answering 'why this firm' question

Great question — this comes up often, especially when a firm is known for one area but you're applying to a different team or program.

The key is to show that you’ve looked beyond the headlines. Even if the firm is famous for, say, restructuring, you can focus on firm-wide strengths that apply across all practices — like their problem-solving style, client engagement approach, or culture.

Then, bring it back to your fit:

• What about this specific program excites you (early exposure, structured learning, rotations)?
• How does the culture align with your values or working style?
• Have you spoken with people who confirmed this?

That mix — understanding the firm, showing personal alignment, and being specific — makes for a strong answer, even if you’re not joining their flagship team.

If you want help refining it, feel free to check out High Bridge — we’ve got coaching, bootcamps, and free tools to help you stand out. Good luck!

This is a thoughtful question and a common challenge when the team you're applying to isn’t the firm's headline offering.

Here’s one way to approach it:

1. Acknowledge the firm’s known strengths, but reframe them as cultural or capability indicators.
You might say something like:
"While the firm is widely recognized for its turnaround and restructuring work, what stood out to me is the level of analytical rigor and client trust required to deliver in those high-stakes situations — qualities I see reflected across the entire organization."

2. Connect with the specific program or team you're applying for.
"I was drawn to the consulting program in particular because it offers early exposure to a range of industries and problem types, while still operating in that same high-impact, high-trust environment."

3. Bring it back to your personal motivation and fit.
"What makes this opportunity stand out to me is the combination of sharp problem-solving and a culture that’s collaborative and down-to-earth — that’s where I know I thrive and can add the most value."

This way, you show awareness of the firm's brand, demonstrate specific motivation for the team you’re joining, and wrap it in a personal story — all without forcing a generic answer.

Let me know if you’d like help tailoring this to a specific firm or role.

Hi,

I personally think there is no correct answer as to Why This Company.

It does not matter that the team you are applying for isn't what the company is specifically known for and I don't think a company would want you to specifically highlight more about their firm rather than the reasons that your giving.

Your reasons that you're apply to the firm are enough:

• Specific programme - be clear on why? Is it aligned to your interests? Is it aligned to your current skill set?

  “While the firm is best known for its turnaround and restructuring work, what really drew me in is how those strengths translate into the program I’m applying for xxxxxx"

  "I’m particularly excited about [insert something specific about the program e.g. training, exposure, type of projects], which aligns closely with the kind of professional development I’m looking for."

• Culture: highlight specifically why - is it because they have a culture of growth, development, coaching?

  "I’ve consistently heard how collaborative and tight-knit the culture is, which really resonates with how I work best."

Flesh out your WHY and you should be good.

Happy to chat and good luck!

To begin with, don't something you've read off the website or something that even to your ears sounds fake. 

Instead, 

1. Be honest. Really, what attracts you to this firm?

2. Use knowledge you've acquired during coffee chats with consultants from that office. Mention what you've learned from them about what makes the firm great and that specific office. This way you show that you've done your due diligence and you know what you're getting yourself into. Plus, your answer is going to be genuine. 

Here's how to conduct coffee chats:

• Expert Guide: How To Handle Networking Calls and Get Referrals

Best,
Cristian

Great question — and you've already hit on something really important: just because the team you’re applying to isn’t the firm’s flagship offering doesn’t mean your “why this firm” answer can’t be compelling.

One angle I often recommend is to shift the frame away from “why this firm in general?” to “why is this firm the right place for me to grow and add value — and why am I the right kind of person to thrive here?”

That shift allows you to highlight three key things:

• What differentiates the firm from others (even if it's not in the area you're applying for),
• Why that difference matters to you personally,
• And how that makes the match stronger than just “you at another firm” or “the firm with another candidate.”

For example:

“What drew me to the firm wasn’t just its reputation in turnaround and restructuring, but the culture that enables that kind of work — people who are hands-on, direct, and used to rolling up their sleeves in complex situations. That’s the environment I’ve always thrived in — and it’s exactly what I saw reflected in the consulting program, even though it focuses on broader strategic work.”

Or:

“I spoke to a few people in the consulting team and what stood out was how tightly-knit the group is, and how much ownership junior team members get early on. That’s rare, and it’s something I’m specifically looking for — because that’s where I know I deliver my best work.”

The key is to make it less about justifying your choice despite the mismatch — and more about showing that your decision is because of the alignment in values, working style, or growth environment. That’s what makes a convincing “why us” — and more importantly, shows them why you.

Happy to brainstorm further if you want to tailor it to a particular firm or interview setup.

Best,
Patricia

Hi there,

Why don’t you use your real personal reasons? It may be that they sound too simplistic (I’m assuming since you haven’t given more details), but if they are true, is just a matter of framing them in a more compelling way. 
 Food for thought for you to craft your answers: Usually companies want to see that you (1) did your homework and know where your are getting into and (2) that you are genuinely interested in that company, not as a plan B. Also, if you can bring a mix of your personal reasons and your direct contact with the company (events, people, some exposure you had to it), even better.

Best,

Mari

Make the answer your own.

Interviewers have asked this question a million times before, so what they really want is to hear your personal and authentic reasons for joining that specific firm.

That authenticity helps build rapport—which is half the game in fit interviews.

Best,

Alberto

—

Explore my latest case inspired by a real MBB interview: StayPro - Consumer Growth Strategy

Hi there,

I would be happy to share my thoughts on your question:

• First of all, I would strongly advise you not to overthink it and instead give an authentic answer to the question "Why do you want to join ...?"
• Moreover, I would advise you not to fall for the prestige fallacy. Apart from obviously for applicants, prestige hardly matters.

You can find more on this topic here: How to succeed in the final interview round.

If you would like a more detailed discussion on how to best prepare for your upcoming pre-interview assessments and/or interviews, please don't hesitate to contact me directly.

Best,

Hagen

Hey there, 

Keeping it simple, think about really what attracts you to that firm. Some points you could think of are: 

• Industry focus / topics they are prevalent in
• Culture, people and ways of working
• Professional development, learning and growth opportunities
• Firm reputation / strong brand
• Even other personal considerations (incl. location of the office, alignment with your career goals)

All the best

Hi there, great question ! I lead interviews at big 4 strategy teams and often ask this questions to really understand candidates motivation of applying to big 4 vs MBB etc, and usually what we look for in the answers is 

1) show understanding of the team's strength, especially in this particular market

2) show how the candidate career aspirations align with the team's current and future growth plan, and frame it in the way that is specific to this company not just any consultancies 

3) show how the candidate will be a team player, for this specific culture - consulting is a team environment, and each firm is truly unique in their own culture and this is sometimes almost the driving factor 

And a tip is to keep it short and sweet!

Good luck and happy to chat more!

Just remember, the question is not "why this firm", it is why YOU want to join this firm.

It is more about what motivates you, than what you know about the company.