- Honesty: as obvious as it sounds, schools review hundreds of essays and are pretty good at picking up untrue statements.
- Career Plan: using the essay to show that you have a specific career plan, as opposed to simply stating that you want to be a consultant, will boost your application. Ideally, you would also be able to state why an MBA from that business school will help you to meet your goal as opposed to other MBA options.
- Individuality: try to include something that makes you stand out from the crowd. You won't be the only engineering grad applying to business school, so if you can include a few interesting or unique points about yourself, you can really stand out from the crowd.
- Communication: Overlooked, but usually most important, proofreading your essay to make sure it is easy to read, follows a clear line of thought, is free from grammar and spelling errors, and gets across the message you want to make can make all the difference between admission and rejection.
While Business Week is an American publication, a lot of the resources they have available to students are valuable to Canadian applicants as well. They have a lot of information about MBA programs, the admission process, and the career search post-MBA.