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BigLaw name not a prerequisite any longer

BigLaw name not a prerequisite any longer

law firms

More junior lawyers are looking past the brand of BigLaw firms, opting instead to base their choice of employment on whether or not the firm aligns with their core values.

According to a new report, Minding the Gap: Do Today’s Associates Defy Generational Stereotypes, published by Major, Lindsey & Africa (MLA Global), out of the 1,200-plus respondents, the vast majority said a firm’s brand is either not a factor or a secondary consideration in the choice of their firm.

Just 26 per cent said selecting a firm based on their brand is a primary consideration.

Moreover, feedback on whether a change in a firm’s brand would prompt an associate’s departure is inconclusive, although the number of respondents dismissing that possibility has outnumbered those who “would” or “might” leave their firms in such an eventuality, the report said.

The junior lawyers have also been asked their opinion as to whether or not their firm’s brand is well defined.

While the above results demonstrate that this is not a deciding factor for the majority of junior lawyers, 42.92 per cent of the respondents agree that the firm’s brand is well defined, 26.99 per cent said they strongly agree, 18.58 per cent said they neither agree nor disagree, 9.29 per cent said they disagree and 2.21 per cent said they strongly disagree that their firm’s brand is well defined.

Separately, the report also asked respondents about their loyalty to their firm.

According to the results, 46.90 per cent of respondents describe themselves as moderately loyal to their firm, while 23.01 per cent describe themselves as highly loyal.

Meanwhile, 16.91 per cent of respondents said loyalty is irrelevant in a law firm context and 13.27 per cent describe themselves as neither loyal nor disloyal to their firm.

The report also touched on the goals of the junior lawyers surveyed, asking them how important they value their firm’s transparency regarding associate career paths.

Out of the respondents, 30.10 per cent highlighted transparency in regard to this as very important, while 29.13 per cent said important, 18.45 per cent said crucial, 14.56 per cent said somewhat important and 7.77 per cent said unimportant.

The survey also asked respondents what they would like to spend more time doing.

The majority, 37.62 per cent said they’d like to spend more time doing business development. A further 18.81 per cent said training, 12.87 per cent said work outside their practice group, 9.90 per cent said pro bono, 6.83 per cent said mentorship and 3.96 per cent said firm social events.

To view other insights into this report, click here.


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