Well, I applied to a MSW program and was on a less strict guideline on what to actually discuss. My program was more focused on your strengths, weaknesses, and things you would like to improve on as a potential candidate at the University as well as what you feel you can bring to the program that is not already seen from previous classes. I focused on my personal storytelling skills but I also incorporated very conceptually how it can translate into a competent social work professional. It won't be cliche as long as you tie it in to how these experiences have structured your interest in the field. Hope this helps.
As far as what the admissions boards look like, it's only a group of three professors, the dean and the admissions team at the College of Social Work (USC) that reviews your personal statements. Usually, the three professors make a recommendation to have you in the program, the dean then reviews your statement and accomplishments listed on your application and makes the final recommendation to the admissions team and after they read and evaluate their recommendations... you are either approved, wait-listed, or denied.