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Importance of Employer Branding in Legal Recruiting

The quest for top-notch talent has never been more challenging in the fiercely competitive legal market. Yet, many law firms are beginning to uncover a powerful tool in this battle: employer branding. Employer branding is strategically managing your firm’s reputation as an employer. It encompasses everything you do to attract and retain top talent, from showcasing your unique culture and values to offering competitive benefits and fostering employee satisfaction. A strong employer brand positions you as a desirable workplace, boosting recruitment while providing a competitive edge in the talent market. A strong employer brand attracts top legal talent. By showcasing your firm’s culture, values, and opportunities, you stand out from the competition and entice qualified candidates who are a good fit for your firm’s needs. Creating a Strong Employer Brand Online Creating a solid employer brand online has become essential in recruiting strategies. A strong employer brand not only distinguishes you from competitors but can also aid in securing top talent. A well-articulated employer value proposition (EVP) lies at the heart of this; it encapsulates your mission, values, and culture, serving as the beacon that guides potential recruits to your organization. Employer Value Proposition Crafting and maintaining an exemplary online employer brand, reinforced by a clear EVP, is paramount for a successful recruitment drive, ensuring a consistent influx of compatible and quality candidates. To define your employer value proposition, identify your mission, values and culture. Determine your company’s personality and what makes it unique as a workplace. Also, add insights into your firm’s work, achievements, and team. Consider the ideal candidates you target so your brand voice speaks to them. Online Digital Presence A robust online presence in a competitive legal market can differentiate your firm from others, making you a more attractive destination for top legal talent. A professional and informative website and active social media engagement showcase your firm’s expertise, culture, and values, creating a positive first impression on potential candidates. It also shows your firm’s commitment to innovation and staying ahead of the curve, which can appeal to candidates seeking a forward-thinking workplace. Website – A professional and informative website and active social media engagement showcase your firm’s expertise, culture, and values, creating a positive first impression on potential candidates. Create a vibrant “About Us” or “Careers” page where you showcase your company culture through photos, videos, and employee stories. Social Media – Use your employee value proposition online across social media channels. Share company news, employee achievements, and behind-the-scenes glimpses of your culture. Include anniversaries or special announcements of staff and testimonials when possible. Benefits of a Strong Employer Brand Crafting a compelling employer brand offers advantages, including attracting top talent, improving the candidate hiring experience, standing out from the competition, and enhancing employee engagement. By showcasing your unique culture and values, you attract individuals who resonate with your mission, creating an environment where everyone benefits. Attract Top Talent – A strong employer brand is a magnet, drawing in highly skilled and qualified professionals. A professional and informative website and active social media engagement showcase your firm’s expertise, culture, and values, creating a positive first impression on potential candidates. A positive employer brand can lead to faster hiring times and minimizing costs. Improving Candidate Experience – Employer branding extends beyond attracting talent; it encompasses the entire candidate journey. By clearly communicating your company’s values and culture through your branding efforts, you can create a positive candidate experience that fosters positive word-of-mouth and can benefit your employer brand in the long run. Enhancing Employee Engagement – A well-developed employer brand isn’t just about attracting new talent; it’s also about retaining your existing workforce. When employees feel proud to be associated with their company’s brand, it can boost morale, engagement, and loyalty. A positive employer brand fosters employee satisfaction and loyalty. Employees who feel valued, appreciated, and engaged are likelier to stay with the company longer. This reduces the cost of employee turnover, which can be significant, and allows you to retain valuable knowledge and experience. Stand Out from the Competition – An online presence in a competitive legal market can differentiate your firm from others, making you a more attractive destination for top legal talent. It showcases your firm’s commitment to innovation and staying ahead of the curve, which can appeal to candidates seeking a forward-thinking workplace. Overall, employer branding is a strategic investment that can significantly impact your recruiting efforts and contribute to your organization’s success. Making your law firm visible to potential candidates is essential to attract and retain top legal talent. You can build a competitive advantage in the recruitment landscape by actively engaging with the legal community and cultivating a strong employer brand.

