Linklaters decides against ditching grad recruitment brochures
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Magic circle law firm Linklaters has ditched plans to scrap its graduate recruitment brochure after research revealed that students favour paper-based products over their online equivalents.
Linklaters mulled the possibility of producing only an online version of its graduate recruitment brochure in a bid to become more environmentally friendly, as reported by The Lawyer’s sister magazine Lawyer 2B last year (9 November 2009). The firm produces around 7,500 brochures per year.
However, research carried out on behalf of the firm by market research company High Fliers found that 81 per cent of law students wanted a brochure and of those 71 per cent favoured a paper version.
Linklaters’ joint graduate recruitment partner Euan Clarke said: “With feedback from students and current market research indicating the ongoing popularity of the brochure, we’ve opted to continue our brochure for the coming season”.
That said, the new brochure will have fewer pages than in previous years and will be printed on eco-friendly paper that is compliant with the Forest Stewardship Council.
Cardiff University law society president Marcus Coates-Walker is supportive of Linklaters’ move. He said: “Paper-based products are much easier to read because there’s only so much you can fit onto a computer screen, which means you have to constantly scroll down. What’s more, you can’t go through an online brochure and mark out sections with a highlighter pen or post-it note.”
Linklaters plans to unveil its new brochure next month.
Readers' comments (2)
IHateBPP | 19-Aug-2010 12:48 pm
Are students incapable of operating a printer? If they really cared that much about a firm they would be willing to fork out for a few printed pages.
In any event, firms' own brochures are nothing but hot air and shouldn't be relied on too closely for any sort of application.
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Anonymous | 24-Aug-2010 11:49 pm
I thought that Linklater's preaching about its ditching of brochures was pretty patronizing and too gimmicky. Besides, it means that the firm was remembered (in my mind) for being 'the one with no brochure' rather than 'the one with great HR people' or 'the one with great finance capabilities.' Realistically, brochures are essential in making decisions about which firm to apply to. Why else would thousands be spent on accurate marketing each year?
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