Agenda Eversheds – who we are What Methodology aligns to Eversheds strategy Considerations Achievements.

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Presentation transcript:

Agenda Eversheds – who we are What Methodology aligns to Eversheds strategy Considerations Achievements The future

Eversheds One of the largest full service law firms in the world with over 4,000 people including more than 500 partners and over 2500 legal advisers. 45 offices across 28 jurisdictions within major cities in Europe, the Middle East, Africa and Asia

What ?

“How about giving trainees a completely public platform to freely engage in real-time with users and micro-blog about their day?” a trainee’s initial pitch - December 2010 December

@LegalTrainee Twitter account is a communications tool developed and managed by Eversheds trainees is a real time interactive platform, allowing followers to engage with Eversheds Trainees directly through social media channels that are commonly used by law students and graduates, regardless of ability, background or university Trainees from across Eversheds international network 'tweet' regularly about what they are up to; including their legal work, corporate responsibility activities and social aspects of their training contract

Interaction is not just about conversation... Competitions are also run to win prizes such as a lunch with a trainee, coffee with a partner or win a week’s work experience in Hong Kong Prizes are based on adding value to the individuals Employability rather than gimmicks! Twitter Takeovers- experts in the business sharing their knowledge and experience of particular legal issues or training contract application hints and tips

Methodology Logo and flyer for new trainee twitter designed by Eversheds trainees and internal marketing trainee team formed; 3 trainee platform managers and sub-team of trainees to contribute content. Soft launch on 06 June Official launch in August 2011 PR training completed by trainees

Mutual Respect Teamwork Accountability Straightforward International & London Innovation Client Centred Continuous Improvement aligned to our strategy Great Place to Work

Considerations Benefits to the business and aligns to our strategy Stakeholder buy-in Control versus transparency Accessibility Engagement and Continuity ROI- difficult to measure Investment (manpower hours and prizes)

@Legaltrainee Achievements followers within the first six-months of launch. Current followers 2122 Online competition received huge response from over 1000 students Positive feedback from new Vacation Placement students joining. Perception described as “down to earth”, “no other firm does this”, “I can follow it on my iPhone”

Re-tweets by BPP Law School, College of Law, legal recruitment press and top legal Interest from press and graduate recruitment companies (LawCareers.Net, CityLawLive, BraveNewTalent etc.) Guy Clapperton (e-social media journalist) competition as a case study in his new book (published in January 2012) Article published in the Legal Industry Press “ Job Hunting in the Twitter Age” (The Lawyer, April 2012)

Future New trainee platform managers appointed in May 2012 strategy developed in conjunction with PR and HR-driven by the trainees New trainees aligned twitter, BNT, face book or linked-in groups PR training completed by all trainees Weekly themed topics-linked to BNT and accounts

In summary Not social media for the sake of it We pick what we do carefully to make the biggest impact on our target audiences We think about who our voice will be It is always aligned to the wider strategy Internal communication and stakeholder management essential

Any Questions …..