Note that we delve into dozens of law firm practice areas in more detail in our Law firm practice areas course. This offers comprehensive insider insights into the work carried out by a range of law firm practice areas - as well as why each area can be interesting and fulfilling - from leading lawyers in their fields.

It’s fine to mention that you are attracted to a firm as a result of its reputation, the awards it has received, the sectors it services, the work it carries out, and the types of clients it attracts. However, don’t linger on these points for too long if you’re not able to identify factors that truly distinguish the firm from most (or all) of its competitors. 

This can be a real challenge, as most of the firm’s competitors will probably have a similar reputation, have won similar awards, service predominantly the same sectors, carry out very similar work, and work for many of the same clients. Remember, firms will often be on opposite sides of the same deals and cases, and large clients typically have multiple law firms on a “panel” and delegate work to different firms on this panel at different times, meaning many firms literally have the same clients.

If you do manage to identify something about the firm’s reputation that is unique or particularly relevant to you, be sure to explain this clearly. What is it about that selling point you’ve highlighted that aligns with your skills, interests, experiences and/or motivations? To put this into context, I’ll now give some examples.

Rankings and awards

Is the firm highly ranked across a broader range of departments or practice areas than most of its competitors? For example, not just corporate and finance (which many firms might demonstrate strength in), but also real estate, disputes and intellectual property? Has it won awards to back this up? Does it have a leading reputation in the areas that interest you most? As well as corporate expertise, does the firm also exhibit strength in teams that are likely to remain busy during economic downturns (for example, teams that work on restructurings or disputes).

Explain why you care

Could strength across a broad range of departments suggest you’ll have consistent exposure to pioneering work wherever you are placed during your training, as well as the opportunity to learn from the best in their fields? If so, does this reflect positively on your potential to learn and develop during the firm’s training programme? 

Or do you have a demonstrable interest in a particular practice area for which the firm is ranked “Band 1” by Chambers and Partners, and are you therefore attracted to the opportunity to join such a highly regarded team and carry out such high-profile work? If a firm exhibits strength in teams that are likely to remain busy during times of economic uncertainty, could this reflect positively on your future job security?

Groundbreaking work

Has the firm worked on a particularly unique, groundbreaking or interesting matter? For example, has it advised on a global sporting event (e.g. the Olympics), the largest acquisition of the year, a particularly high-profile dispute, or the launch of a new pioneering product from a high-profile technology company?

Explain why you care

Explain why you found the matter so interesting, and why this example suggests you will have a better training experience. For example, does it suggest you would have consistent exposure to equally as interesting, high-profile or cutting-edge work as a junior? If so, could this better facilitate your professional development from the outset? 

Tip: if you do mention the firm’s work, make sure that you can talk about it in some detail. For example, why did the firm’s client proceed with a particular acquisition? Was it successful? What was important about the deal? Were there any (publicly known) challenges?

Unique sector focus and/or client base

Does the firm work with specific types of clients - or carry out work in specific sectors - that differentiates it from most competitors? For example, whilst many large professional services firms might carry out corporate and finance-related work for large corporations, some might also work with sporting, gaming, media or shipping clients, or carry out work for earlier stage businesses. 

Explain why you care

Do you have a particular interest in the more unique or niche clients and sectors serviced by the firm? If so, explain how you developed this interest. For example, does your education demonstrate a corresponding interest in the sectors you want to highlight, or have you worked in the sector or for similar types of clients in the past?

Tip: if you bring up a client or sector, questions on that client or sector are fair game. if you plan to discuss clients, make sure you can name a few that support your point, and try to find examples of the work the firm has carried out for those clients. If discussing sectors, be prepared to talk about the work carried out in relation to those sectors, and perhaps also look into the trends affecting those sectors more generally.