When discussing the biggest drivers of change in the digital age over the last decade, it can be said that the influence that social media holds in this regard is almost unparalleled. Not only has it transformed how we communicate, work, network and collaborate but it has been directly responsible for so many success stories – both on a personal and corporate level, with social proof now being a key (and highly coveted) attribute in brand (and reputation) building, and directly responsible for ‘lead’ generation and growth. 

Social media in general is now integral to firms’ understanding of their market’s behaviour (and that of their customers/clients) and consequently their own value as a business. Many law firms today are well aware of its influence, and that these channels of communication are often the first place prospective customers can find them to get a sense of whether they are the right law firm to work with – as well as future employees. 

Where Does It Fit In Your Hiring Strategy?

 As far as hiring is concerned, it has now become an indispensable tool, given the potential scale of its reach, as well as the accessibility and cost-efficacy it offers compared to other traditional marketing means. With over 80% of jobseekers known to use social media in their job search and 73% of millennials (18-34 age group) having acquired their last position through a social media platform, its role in recruitment is only set to grow in the coming years, making the need to understand how best to leverage its value even more of an imperative. 

As such, we have outlined in this blog how you can utilise it to bolster your brand and business impact and highlight your law firm to candidates as the employer of choice.  

Picking Your Channels  

 A big part of effective marketing of your law firm on social media involves deciding what channels are best suited to support and further bolster your efforts. Not all channels will work to this end, and if not selectively picked, you could find yourself speaking into the void, with little understanding or clarity about whether or not your target market has a presence there, or whether it’s a good fit for certain demographics over others. 

LinkedIn remains the clear choice for any business looking to expand their reach and give their content maximum visibility to establish their brand as thought leaders and experts in their field – but also as an employer of choice that celebrates the success of their people, and champions individuals. 

Facebook is also a worthwhile investment reach-wise, particularly for building local organic brand awareness and community engagement.  

Instagram meanwhile offers a real opportunity for businesses to showcase their company culture, and show rather than tell the personality behind the professionals.  

X (‘formerly Twitter) works best for more real-time commentary and trend-oriented discussions, as well as quick updates. 

TikTok may not be the first channel that springs to mind when it comes to a recruitment focus – especially for traditional sectors such as Law – but there is no denying that it is a formidable force with global reach and attention, particularly amongst the younger demographics such as Gen Z who will soon become the dominant workforce cohort within the next year or so. Employee-led content could be utilised here if you have brand advocates, as well as being able to bring the working environment and culture to life. 

Whatever channel you decide to utilise, it’s crucial that you ensure it facilitates and supports the growth of your business, as a social media strategy done right offers an immense opportunity to not only influence the conversation amongst your target audience but gain a significant advantage over competitors and earmark your firm as trustworthy experts.   

Using Multi-Media to Build a Robust Content Plan  

 LinkedIn is a natural vehicle to build your profile – your company page is easy to follow and allows you to share the level of clients you work with and your firm’s culture but your employees’ profiles are an even greater channel of communication for your firm’s brand – as the platform itself favours individual and user generated form of content, particularly those that aim to establish thought leadership among their audience.  

Building a robust content plan that incorporates multimedia elements such as videos, photographs, podcasts, and compelling content is instrumental in conveying the essence of your firm and creating a compelling narrative that resonates with legal candidates – these can be huge convincers of what it could be like to join your firm; therefore, communicating consistently is key.  

Showcasing your firm’s achievements, CSR activities, and the personalities behind your legal team through engaging multimedia content can significantly influence legal talent’s perception of your firm and attract top candidates looking for a collaborative and supportive work environment.  

Authentic Employer Branding 

Sharing authentic and relatable content about your company culture, values, and employee experiences can provide potential candidates with a genuine understanding of what it’s like to work at firm  This could include employee testimonials, “day in the life” features, and insights into your firm’s mission and vision. Highlighting real stories can help build trust and connection with your audience, ultimately attracting talent who resonate with your company’s ethos and shared values. 

