TMP December 2021 Data Security Update

HOW TO CREATE AN EMPLOYER BRAND WITH GLOBAL CONSISTENCY AND LOCAL RELEVANCY

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

SCOPE AND SCALE

The challenge was to create global consistency whilst retaining local relevancy in a geographically dispersed organisation with multiple stakeholders. Added to that, the brand also needed to be translated across all job types, from graduates to experienced law professionals to support roles.

SITUATION

We started the brand development with a piece of qualitative research designed to explore key themes in the internal employee experience. The first part of the research which took place over a three month period involved HR Manager interviews across 16 offices, Recruitment Partner interviews across 11 offices, and an online survey of entry level talent population across 19 offices with a total of 195 Junior Associates and 117 interns responding. The research enabled TMP to get under the skin of Linklaters and hear first hand what the employer brand meant, the challenges the firm was facing and aspirations for the future. We then tested some of the common key themes that had been identified in Phase 1 in order to understand whether they would be an appropriate base for the EVP. Research was conducted with 17 focus groups in 13 different global offices with associates, trainees and support functions.

SOLUTION

The output of the research allowed TMP to build the EVP pillars and wider framework to base the creative development on. The final piece of research involved testing 2 brand concepts with a mixture of internal and external focus groups in several global locations: Hong Kong, Germany, United States, Australia and the UK – this was done globally to ensure that the visual execution and brand message translated well and was universally understood. Feedback from the focus groups was shared with the Linklaters senior leadership team and informed the final fine-tuning of the creative work.

RESULTS

Following a successful testing of the EVP concept we:

  • Developed a full global recruitment toolkit for Linklaters which included design for their global career site. Allowing local Linklaters jurisdictions access to a bank of pre-existing materials such as posters, banners and pop-up stands, but with the option to localise some of the messaging and images whilst still staying on brand.
  • Developed a global video and global ‘Careers in Law’ brochure.

The global toolkit and can be seen on the Linklaters careers website (UK example here https://careers.linklaters.com/uk)

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