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What's a solid answer for "why do you want to work at X company?" The big 4 and even their MM competitors like RSM are all basically identical...

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I disagree with the premise of all being identical but let's assume it's true. Here are three things I'm thinking: 1. The question doesn't ask about competitors so I wouldn't bring them up, even if the answer were the same for everywhere you're applying 2. Get familiar with value props/missions and tie your interest to that when describing what made you apply 3. Talk about the work you know is high growth for that firm and how you can be additive to that growth. Talking to actual humans to get some intel will help with this.

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Thanks, Eric. Hadn't considered using all that info from the year-end, Town Halls to feed right back to the companies.

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