The first law of attraction

It's crowded. And it's hot. And everyone's trying to secure the same sun lounger. The analogy between the quest for a training contract and your average summer holiday is tenuous at best, but one thing's for sure – it's not just the students who are in the thick of the competition.  Firms too are competing against each other to get their brand out there and attract the very brightest and best. Crucially, they want to start attracting people at the very earliest stage.

Where once that used to simply involve thrusting a brochure at every hapless second and third year wandering past a law fair stand, things have moved on and recruitment strategy is more sophisticated (perhaps a reflection of a more sophisticated audience?). One huge change is the targeting of first-year students in a variety of ways. The earlier a firm can catch a smart student's eye, and start to forge a relationship, the more likely that student is to feel an allegiance to that firm and apply for a vac scheme or training contract a bit further down the line. Thus, the budding romance of first year is translated into a long-term relationship (hopefully lasting longer than the traditionally transient romantic unions of the student union).

The type of first-year events range in style and scope. Many firms now run open days at their offices specifically for first years – A&O, Norton Rose, and Slaughter and May, to name but a few. Others offer mini vacation schemes; Linklaters runs a two-day "Pathfinder" event, where participants are given the chance to attend workshops and "micro-shadow" a trainee. Simmons and Simmons do a week-long spring internship scheme, paying £250 to the lucky attendees. Hogan Lovells host both open days and a one-week Easter vac scheme. DLA Piper ran three "Insight Days" in June 2011. And earlier this year, Eversheds (an early adopter of the first-year attraction strategy) ran its "Big Deal" again. This is a "unique business simulation game, and an opportunity to take part in a realistic international deal, working alongside experienced lawyers at our offices in Birmingham, Leeds or London". Practical insight into life as a commercial lawyer – why ever not?

So, if you are a first year, be aware that you are hot property. Use this power wisely! If you've got what it takes, firms want to meet you. So do your research, apply and attend. Early engagement is the key here – and perhaps that engagement could translate into a long and happy union.