Standing Out on Social To Attract The Legal Talent You Want
- Posted by Lynn Sedgwick
- May 24, 2022
Love it or loathe it, social media continues to have a major impact on the world, from breaking news to building businesses.
During the first part of 2020, the number of people using social media hit an all-time high. We all clambered for connection and collaboration to understand what was going on in the world and how this might impact our professional and personal lives.
Data from Statistic, the number one global business data platform, reveals how many people use social media currently in 2022.
Social Media Stats That Might Shock You
I am writing this post in May 2022, so the figure for most channels will have increased depending on when you read this.
With roughly 2.91 billion monthly active users as of the fourth quarter of 2021, Facebook is the most used online social network worldwide. There are approximately 42 million U.K. Facebook users.
With the U.K. population being around sixty-seven million, over 75% of the U.K. have a Facebook account.
Instagram has 1.1 billion users worldwide, with approximately 31 million of these residing in the U.K.
LinkedIn has 810 million global members. In March 2022, LinkedIn had over 33 million users in the United Kingdom, of which 56.5 per cent were aged between 25 and 34 years old. Overall, 23.5 per cent of users were aged between 35 to 54 years old.
Twitter is losing popularity, although there are still over 200 million users globally with just over 18 million active accounts here in the U.K. It remains to be seen what the impact of Elon Musk’s recent interest will be.
The latest social platform everyone is talking about, TikTok, has over a billion users, though only 8.9 million registered U.K. accounts as of January this year.
The term ‘social’ is general and covers multiple channels.
So, if you consider the likes of YouTube, with over 2.6 billion users and podcast listeners growing exponentially and predicted to hit 120 million listeners this year, I suspect the volume of users you could access with your business and talent attraction messages may have surprised you.
Many law firms invest in marketing and business development, and I am sure your legal marketers understand how pivotal social media is as you build brand awareness. Alongside a Google search, social channels are often the first place a prospective client can find you and get a sense of whether you are the law firm to work with.
You only need to look at your own behaviours as you search for a supplier. I suspect you will check them out online first before engaging with them.
Here is the thing; this is exactly what legal candidates do before they agree for us to send their CV across. They want to know if you are the law firm that ticks all their boxes.
No matter your personal opinion of social media, the multiple channels we all have access to can enable law firms across the U.K. to control the narrative of their brand to impact their business growth, AND in relation to talent attraction, highlight your law firm as the one to join.
Let us explore how you might do this.
Understand What Legal Talent Wants
Here at Clayton Legal, we have placed over 5,000+ legal professionals during the last twenty-three years, and every day across our team, we are in consultation with hundreds of candidates who share what they now want in their legal roles.
The best legal talent knows their worth more than ever and are looking for a position that challenges them yet also where they are part of an inclusive culture and have great clients to work with while having the ability to reclaim balance in their lives.
Knowing what legal candidates are looking for, how are you communicating ‘why you’ across your social channels?
Picking Your Channels
Earlier in the post, I shared all of the current main social channels worth considering as you build the conversation about your law firm.
Legal talent and clients can potentially find you anywhere; therefore, make sure you have claimed and are using all the channels I have mentioned. A quick Google search of the U.K.s top law firms reveals they have a presence across the board on social media.
Because of the volume of users of social having a presence will also improve your visibility on the search engines. Clifford Chance is a well-recognised and respected firm that dominates page one of Google with its LinkedIn, Youtube and Twitter channels.
Build a Content Plan and Use Multi-Media
LinkedIn is a natural vehicle to build your profile. The current platform allows you to have a company page, a newsletter, and personal profiles for every team member.
Your company page is easy to follow and allows you to share the level of clients you work with and your firm’s culture.
Share your CSR activities and celebrate the team and what they are achieving consistently.
And if your partner’s profiles are not communication channels for your law firm, they need to be. As we all know, the legal market is a tight-knit community, and your firm’s leading lights can be a magnet that attracts the level of candidates you want.
As an experienced legal recruiter, we can find the top talent you want though confirming you are the firm to join needs your input.
Video, photographs, podcasts, and content can be huge convincers of what it could be like to join your legal family; therefore, communicating consistently is key.
Social media is the ideal platform to communicate your employer value proposition; we wrote an article last month on how to re-energise your legal employer brand that you can access here.
Remember that all social channels are free to join; however, you can advertise inexpensively on all major platforms.
The acceleration of the capability of A.I. means that you can increase the reach of your impact to clearly defined audiences across the likes of LinkedIn, Facebook, Instagram, and Twitter.
Your Recruitment Partner Can Help
When it comes to understanding what legal candidates want and how to communicate this out into the market, we can help. We have detailed knowledge about what is important and key now; therefore, we can help you navigate the process and create your plan.
Because of our time and connections in the market, we can find the talent you want; however, your input is needed as you demonstrate what a career move could be like when they choose you.
Though many workplace sectors experienced poor growth last year, the legal sector was not one of them. Therefore, it is vital to stand out in your market more than ever. For a conversation about your legal talent growth plan, do not hesitate to contact one of our team here.
About Clayton Legal
Clayton Legal has been partnering with law firms across the country since 1999 and has built up an enviable reputation for trust and reliability during that time. We have made over 5,000 placements from Partners to Legal Executives, Solicitors to Paralegals and Legal I.T. personnel to Practice Managers.
If you are building your legal team or looking for your next career move, we can help. Call us on 01772 259 121 or email us here.