Mallesons Stephen Jaques has launched a new social media strategy aimed at attracting summer clerks and graduates to the firm.
The firm has established a targeted Facebook page in order to educate potential graduates about the firm and commence a dialogue with future employees.
Jason Watts, a partner in the firm's mergers & acquisitions group, said using Facebook was a "natural choice" for the firm.
"We waned to get it up and running ... just to allow some dialogue with the students and to allow them to get familiar with us," he told Lawyers Weekly.
"In talking to the graduates we've got and the recent clerks, research showed that Facebook is the tool for that demographic in terms of where they get a lot of their information."
Watts said the decision was also based on a recognition that navigating a law firm's website can be daunting when you don't quite know what you're looking for.
"We've got a whole lot of information about the firm and careers on our website, but we recognise that it can be - when you are first starting out - hard to know where to start," he said.
"We wanted something that was a little bit more fluid, with richer content that is really targeted to students and graduates, and which they can use in a dynamic way."
Watts said the Facebook page is part of a growing social media strategy at the firm and noted that he expected other Australian firms to follow suit.
"We obviously think it is a good way of communicating, but I'll leave it to others to determine whether they jump on board," he said.
"We just thought we'd take the plunge. We are quite excited about it."