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Twitter:@legaltrainee

Twitter:@legaltrainee. Agenda. Eversheds – who we are What is @legaltrainee Methodology How @legaltrainee aligns to Eversheds strategy Considerations Achievements The future of @legaltrainee. Eversheds.

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Twitter:@legaltrainee

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  1. Twitter:@legaltrainee

  2. Agenda • Eversheds – who we are • What is @legaltrainee • Methodology • How @legaltrainee aligns to Eversheds strategy • Considerations • Achievements • The future of @legaltrainee

  3. 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

  4. What is @legaltrainee ?

  5. “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...

  6. @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 directlythrough 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

  7. 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

  8. 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

  9. How @legaltrainee aligned to our strategy Mutual Respect Continuous Improvement ClientCentred Teamwork International & London ClientCentred Accountability Straightforward Innovation Great Place to Work

  10. 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)

  11. @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”

  12. 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)

  13. 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

  14. 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

  15. Any Questions …..

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