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Challenging perceptions in legal recruitment

When one of the UK’s leading independent law firms wanted to refresh their recruitment proposition, they approached us for help. Burges Salmon are based in Bristol, but this work was prompted by the opening of their new Edinburgh office.

The challenge

Law firms are often perceived as stuffy and traditional.

But Burges Salmon is a fast paced, innovative, exciting place to work. We needed to get this message across to make the firm stand out from the competition in a crowded legal jobs market. And the message needed to resonate with existing employees too. 

Our approach

Our starting point was some light-touch research among employees and stakeholders to understand the proof points.  Then we developed creative concepts and tested them extensively.

This culminated in #BeMoreSalmon, a brand-led route which highlighted the benefits of working at Burges Salmon in a fun, engaging way.

We 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, and graduate brochure, and created a suite of video footage to be used across their channels.

The results

The 2022 campaign was deemed one of the most successful ever. Not only were total numbers of applications up over 10% on previous years,

2022 saw more applicants from diverse and under-represented groups than ever before.

This achievement along with their other community initiatives saw Burges Salmon receive national recognition for their work at the Social Mobility Awards 2022.

Got a project? Let’s talk

We’d love to hear more about where your organisation is heading, and chat about how we can bring your culture to life to drive attraction, engagement and inclusion.