In our Ask a Recruiter feature, our specialist recruitment team tackles key topics around attraction, recruitment and retention.
This month, Associate Director Kelly Reid shares his insight with a law firm that’s finding recruitment increasingly competitive. While salary still matters, they’re keen to understand what really influences lawyers’ decisions when they’re choosing between firms.
“We’re speaking to good lawyers and getting interest, but we know we’re not the only firm in the mix.
What actually makes lawyers choose one firm over another in today’s market?”
It’s a question we’re asked a lot – and the answer is rarely just one thing.
Most lawyers make decisions based on a combination of practical factors and lived experience, rather than a single headline benefit.
Here’s what we consistently see influencing those choices.
Clarity beats promises
Lawyers are increasingly sceptical of vague claims like “Great culture”, a “supportive environment” or “clear progression.”
Instead, what cuts through is clarity:
· How work is allocated
· What support looks like day to day
· How progression decisions are actually made
Firms that can explain these things simply and consistently tend to build trust faster.
The day-to-day matters more than the big picture
While firm reputation and quality of work still matter, lawyers often decide based on how the role will feel week to week.
They want to know:
· Who they’ll work closely with
· How supervision works
· Whether expectations are realistic
Small details often carry more weight than glossy job overviews.
Consistency across the hiring process
Lawyers notice when messages change.
If the recruiter says one thing, the advert suggests another, and interviewers describe something different, confidence drops quickly.
Firms that align their messaging across recruiter briefings, job adverts and interviews tend to convert interest into acceptance more effectively.
Flexibility and trust are no longer “nice to haves”
For many lawyers, flexibility signals trust.
Not just where they work, but how much autonomy they have over their time, workload and development.
Firms that are clear (and realistic) about flexibility often stand out, even without the highest salaries.
Fit matters more than selling
The firms that hire best aren’t trying to appeal to everyone. They’re clear about what they offer, who they suit and what they expect in return.
That honesty helps lawyers self-select, and leads to better long-term retention.
At Realm, we spend a lot of time talking to lawyers about why they choose one firm over another, and just as much time helping firms articulate what genuinely sets them apart.
If you’d like to sense-check how your firm is coming across in the market, Kelly or your usual Realm consultant would be happy to talk it through. Give us a call on 03300 245 606 or drop us a message.
