Weightmans is to use text messaging as the focal point of a trainee recruitment campaign.
The national firm is using an advertising strategy that appeals to this communication trend. Managing partner Mike Radcliffe said: "It's a great idea which came from our client services team, and we've had a good response from our existing trainees. Applicants responding to the press ad receive a text message telling them about the firm. Half the battle for all firms in recruiting the right calibre of trainees is catching their attention, and the advert certainly does that." The advert will be minimalist in content. The firm's logo will feature, along with a simple sentence and a mobile telephone number. A spokesman commented: "If you're looking at the audience we're trying to target, text messaging is a large part of their lives."