In our Ask a Recruiter feature, a member of our specialist recruitment team will tackle a topic relating to attraction, recruitment and retention.
This month, Private Client specialist Jen Crowther gives her advice to a firm looking to more effectively communicate their Employer Value Proposition.
“Over the last five years or so, our law firm has evolved considerably and is a very different business from the one it used to be. While within the firm the work we’ve done to transform the firm is clear, we’d know we could be doing more to communicate the changes that have taken place to the outside world.
We think this will not only help us to secure new clients but also help us attract talent. What can we do to tell our story?”
It sounds like your firm has gone through quite a period of transformation and it’s not surprising you’d like to share the exciting news. Unless you tell the world what you stand for as a business and what now makes you different, while the make-up of your business has changed, the wider perception of your firm is likely to be outdated and based on the business you used to be.
From a recruitment perspective, this is crucial. In today’s market, it’s more important than ever for law firms to effectively communicate their Employer Value Proposition to catch the eye of talented lawyers who might not be browsing job adverts.
There are several ways in which you can promote your new offering and culture to make sure that both clients and prospective employees have a solid understanding of what the firm is about, both as a legal practice and employer.
1. Through your online brand
It’s really important that your online brand accurately reflects your business. From the information you provide on your website, to your bio and content on your social media platforms, you should make sure that your messaging is up-to-date and consistent so that you’re communicating what you’re about as a business across all channels.
2. Take advantage of press and PR
Press and PR are also key. Sharing the latest news at your firm with the regional press will help elevate your wider brand presence and tell your story to people who might not be visiting your website or following you on LinkedIn. There may also be opportunities for your leaders or lawyers to speak at events and conferences or appear as a guest on a podcast, to provide further exposure for your firm.
3. By utilising your team members and creating content
Your employees are your greatest asset when it comes to telling your story. From an employer branding perspective, content featuring members of your team can help bring your culture to life and provide a real insight into what it’s like to work at your firm.
At Realm, we’ve invested in building one of the largest and most skilled marketing teams in the legal recruitment space and can help you produce this content and put your employer brand in front of your future talent.
4. During the recruitment process
When it comes to growing your team, there are several opportunities throughout the recruitment process for you to showcase what’s great about your firm and your offering as an employer. First of all, make sure your careers page is as ‘on-brand’ and up-to-date as possible. As well as sharing information about culture, benefits and current opportunities, this is an ideal place to promote the interviews or case studies featuring your lawyers. When it comes to promoting your active vacancies, your job advert should authentically describe your culture, the makeup of the firm and your USP as an employer (and not just what you’re looking for in a candidate).
You might also like to refine your interview technique, perhaps by including certain members of the team or tweaking the information you provide when you meet potential hires so that the firm is showcased in the best possible light.
It’s also important that you share your firm’s story with your recruitment partner, so they can provide an accurate portrayal of what you’re like as a business. If you work with Realm Recruit, we are your brand ambassadors. We’re your megaphone in the market; in our conversations with legal professionals in our job advertising and our employer branding content to help the right lawyers find you.
What to learn more?
In a saturated market, it’s never been more important for firms to consistently and authentically tell their story, both in their marketing, their day-to-day dealings with clients and during the recruitment process.
While taking the steps I’ve outlined here will help you effectively communicate your offering and engage both potential clients and talent, the specialist team at Realm are here to help you take things further. To learn more about how we can help position you as an employer of choice in front of our extensive and engaged community of lawyers, feel free to get in touch.