Watson Farley & Williams has launched possibly the most fashionable law firm marketing initiative to date, by getting its trainees to write a weekly blog on the firm’s website.
The initiative is understood to be the first trainee blog at a City firm and is aimed at providing future trainees with a detailed description of the current trainees’ week-by-week life at the law firm.
Each of the firm’s 12 trainees will take it in turns to write the weekly blog, describing the work they have been involved in and the firm’s training and social activities.
The move is likely to be viewed as a novel approach to the challenge of securing trainee recruits in what is a highly competitive market.
Mid-sized London firms often struggle to compete with the larger firms to get the best talent.
The development follows news in September that Matt Dillon, general counsel of California technology giant Sun Microsystems, has become the first Fortune 500 legal chief to launch a blog — "The legal thing… notes from a general counsel".
Commenting on the Watson Farley initiative, the firm’s managing partner Michael Greville said: "Qualifying as a solicitor in a City law firm is a major undertaking.
"This innovative approach will provide those considering a career in law with an accurate impression, as well as providing us with feedback to help refine and improve our training programme, ensuring that it remains among the very best in London."
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Watson Farley trainees jump on board blogging bandwagon
Published: 13/10/2006 00:00
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