Reputation
- We were instructed by a national UK firm to help build recognition of its employer brand and grow its profile as an employer of choice in competitive recruitment environment amid the much-publicised ‘war for talent’ in the legal sector.We were tasked with creating a campaign to promote its unique employer value proposition to both internal and external audiences, designed to strengthen recognition of the firm’s values and key differentiators in order to support its recruitment and retention objectives.
Counsel:
- Byfield created a content-led multi-channel campaign to showcase the stories of the firm’s people, in their own words, to demonstrate the experience the firm offers as an employer and what being part of the firm involves.Run primarily on the firm’s owned channels, and promoted to internal and external audiences, Byfield interviewed members of the firm drawn from across the firm, from the Managing Partner to current trainees, and developed engaging content through a series of blogs and interviews on topics ranging from examples of client work and the associate’s experience of working on the matter, to colleagues involved in firm initiatives, to senior leadership reflecting on the firm’s strategy and approach to leadership and culture.The content demonstrated the firm’s values in action – giving real examples rather than assertions and giving authentic voice to colleagues drawn from across the firm, from the Managing Partner to current trainees.
Building:
- Over a six-month period, the campaign successfully generated significant internal engagement, increased recognition of the firm’s values and its approach to people and culture. Externally, engagement on social channels was strong and new applicants to the firm have cited the campaign as a factor in their interest in the firm during the recruitment process.