A brief chat with... Betsy Huntley

US firm Choate, Hall & Stewart LLP’s director of marketing discusses recruitment.

What are the main challenges firms face in recruitment and retention?
Competition for the best and brightest is fierce. It is often difficult for potential hires to sort through the clutter and recognise why your firm is special – if, indeed, the firm itself knows. After all, every firm touts its collegiality.

How important is internal and external branding?
It would be hard to overstate the power of branding in the recruitment process.
In Choate’s case, our yield of summer associates increased more than two-fold following the launch of our brand, which included a special recruitment component.

How can firms ensure existing staff represent the brand image?
Brand image which is consistent with your strengths and differentiators crystallises (for everyone) what is special about the firm and enhances pride. Commitment to and celebration of the brand by the firm’s leaders is key.

What are the key elements of an effective recruitment campaign?
Understanding what law students want and need; articulating how the firm fulfils those desires and addresses those needs; integrating the implementation of all the elements, both substantive and social; and, ensuring everyone at the firm is operating from the same page.
Based on an association of legal career professionals (NALP) study of 4,500 law students, Choate has developed a simple checklist of 14 key points students look for in firms, along with an explanation of how it addresses each one. The checklist also helps our interviewers keep to the point and focuses the recruitment section of the website.

What are the most common mistakes in the recruitment process?
Being too generic and failing to tailor recruitment efforts in research about potential hires. Also, being inconsistent, by failing to integrate the firm’s message throughout the entire recruitment process.

What advice would you give to those charged with recruitment programmes?
Do all the basics really well; marketing can never compensate for a poor recruitment programme. Create a cohesive plan for each phase of the recruitment process and brand everything, so your messages are consistently reinforced.