A challenging issue
Walker Morris is a leading UK law firm employing over 500 members of staff in one Leeds based central office. They provide a well-established, sought-after graduate recruitment scheme giving trainees the opportunity to complete a two-year training contract and the potential for a full time role. Walker Morris has always been successful in attracting a large number of applicants, but our brief was to ensure applicants of the highest possible calibre in an extremely competitive marketplace.
Re-positioning the Walker Morris graduate scheme was our first priority. In order to fully understand the motivations of the target audience, we carried out extensive research and gathered insight into what motivates the applicants and their choice of firm. What was important was the size of potential clients they would work with, the structure of the trainee contract and the level of responsibility offered. Hearing this from current and past trainees was extremely important when making their choice.
A huge step forward
The new website guides applicants through a user journey providing examples of the firm’s outstanding client list and high quality of work, video testimonials and insight from former trainees and partners. Helen Foley, Head of Recruitment, is delighted:
“The step forward we have achieved is huge. I am confident that we will now attract even more of the very highest calibre of applicants, who might previously have not fully understood the level of training Walker Morris offers.”