So what's it like to work for Goldman Sachs (NYSE: GS) these days? "It feels like I'm working for the C.I.A.," one very junior analyst told the New York Times. Management is taking a proactive approach to employee safety and seems to have decided that secrecy is a good idea.

This summer, some new Goldman employees were leaving the firm's headquarters with names tags bearing the logo when a security guard told them, "Take those off before you go outside." The bank apparently thinks employees should keep their firm affiliation a secret when they go outside, the Times notes.

I can see this as an issue when the financial crisis and the fallout were at its peak--frankly, it was worse at AIG. But if a Goldman employee were to flash his badge at the Met to exercise his perk to get in free, I doubt anyone would snicker or sneer--much less attack them.

I think it's fair to say that the wave of public anger has receded. Most people coming out of school would still leap at the chance to work at Goldman. Perhaps the firm's image campaign is coming at the right time.

For more:
- here's the Times article

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