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Case study

Linklaters – Global Employer Brand

Linklaters is a global law firm with over 5,000 employees in 29 international locations, with headquarters in London. Their brief to us was to create an employer brand that would support the firm in attracting and retaining the best and most diverse global talent.

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Employees

5,000

International locations

29

Highlights

How we created an employer brand that would enable both global consistency and local relevancy.

  • 1
    Extensive insight phase – interviews and surveys across different roles and locations.
  • 2
    Focus group testing to ensure resonance with different global audiences.
  • 3
    A global employer brand with an inspiring and empowering message.

Challenge

  • 1
    Linklaters is a geographically dispersed organisation with multiple stakeholders. They needed an employer brand that would create both global consistency and local relevancy.
  • 2
    The brand also needed to be flexible, translatable and relatable across all job types – from trainees, to experienced law professionals to support roles.
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Solution

  • 1
    We began with a three-month insight phase.This included interviews with Linklaters HR Managers and Recruitment Partners in different locations, focus groups with colleagues in support functions, and global surveys with Junior Associates and interns. This enabled us to explore key themes in the internal employee experience, to get under the skin of Linklaters and hear first-hand the challenges the firm was facing and their aspirations for the future. To understand their recruitment challenges, their position in the market, and their aspirations for the future.
  • 2
    Focus-group testing of key themes identified. Once we’d identified the key themes, we tested them with 17 focus groups in 13 different global offices. We used their feedback to establish the EVP pillars and proposition, and begin the creative development of the employer brand.
  • 3
    Brand concept testing. The final piece of research involved testing two brand concepts with a mixture of internal and external focus groups in several global locations. This ensured the visual execution and brand message translated well and would be universally understood. Feedback from the focus groups was shared with the Linklaters senior leadership team and informed the fine-tuning of the employer brand creative work.

What we delivered

01

A distinctive people-focused visual style. This had the flexibility to incorporate elements representing different global locations, and areas of work and impact.

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02

A strong employer brand with a powerful and inspirational core message: Great change is here. This messaging platform would enable Linklaters to talk about the different reasons to join – from their innovative approach, to being a place where people can keep evolving their careers.

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03

A full global recruitment toolkit. This gave Linklaters’ local jurisdictions access to a bank of approved digital and print materials, with the option to localise some of the messaging and images while staying on brand. As part of this, we also designed their careers site and produced a global video.

01

A distinctive people-focused visual style. This had the flexibility to incorporate elements representing different global locations, and areas of work and impact.

Linklaters_Black-man-1
03

A full global recruitment toolkit. This gave Linklaters’ local jurisdictions access to a bank of approved digital and print materials, with the option to localise some of the messaging and images while staying on brand. As part of this, we also designed their careers site and produced a global video.

02

A strong employer brand with a powerful and inspirational core message: Great change is here. This messaging platform would enable Linklaters to talk about the different reasons to join – from their innovative approach, to being a place where people can keep evolving their careers.

Linklaters_Asian-woman-2

RESULTS

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5,000 Employees

Linklaters is a global law firm with over 5,000 employees

iNSIGHTS

29 International Locations

29 international locations, with headquarters in London

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3 month Insight Phase

This included interviews with Linklaters HR Managers and Recruitment Partners in different locations, focus groups with colleagues in support functions, and global surveys with Junior Associates and interns.

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