Recruiting campaign
The objective for this work was to completely reposition White & Case as a great place to work, and to enhance candidate perception and increase awareness of the Firm.
The result, according to the 2022 High Fliers Law Students Survey, was 88% website score vs. 74% in 2021. 97% of students said they found White & Case more appealing as a graduate employer after reading the digital or print brochures.
We also won The Times Graduate Recruitment Marketing Award for Best Careers website in 2022, were shortlisted for best recruitment brochure and Instagram account in 2022, and won for Instagram in 2023. Also in 2023, we won EB Management Awards for Best Use of Digital.
See below is how we did it.
Challenge: Research showed us that our employer brand wasn’t resonating with graduates in the UK. We had to completely change how we connected, engaged and recruited talent. We wanted to create excitement amongst top graduates and a campaign that is meaningful, authentic and relatable for them.
Solution: Instead of talking about our Firm we celebrated, our people. We brought to life the Firm’s career opportunities, culture and values for the UK market through storytelling and photo and video shoots.
Activation: A brand-new careers site and digital brochure. With about 70k visits to our UK careers site each year, hiring more than 200 recruits annually, our careers website needed to change. And, our printed brochure needed to evolve into a digital, interactive experience.
Activation: The new site had an audience-first approach and focused on showing, not telling, what "Together we make a mark" means for the UK audience. The user experienced was enhanced and user journey simplified.
Activation: new campaign included video, editorial, socials and podcasts. Content focussed on key topics: the application and assessment process, the journey into law and life at White & Case. Content was brought to life by our people, showcasing our unique culture, diverse and inclusive workplace, and commitment to making a positive impact. We were upfront about the realities of life, and the career benefits, as a busy lawyer in a top firm.
Activation: A new social media strategy brought everything together. We launched a campaign with a focus on Instagram, in addition to Facebook and LinkedIn—all connected via our hashtag #TogetherWeMakeaMark We engaged with candidates using live Q&As on Instagram—providing meaningful interaction with our people, including our trainees and Graduate Recruitment team.
Our site was working well and prospective recruits liked what they saw. Both paid and organic results exceeded our targets. Our people became our best advocates. We have energized our Firm with a new generation of diverse, smart and engaged lawyers.