Small Business, Big Impact: Creating a Compelling Legal Costs Employer Brand in 2025

January 9, 2025

Talent attraction and acquisition is becoming increasingly complicated in the Legal Costs industry. Skill shortages are constantly growing, and the competition for top talent is fierce.

Beyond that, with more options, employees are becoming more discerning about who they choose to work with.

Companies must do more than offer great salaries and benefits to connect with candidates and retain staff. They need to forge emotional connections with the right people. SHRM found that 86% of HR professionals agree that recruitment is becoming more like marketing today.

In today’s world, developing a strong employer brand isn’t just about differentiating your company from the competition; it’s about giving yourself the tools to reduce complexities, reduce staff turnover, and stay resilient.

What is an Employer Brand?

An employer brand encompasses the complete value and experience companies offer employees and job candidates. Essentially, your employer brand answers, “Why should someone choose to work for your company?”

Today, 76% of candidates consider a company’s reputation before applying for a role, and many employees say they would consider leaving their current role to pursue a job with a company with a stronger, more positive reputation.

Like a commercial brand, an employer brand is made up of various elements:

  • Company culture and values: The working environment you offer employees and your focus on factors like innovation, collaboration, diversity, or employee growth.
  • Working conditions: The factors that affect employees’ day-to-day experiences with your company, such as your approach to work-life balance and team dynamics.
  • Career development: Your ability to invest in the growth and development of employees with training, mentorship, courses, and other programs.
  • Compensation and benefits: The competitive packages you offer staff members include salaries and other benefits, such as flexible work.
  • Reputation and market position: Your reputation in the Legal Costs market is based on, for example, your DEI approach, integrity, social responsibility, or commitment to innovation.
  • Employee experience: How you nurture and maintain positive experiences for employees by caring for their well-being and helping them achieve their goals.

Why Employer Branding Matters for Small Businesses 

According to the MRINetwork, 69% of candidates would reject a job offer from a company with a poor employer brand, even if they were unemployed. Effective branding is crucial for small Legal Costs businesses that may already struggle to stand out in a sea of larger competitors.

Investing in your employer brand can deliver benefits such as:

Greater Cost Efficiency

With tighter budgets, most small Legal Costs businesses need to be more strategic about attracting and acquiring talent. According to Harvard Business Review, a negative reputation can be enough to increase your cost per hire by 10%.

Alternatively, a well-crafted employer brand that emphasizes the unique benefits and experiences your company can offer employees can significantly reduce recruitment costs. It can help you attract candidates who resonate with your customer’s message, improve the quality of your hires, and reduce recruitment mistakes.

Effective employer branding can also reduce the time it takes to convert a candidate into an employee and improve their chances of staying with your business for longer. Greater retention rates mean you spend less on constantly filling gaps in your team and training new employees.

A Stronger Competitive Advantage 

89% of HR leaders agree that a strong employer brand gives them a crucial competitive advantage when attracting top talent. When fighting against larger organisations with more resources for the best candidates, an excellent brand can give you an edge.

It’s your chance to highlight what makes your company unique, such as excellent team dynamics, hands-on learning opportunities, or a focus on diversity and inclusion.

Smaller businesses have a few unique advantages when it comes to employer branding. Often, employees have more direct access to leadership, paving the way for a stronger sense of community and more transparent communications.

Additionally, smaller organisations are often more agile. They can adapt quickly to market changes and trends, implement feedback faster, and adjust their company culture and processes based on team needs without high training and development costs.

Improved Employee Engagement and Retention

A good employer brand directly impacts the experience your staff members have with your Legal Costs company. Building an attractive employer brand means investing in a supportive company culture, excellent training and development opportunities, robust feedback loops, and employee well-being.

All these factors lead to greater staff satisfaction when employees join your team. Additionally, because your employer brand will help you to attract candidates who share your values and vision, these team members are more likely to be invested in their role.

This can lead to higher productivity levels and reduced retention rates. Employees who appreciate and value your employer brand can even help you attract new talent through advocacy programs, positive reviews, and referrals.

 

Creating Your Employer Brand Strategy

Developing a strong Legal Costs employer brand is crucial to ensuring your company can thrive in a competitive industry and access the talent it needs to grow. Here’s how you can start building a brand that connects with candidates.

  1. Audit Your Current Position

 First, get to know your current reputation as an employer. Conduct employee surveys and exit interviews for honest insights into your current approach’s strengths and weaknesses. Ask team members what they like and dislike about your company regularly, even if you only encourage them to send anonymous feedback.

