Cultural Insight: Investment banking had lost its penchant for attracting the best and brightest graduates of America’s elite schools, who had come to think of Goldman as somewhat stodgy and conservative, likely to be a repressive and confining place to work.

Brand Asset: The multi-faceted talents, high energy level, creativity and great intellectual capital of Goldman¹s people.

Growth Strategy: Focusing on some of the “Small Things” in life that provide simple yet amazing benefits like ball bearings and soda can ring pulls, Goldman is portrayed as an vibrant and creative workplace ­ one that employs people that can develop innovative solutions, creatively solve problems and celebrate ideas on all levels.

As a Result: Within a year Goldman recruiting had experienced a double-digit increase in qualified candidates.