Mid-sized law firms may find it challenging to make their mark on campus, where large firms and national players often dominate the spotlight. But the good news is, your firm’s unique size and culture offer distinctive advantages that can resonate deeply with students, especially those looking for a different experience than what bigger law firms offer. The key to success lies in building long-term, meaningful relationships with law schools, focusing on creating value for students, and staying authentic to what makes your firm stand out.
Instead of trying to compete with the big names, focus on what you can offer to students in a more personal, approachable, and accessible way. Here’s a guide to help your mid-sized firm build a stronger presence and increase its visibility on campus while forming lasting connections with the next generation of lawyers.
1. Utilize Alumni Networks
Alumni networks can be a powerful tool for mid-sized law firms looking to build a presence on campus. Many law schools have alumni who are now practicing at smaller firms and are eager to give back to their school by supporting current students. Your firm can tap into this network by reaching out to alumni who have made successful transitions from law school to practice and asking them to engage with students through mentorship, guest lectures, or networking events. Not only does this create a direct link between your firm and the students, but it also builds credibility and trust by showing that your firm has a strong alumni presence. Alumni can act as informal ambassadors for your firm, sharing their positive experiences and highlighting the benefits of working at a mid-sized firm compared to larger firms. Through alumni connections, your firm can foster a sense of community and continuity, encouraging students to consider your firm as a viable and rewarding career path.
2. Focus on Relationships with Career Services
Your firm’s relationship with the Career Services Office (CSO) should go beyond the typical resume drop-off or one-time interview. These professional counselors are key to guiding students toward firms that will be the best fit for them. They know the lay of the land and can connect you to students who are serious about forming connections with mid-sized firms.
Reach out to CSOs and ask how your firm can be most helpful to the law school’s community. Offering career advice, conducting resume reviews, and hosting mock interviews are excellent ways to demonstrate your firm’s commitment to student development. Not only will this improve your reputation on campus, but it will also give students the opportunity to engage with your firm in a more hands-on way, which can foster deeper, more meaningful connections.
3. Offer Practical Advice and Skills
It’s not just about the glossy brochures and slick marketing materials—students want real, practical advice and guidance as they prepare for life as attorneys. You can set your firm apart by offering more than just a traditional recruitment pitch. Host resume review sessions, organize mock interviews, and facilitate workshops on relevant skills like time management, client communications, or legal research.
Your firm likely has attorneys who are specialists in specific practice areas—encourage them to give talks or informal discussions about the daily realities of their field. By offering your firm’s expertise in such a hands-on, actionable way, you not only increase your visibility on campus but also position your firm as a valuable resource.
4. Free Food and Good Swag Always Help
While building strong relationships with students requires substance, let’s not forget that students are still students. Free food, good swag, and a casual setting are an easy way to get your foot in the door and attract attention. It doesn’t need to be extravagant; a simple lunch or coffee chat can create an environment that encourages informal, organic conversations. Students are more likely to engage with your firm in a relaxed atmosphere, where they can ask questions and get to know your culture.
Swag—when done right—can be a simple but effective tool for getting your name out there. High-quality, useful branded items (think reusable water bottles, tote bags, or notebooks) have a lasting impact and keep your firm top of mind long after the event is over. The key is to make sure the items are practical and relevant, rather than just gimmicks.
5. Build a Pipeline by Recruiting 1Ls
Building a successful pipeline for your firm starts early—long before 2Ls begin their search for internships and summer positions. One strategy that many mid-sized firms overlook is recruiting 1Ls. At this early stage, you have the opportunity to connect with students who are eager to learn about different practice areas and are more likely to have open minds about firms of all sizes.
The goal is not just to recruit the top students but to identify the 1Ls who will be the best ambassadors for your firm on campus. Look for students who are highly involved in student organizations, have a strong sense of leadership, and are passionate about spreading the word about the firms they interact with. These students can help amplify your firm’s message and can become powerful allies as they move through law school.
6. Keep Your Marketing Materials Up to Date
Your marketing materials are often the first impression a student has of your firm. It’s important to make sure they accurately reflect who you are and what you stand for. As part of this effort, consider utilizing platforms like Flo Forward, which can help your firm stay ahead of the curve with updated materials and an engaging online presence.
If you want to truly differentiate yourself from other firms, make sure your materials speak to what makes your firm unique, whether that’s your collaborative environment, a focus on work-life balance, or opportunities to take on significant responsibilities early in one’s career. Updated, engaging content on your website and in your social media channels can help you stand out and offer students a glimpse of life at your firm.
7. Leverage Social Media Effectively
In today’s digital world, your firm’s social media presence is crucial to staying connected with students. Platforms like LinkedIn, Instagram, and YouTube provide a great opportunity to showcase your firm’s culture, share insights, and engage with potential recruits. Posting regular content, whether it’s featuring employees, highlighting firm events, or sharing helpful articles, can keep students engaged and help them get a sense of who you are.
8. Let Your People Be the Best Ambassadors
At the heart of any successful recruiting effort is the people representing your firm. When sending attorneys to campus or hosting virtual events, make sure you prioritize those who will be the best ambassadors for your firm. These are the people who are not only knowledgeable about the law but are also enthusiastic about what makes your firm unique. Whether through in-person networking events, virtual office hours, or panels, make sure your attorneys are visible and actively engaged with students.
9. Embrace Who You Are
One of the most powerful things you can do as a mid-sized firm is embrace who you are. You don’t need to try to compete with BigLaw or larger competitors. Instead, focus on the strengths your size affords you—greater opportunities for early responsibility, close-knit teams, and the chance to make a meaningful impact.
There are students who will thrive in the mid-sized environment you offer, and that’s who you want to attract.
10. Think Beyond One-Off Sponsorships
Law students quickly recognize when firms are only interested in surface-level engagement. Rather than relying on short-term marketing tactics like random sponsorships or flashy giveaways, aim for a more strategic approach that builds a long-term relationship with schools. Your goal should be to develop a genuine partnership with the law schools and student groups that align with your firm’s values and interests.
Identify specific organizations and practice areas that resonate with your firm’s strengths—whether it's diversity and inclusion, pro bono work, or a specialized legal field like Real Estate or IP law. This allows you to engage students who share similar interests and passions, establishing a foundation of trust and shared purpose.
Conclusion
Building a strong presence on campus takes time, patience, and a commitment to long-term relationships. By focusing on authentic engagement, offering value to students, and leveraging your firm’s unique culture, you can increase visibility and attract the right candidates who will help your firm thrive for years to come. Remember, it's not about competing with bigger firms—it's about finding the right fit and making connections that will last well beyond graduation day.
