to choose describes their views at least somewhat well , but not the statement about an embryo being a person with rights. About two-in-ten (21%) say the reverse.

But for nearly a third of U.S. adults (32%), both statements describe their views at least somewhat well.

Just 4% of Americans say neither statement describes their views well.

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