Choate Recruits With Sense of Humor

No sooner do I publish my review of the best law firm recruiting sites than comes another highly creative recruiting site, this one from the Boston firm Choate Hall & Stewart. (My article looked only at AmLaw 100 firms; Choate is in the second hundred.) Choate announced the site July 25, and reporter Lisa van der Pool will have this story about it in Monday’s Boston Business Journal.

The highlight is a series of “Choate vs. Megafirm” videos that spoof the popular Mac vs. PC TV commercials. One mocks the Megafirm associate’s confusion over his firm’s multiple offices. Others play on differences in work experience, career tracks and personal time.

Other video series featured in the new site are:

  • Choate vignettes, described as a series of reality-TV style clips with attorneys discussing the firm’s culture and work.
  • Associate vignettes, in which summer and newer associates talk about something interesting they do outide of the firm.
  • Vintage footage. Clips combine vintage film footage with voiceovers to highlight the firm’s recruiting message.

Choate’s press release describes it all this way:

“The goal of the new recruitment site is to communicate the many benefits of working at Choate – compared to some of the impersonal mega law firms that Choate competes with in the top tier – in a whimsical and engaging way that young attorneys can relate to.”

The spots are professionally produced and acted and effective in conveying the message that smaller can be better.