Second Place
Borden Ladner Gervais LLP — The Exceptional People Campaign

Borden Ladner Gervais wanted to create a bilingual student recruitment campaign to meet and exceed the previous year’s high-quality applicant pool based on a combination of ‘best-BLG-fit criteria’ that included academic credentials, life experience, personality and a client-focused predisposition. The goals were to maintain and improve BLG’s equity in the student recruitment marketing, align to an evolved brand platform, improve targeting to attract ‘best-fit’ candidates and focus on a delivery mechanism that recognized our targets’ preference.

The production team included BLG’s business development resources, student recruitment professionals and the design firm: The Cundari Group.

To begin a photographer took over 7,000 shots to create the story tile photos for the 21 featured lawyers. Lawyers were interviewed for their stories.

The Web site was the primary delivery tool; the site is scalable and new lawyers may be added at any time. The structure and text were completely revamped from a previous six-office format to now serve as a reflection of one integrated national program.

Collateral material (in both French and English) includes template ad designs, a postcard with Web site reference (instead of a brochure), posters, stand-up banners, etc. The minimal printed materials and ability to opt-out of give-aways attracted students who prefer a “greener firm.”

Throughout the Web site, BLG spoke less about the firm (size, locations, depth and breadth) and more about the personalities within the firm that echoed what they new would address the target market’s needs and wants. The “Exceptional People Campaign” features lawyers who are high-achievers within the legal industry AND in their personal lives through athletic, community and other accomplishments. The story takes the viewer through four screen shots explaining how each lawyer excels both in his/her legal career and personal life.

Summary of Outcomes

BLG increased the caliber of student attracted to the firm (both academically and in terms of world experience); the acceptance to offer ration increased by 15%. Applicants represented a greater cross-section of students in terms of life experience and accomplishments.

Third Place
Morrison & Foerster, LLP — Recruiting Campaign

Over the last few years, Morrison & Foerster has developed a distinctive (if sometimes controversial, for those not part of our target audience) recruiting positioning for MoFo that capitalizes on the firm’s unique culture (described as “MoFo mojo”). MoFo mojo sets the firm apart from other large law firms. This concept comes to life on the Careers Web site (www.mofomojo.com) and through recruiting brochures, invitations, advertisements and giveaways.

The recruiting campaign had been built over the past few years. To keep it fresh, the firm created new advertisements, invitations and t-shirts for this season. The firm also felt it was very important to address the market uncertainties and disruptions brought about by the downturn. Law students have witnessed a very sudden change in the recruiting landscape and that undoubtedly results in anxiety. As a result, the recruiting campaign emphasized that amidst all of these changes, the firm's core values (MoFo mojo) remains intact.

The firm's recruiting materials were intended to convey the intangibles that are part and parcel of the MoFo difference, or “MoFo mojo.” The goal for our recruiting materials was to identify and communicate in a way that resonates with candidates (law students, lateral associates and even lateral partners) what sets Morrison & Foerster apart from other large law firms and to illustrate with a measure of subtlety our unique culture, our un-stuffiness or lack of pretension and a sense of humor.

Summary of Outcomes

Law students, placement personnel at law schools and head hunters comment enthusiastically about the firms recruiting materials. Several blogs also commented on the materials and messaging for law students. Web traffic has increased significantly; on-campus sign-ups for interviews increased at target schools and the Web site has been sighted by various blogs as one of the best law firm recruiting sites. Students and laterals also regularly note that all materials community and reinforce a consistent message.