twitter:@legaltrainee. agenda eversheds – who we are what is @legaltrainee methodology how...

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 …..