Benesch Apportunity

Law Firm: Benesch, Friedlander, Coplan & Aronoff
Firm Size: Medium to Large
Released: May 16, 2011
Platform: iPhone (iTunes)
Cost: Free
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Benesch, Friedlander, Coplan & Aronoff had some fun creating a unique iPhone app with a focus on attorney recruitment.

Features of this app include:

  • Benesch’s on-campus recruiting schedule
  • List of the firm alumni by law school
  • Other resources for attorneys seeking a job at the firm

The firm presents an informal, but professional, graphical interface compared to other law firms’ “standard” mobile applications. In one mode, the user is presented with an interactive “desk” where one can turn on the light, take a bite of a bagel, scribble on a note pad, and stamp items “Confidential” (As far as I know, working as a lawyer is a bit more challenging!). Another unique function of this App is that it sends out an alert when a job opens at the firm.

The president of BTI Group, a professional-services consulting firm in Boston, remarked that such an approach may best suit small- and medium-sized firms that have less on-campus recruiting resources than big firms.

Because of the unique approach that Benesch created in its app, it has received mentions in the press, including Above the Law, Cleveland Plain Dealer , and Robert J. Ambrogi.

In its Press Release, Benesch’s Chief Information Officer, Karen Anzuini, said,

Apportunity™ communicates useful, relevant and timely information to potential candidates through their mobile devices. The interface is fun and fresh, not your ‘typical’ law firm look.

Benesch’s Senior Marketing Communications Manager, Julie Gurney, said,

What’s unique about our recruiting app is that it’s not just a rehashing of information from the firm’s website… we’ve developed something that is not only fun to use and on the cutting edge of legal industry technology, but it is also extremely practical and relevant to its intended audience.

One interesting note about this application is its niche focus. The audience for the app is not individuals generally interested in the firm, but the smaller population of both young and experienced attorneys looking for a job at the firm. While Benesch rightfully received positive PR value from this approach, it remains to be seen whether other firms will find this approach cost-effective for their own recruiting efforts.

– The App Guy