Your reputation is a whole: it allows you to attract clients, increase your hourly rate but also to retain and recruit the best. This is where your reputation converts into an employer brand. And if it’s bad, don’t rewrite your recruitment ad for the 100th time! There are other problems.
Employer branding: what is it?
The employer brand is a term used to designate all the image issues of a brand with regard to the target of employees or potential employees.
Concretely, this means working to improve its attractiveness, to recruit partners, collaborators or interns.
Attracting the best people is a necessity in a competitive market in which practices are changing. Indeed, who has not felt a profound change in mentalities between young lawyers and more experienced ones?
Employer brand: what firm strategy?
Improving your employer brand is broadly based on 3 pillars:
- define a clear, medium-term development strategy for the firm
- have modern, mobile and efficient tools so that employees and associates can focus on their added value
- communicate around the values and actions implemented to achieve it
The firm's strategies can be diverse but generally boil down to going in one of the following two directions:
- a volume strategy: produce a lot, quickly for an acceptable production cost
- a differentiation strategy: develop strong expertise in certain areas and become a leader or in any case highly recognized
These strategies require recruiting efficient and involved partners and collaborators.
Employer branding: what tools?
Apart from its strategic positioning, only digital allows the law firm to strengthen its attractiveness. If you work with a management solution poorly thought out, not ergonomic or non-cloud, you have no chance of transforming your office into an attractive place.
On the other hand, by using solutions like Jarvis Legal, mobile, collaborative, intuitive, you guarantee a quality user experience for your staff.
The ability of your software solution to be a platform (an API), interconnected and interconnectable with other market tools, allows the firm to remain agile and modern in the future.
You are sending important pragmatic signals to your future recruits: “We have completed our digital transformation”; “we understood the modern world”; “we focus our efforts on the client and expertise, not on working time and administration”.
Employer branding: how do we communicate?
The fight to attract the best requires making good practices known around the firm. A web and digital strategy in your communication is essential to promote your approach and attract quality profiles to you.
It's also the best way to retain the loyalty of your best people, who rather than looking elsewhere or setting up their store, prefer to invest alongside you.
Contrary to what one might think, small firms are more strongly concerned by the subject than large ones. In fact, they are perceived as less attractive and less efficient than the big ones. There are thus, as we have seen, good ways of strengthen the attractiveness of the firm.
