The recruiting brand is often the first thing that prospective associates see when they consider a career at the Firm. Conveying the right message is crucial.
McCoy Pitt, Washington, DC associate
First impressions count—particularly when it comes to attracting the best talent. So, when it came time to transform our recruiting efforts, we turned to our associates for their insights. After all, if you want insight into what attracts new recruits to White & Case, who better to ask than someone who knows firsthand?
Our recruiting rebrand is part of the Firm’s wider project of articulating what it means to work at White & Case from an employee’s perspective. The recruiting element needed to appeal to a broad target including students and graduates, experienced lawyers and business services professionals in a style that would work across the globe and convey the Firm’s key selling points. As Washington, DC associate McCoy Pitt points out, “The recruiting brand is often the first thing that prospective associates see when they consider a career at the Firm. Conveying the right message is crucial.”
To help achieve these goals, over several months a team of associates from 12 offices contributed their thoughts on what recruiting messages and visuals would effectively communicate worldwide what it means to work at White & Case. “We kicked off with a face-to-face focus group where associates and partners from various offices flew into New York to come up with messaging ideas,” explained New York associate DeVoia Stewart.
“As the concepts started to develop, it was great to see the key benefits of working for White & Case—the opportunity to do meaningful work for leading clients, to join a diverse global team and to gain experiences that will last a lifetime—brought to life in our rebranding,” commented Melbourne associate Dale Sheedy. Miami associate Lauran Guijarro noted: “Our input was particularly valuable for helping our brand agency understand how the tagline ‘Together we make a mark’ would translate in different languages and cultures and how the distinctive new visuals would be perceived in different parts of the world.”
The result of these collaborative efforts: new recruiting materials that reflect our Firm and culture in an exciting and inclusive way and that are designed to attract the top candidates we are looking for.