I think the starting point for me was thinking about what exact quality W&C has and how that linked or appealed to me. For example, loads of people mention the appeal of W&C's compulsory international seat - so whilst loads of people may say this suits them because they want to work on international work, you could think about: what does this mean for your short-term skills as a trainee? Long-term goals as a lawyer? Everyone can say they like international work (and they know that) so what specific thing shows the reason why you want to?
Think about:
- Where does W&C's 2020 strategy fit into all the things you look for in a firm? Note: It is only 2018 and they have already surpassed their targets: think about what type of skills or what this means for your career goals to work at a firm that is growing this fast and is forced to find new ways to provide solutions for clients in light of this strategy.
- Which practice areas are W&C focusing on and what interests you? It's great to have an amazing answer for what area you're interested in but you can also look in depth at where will this practice area might be in 2050? E.g. if the Oil and Gas industry will be worth X and they work on that area in a specific country and perhaps have a competitive advantage there, what does this mean for you and the firm? Will this practice area change in any way through tech or through changes in the market?
- Be bold enough to make suggestions (well thought out commercial ones or perhaps around innovation) if it fits well within your answer
- Wouldn't advise referring to them as a US Firm. As a global firm think about what the opportunities are when competing with MC and US firms.
- In comparison to other firms, where are the majority of W&C's partners located? and what could this mean for them globally?
- What can W&C offer you right now? and how does this differ to what they can offer you in the future?
It is recommended to have three clear distinct sections (i) why law (ii) why them (iii) why you - but I didn't do this so I guess it depends on your writing style.
Do what fits best with your overall approach and answer and think about your own USP's throughout!