How to answer "Why this company?" in an apprenticeship application
"Why us?" is the question employers ask most, and the one most people answer with something that could be about any company. A specific answer sets you apart, and you can build one in about twenty minutes.
Research in four places
- The employer's early-careers page: the programme names, what apprentices do and what they say about it.
- Its values or principles, usually on the careers or About page.
- Recent news: a new project, product, office or announcement.
- Apprentice stories or social media from people already on the programme.
A three-part answer
- Something specific about them: a programme, a value or a project, in your own words.
- Why it matches you: link it to something you have done or care about.
- What you will bring and learn: end on the future, not on flattery.
An example of the structure (example)
"I like that your apprentices rotate through different teams in the first year, because I want to see how the whole business works before I specialise. At school I ran the finance side of our enterprise project, which showed me I enjoy working with numbers and people at the same time. I would like to bring that curiosity and learn how a firm of your size manages risk." Swap in your own facts: this is only a pattern, so do not copy it.
What to avoid
- Saying you want to work somewhere "prestigious" or "well known".
- Repeating a slogan from the website.
- Using the same answer for every employer. They can tell.
- Talking only about what you will get. Add what you will give.
Keep reading
Last updated 6 October 2026. This guide describes common practice; always check the employer's own advert and rules.