When Choate, Hall & Stewart's management charged the recruiting department with taking a fresh look at the firm's hiring process, recruiting turned to marketing to help them develop something "out of the box." Choate had successfully undergone a major rebranding exercise a couple of years earlier and we wanted to similarly brand Choate among law students. With 200 lawyers in a single office, Choate is an anomaly among the five top-tier Boston firms, since the others are multi-office megafirms. Law students, like the market generally, tend to equate size with quality, and Choate's dual challenge was to establish that we are a safe choice and to differentiate us among other excellent choices.
