DLA Piper is targeting graduates where they really hang out, on Twitter.
The firm has launched a new dedicated graduate recruitment microsite linked to a careers twitter channel as part of its campaign to recruit graduates for its 2013 intake.
The recruitment campaign comes at a time of increasing interest in global law firms, which the firm said are able to offer graduates the best opportunities to work for international clients, on cross-border matters or to work overseas as part of a graduate rotation program or ongoing secondment activity across the global firm.
Kate Weaver, DLA Piper's HR Director in Australia, said she expected the firm would generate a great deal of interest during this year's graduate recruitment season, given the response to its most recent summer clerkship program, which saw applications increase by 30% to 100% compared to the same time last year.
Tony Holland, Managing Partner, Australia, said "Many law students and graduates see experiencing life at a global law firm as a critical step in developing international careers and gaining experience with multinational and global clients."
"Graduates are also attracted to our strong pro bono practice, which includes a dedicated international pro bono partner and international pro bono counsel in Australia. Globally, our lawyers undertook 190,000 hours of pro bono legal work last year, making the firm one of the largest providers of pro bono legal services in the world," he said.
The new graduate recruitment microsite features a dedicated Australian careers twitter channel as well as interactive tours, case studies and information about the firm and its graduate and seasonal clerkship programs.
Kate Weaver said, "It's important that we meet students where they are, online, to provide plenty of information about the firm, our culture, and the sort of global team they would be joining, so they can make the best, informed decision about where to start their career in law."
As part of its graduate program, the firm is also sending three current Australian graduates on a Graduate Rotation to Asia. The three graduates will spend up to six months on secondment to DLA Piper offices in Hong Kong, Beijing and Tokyo, commencing from late February until the end of August 2012