Recruit for Top Students Versus Larger Competitors

The Challenge:

Recruit top tier law students to Philadelphia based firm vs. their taking positions with better-heeled New York and Washington D.C. competitors.

Strategic Approach:

The agency recommended taking a humanistic approach in developing a firm recruitment piece. The resulting recipe book depicted partners and associates in a humorous and favorable manner and leveraged the firm’s well-known icon (a cookie) to represent a pleasant, nurturing culture. The benefits of the firm’s location were also touted.

Results:

The firm was largely successful in bringing upper echelon law students into the practice. The firm also received additional exposure when the booklet was featured in The National Law Journal.