The newest influencer on Instagram is … Goldman Sachs?

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Food photographers and brand ambassadors, move aside: Goldman Sachs is joining Instagram.

The investment bank’s official account, launching Tuesday, will feature content designed to endear the Goldman brand to a new generation.

Look out for flashy graphics that will showcase company research on genetic medicine and 5G technology, along with backstage videos of notable speakers at Goldman events, including Olympic fencer Ibtihaj Muhammad.

Goldman will even spotlight its own employees, whose hobbies range from barbecuing to illustration. And no Instagram account would be complete without breathtaking photos. Many of Goldman’s will be taken from its towering offices around the world.

Goldman Sachs(GS) has long been an influencer on Wall Street. But its Instagram push comes as the company tries to burnish its image on Main Street.

It’s doubling down on banking services for ordinary people with its Marcus unit, which offers personal loans and online savings accounts.

And like all financial firms, it has to compete with tech companies for talent. Many young professionals have in recent years favored Silicon Valley over Wall Street, lured by competitive pay and more laid-back work environments.

Instagram can “illuminate the good things we do so people will think more favorably of us, and people will want to come work here,” Amanda Rubin, Goldman’s global co-head of brand and content strategy, told CNN. “Those, at the end of the day, are north stars for us.”

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Melody Carson
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Melody Carson

who else really gets this