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August 27, 2008 8:50 PM

Will A Page on Facebook Boost Curtis Mallet's Recruiting Efforts?

Posted by Brian Baxter

Curtis, Mallet-Prevost, Colt & Mosle is looking to make some new connections. The 200-lawyer New York firm this week announced the launch of its own group page on Facebook, a move meant to boost recruiting through targeted marketing.

"Most summer associates and law students are on Facebook and so are our associates," says the firm's business development director, Andrea Stimmel. "So we thought [a Facebook page] would be a good way of enhancing the firm's image in terms of being accessible."

Currying favor with its own associates and prospective hires is important to Curtis Mallet, which fell to the bottom of The American Lawyer's annual midlevel associate satisfaction survey two years ago before rebounding in 2007. (Not enough associates filled out the survey this year for the firm to be ranked.)

Stimmel hopes the Facebook page--different from an actual profile, through which Facebook members build a network of "friends"--will increase interactivity between members of the firm and effectively tell the "Curtis Mallet story."

Picture_1_5 That story, as of this posting, is told through the following: a listing of dates for recruiting visits to law schools, links to rankings and stories in various legal publications (including one to Daphne Eviatar's profile of the firm in the June issue of The American Lawyer), photos from the annual firm dinner, and testimonials from an assortment of Curtis Mallet aficionados. The page is noticeably more informal than a traditional law firm Web page, carrying an exterior shot of Curtis Mallet's New York office at 101 Park Avenue. There's even a section of photos of firm personnel taking a cooking class at New York's Institute of Culinary Education.

Whether or not the Facebook endeavor will be a success remains to be seen, says Stimmel, noting that it's merely another means by which Curtis Mallet is trying to be innovative in a crowded New York legal market. Stimmel says she will monitor traffic and feedback for the Facebook page--preliminary returns seem to be positive, she says--and the firm plans on relaunching its official homepage sometime in the fall.

The firm placed 193rd in this year's Am Law 200 with gross revenues of $110 million and profits per equity partner--the firm has 32--of $920,000.

WE WANT TO KNOW: Would you rely on a social networking site to learn more about a firm you're interested in working with?

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