Someone compared the on-campus interview process to competing in a beauty pageant. To a certain extent, I agree. For instance, you need to look the part. You need to smile a lot and be enthusiastic. You need to answer their questions smoothly and with grace and poise. They are judging a parade of us, coming in and out, and making little notes and remarks on their scoresheet.
Others have been less complimentary about it - "selling yourself" and acting like a "whore". Don't say this, be sure to say that. Tell them what they want to hear because they have something we want. Saying you "work hard" needs to translate into, sure I'm willing to give the firm the best years of my life.
I don't think I'm that cynical about it. There are some really down-to-earth folks who genuinely seem to like their jobs, and they want to find personable, well-rounded, smart and competent associates. There are some great firms who do top-notch work, while also producing excellent attorneys.
To them I say, "Pick me, pick me!" *smile, smile.*

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