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2022 Hiring Trends

As the new year begins, law firms are still reeling from a skilled worker shortage brought on by a strong economy, the lasting effects of pandemic layoffs, and the great resignation. In May 2021, there were 8,268 open positions for lawyers across the United States, a 150% increase from early 2020. This is not surprising when reports of mass resignations are paired with increased corporate demand for legal services. The result of the trends catalyzed by the global pandemic is that 2022 will continue to be an applicant’s job market. Firms need to use their hiring budget to develop employee-friendly characteristics, like flexible work schedules, to attract qualified employees. Law firms also need to invest in technology that supports hybrid working models. If companies can implement successful hiring changes, there is significant potential for business growth. Demand for legal services is high, and the job market requires firms to invest in new hire recruitment. Learn the 2022 hiring trends and how to get the best talent for your firm. Candidate Driven Market Applicants have the advantage in a job market when there are a lot of available openings. Since workers are not threatened by the prospect of a long job search, they are willing to leave their job for another one. 2021 saw significant increases in employee turnover in professional services, with quitting rates per month increasing from 2.9% in 2020 to 3.7% in 2021. At the same time workers were leaving their jobs, the demand for legal services was at a record high, resulting in the few applicants applying for positions vying for higher salaries. There were more mergers and acquisitions in the first half of 2021 than in the past 20 years. In addition, the pandemic created a backlog of cases that firms have started to work through as courts open in-person hearings and make virtual hearings more efficient. Emphasis on Valuing Employees and Accommodating Their Needs If law firms want to maintain or expand their client pool in 2022, they need to stand out to potential employees by putting them first. The candidate-driven job market affords candidates too many opportunities for firms to offer average job packages and expect them to come on board. Firms need to accommodate the new job ideal that most young professionals seek. It is characterized by improved employee experience via company culture and work flexibility. Job seekers will assess their employment options based on the company culture and whether the working environment benefits them emotionally, mentally, and physically. Create and Support a Strong Employer Value Proposition (EVP) Employer Value Proposition (EVP) is the promise you make to legal talent about what your firm and the job offers. A strong EVP includes more than pay, benefits, and training. An EVP that works as a recruitment tool also lists company culture distinctions, the job’s role in the company’s goals, and the differences between your firm and the competition. Writing a compelling EVP is one thing, but your firm has to support your EVP for top talent to sign on and stick with you. Consequently, firms invest more in recruitment packages and employee retention services like flexible working arrangements. Work Flexibility The recent shift to at-home work uncovered the potential for workplace flexibility, and workers want this to continue. 84% of workers want the option to work from home, so a firm without a remote work option is at a hiring disadvantage. The most attractive firms for current candidates invest in quality training that allows employees to work successfully in the office, remotely, or in a hybrid model where they work from home a few days a week. Firms with freelance opportunities also expand their candidate pool by attracting applicants who don’t want to be tied down to a single company or position. Technology’s Role in Hiring and Retention AI or automated computer systems are gaining prevalence in the legal industry because they make firms more efficient, are compatible with remote work, and improve the client transfer process. As lawyers find new jobs and bring clients with them, it is more important than ever to have efficient client transfers. AI client transfer systems remove manual steps, like document accumulation, so that a firm’s attorneys can focus on billable work rather than clerical work. The AI systems also afford new hires the flexibility to work at home because their client transfers no longer require effective communication and collaboration with the client and new firm. Connect with Candidates at Collier Legal Search 2022 has the potential to bring significant growth to law firms and provide workers with jobs offering lucrative benefits. The hiring trends are based on candidates having the upper hand in the labor market, so if firms want to capitalize on the growing demand for legal services, they need to offer significant perks to candidates. Firms can use the legal staffing recruitment services that Collier Legal Search provides to connect with the best legal talent for their open positions. Collier Legal Search has 17 years of legal placement experience and can quickly fill your firm’s temporary or permanent openings. Contact us today with any questions about our placement services.