Build on direct feedback by reading reviews on hiring platforms like Glassdoor and reviewing what current and previous staff members say about your business. It’s also worth analysing/analyzing your recruitment metrics and hiring success rates. Identify how long it takes to hire an employee and how frequently turnover happens.

  1. Define Your Employee Value Proposition (EVP)

Next, consider how you can encourage employees to work for your Legal Costs company. Defining your Employee Value Proposition (EVP) involves identifying the benefits, opportunities, and unique experiences you can offer employees to convince them to join your team.

Do you offer comprehensive development opportunities to staff members, with training programs and mentorship? What’s your company culture like? Does it prioritise supportive teams, diversity, equity, inclusion, flexibility, or work-life balance?

Remember to consider your compensation and benefits packages carefully, too.

  • Are your salaries competitive based on industry benchmarks?
  • Can you add extra value to the mix through bonuses, health benefits, or flexible work?

  1. Develop Your Brand Message

With a clear view of your current Legal Costs employer brand and your EVP in place, you can craft a brand message that resonates with potential employees. Consider it your “elevator pitch” describing why candidates should choose you.

Think about the tone and voice of your employer communications based on how you want to appear to potential employees. Consistency is key in choosing a friendly, casual tone or a more formal, corporate approach. This tone should align with your company’s values and overall brand identity.

Think about how you’ll share your message across platforms (your website, job sites, and even social media platforms) and enhance it with additional assets, such as team photos and videos. Remember to tailor your message to different segments of your “ideal employee group”, adjusting to suit their priorities and interests.

  1. Implement and Activate

 Now, it’s time to start bringing your employer brand to life. Begin by training your Legal Costs hiring managers and HR teams, giving them insights into effectively communicating your brand elements. Update your recruitment materials, such as your job descriptions and career page, to reflect the core elements of your employer brand.

Everything you use to attract and connect with candidates should remind them of the unique value they can get from working with your company. Think about how to advertise your employer brand as effectively as possible on channels like LinkedIn, professional networks, and industry forums.

Activating your existing employees to help you share insights into your employer brand with the world can be helpful, too. Encourage them to share their experiences on social media, attend recruiting events, or create content to share on your website.

  1. Measuring Success

Finally, ensure you have a strategy to track the success of your Legal Costs employer brand in your recruitment efforts. Gathering feedback from employees is a suggested first step. It’s also worth looking at key metrics and KPIs, such as:

  • Application rates and quality
  • Cost per hire
  • Time to fill positions
  • Retention rates
  • Employer review ratings
  • Referral rates
  • Social media engagement
  • Employee satisfaction scores

Tracking these metrics and regularly asking your team members for insights into how you can improve your employer brand will help you strengthen your reputation over time. The more you invest in constantly refining your employer brand, the more you’ll be able to build a workplace candidates are keen to join.

Employer Branding: Quick Best Practices for 2025

There are a few additional tips and best practices to remember when developing a Legal Costs employer brand in 2025. Based on the current needs and expectations of top candidates, make sure you:

  • Take a digital-first approach: Maintain an engaging online presence, use video to share insights into your workplace, and create immersive candidate experiences.
  • Activate your employees: Ask employees to share real, authentic stories about their experiences with potential candidates.
  • Maintain consistent communication: Listen to your employees, address their challenges, and use their feedback to improve your brand.
  • Invest in employee satisfaction: Constantly look for new ways to delight your employees with training opportunities, flexible work options, and well-being initiatives.

In 2025, as skill shortages increase and retention rates continue to drop, building a compelling Legal Costs employer brand is more important than ever. By following the framework outlined above and leveraging the unique advantages you can offer your employees, you can boost your chances of attracting and retaining the talent you need to grow.

Culture By Design: Intentional Practices to Shape Your Office and Commercial Workplace

January 3, 2025

In today’s Office and Commercial landscape, company culture isn’t just a buzzword – it’s the foundation of long-term success. An exceptional company culture unifies, engages, and motivates teams, improving business performance and productivity.

Perhaps most importantly, the culture in your organisation dictates whether you’ll be able to attract and retain talent effectively. Skill shortages are a continuing problem; businesses can’t afford to lose top talent due to a toxic workplace. According to MIT, culture is ten times more important than compensation when predicting turnover.

When company culture significantly impacts the growth and sustainability of your Office and Commercial business, you can’t afford to leave success to chance. The days of “culture by default” are gone, and organisations must ask whether they’re shaping their culture with intention and focus.

