Alchemy of talent
A European leader in law and tax, Loyens & Loeff has a significant presence across its key markets of the Benelux and Switzerland. The firm is known for hiring the best young talent and competes with other regional firms as well as global advisories for high-achieving graduates. As part of a push for graduate recruitment, Loyens & Loeff asked us to help review and improve its employer brand.
As soon as we started to interact with the people in the organisation, we realised that Loyens & Loeff had a special kind of culture which was not leveraged fully in its employer positioning and communications. Following an in-depth engagement stage, we set out to define the key cultural attributes that supported a new Employer Value Proposition and the singular and compelling idea of “Alchemy of talent”.
We then delivered all copy, design and campaign assets across media to support the recruitment team across Europe in their activities such as website, events and online campaigns.
Outcome:
The new Alchemy of Talent recruitment brand stands out in a legal sector that is known to be very conservative. It has been successfully and consistently adopted across all offices, and has enabled the local market to compete for the best and win the race for talent.
Importantly, it has had a positive impact on the perception of the overall corporate brand, and has received unanimous support from the current partners of the business.
Deliverables:
Competitive brand audit / Research and Insights / Stakeholders’ management and engagement / Employer brand value proposition / Integrated idea creation / Design and copy-writing / Campaign materials and toolkit