Hoobler, Jenny M.Rufino, Julie Maude2024-09-112023-09-082023-05-30http://hdl.handle.net/10362/171568This exploratory research studies differences in employer attractiveness between McKinsey and BCG as perceived by female graduate students. The study builds upon literature on employer attractiveness and company culture. Drawing from semi-structured interviews with seven female graduate students, this study identifies company culture as the most important factor in assessing employer attractiveness. BCG’s culture is perceived as more welcoming and inclusive, whereas McKinsey’s is seen as more exclusive and stricter. These differences are relevant since women attribute higher importance to inclusiveness. Three channels were identified as relevant to conveying firm culture and shaping perceptions: word of-mouth, recruiting events, and brand ambassadors.engOrganisational cultureEmployer attractivenessWord of mouthRecruiting eventsCEMS MIMmaster thesis203517300