The new Face(book) of recruiting.

• Author: Mariam, Tom

Late last summer, a hiring partner at Curtis, Mallet-Prevost, Colt and Mosle LLP went to Stanford University Law School on a typical recruiting trip. He heard an atypical comment from one of the first students he met: "I saw your firm on Facebook and liked what I learned!"

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That comment reflected the accelerating power of social networking--and how law firms can channel that power into a potent recruiting tool.

Curtis became the first major law firm to deploy social networking as a primary tool in the competition for top law students. Curtis' research of the AmLaw 200 on Facebook showed that no other firm had deployed Facebook for organized recruiting purposes. The firm decided to join the conversations that were happening on Facebook rather than relying on law students to find the firm on its Web site and in law school placement centers.

The idea of a law firm using Facebook for an online presence has quickly caught on, with firms such as Skadden, White & Case, Jones Day, Baker & McKenzie and Clifford Chance quickly joining the fray. The business application of what was a social tool was not a difficult step to take after witnessing the ease with which students of all ages shared information and formed communities on this platform.

Curtis took its cues from other professional services firms that were already enhancing their visibility and reaching their audiences on Facebook. The real test was whether the students would accept the firm on their turf. They did--and the response could best be characterized as, "What took you so long?"

Recruiting departments often rely on law firm marketers to help produce materials for the recruiting season. Brochures have become passe and, in Curtis' case, the firm's new Web site was still under construction. We quickly determined that the best way to reach law students--and to stand out--would be through Facebook

Curtis, by connecting with prospective hires in a way familiar to them but not traditional to law firms, positioned itself to attain its marketing goals:

* Create buzz to increase name and brand recognition;

* Reach a greater number of law students;

* Distinguish Curtis as an innovator and a cool place to work; and

* Attract top students.

The time line from idea inception to implementation needed to be short to reach students during the time they were researching law firms. Could we receive approval of the idea and copy in time to have a meaningful...