Many industries are fighting a war for top talent, and this is true of the financial services industry as new opportunities at tech companies and start-ups intersect with a generational shift away from what’s perceived as more “traditional” career paths. As well, external misperceptions of Goldman Sachs abound, and many potential recruits don’t think that the firm is “for them” based on what they’ve heard or assumed.
Armed with robust global research about millennial and Gen Z job seekers, a healthy sense of self-awareness, and a strong sense of pride in a unique and distinctive firm culture, Goldman Sachs enlisted Sub Rosa’s support to create a campaign that addresses these preconceived notions directly.
While our ultimate objective was to engage prospective millennial and Gen Z job seekers (specifically those with STEM and Liberal Arts backgrounds), Goldman Sachs also set out to share a more human and accessible side of the firm. Its team’s willingness to address misconceptions and acknowledge its culture’s unique differentiators — namely its commitment to results, its people’s drive and focus, and its capacity to help team members grow as professionals and as people — opened the aperture for the campaign’s creative direction, empowering us to build a narrative that is an honest reflection of the firm’s people: ambitious, collaborative, and determined to exceed expectations.
With this new suite of creative assets, Goldman Sachs and Sub Rosa worked collaboratively with The Media Kitchen to deploy content across targeted digital properties to maximize awareness and foster meaningful engagement.
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