Articles From the Team
Specialist legal recruiters in Birmingham
Unique selling points (“USPs”) are something that every business/brand/company is keen to promote. As lawyers I am sure that the firm you work for has its own USPs. Perhaps it’s the type of work you do, the sectors you work in, the awards you have won, or the working environment. Or in many cases a combination of all of these things.
USP is a marketing concept first proposed as a theory to explain a pattern of successful marketing campaigns in the early 1940s. The campaigns in question made such unique propositions to customers that they were convinced to switch brands. For any of you out there who have watched Mad Men (I’m slightly addicted) you will have seen how the power of advertising transcended through the 1950s and ‘60s with developing media and the introduction of colour TV and paid advertising.
Fast forward another sixty years and the new digital era. What has changed? We still have big brand advertising, we still have TV adverts, but we now have a whole array of other adverts appearing. On our smart phones, through social media, Facebook, Instagram, at sports events, gigs, basically everywhere in everyday live!
So how do companies stand out? Taking the legal industry as our focus, how do law firms differentiate themselves from one another? Over the last ten years the firms that have thrived appear to be the ones who have managed to keep up with the rapid changes in digital innovation –accessing new and existing clients through smart and savvy websites and digital marketing but also through listening to what their clients and employees want.
In a time where everything is so accessible and easy and consumer driven, the power is in the hand of the consumers. This means that law firms have had to listen more – employees want flexible and agile working, more comprehensive and flexible benefits and clients want specialist lawyers who understand the way their businesses have changed, for example - fintech, energy, IT specialists.
So if you are a lawyer in 2018 looking for a new job, what would you want from your legal recruiter? Would you want someone who dabbles in a number of different sectors? Or would you want a specialist who has previously worked as a lawyer in the location you are looking in? Would you choose the recruiter who works with a few firms and covers a range of different roles or the recruiter who works in vertical markets and specialises in specific practice areas?
At BCL Legal we still firmly believe in our USPs.
• We are the largest legal recruitment team outside of London • We only recruit for legal • We work in vertical markets • We are the preferred supplier to all firms in Birmingham • We have a Birmingham City Centre location • Technology and innovation is at the centre of everything we do • The majority of our consultant’s are legally trained