Law firm employer branding:
Du & White & Case
The claim „Du & White & Case“ turns an international brand into a personal promise. The subline „Gemeinsam setzen wir ein Zeichen“ (Together we make a statement) shifts the focus from the law firm to joint action. Nine values support the brand: team spirit, respect, responsibility, freedom, progress, opportunity, people, future, and excellence. Each value is combined with the prefix „Du &“ (You &), thus turning the brand into a personal statement.
True values create genuine belonging.
Nine values, organized into four thematic fields: culture, work, conditions, and business. Team spirit and respect shape a culture that holds together and takes everyone seriously. Responsibility, freedom, and progress turn work into more than just a job, giving it meaning. Opportunities and people show that conditions are not just numbers, but real prospects. And future and excellence stand for a business orientation that doesn't just keep up, but leads the way. This is how abstract employer attributes become a concrete, tangible value system.
From the first click to the application: the recruiting funnel
Employer branding requires more than just a strong message; it requires a system that turns attention into job applications. At White & Case, brot & salz also relies on the proven “Attract, Activate, Convert” funnel. This same methodology has already delivered measurable results for other law firm clients. In the Attract phase, content tailored to specific target audiences reaches students, legal trainees, associates, and business services professionals alike. In the Activate phase, testimonial videos and handwriting elements lead users to the campaign page. In the “Convert” phase, landing pages and recruiting events turn interest into actual applications. Reach, engagement rate, and video views measure online success, while application numbers and cost-per-hire measure recruiting success.
Career page as a central recruiting tool
The centerpiece of the campaign is a video-based career page under the claim „Du & White & Case.“ Testimonial videos for students, trainees (Referendar:innen), associates, and business services can be filtered by target audience. Key figures such as 41 offices worldwide, 2,000 lawyers globally, and 150 years of history build trust. Four German offices with 200 lawyers demonstrate the local presence. The page is complemented by the sections „What's in it for you?“ and „What you bring to the table,“ as well as an overview of the practice groups.
The result is a career page that positions White & Case in Germany as an international yet personally tangible employer brand. Here, employer branding is showcased as an interplay between global scale and a personal promise.
