Employer Brand Proposition – Rix & Kay Law

Project Info

Client Rix & Kay Law
Skills Brand proposition and recruitment advertising

Project Description

Shaking things up in the legal sector

The brief:
The jury delivered a unanimous verdict. Legal sector recruitment advertising was largely safe, undifferentiated and lacking in insight. Crimes against advertising aplenty. We donned our wigs and challenged Rix & Kay to break the mould and lead the way. They accepted, with results that shook up their whole sector.

The solution:
A programme of preliminary research fed into a facilitated workshop session with staff from across the business to work on defining a compelling and differentiating proposition for talent attraction. From this the creative campaign ‘Time to make your mark’ was developed across print and digital with ads unfolding, telling the story of Rix & Kay.

The result
Achieved target ROI
Prior to campaign 2014-15, 18% of candidates came direct
During campaign, 40%

Campaign achieved cut through and positively impacted candidates’ brand perception. Those approached via recruitment consultants reported having seen the ad, and received the approach favourably.

Website Traffic up 100%

A real buzz with firms commenting positively about the advertising at industry events.

Jenny Reardon HR Manager Rix & Kay:
“Our ‘Shake it up’ recruitment adverting campaign proved a great success in strengthening our visibility in the marketplace and increasing the number of direct candidates. A number who’ve come through other sources commented that seeing the advert encouraged them to react positively when approached by our agents. Whilst the legal market continues to be competitive for attracting high quality talent, through our recruitment advertising we’ve stood out amongst competitors.”