Linklaters and Alliance 1999

Identifying employment strengths

In a highly competitive market for talent, "magic circle" law firm Linklaters wanted to establish how it could stand out as an employer.

Cchange carried out focus groups with graduates, newly qualified solicitors, and solicitors who had been qualified for three years.

The research identified key strengths of the organisation and was used to create highly targeted recruitment and retention campaigns.

Cchange also conducted external telephone interviews. These were with candidates who had declined the Linklaters' offer, candidates who would never consider applying to a magic circle law firm, and those who had recently left for another firm.

Linklaters used the results to sharpen its recruitment activity and increase its pool of potential recruits.