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Let’s face it – prestige still matters in BigLaw.
But in 2025, it’s just not enough on its own. These days, lateral associates aren’t only chasing the biggest names. They’re asking more thoughtful questions: What kind of mentorship will I get? Will I have enough support from junior associates? Will this firm set me up for long-term success? Do I actually feel like I belong here?
And honestly, those questions are shaping the way lateral moves are being made.
For firms navigating today’s competitive hiring landscape, that means one thing: if you want to land the best talent, it’s not just about your name. It’s about your people, your culture, and how you show up in the hiring process.
Prestige Alone Doesn’t Cut It in 2025
Not long ago, a big-name firm could easily win a lateral simply by extending an offer. That’s no longer the case. Today’s candidates are savvier, more intentional, and more focused on long-term fit. Prestige might still get a foot in the door, but if the process feels cold or impersonal, candidates are starting to second-guess whether it’s the right fit.
This shift is especially evident in high-demand practice areas. Attorneys in these spaces have options, and they know it. These days, it’s about more than just the name on the door. Candidates are looking for connection, transparency, and a firm that aligns with what they care about.
When Culture Wins Over a Top Practice
Take one recent candidate we worked with. He received offers from two top AmLaw firms. One had a nationally ranked, elite practice group in his area of practice with a globally recognized name. The other offered a solid, well-respected platform with a less high-profile team in the same space.
So which offer did the candidate accept?
The second one.
Because the candidate was flown in from out of town, the firm made sure his visit truly counted by arranging meaningful conversations with partners who took the time to discuss his goals and vision for his career. He also met associates who spoke candidly and positively about mentorship and advancement within the firm. He also appreciated the firm’s strong commitment to diversity and inclusion with a welcoming community that made him feel genuinely supported. Even after the offer, a partner immediately reached out directly to answer his questions and reinforce the firm’s dedication to mentorship and integration.
Meanwhile, the more prestigious firm with the stronger practice group leaned on its reputation and followed a more traditional process. It was professional and efficient, but less engaging.
And here’s also where timing plays a surprising role: recency bias. The firm that leaves a lasting impression, one that feels genuine and truly invested, often has the advantage. Candidates may walk away remembering not just what was offered, but how it was offered.
In the end, the candidate chose the second firm despite its less prominent practice group, because it felt like the stronger long-term fit.
And that’s the kind of decision we’re seeing more and more candidates make in 2025.
What’s Setting Firms Apart in 2025
In today’s BigLaw market, most firms are working with similar compensation structures. So what truly sets them apart? The firms that consistently win top talent are leaning into thoughtful, personalized incentives that align with what candidates actually care about.
What candidates are responding to:
- Let Your Personality Show – Culture matters. Candidates want to see the people behind the brand.
- Show Real Investment – If you say you support your lawyers, show them how.
- Prioritize Fit and Clarity – Talk openly about team dynamics, work style, and what growth actually looks like.
And above all, create a white-glove interview experience. That means direct outreach from partners, smooth scheduling, personalized follow-ups, and thoughtful introductions to associates who can speak authentically about life at the firm.
Prestige might grab the candidate’s attention, but culture – the kind that’s genuine, visible, and felt throughout the hiring process – is what wins them over.
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