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Nail the Interview: Do’s and Don’ts
Posted by
Nicole Tegner
Category
Interviews
Posted on
Jan 22, 2025
An interview isn’t just about proving you’re qualified, it’s about standing out in a competitive field. Firms are looking for professionals who bring strategic thinking, leadership, and a strong understanding of their business needs. Likewise, candidates should be assessing whether the firm and opportunity aligns with their career trajectory. Whether you’re leading the conversation or answering tough questions, small details can make a big difference. Here’s how to avoid common pitfalls and ensure you leave a lasting impression.
Do: Research the Firm and Role
You already know the industry, but dig deeper into the firm’s positioning. What’s their market reputation? Have they expanded key practice areas or undergone leadership changes? What’s the background of the person interviewing you? Understanding their trajectory allows you to align your experience with their needs in a way that feels natural, not rehearsed.
Don’t: Assume You Can “Wing It”
Your resume might speak for itself, but that’s not enough. Be prepared to articulate how you’ve driven business development, managed client relationships, or contributed to firm-wide initiatives. Have clear, concise examples that showcase impact, not just responsibilities.
Do: Pay Attention to Your Appearance
Whether in person or virtual, presentation matters. For in-person interviews, dress appropriately for the firm’s culture, and when in doubt, err on the side of professionalism. For virtual interviews, ensure good lighting, a neutral background, and a professional appearance that reflects the role you’re pursuing.
Don’t: Underestimate Video Interview Etiquette
Virtual interviews are now standard, yet many overlook key details. Test your tech ahead of time, eliminate distractions, and maintain eye contact by looking at the camera, not yourself on screen. Small details make a big difference in how polished and engaged you appear.
Do: Keep It Conversational
Interviews at this level aren’t about proving you can do the job, you wouldn’t be in the conversation if you weren’t qualified. Instead, focus on establishing rapport. Be engaged, ask thoughtful follow-ups, and approach the discussion as a business conversation, not just a Q&A session.
Don’t: Overshare or Ramble
Your experience is extensive, but that doesn’t mean every detail needs to be shared. Tailor your responses to what’s most relevant, and be concise. Law firms value clarity—long-winded responses can dilute your impact.
Do: Bring Specific Examples
Firms aren’t just looking for skills; they want proof of execution. Rather than saying, “I’ve led successful marketing campaigns,” highlight a specific initiative. What was the strategy? How did you measure success? Being able to quantify results makes your experience more compelling.
Don’t: Criticize Previous Employers
Even if you're leaving a challenging role, stay professional. The legal marketing industry is tight-knit, negativity can raise red flags. Instead, focus on what you’ve learned and how you’re looking to grow.
Do: Ask Smart, Strategic Questions
Skip the generic “What’s the firm culture like?” and instead ask about business priorities. For example, “How is the firm approaching competitive differentiation in its BD strategy?” This signals a deeper understanding of the industry and your role in shaping its future.
Don’t: Forget to Follow Up
A well-crafted thank-you email reinforces your interest and leaves a lasting impression. Reference something specific from the conversation to make it personal. It’s a small step, but one that sets you apart.
Final Thoughts
Interviews are about connection as much as qualification. Preparation, professionalism, and authenticity will always set you apart.


Nicole Tegner
Executive Recruiter
KHS People
nicole@khspeople.com
