Law firm employer branding
Personality over prestige
Under the claim „Be one of us. Be more of you.“, we developed DLA Piper's employer brand for the German market. The addition „Crossing new horizons together“ translates the firm's international network to a personal level. Six focus attributes carry the brand: collaborative, demanding, clear, valued, integrated, and international. They invite individuals to bring their own personality to the firm's global network rather than subordinating it.
Career page as
central recruiting
Tool
The digital home of the campaign is the career website dlapipercareers.de. It consolidates dedicated application paths for trainees, associates, legal assistants & support staff, as well as business services. Five German offices—Düsseldorf, Frankfurt, Hamburg, Cologne, and Munich—are each represented with their own contact persons and content. This ensures that every target group finds their relevant path to applying instead of clicking on generic job postings.
The result is a career page that serves as DLA Piper's central recruiting tool in Germany and brings the global employer brand to life locally. For law firms, employer branding ultimately means showing people, not just claiming prestige.
Messages with
Substance over style
Platitudes
Instead of the usual buzzwords „excellence“ and „team spirit,“ the campaign tells concrete stories. Trainee lawyers get direct client contact and are already in the courtroom in their first weeks—motto: „Front row from day one.“ Young associates grow within the „Trainee Champions“ mentoring program and learn with over 7,000 pieces of content from the firm's own academy. A global secondment program, a buddy system for new colleagues, as well as mobile working and family benefits round out the employer value proposition. This is how law firm clichés become a tangible reality.
From the first click to
Application: the
recruiting funnel
Law firm employer branding also means: not just looking good, but having a measurable impact. That is why the campaign follows a clear funnel: Attract, Activate, Convert. In the attract phase, the campaign generates awareness among trainees, working students, and associates. In the activate phase, the career page delivers the content that turns interest into genuine engagement. In the convert phase, a clear application path leads to an application. Specific metrics are defined for each phase—ranging from reach and engagement rate to the number and quality of applications. This ensures it remains measurable whether attention actually turns into talent.
