Goldman_sachs
Goldman Sachs’ most precious asset: people.
When Goldman Sachs was in its heyday, they told us that their most important assets go up and down in their elevators every day.
Their challenge: how to recruit the best and brightest the world’s top MBA programs were producing and convince them that a monolith known for creating wealth at all costs, was really a place that valued humanity?
Our research with prospects indicated that their image of Goldman Sachs was a place of relentless drones, toiling ceaselessly and with little personal life or outside interests.
So we developed a new positioning for GS in all its recruitment communications: Minds. Wide Open. Goldman Sachs.
The creative platform used real Goldman Sachs employees to bring to life the kinds of people who formed the Goldman culture. It was an integrated campaign that drove prospects to a website where the individuals at Goldman come alive… as human beings.
Results
The recruitment campaign ran for five years and helped propel Goldman Sachs through the greatest period of growth they have ever seen.
Goldman’s focus on its culture may well be the single biggest reason they have handily survived the recent meltdown of the investment banking industry
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