Video clips - the new way to network?

What two words come to mind when you think of MoFo?

Doubtful your first thought was the prestigious San Francisco-based law firm Morrison & Foerster.

But Morrison & Foerster has a video on its Web site that ends with the phrase, "If you have that kind of mojo, you'll fit right in at MoFo."

In that vein, law firms across the country have begun using videos clips with catchy slogans to showcase their personalities and lure law students into accepting their job offers.

Another firm, Choate Hall & Stewart in Boston, has multiple recruitment videos on its Web site that display a difference in quality between itself and the fictitious "Megafirm."

The stereotypical, fictional law firm, is portrayed as disorganized, and the video is reminiscent of Apple's recent "Mac versus PC" advertisements, with the "Megafirm" as the unwieldy PC.

The firms' use of video clips to target a computer-obsessed generation is similar to the YouTube-based tactics that many, from the Undergraduate Assembly to U.S. Presidential candidates, have been using to communicate with young people.

But third-year law students - most of whom are currently applying for full-time positions at firms - say that while the videos have grabbed their attention, they will not heavily influence their choices of where to apply or accept an offer.

Penn Law student Larry Friscia said, "Really, what [the firms] are trying to do is talk to us about their distinguishing characteristics" and are engaging in "aggressive unconventional marketing" to try and display each firm's unique culture.

But, he added, it is "word of mouth" that remains a key factor.

"If a firm has a buzz, . say through legal blogs or my classmates, . that's really important."

The videos' tones also come into play.

Penn Law student Carlo Mosoni said that he groups the videos he has seen into two different categories: funny and serious.

"I like the ones that are a little more serious," he said. "The ones that are cute try too hard to be funny and witty, . while the more serious ones walk you through a real day in the life of an associate."

By and large, students agree that the videos can be an effective recruiting tool if presented sophisticatedly.

Videos are "more visually stimulating . and can get ideas out there in a more vivid manner than [traditional] brochures," Penn Law student Nick Murphy said.

In the meantime, though, no one is relying too heavily on them.

"The best way to get a feel for the personality and whether the firm will be the best fit for you . is by speaking with people who make up the firm to judge whether or not you'll fit in with that firm's culture," said Crystal Deazle, an associate director at Recruitment Programs & Employer Relations at Penn Law.

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