Recruitment Innovation: Keystone Law
'Very strong across the board,' said one judge of the firm's 'Law set free' advertising campaign
June 29, 2015 at 05:44 AM
2 minute read
Highly commended: Clifford Chance
Finalists: Cognition • Hogan Lovells • Reed Smith • RPC • Vieira de Almeida & Associados • Weightmans
"Very strong across the board," said one judge of Keystone Law's 'Law set free' advertising campaign to promote the benefits of working at the firm, which operates a 'virtual law firm' model. The key objective of the campaign was to attract 50 partner-level lawyers to Keystone by the end of 2015.
It set up a dedicated recruitment website featuring a 'lifestyle calculator', which encouraged visitors to work out how their earnings and lifestyles might change if they joined the firm. There was also a series of video testimonials from existing Keystone lawyers. The final element of the campaign was a series of targeted adverts on Twitter and LinkedIn that showcased the lifestyle calculator and video testimonials.
At the time of the submission, nine weeks into the campaign, the website had attracted 2,546 visitors of whom 72% had returned at least once. The videos had been viewed nearly 5,000 times and more than 900 followers had been gained on Twitter.
Furthermore, 14 lawyers had been offered and accepted jobs, with another 24 lined up to meet with the firm in the coming weeks.
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