Goldman Sachs uses Spotify ads to find new recruits

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Lloyd Blankfein of Goldman Sachs. Seeking new blood.

Mark Wilson, Getty Images

If I asked you to imagine a typical Goldman Sachs employee, I fancy you'd conceive of someone white, overly self-confident and very sweaty in the evening.

It may be that the famous investment bank is trying to change its image.

I deduce this from a report that Goldman Sachs has started to advertise on Spotify with audio and banner recruiting ads. (Wait, someone in the world looks at banner ads?)

Spotify wouldn't, perhaps, be the first place you'd expect to find an ad for a notoriously strident investment bank. Goldman Sachs is, though, a Spotify investor.

As Bloomberg reports, the bank's ad claims that it's "a place where talented people from diverse backgrounds come to make a difference."

This might surprise those who remember that last year, Goldman's corporate reputation rose from "very poor" to "poor."

That makes a difference, I suppose, but not much of one.

The bank has already used Snapchat for ads. The drift to Spotify may not be too much of a stretch.

Still, some might wonder whether this campaign shows that Goldman needs not only to hire more diverse young people, but also do ever more to correct its image -- especially among the young and idealistic.

Goldman didn't immediately respond to a request for comment. However, its global co-head of brand and content strategy, Amanda Rubin, told Bloomberg: "We're trying to be valuable and help young people understand Goldman."

We're all trying to be valuable, in one way or another.

The value in these ads, though, will surely lie in Goldman being able to persuade young people that it has values beyond making as much money as possible.