It’s time for the era of culture by design.

Understanding Culture by Design

Company culture is the heart of an organisation. It isn’t defined exclusively by unique benefits or office space perks. Culture culminates the practical and pervasive implementation of ideas, best practices, and shared values within your company.

As frameworks like the McKinsey Organizational Health Index and MIT Sloan’s scientific definition of culture outline, company culture connects all of the crucial parts of an organisation from your business goals to your company’s inherent values and your people.

It needs to influence everything from your approach to hiring employees, developing teams, managing staff, and enabling work-life balance.

“Culture by design” intentionally shapes the behaviours, beliefs, and environment that define a workplace. Instead of allowing culture to form randomly by default, leaders deliberately craft workplace conditions to align with an Office and Commercial company’s goals, vision, and needs of their people.

This involves creating specific practices, policies, and rituals that foster desired attitudes and behaviours. It’s all about building a space where employees thrive, feel valued, stay committed, and contribute to long-term success.

Though implementing culture by design can seem complex, it’s crucial for business survival. Strong company cultures reduce turnover, help attract top talent to your team, and directly impact business bottom lines. According to Bain, getting company culture right can increase EBIT growth by up to 500% and revenue by a factor of ten.

Foundation: Core Values and Vision

The heart of a strong Office and Commercial company culture is defined by shared values and a clear vision. For individuals on your team to find purpose and value in their roles, they must feel they’re collectively contributing towards a shared goal and understand your company’s priorities.

The Value Definition Process

Your company’s values should guide actions, decisions, and behaviours throughout the workforce. Core values can vary depending on your business. Many companies prioritise trust, honesty, integrity, and accountability.

Diversity, equity, and inclusion also often significantly impact company values, particularly in today’s Office and Commercial space.

Fortunately, some tools can help businesses define their values. The Barrett Values Center/Centre 7-Level consciousness model explores values across various levels of consciousness, considering everything from relationships to self-esteem and internal cohesion.

Designing an Implementation Framework

Identifying values is the first step in this process, and Office and Commercial companies must also comprehensively embed these values into the company culture and align them with an overall vision for success.

This can involve creating documents and policies that help to communicate values, like Netflix’s culture deck. It could also mean implementing training initiatives to reinforce values, such as programs that enhance employee cultural recognition and collaboration.

Adjusting management strategies is one of the most important steps in implementing values into a company culture. Google’s Project Oxygen found that effective leadership and collaboration on management strategies drive team success and improve team cohesion. Business leaders need to model and champion values for team members in everything they do.

Metrics and Measurement

 Once values and a clear vision are embedded into the company’s operations, leaders also need a way to measure how those values impact the overall business. Tools like the “Cultural Values Assessment” can be valuable here, as they offer a way to evaluate alignment between personal values, current company culture, and the desired cultural environment.

This helps leaders understand where culture thrives in the business and where additional transformation is needed. Business leaders can also experiment with solutions like the Denison culture survey, which delivers insights into how a company’s culture supports performance and alignment with strategic growth, focusing on consistency and adaptability.

Implementation: Design Practices

 Once you’ve defined the core values and vision for your Office and Commercial business and its company culture, the next step is to start implementing practices that bring your desired culture to life. Every aspect of the employee experience, from hiring to work policies and recognition strategies, needs to be aligned with the desired culture you want to achieve.

Hiring for Cultural Success

Adjusting your hiring strategy to improve and optimise company culture isn’t just about looking for Office and Commercial candidates with the same characteristics as existing, successful employees. It’s about finding team members who contribute to your desired company culture.

Companies can use various methods to improve results here. Working with specialist recruitment teams to help minimise bias in hiring decisions can lead to a more diverse and inclusive culture. Experimenting with behavioural interview questions can help you identify how well candidates will respond to the situations and experiences they’ll face in a role.

Office and Commercial leaders can also embed cultural values and ideals into the candidate assessment process. For instance, HubSpot evaluates candidates based on their ability to thrive in a fast-paced, collaborative environment rather than focusing entirely on technical skills.

Ensuring Onboarding Excellence

A strong onboarding strategy is more than an excellent way to improve employee experiences and set team members up for success in their roles. It’s also an opportunity to define values and expectations, introduce staff to cultural norms, and rapidly embed employees into team settings.

