Law Firms Use 'YouTube Feel' in Recruiting

Law firms are embracing the YouTube aesthetic in their attempts to hire law students as summer associates, creating promotional videos with stripped-down looks and irreverent themes, the New York Times reports. Some ads are simple testimonials from associates, while others take on popular advertising devices to emphasize the firms diversity or laid-back atmosphere.

Choate's "Choate vs. Megafirm" for example, mirrors Apple's "Mac vs. PC" ads to illuminate the benefits of working at Choate. Morrison and Foerster's ad questions if law students have the "mojo" to join their firm, while Sullivan & Cromwell temper their white shoe reputation by featuring conversations with Jewish or openly gay partners and associates. (More YouTube stories.)