What does a generic “why the firm” answer look like?
Any answer that can be copied and pasted from one firm’s application form to another is generic. That’s the starting point.
For instance, most City law firms:
have an international reach
have multiple departments
do corporate/m&a work
have EDI networks
use technology
have training programmes
You could therefore write an answer along the lines of:
I want to join FirmX because it has an international reach, meaning I’ll work on a range of interesting matters from various jurisdictions. Secondly, the firm has multiple departments, meaning I’ll get exposure to a broad range of matters, making me a well-rounded solicitor. Thirdly, I’m attracted to the firm’s corporate/M&A work because of my interest in corporate acquisitions, which I developed during my vacation scheme with FirmY. I also value a work environment that encourages diversity, as evidenced by the firm’s plethora of EDI staff networks. In addition, I know the firm’s use of technology will increase my efficiency in handling legal matters. Finally, I believe the firm’s training programmes will build the technical skills I need to be a successful lawyer on qualification.
This answer could be factually correct. The problem is that it’s probably relevant for every City law firm. And recruiters know it. They want candidates who have researched the firm, as it shows they are really keen to work there: a candidate who shows they haven’t done proper research to differentiate their firm from their competitors isn’t going to impress.
So when you’ve drafted an answer to “Why do you want to work for FirmX”, do the generic test: Take out their firm name and insert the name of another firm that operates in the same market (e.g. City, national, regional, local) and see if the answer works. If it does, you need to tailor it to the firm you’re applying to.