Brand Strategy and Management for Law Firms by Sean Larkan

Author:Sean Larkan
Language: spa
Format: epub
ISBN: 9781908640543
Publisher: Ark Group

The benefits of developing a separate employment brand

Firms with a strong employment brand enjoy a number of benefits over other firms, many of which translate into significant financial benefits. However, for the most part these are neither easily identifiable, nor can they be easily quantified economically or traced back to the employment brand. Some typical benefits that a strong employment brand will bring a firm can, however, be identified.

High engagement levels

The engagement level of partners and staff has for a long time been regarded as a feature of highly successful firms. Hewitt 1 has popularised this concept of engagement in Australasia and carried out a great deal of research around it. It defines engagement as “the level of connection individuals have to the organisation and their willingness to apply discretionary effort to improve individual and business performance”. It is a measure of the energy and passion that employees have and the extent to which the hearts and minds of a firm’s people have been captured by the organisation.

This approach is based around measuring three key behaviours that typify individuals who want to take action to improve the business results of the organisation, and actively do so. It measures three interrelated components comprising of ‘say’, ‘stay’, and ‘strive’, as summarised in Figure 1.

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