The firm singled out for its excellent MOJO banner ads also received the Your Honor judges’ first place award for Recruiting in all programs, including the website. The objective of attracting the best law students and lateral associates who also fit the firm’s culture was the driving force in the recruiting tools developed by Morrison & Foerster LLP. Underlying the “MoFo mojo” message were qualities of energy, respect for differences, passion for work, enthusiasm, thinking big and a team approach to get the biggest and best results. Its careers website, bibs, t-shirts, brochures, candy bars, print ads, recruiting invitations, and recruiting signage were several of the vehicles and channels used to convey these messages.

“Our challenge was to use design and technology to reflect all that is different about MoFo. It is one thing to say that you are different – we made a point of showing it though our website. All the rest of our recruiting communications and materials reinforce the messages from our site and brochure. We note that what sets us apart is our MoFo mojo - our passion for what we do, how we do it, for whom we do it and with whom we do it.”

The results indicate success. “Law students, placement personnel at law schools, and head hunters comment enthusiastically about our materials. Many law students tell us that they signed up for  on-campus interviews because they were so interested in what they learned about the firm through our website. Web traffic has increased significantly and our website has been sited by various blogs as one of the best law-firm recruiting sites.”

Click here for video of the award presentation and an interview with the winner.