Recruiting Recap: Akin Gump
There’s a war for talent out there—and Akin Gump is determined to win. The firm wanted to increase brand recognition among law students and position itself as a top choice in the recruiting process. We helped Akin Gump rebrand its recruiting website with the message “Always Opportunity” and create a new, career-focused blog to attract prospects.
Here’s how Lauren Marsh, Director of Attorney Recruiting, described the project:
RH: What were your goals for the recruiting project?
LM: We wanted to stand out with our target audience—law students. They have a lot of options when it comes to legal employers, so it was important to do something to demonstrate that the firm is innovative and different.
RH: What was the biggest challenge you faced and how did you address it?
LM: We needed outside guidance to sort through the many possibilities and see what resonates with today’s law students. Right Hat really did their homework. They went out and surveyed current and former law students and told us what our targets were looking for and what they probably wouldn’t use. This saved us both money and time.
RH: What do you consider your biggest accomplishment?
LM: Our new blog, Legal Scoop. We discovered from focus groups that students really want help through the recruiting process. They are lost and overwhelmed. Legal Scoop gives us an opportunity to help them succeed by providing guidance on law firms and legal recruiting, while at the same time creating goodwill and name recognition for the firm.
We worked closely with Right Hat to create a library of practical content law students would want to read. Topics included the right questions to ask lawyers in different practices, understanding law firm lingo and getting the inside scoop on a law firm. We ran ads on vault.com to promote the new blog and created a branded recruiting notebook with interview tips to hand out on campus.
RH: What results have you seen since the launch?
LM: We have gotten great press for doing something our competitors weren’t. And we’ve had even more unique visitors to the blog than we’d hoped for. This number is expected to grow as we enter another recruiting season and continue adding great content.
Words of wisdom
Lauren’s advice for recruiting projects:
- Be open to unexpected ideas. There may be some great options you don’t know about.
- Rely on your experts. They have the resources to help you. Let them.
- Support your project with advertising and other promotions.
Visit Akin Gump’s website to see Legal Scoop in action!