A little background

Pinsent Masons as an international law firm that ranks among the top hundred law firms in the world by turnover. In 2019 they were voted Law Firm of the Year (Legal Business) and Employer of the Year (Stonewall), and in 2018 Law Firm of the Year (The Lawyer). As you can expect we’re delighted to have them on our client list.

Our brief was simple, to develop an early careers attraction campaign that delivers against the Pinsent Masons core company values and meet the application numbers required by May 2020. These core company values being:

  • We are approachable
  • We are bold
  • We are connected

A creative campaign that was flexible enough to be delivered across a wide variety of media. This included advertising, exhibition stands, brochures, websites and social media.

We are appproachable

Our focus on being approachable ensured that we clearly identified our target audiences, and designed the attraction campaign around them.

  • Law undergraduates. Those who’re looking for a vacation placement or training contract following graduation.
  • Non-Law undergraduates. Those who’re looking for a vacation placement or training contract following graduation and a law degree conversion course.
  • Lecturers and Law societies. University professionals who’re looking to give informed advice to both graduates and undergraduates.
  • Treasure hunters. Those fair attendees who’re just going around collecting nice things.

Your pathway to qualification

We developed a guide to qualifying in law that could be shared by university lecturers and law societies. The guide took into account both law and non-law undergraduates. While the guide wasn’t explicitly branded as Pinsent Masons, it did carry the ‘Take the law into your own hands’ messaging.

There’s even a nice little film on the website that brings this pathway to qualification to life.

Watch the film
That Little Agency | Employer Branding | Graduate Recruitment | Pinsent Masons Exhibition Team Image

We are bold

In a graduate recruitment market where there is an awful lot of similarity, we wanted to do something that would really stand out. We took the line literally and took the Pinsent Masons brand into our own hands – tweaking the font, colour palette and introducing a suite of new visuals. Bold stuff.

In 2019 and 2020, Pinsent Masons are attending over 45 university law and careers fairs. Each stand set up is designed to make an impact and leave a positive, long-lasting first impression. There’s no denying that it certainly does that!

The concept was developed around a very strong call to action that invited graduates and undergraduates to take control of their future career.That Little Agency | Employer Branding | Graduate recruitment | Take the law into your own hands logo

We are connected

2019 saw the launch of a wide range of new exhibition material. From a new early careers brochure, branded notepads, mobile phone stands,  highlighter pens to the highly-desirable Pinsent Masons webcam covers.

A new bold, colourful, engaging and responsive careers website to meet the needs and expectations of all graduates looking to join a law firm, covering all potential routes – work experience, apprenticeships, vacation placements and training contracts.

Our use of social media has seen us grow our dedicated early careers accounts to over 11,350 followers across Facebook, Twitter and Instagram. Our updates see an encouraging amount of engagement. And 11% of our website traffic comes from these social media sources.

That Little Agency | Employer Branding | Graduate Recruitment | Pinsent Masons | Exhibition Material Image
That Little Agency | Employer Branding | Graduate Recruitment | Pinsent Masons Social Update Image

Take security into your own hands

And for those treasure hunters who were just looking for freebies, we offered a webcam cover for the user’s laptop.

These are great for keeping the Pinsent Masons early careers branding visible while our target audience of students are sitting at their desks. Designed to offer privacy when a webcam is not in use, the user simply needs to slide the cover into position in order to block their laptop’s inbuilt webcam. These have been incredibly popular at University law fairs.

Virtual work experience

For those unable to undertake a physical work experience programme, Pinsent Masons launched, in partnership with InsideSherpa, a virtual work experience scheme.

The virtual programme gives the user the opportunity to see behind the scenes of Pinsent Masons, allowing students the opportunity to ‘try before you buy’. It is designed to help students decide if a career in law is right for them before they even start your application. In the programme, the user assists a hypothetical client. It’s an opportunity for students to gain practical skills to add to their CV whilst getting a flavour of what working at Pinsent Masons is like.

Visit their Virtual Work Experience Programme
That Little Agency | Employer Branding | Graduate Recruitment | Pinsent Masons Virtual Work Experience Image

The impact so far 

To see the impact of the new Pinsent Masons early careers recruitment campaign, we have compared the performance of the new campaign against that of previous campaigns. All data has been taken from Google Analytics, the Taleo application tracking system and directly from Pinsent Mason’s early careers resourcing team.

122
increase in visitors to the website
148
increase in average time spent on website
29
increase in completed applications

If you’d like to know more about this piece of work, simply email mark@thatlittleagency.co.uk