University of Cambridge Judge Business School doubles event output, boosts engagement with breakout rooms, and streamlines recruitment journey with ON24
The University of Cambridge Judge Business School has transformed its MBA recruitment strategy with ON24 (NYSE: ONTF), a leading intelligent engagement platform for B2B sales and marketing, and event management. By scaling digital and hybrid events on ON24, the Cambridge MBA now generates nearly a third of all student leads from events, becoming a critical piece of their recruitment engine, delivering both reach and results.
Before ON24, Judge Business School relied heavily on in-person events to attract prospective students. When those events were disrupted, the team needed a scalable digital solution that could deliver more interactive and engaging experiences for candidates across the globe.
“ON24 has transformed the way we recruit for the Cambridge MBA,” said Andreea Alexa, MBA Marketing and Events Coordinator, University of Cambridge Judge Business School. “With ON24 breakout rooms, we’ve created space for real, personal conversations that truly resonate with candidates. It’s not just engagement—it’s insight that drives conversion.”
Since adopting ON24 in 2021, the school has more than doubled its online event output, expanded beyond traditional open days into targeted webinar series, and introduced interactive features such as breakout rooms. These smaller, focused sessions with admissions staff, alumni, and current students have created space for meaningful conversations that deepen engagement and move candidates closer to enrollment. ON24 also integrates directly with Microsoft Dynamics, enabling the team to track engagement insights throughout the three-year candidate journey and tailor follow-ups accordingly.
In addition to digital recruitment, ON24 also powers the school’s hybrid and in-person events, streamlining registration and check-in through QR codes while providing full visibility into attendance.
“Cambridge Judge Business School shows how the ON24 engagement platform and its interactive features can transform recruitment,” said David Lee, CMO of ON24. “By creating a digital engagement experience and spaces for personal conversations amongst candidates, alumni, and admissions, they’ve turned virtual events into one of their most effective enrollment channels.”
