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From Frankfurt to Fifth Avenue: positioning foreign offices as attractive workplaces for young finance professionals: the case of DZ Bank New York
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This thesis explores how multinational banks can better position their foreign offices as attractive
employers for junior professionals. Using the case of DZ BANK New York, it draws on
qualitative interviews to uncover how local experiences complement or deviate from
international branding efforts. Findings show that although there is a strong internal culture,
employer branding is still informal, and visibility is low. The paper argues that foreign offices
can serve as testing grounds for localized employer branding strategies, because they offer a mix
of local flexibility and global stability which appeals to early-career talent when presented
authentically and strategically.
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Foreign offices Employer branding Talent attraction Banking sector Multinational financial institutions Qualitative interviews