THE
BAKERY.

Client: Baker McKenzie | Category: Employer Branding

Baker McKenzie ranks as the world’s top law firm. It represents an extremely attractive and prestigious workplace for ambitious law students interested in global assignments. The problem was that 86 % of the students initially interested in a position lost their interest during the recruitment process.

KEY EMOTIONAL DRIVER

Even top students suffer from cold feet when their first potential employer enjoys such a high status and will require a great amount of global work. Even more so as the work has to be carried out in English while the entire Swedish law programme is run in Swedish. By addressing the students’ insecurity, we were able to keep the candidates who are likely to look for other positions which are less dependent on language skills.

IMPACT

We delivered a cut and paste tool in the shape of a brand message platform with readymade messages which our client could use just at the right moment of the recruitment process.

In addition, we conceptualised Baker McKenzie’s methodical training programme designed for all newly recruited lawyers and named it “The Bakery”. The intention was to make the programme more differentiating and easier to refer to in all employer branding communication.

During the first two years of our collaboration, Baker McKenzies has increased its number of employees by as much as 25%.

The four most important steps of the students’ decision-making process:

“What is Baker McKenzie?”
= the initial contact
“Am I good enough?”
= when the firm’s high standing may feel daunting
“Will I enjoy it?”
= when the heart gets involved in the thinking process
“Perhaps other firms are just as good?”
= the final leap to apply, as the initial impression has worn off.