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I have have been having some difficulty pinning down a concrete answer as to why am I attracted to a particular firm.

How or rather why are candidates attracted to firms that open new offices? How does that make that firm an attractive place?

And secondly, some people say they are attracted towards a firm because of their PEP.

How? or why does this attract a candidate?

Any suggestions or specific examples as to what attracted you about a particular firm - This would be most helpful.