Companies like LinkedIn and Airbnb use onboarding strategies to immerse employees in the company culture. They use storytelling and shared experiences to introduce and explain values and encourage teams to reflect on how they can contribute to the community experience in the workplace.

During an onboarding strategy, introduce teams to how you measure success. Discuss development strategies alongside long-term business and personal goals to help them connect with the team members they’ll be working with on a deeper level and ensure they can envision a long-term future with your company.

Implementing Recognition Systems

 Employee recognition strategies help to keep Office and Commercial teams engaged, reduce turnover rates, and improve productivity. More importantly, they are a valuable way to reinforce behaviours that support a positive company culture.

Think about how you share feedback with staff and manage performance. Are your teams left waiting months for a meeting or review? Can you update your strategy with regular check-ins between managers and employees to create a more agile, supportive culture?

According to Deloitte, 90% of companies that redesign performance management with a focus on regular, consistent feedback see direct improvements in engagement. Remember, small things, like a “thank you” for a positive action, can go a long way.

Managing the Remote/Hybrid Shift

Nurturing a positive culture can be complex in any Office and Commercial business. For companies embracing hybrid and flexible working strategies, it can be difficult to keep teams aligned, focused on the same vision, and engaged over time.

Plan to ensure that remote and hybrid workers are as deeply ingrained into the company culture as in-office employees. Invest in regular meetings with team members and introduce new communication and collaboration tools to bridge the gaps between staff. Ensure everyone is involved in decision-making processes and business growth, regardless of location.

A commitment to transparency, constant communication, and regular team building will ensure culture can continue to thrive in a hybrid workplace.

Maintenance: Sustaining Cultural Health

Finally, creating and implementing a strong Office and Commercial company culture is just the beginning. Sustaining cultural health requires ongoing effort, careful monitoring, and adaptability. Maintaining your company culture requires a few key steps:

Using Measurement Tools

Take advantage of the measurement tools available to help you understand your company culture’s impact on your organisation. For instance, Gartner’s “Cultural Assessment Framework” helps monitor behavioural patterns and values to show whether your culture contributes to performance and innovation.

Deloitte’s culture change monitoring system makes it easy to track cultural shifts using employee surveys, performance data, and focus groups. You can even use McKinsey’s Organisational Health Index to track performance and engagement metrics.

Embracing Feedback Mechanisms

Feedback goes two ways in an effective Office and Commercial business. The best way to determine how well your company culture works is to gather genuine and authentic employee insights. For instance, Microsoft regularly uses the “Employee Signals” framework to help business leaders identify trends and adjust policies to sustain morale and engagement.

Make sure it’s easy for team members to share their thoughts, whether they have recommendations for new workplace policies, concerns about current processes, or complaints to share. Host regular culture meetings, but ensure team members have a way to submit feedback anonymously, too.

 

Preparing for Crisis Points

New challenges emerge in the Office and Commercial space every day. Political changes, economic conditions, and other factors can affect your company’s mood and culture. A strategy for dealing with sudden issues can help reduce disruption.

For instance, you could implement policies for managing employee stress and improving well-being during difficult times. You might even provide business leaders and staff training focused on adaptability, emotional resilience, and purpose-driven leadership.

Designing Culture with Intention

 

Your Office and Commercial company’s culture is more important to your continued success than you might think. A strong culture is critical for more than just attracting and retaining talent. It ensures you can stay resilient, innovative, and strong in the face of any challenge.

Now’s the time to ensure you’re designing your company culture with intention. Stop waiting for the culture to form itself, and begin implementing a strategy that infuses clear values, a vision, and desired behaviours into every element of your workplace.

As you change your company’s culture, pay attention to the results. Track how effectively you attract and retain employees and how morale, engagement, and productivity evolve within your organisation,

Your path to an impactful company culture starts now.

The First 90 Days: A Blueprint for New Hire Success in the Legal Sector

December 19, 2024

Settling into any new role takes time. Even employees with years of experience in similar Legal industry roles can struggle when faced with new processes, workplace requirements and team dynamics. That’s why business leaders and managers must invest in effective onboarding processes to streamline the path to productivity.

Implementing the right strategy for an employee’s first 90 days in your organisation doesn’t only ensure you get the most value out of your new hire as quickly as possible, but it’s also crucial to retaining top talent in a competitive job market.

A well-structured onboarding process that focuses on training, cultural integration, and development during the first three months helps to forge the foundations of a positive relationship between employees and the companies they support.

Here’s how you can set your new employee up for success during their first 90 days with your company.

