LAW Question:

You have probably applied to a number of firms, using broad-brush criteria such as type of practice or location. It is OK to mention these, but you also need to say something more specific about what attracts you to this firm among all the others that you have applied to. You may mention what you have read on the firm’s website or in the legal press, or what you have heard from previous years' graduates in the legal profession or from academics.

Highlight positive, developmental factors such as the in-house training provided or specialized areas of law within the firm into which you hope to gain an insight, rather than the convenience of the location or the range of social activities.