The 3-Step Formula to Answer "Why This Firm?" (Without Sounding Like Everyone Else)
If you've ever stared at a blank application form trying to answer "Why do you apply for this law firm?", you're not alone. To a lot of aspiring lawyers, most global law firms look the same on paper: they all have international offices, D&I initiatives, AI technology, cross-border deals, to name but a few.
Notably, this is one of the most common questions in law firm applications, and yet it is the one where 90% of candidates make the exact same mistake.
I know this because over the past year, I have reviewed 400+ draft applications from aspiring lawyers. Most of the weaker applicants start their answer in a very similar way:
"I want to train at [Firm Name] because of its global network, its market-leading corporate practice, and its commitment to diversity and inclusion."
The problem? They often squeeze a number of fancy, "big words" into their answer to show how great the firm is. But if you copy and paste that exact sentence into an application for Clifford Chance, Baker McKenzie, Allen & Overy, Freshfields or any other firms, it will probably still be factually accurate. If your answer applies to many other la firms, you haven't answered "Why this firm?", you have simply answered "Why a global law firm?"
Here is the 3-step formula I used with some of my coachees to write answers that actually get noticed by recruiters.
Step 1: The "You-Firm" Connection
A strong answer isn't just a list of facts about the firm. It is a bridge between your specific experiences and their specific strengths.
For example, don't just say they have a strong dispute resolution practice if you're interested in that. Say:
"My experience paralegaling in a boutique litigation firm, where I drafted multiple interim applications on behalf of [Y] client in Germany, showed me the complexity of cross-border disputes, which is why I am specifically drawn to your firm's recent work on the [X] case."
The rule: Every time you state a fact about the firm, you must connect it back to a fact about yourself.
By doing so, you make your answer inherently unique - chances that another applicant will use the exact same example to justify why they like this certain thing about the firm are incredibly low.
Perhaps you've always had a wrong focus when answering the "why this firm" question - instead of solely trying to showcase your depth of research, focus on highlighting the compatibility or linkage between you and the firm. In order to do so, you will need to effectively draw from your past experiences when answering this question.
Step 2: The "Recent Deal" Rule
When answering why they're interested in a firm, most candidates also name-drop a deal they found on the firm's website. This is not a bad approach per se, as showing your understanding of what the firm does can help demonstrate your genuine interest. Yet, you should bear in mind that law firms know what deals they worked on before (and they wrote the press release for it), so you need to go beyond merely name-dropping the deal and mention it for the right reasons.
To stand out, go one layer deeper. Look for a recent deal, but focus on what is special about the deal that intrigues you. Why did the client need the firm? What were the complexities and strategic considerations involved? And more importantly, how do you link the deal back to your past experience(s)? Below is an example:
"I was particularly interested in your recent advising of [Client] on their US$ 1.6 billion financing package and how you navigated the interests of stakeholders through a hybrid financing structure. Having studied corporate finance during my LLM, I understand how challenging the regulatory environment in [Sector] has become, and the complexities involved in structuring a cross-border financing deal to manage multi-party interests appeal to me."
A higher level of detail like this shows your commercial awareness and genuine motivation to apply for this firm. Remember, the more personal you make your answer look like, the higher the chance you will stand out from the crowd.
Step 3: The Personal Touch
As you know, every firm claims to have a collegiate, supportive culture. Thus, if you want to say you really enjoy the culture of a firm but you haven't actually worked at the firm before, you need more specific evidence to justify that.
The best evidence always comes from human conversations. Below is an example of how you can incorporate your in-person interactions into an answer:
"When I spoke to [Trainee Name] at the open day last month, she highlighted how the firm's small intake size allowed her to learn directly from senior associates like [Associate Name]. As someone who thrives in closed-knot teams—as evidenced by my time leading a small team of 5 as the president of Private Equity Society—the firm's lean team structure really appeals to me."
But even if you haven't spoken to anyone at the firm or attended any open day, mention the firm's trainee blogs, podcasts, or recent webinars. Be specific about where you found the information and articulate exactly what the trainee told you that makes you curious about the firm.
Conclusion
A generic answer to "why this firm" tells recruiters you just want a high-paying lawyer job (and obviously we all do...), but a tailored answer tells them you want this firm so badly that you've poured everything into this one application. And trust me, recruiters can feel the difference by reading your answer.
Next time when you sit down to write your next law firm application, run it through this simple test: If you take the firm's name out, does the answer still make sense? Does your draft look exactly like one of the those successful examples you read online? Also, does your answer only highlight a very thin connection between you and the firm? If it does, rewrite it again.
From experience, I often need to work with each of my coachees on at least five or more applications before they start getting the gist of writing better answers. So if you feel like your application drafting skill is still lacking, writing more applications and constantly asking people for feedback is the only way that can really improve it. At the end of the day, nothing beats practice!
Do you want to land a BigLaw Offer that can completely change your life?
P.S. Whenever you're ready, here are 2 ways I can help you secure your dream legal roles: 1. Take my Free Application Templates & Interview Master Sheet [Get it here]. 2. Join the Part-Time BigLaw Academy [Join the Academy today].
The discount for my 1:1 coaching programme will end soon, as we start approaching the new application cycle. Apply today to start early. Remember do not wait until the conditions are perfect to begin. Beginning makes the conditions perfect!
Hope you all have a good weekend.
Gordon Chung
