Salary raises are top-of-the-mind in industry publications and law school cafes. They make for good headlines and lots of press, but when it comes to recruiting top-tier candidates, effective recruiters focus on what their midsize firm stands for — what it represents to the people who work there. In other words, its positioning within the legal marketplace.

Frequently, the key selling point to recruits is not salary but rather the whole picture — the many aspects of what a job, a career and a personal life mean to the individuals being courted.

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