In the world of legal business, law firms are recognised by certain characteristics that observers perceive as being synonymous with them. People recall a firm from their perception of it – think litigation, think Herbert Smith – resulting in an image or brand that can be difficult to control. Reputations are formed, talked about, enhanced, damaged, consolidated. Yet how are perceptions actually gained in the first place, or altered, and how do they affect decision-making? For clients, practice area reputation and trusted recommendation are likely to be major factors. But what about graduates; how are their perceptions changed and how does this sway their choices come application time?

Consulting and website development company Intendance's latest research focuses on the changing nature of online graduate recruitment and comprises two parts. The most recent is based on an online survey of law students' attitudes towards legal websites, and career sections or microsites in particular. The aim of the survey was to find out what students think about these specific graduate areas, in order to determine whether firms are getting their online recruitment campaigns right, or putting their audience off. The results are illuminating because they show how perceptions can be altered by the tiniest detail. On the other hand, they also show that an ingrained impression of a firm – usually a large, reputable one – can be enough to make the individual ignore such mistakes.

The most striking finding is how significant the internet has become in the formation of recruitment attitudes and opinions. Responding to a question on useful sources of information when job-searching, more than half considered law firms' websites 'an absolute must', while only 16% gave them a rating of less than four out of five. This, in itself, is a powerful endorsement of the internet's influence.

Not surprisingly, personal contact in the form of placements, law fairs and presentations was the next most highly regarded source of information. This reflects the more traditional way that perceptions of law firms were acquired in the past: through direct experience of a firm's working culture.

Other research in this field has shown that experience gained through a placement scheme is very important to students when choosing a firm to train with. The nature of the work provides the potential for a strong bond to be formed between student and firm. Being included in complex legal work when still a student is likely to engender a powerful sense of loyalty to that particular firm, never mind the relationships involved. Yet placements are limited, and many students are not in a position to take advantage of one. This is where advanced technologies and the ubiquity of the internet can help firms to portray their particular message, expertise or approach further than before.

Web 2.0 technologies include tools such as blogs, wikis, social networks and social tagging. They are interactive and, in some cases collaborative, inviting the user to experience working life at the firm, or participate in information exchanges. Essentially, they seek to impress the prospective candidate, to change or consolidate their perception of the firm to invoke an application. Yet do these new tools actually change perceptions, or is it simply too early to tell?

Considering the age of the respondents, there was significant scepticism regarding the use of new media technology in graduate microsites. More than two-thirds (67%) of respondents said they were unlikely to use podcasts, while blogging fared only slightly better, with 53% saying they were unlikely to read them.

The initial part of Intendance's research into online graduate recruitment approached the subject from a different direction. The objective here was to find out how well the legal sector has adjusted to the challenges of recruiting graduates in a more competitive marketplace. Increased cross-sector movement has made law graduates highly sought after in other well-paid industries such as investment banking and management consultancy. This has led to a perceptible scramble for talent in the last few years, which itself has precipitated the need to reform and emphasise a healthy work-life balance. While the high octane, late-hours culture is a hazard of the job, it has become necessary for firms to improve other aspects of working life in order to profit from the investment put into trainees. In the race to attract the best recruits, portraying these benefits in a career section or microsite is now standard practice. But what is best practice, and how well are firms keeping pace with the fast-moving online world?

Predictably, the magic circle and chasing pack firms were the first to embrace dedicated microsites packed with interactive features, online application centres and persuasive content, all designed to entice the serious graduate. But biggest is not always best, and our research shows that it is often unsung website components such as usability, that really improve the user experience, which in turn increases the user's perception of the firm. The motto here could be that a professional firm should have an equally competent website, yet often the will to impress with flashy design can obscure the true currency of a firm – content and the different ways it can be delivered.

The nature of the internet has also levelled the playing field to a certain extent. By incorporating clever strategies that maximise advantages and do not cost the earth, smaller firms can compete with larger outfits. In some cases they might even become more desirable; boutique firms that have great expertise in a niche area and a more personable office atmosphere, like Harbottle & Lewis for example.

It is important to realise that human beings value diversity. Coming across as just another corporate law firm is not likely to engender a positive reaction in potential applicants. Specialist practice areas or characteristics should be used to strengthen the firm's identity so that it complements the offline brand. Remember also that not all applicants are the same: while some will navigate directly to the section on salary structure and benefits, others will look to see the extent of the firm's pro bono work.

Finally, the application technology within a graduate microsite must be user-friendly, as short as possible, and most importantly, it must work. Imagine the frustration and bad PR created by a faulty application system. Technological advances are beneficial, but they must be implemented properly and they cannot make up for poor website content or usability.