From Frankfurt to Fifth Avenue: positioning foreign offices as attractive workplaces for young finance professionals: the case of DZ Bank New York

Abstract

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.