There are several ways in which this can be brought to lift too. A robust content plan that incorporates multimedia elements such as videos, photographs, reels/stories etc can all play their part in conveying the essence of your firm and creating a compelling narrative that resonates with legal candidates. 

Engaging Content Strategy 

Beyond traditional job postings, a compelling content strategy can include a mix of industry insights, thought leadership articles, and behind-the-scenes looks at your firm. By sharing valuable content that goes beyond recruitment pitches, you can position your company as an industry leader and an attractive place to work. This approach not only engages potential candidates but also reinforces the expertise of those who work there (‘future colleagues’) as well as the wider culture and demonstrable ways of highlighting you are on the pulse of the latest topics across the sector. 

Interactivity and Engagement – not just broadcasting 

Incorporating interactive elements such as polls, quizzes, and Q&A sessions into your social media strategy can foster engagement and dialogue around your employer brand – although this will need a little more thought and resource than posting/broadcasting your content out to your network. 

Interactive content encourages participation and can create a sense of community among your target market. This engagement can attract individuals who are not only interested in potential job opportunities but also align with your company’s values and culture – and can get involved in discussions that interest them (and also position your brand as being at the forefront of such topics). 

Spotlighting Your Brand Advocates 

Empowering your existing employees to be brand advocates on social media can significantly impact your employer branding efforts. Encourage them to share their work experiences, achievements, and industry-related content. Employee advocacy not only amplifies your employer brand to a wider audience but also provides an authentic and relatable perspective on your firm, showcasing what it’s like to be a part of the team. 

A varied multi-media approach here, and cross-channel marketing can be extremely effective in bringing this to life. 

Utilise Targeted Advertising: 

Leveraging social media advertising allows you to target specific demographics and skill sets – although will come at a cost, albeit one that can be controlled in line with budgets and outcomes. Tailoring your content to resonate with the talent you want to attract can significantly enhance your recruitment efforts. By using targeted advertising, you can reach potential candidates who align with your firms’ values and requirements, as well as basic information including location (if you are offering office-based roles) as well as job titles, level of seniority, experience etc.  

A Golden Opportunity or Added Complexity? 

Social media presents an unparalleled opportunity for law firms to showcase their Employer Value Proposition, engage with legal talent, and shape a compelling employer brand.  

As the number of social media users continues to soar, with platforms like Facebook, Instagram, LinkedIn, X, and TikTok boasting billions of active users, the potential to connect with and engage legal candidates through these channels has never been greater.  

One caveat with this rising phenomenon, however, is the added layer of complexity it adds to the recruitment side of things, as it now becomes an imperative for a business to factor it into their hiring practices and when it comes to navigating and understanding the evolving demands of talent attraction and retention in the legal sector, it can become even more challenging.   

Knowing When to Call In The Experts 

While these strategies are effective in enhancing your employer branding and attracting talent, partnering with a legal recruitment specialist can further augment your efforts. A recruitment specialist can offer valuable insights, industry expertise, and a network of potential candidates, streamlining the process of finding the right talent for your firm.  

Their understanding of the market and access to passive candidates can provide a competitive advantage in securing top-tier talent that aligns with your company’s culture and requirements – and those who have been operating for some time will almost certainly already have an engaged network of legal professionals on their own social channels who know, like, and trust them – and utilise their services when it comes to finding a new role in the market. 

By combining these modern recruitment strategies with the expertise of a recruitment specialist, you can maximise your chances of attracting and retaining the talent you need to drive your organisation forward. 

About Clayton Legal 

As a legal recruitment specialist that has been working with firms across England for over 25 years, we’d like to think we know a thing or two about how recruitment has evolved since the social media boom, and in that time have built up an in-depth knowledge of the industry as well as the necessary expertise to help our clients understand and meet the evolving needs of legal candidates. 

If you feel that your growth strategy could do with an extra leg up to ensure your firm’s employer value proposition is effectively sold to legal talent, we’re here to help. Give our team a call today on 01772 259 121 for an in-depth conversation about how we can resolve your hiring needs.