Choate, Hall & Stewart launched a groundbreaking Web site earlier this summer to critical acclaim and a large dose of industry buzz. While the entire site is a stand out, the Careers section earned the most attention. It integrates reality-TV style vignettes, professionally acted commercial videos, vintage film footage and a healthy dose of humor—all to communicate the many benefits of working at Choate. Check it out yourself at choate.com/careers.

Hitting the mark

Targeted campus recruits give the site high marks for its form and function. They think the videos “put a human side” on the firm that they aren’t seeing at other firms and they especially appreciate the professionally acted videos for “saying it all while saying so little.” At the same time, Choate recruiters report that the Web site is getting rave reviews. A typical interview starts with a student smiling and remarking that he or she likes the Web site. Recruiters also feel that their job is easier because some points have already been made before the students meet them.

Can it get any better than that for a marketer?

You bet. Off campus, choate.com earned the attention of the press and the general legal community. Since its mid-July launch, the site has been featured in The Wall Street Journal’s legal blog, the Boston Business Journal, The National Law Journal and in an upcoming issue of The American Lawyer. On top of that coverage is the resoundingly positive banter on several legal marketing sites and blogs.

What’s the hullabaloo? And why the buzz?

Well, first, choate.com is the sharp execution of a smart idea. But it’s also a true original in the legal space. Choate is the first mover. And as a result, Choate gains the first mover advantage. Choate joins a class of notable marketers who have dared to be different and set new precedents.

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