twitter:@legaltrainee. agenda eversheds – who we are what is @legaltrainee methodology how...
TRANSCRIPT
Twitter:@legaltrainee
Agenda • Eversheds – who we are
• What is @legaltrainee
• Methodology
• How @legaltrainee aligns to Eversheds strategy
• Considerations
• Achievements
• The future of @legaltrainee
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 is @legaltrainee ?
“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
for @LegalTrainee - December 2010
December 2012...
• @LegalTrainee Twitter account is a communications tool developed and managed by Eversheds trainees
@legaltrainee 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 account @legaltrainee designed by Eversheds trainees and internal marketing team
• @legaltrainee trainee team formed; 3 trainee
platform managers and sub-team of trainees to contribute content.
• Soft launch on 06 June 2011. Official launch in
August 2011 • PR training completed by trainees
Mutual Respect
Straightforward
Innovation
How @legaltrainee aligned to our strategy
Great Place to Work
Considerations • Benefits to the business and how @legaltrainee 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 • 1000+ 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 of @LegalTrainee 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 bloggers (@LegalAware, @Legal Bizzle, @AshleyConnick)
• Interest from press (@AlexAldridge) and graduate
recruitment companies (LawCareers.Net, CityLawLive, BraveNewTalent etc.)
• Guy Clapperton (e-social media journalist) used @LegalTrainee 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 of @legaltrainee
• New trainee platform managers appointed in May 2012 • New @legltrainee strategy developed in conjunction
with PR and HR-driven by the trainees • New trainees aligned to @legaltrainee twitter, BNT,
face book or linked-in groups • PR training completed by all trainees • Weekly themed topics-linked to BNT and Facebook
@legaltrainee 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 …..