Hi
@Andrei Radu in terms of identifying USPs that do not apply to another firm, how would you even find this (even with deep research, events etc) as a lot of firms work in same practice areas etc? Is it not sufficient enough to just mention what the firm does and therefore that makes it tailored to the firm? I am quite confused and I feel the whole USP part is slowing me down
Hi
@Lawlife5 this is a great question about a quite complex issue, and I will firstly clarify that what I will comment here does come down to my opinion on the matter - it is not a purely factual statement of absolute truth. Based on my experience with the application process and conversations with recruiters, I think the ways firms assess a "why the firm" answer can be broadly separated into two categories I will elaborate on bellow.
1. The "If the candidate's reasoning equally applies to any other firms, it is insufficiently specific" view:
Essentially, when taken together, the candidate's why the firm reasons need to not apply to any other law firm to the same extent to which they apply to the firm in question. Importantly, however, it is not necessary for any individual reason to apply only to this firm and no other - this would be an impossible task in the case of many law firms; as you observed, many firms have similar practice areas and expertise. Rather, what is required is that, when taken
in conjunction, the USPs you connect your motivations
not apply to the same extent to any other firm.
Thus, the concept of "Unique Selling Points" can therefore be somewhat misleading, as USPs will not in many cases be truly "unique": instead, USPs will only pick out feature of a firm that distinguish it from
the majority of other law firms (rather than every single one). Furthermore, in many cases a USP will not have a simple YES/NO applicability to a firm - e.g. for a motivation tied to a firm's strength and reputation in a practice area, there will be more of a spectrum in from "Vert strong" to "Very weak"; hence, the question of the extent to which a USP applies to a firm comes in. Under this conceptualisation, it may make more sense to see USPs as
selection criteria for firms you are interested in; and to understand the task of presenting a compelling "Why the firm" answer as
a task of presenting a cogent narrative as to what selection criteria you could have so that the relevant firm would score overall the highest.
Understood this way, if you take two or three of such USPs together, in most cases you will find they will not apply to the same extent to another firm. Take
Latham for instance, and consider the following USPs: (i) a leading PE practice, and (ii) top tier expertise in both sponsor and borrower side finance work; (iii) a global elite law firm. The first USP would already exclude a lot of firms, retaining only a few US firms such as Kirkland and Simpson Thacher and some Magic Circle players such as
Clifford Chance and
Freshfields; the second USP would exclude US rivals, keeping only some of the MC firms; while the third would not apply to any UK firms, leaving us with only
Latham.
2. The "If the candidate's reasoning picks up important features of our firm that distinguishes it from most rivals, it is sufficiently specific" view:
Other recruiters assess candidates through simpler lens, essentially only looking to see whether the candidate's reasoning is compelling to the effect that it seems plausible that the candidate would find a firm
of this type attractive. Under this view, even when taken together the reasons provided need not pass the "not equally applicable to another firm to the same extent test". Rather, what recruiters will be looking for is whether the candidate has a genuine interest in the important features of the firm's work, culture, training etc. to the effect that they can honestly say they want to join the firm - even if they may not be able to conclude that the candidate does not want to work at any other firm more more. To use the
Latham example once again, something along the lines of a justification based on a broader strong corporate and banking & finance expertise would probably suffice here (although it would equally apply to, say,
Clifford Chance).
My advice:
In my opinion it is difficult (if not impossible) to know under which of these frameworks a firm will assess your answer - this is definitely something too nuanced to be advertised, and it is probably something too nuanced to even be agreed at a graduate recruitment-wide department level. Rather, it seems to me this tends to come down to the preferences of the individual recruiters who will be reviewing your application. As such, to err on the side of caution, (and if possible), I would advise you to write assuming recruiters will have the first view - as no one will complain that your why the firm justifications are too specific.