How to answer "why this firm?" without sounding generic

"Why do you want to join this firm in particular?" appears in nearly every one of the 136 interview playbooks Intake keeps. It's on most application forms too. And it's where most applications quietly die, because almost everyone writes the same thing.

#The copy and paste test

Read your answer, then imagine pasting it into a rival firm's form.

"I want to join you because you're a global leader with a strong reputation, and I'm drawn to your commitment to innovation and your values of teamwork and integrity."

That works for PwC, KPMG, EY, Deloitte, Goldman Sachs and about 400 other companies. Recruiters read hundreds of these, so it tells them nothing.

If your answer survives the paste test, rewrite it.

#The formula

Two specifics about them + a real link to you + why this programme.

1. Specific thing #1. A team, a client area, a project, a part of the programme.
2. Link to you. Why that matters to you, with evidence.
3. Specific thing #2. Usually about how they train apprentices or how the work is set up.
4. Link to you.
5. One line on the role. Why this route at this firm, not just the brand.

#Bad vs good

Generic (tech route):

"I've always been passionate about technology and you're one of the most innovative banks in the world. I'd love to be part of your amazing team."

Specific (tech route):

"Your engineering apprenticeship puts apprentices on real product teams from the first year while they study Digital and Technology Solutions, and that's exactly how I learn best. I taught myself Python to build a revision quiz for my year group and I learned more from people breaking it than from any lesson. At the insight evening, an engineer described how her team rebuilt an internal tool that traders use every day, and I liked that the users sit a few floors away. I want to build things people actually use and get feedback quickly, and that's why I'm applying for this programme."

The second one could only be about one place. It has details only someone who'd looked properly would know, and every detail links back to something true about the applicant.

#Where to find specifics in 20 minutes

• The programme page. What do apprentices actually do in year one? Which university? Which offices?
• The firm's values. Every firm publishes them. Don't list them back. Pick one and show it in a story. Examples: PwC's values include "Act with integrity" and "Reimagine the possible". Goldman Sachs talks about "client service" and "personal initiative".
• Recent news. One deal, product launch or project from the last few months. Say why it interested you.
• Events you went to. Insight days, virtual work experience, open evenings, a stand at your school. Mention a person or a detail.
• Apprentice reviews. Reviews from current apprentices often mention specific things about training, culture and teams.
• A current apprentice. One short LinkedIn message: "What surprised you most in your first year?"

#Mistakes that give it away

• Listing values back at them. "I align with your values of integrity, excellence and teamwork" means nothing on its own.
• Talking only about prestige. "You're the best" isn't a reason that's about you.
• Talking only about yourself. Half the answer has to be about them.
• Wrong firm name. It happens a lot when copying between applications. Check every one.
• Not knowing what the team does. Applying to audit with a reason about building apps is an instant no.

#Writing it vs saying it

In writing, aim for around 150 to 250 words unless the form says otherwise. Out loud, in a video or final interview, aim for about a minute. Then expect a follow up like "What would you want to learn in your first year here?" That one shows up in a lot of our playbooks too.

#How Intake helps

Intake keeps a research brief and playbook for each programme: the stages, the values, what the role involves and the questions that firm asks. When it drafts your "why this firm", it uses those specifics plus your real experience, and shows the source of every line so you can check and edit it.

#Frequently asked questions

#How do you answer "why do you want to work here" for an apprenticeship?

Name two specific things about that firm, like a team, a project, how they train apprentices or something you learned at an event. Link each to something real about you, then say why this particular programme fits. Avoid generic praise like "global leader" or "innovative".

#How long should a "why this firm" answer be?

Around 150 to 250 words in a written application unless a word limit says otherwise, and about one minute when spoken in an interview.

#Should I mention the firm's values?

Only if you show one in action. Listing values back to the firm adds nothing. Picking one value and linking it to a real story about you works much better.

#How do I make my answer not generic?

Use the copy and paste test. If your answer would still make sense in another firm's application, replace the general statements with specifics only that firm has, like its programme structure, teams, recent work or people you've spoken to.