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Burges Salmon Recruitment Proposition #BeMoreSalmon

Burges Salmon is one of the UK’s leading independent law firms, based in Bristol. They approached BrandPointZero for help with their recruitment proposition, which they wanted to refresh to coincide with the opening of their new Edinburgh office. The challenge was shifting the perception of Burges Salmon from a traditional law firm to a fast-paced, innovative, exciting place to work that stands out from the competition locally and nationally. Our messaging needed to resonate with existing employees, but also cut through in the crowded field of legal talent attraction.

Our Manifesto

We’re more than a law firm. We’re a place where you can be more of everything.

Be more challenged. Supported. United.

Be more inspired. Yourself. Unique.

Together, we work with integrity, we share perspectives.

Feel passionate.

Be ambitious. Be rewarded.

Support your community.

Help clients flourish.

Discover work that excites you.

Like-minded people that inspire you.

Take the leap, make a splash.


Our approach

Our starting point for re-defining Burges Salmon’s recruitment proposition was some light-touch research amongst employees and stakeholders to understand the proof points. We developed creative concepts and ran creative testing sessions, which culminated in a brand-led route of #BeMoreSalmon – a people-focused route that highlighted the benefits of working at Burges Salmon in an engaging, clever way.

We then managed a photo and video shoot to gather strong, dynamic footage of employees – out with the corporate headshots, in with bold poses and bright colours. From here, we updated their website, job spec templates, graduate brochure and created a suite of video footage to be used across their channels.


It’s early days for this campaign, but we’ll add results as soon as we have them! There’s a lot of love for it with existing employees, and we’re confident it’s delivered against their brief. Watch this space!

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