The Importance of Employee Onboarding and Development

Studies show up to 20% of employee turnover happens within the first 45 days of a new hire joining the team. This makes the initial stages of welcoming an employee into your team crucial for talent retention. 69% of employees say they’re more likely to stay with a company for three years or more if they receive an excellent initial onboarding experience.

In a skills-short Legal space, employees are likelier to abandon roles that don’t meet their expectations. Companies could waste time and resources recruiting and training staff who may leave their roles within a few months.

Rapid turnover can significantly impact team morale and overall company culture, reducing productivity and performance. A robust onboarding process, particularly focusing on the first 90 days, sets the tone for a valuable long-term relationship between your company and your new hires.

It allows staff to build strong foundations in your business, provides them with rapid access to essential skills, and helps them forge relationships with other team members. You will reduce your risk of early turnover for new talent and streamline each team member’s path to success within your organisation.

The First 90 Days: Building Your Onboarding Roadmap

 The exact elements of a successful onboarding strategy will always vary depending on the Legal role you’re filling and the unique requirements of your new hire. However, the following blueprint will give you a helpful starting point when designing your onboarding strategy.

  1. Pre-Arrival Preparation (Days -30 to 0) 

A powerful onboarding experience starts before your new staff member arrives for their first day at your Legal business location. When an employee accepts your job offer, you should prepare to welcome them into the team.

Create a comprehensive and personalised onboarding plan for each new team member that outlines the required training schedule, objectives, and milestones. This will give your new starter an insight into what to expect ahead of their start date.

Prepare any hardware and equipment your employees will need, such as a computer, desk space, and any software they’ll need access to, so it’s ready for them when they walk through the door.

Assigning a mentor or buddy to each new team member is a helpful way to give them a go-to resource if they have questions about their role, tasks or the company. Arrange this ahead of time. Additionally, consider setting up meet-and-greet sessions with the key team members your employee will work with.

Communicate with your new employee before their start date, sending them a welcome email with essential information about their role and the organisation.

  1. The First Week (Days 1-7)

The first week in a new Legal role can be chaotic and nerve-wracking for a new team member. Ensuring your employee feels supported and informed during this time is crucial.

On the first day, focus on welcoming the hire into the team, introducing them to team members, and showing them around the office. Ensure they know where to find everything, from meeting rooms to bathrooms and lunch or break spaces.

Set expectations with your new team member immediately, but ensure you’re realistic about expected accomplishments. Remind your new staff member of the critical elements of your company’s culture and values, and ask them if they have any questions about their role.

Additionally, during the first week, scheduling initial training sessions covering the software your employees will be using or any essential processes they’ll need to follow is helpful. Plus, make sure you have a few regular check-ins scheduled with a manager or team leader so you can monitor your new hire’s progress.

  1. Weeks 2-4 (Days 8-30)

After the first week, you can dive into more role-specific training sessions for your Legal hire, focusing on developing core skills and overcoming potential weaknesses. Introduce the key projects your team member will work on and assign new responsibilities.

For the first month, avoid overwhelming your employees with complex tasks. Instead, ensure they have access to the resources they need to learn more about their roles and functions and build new relationships with valuable team members.

Consider introducing team-building exercises or arranging informal lunches to foster the development of positive connections and enable collaboration.

At the end of the first month, schedule your first formal feedback session, ensuring you both provide helpful guidance and collect insights from your new employee about their experience in the workplace.

  1. Month 2 (Days 31-60)

When they enter their second month with your business, your new Legal hire should start feeling more confident in their role. Start giving your staff members more autonomy and responsibility, ensuring they still have someone to turn to if they have any questions.

Help them set short-term goals and objectives based on their ambitions and your company’s broader goals. Additionally, ensure your staff member can access continued learning and development opportunities, such as training sessions and workshops.

At this point, infusing your new employee deeper into your business operations is essential. Encourage them to actively participate in team meetings and projects and ask them to share their thoughts and opinions regularly.

At the end of the second month, arrange another review and feedback session to assess progress and provide constructive feedback.

  1. Month 3 (Days 61-90)

In the third month of the onboarding process, your new hire should feel fully integrated into the business. You can begin to assign them more complex tasks and projects and ask them to take more initiative in their role. Begin looking for more specific opportunities for growth and development based on what you’ve learned about your hire’s strengths and weaknesses so far.

Arrange another meeting during which your Legal team member can tell you about their long-term career aspirations, and you and your colleague can begin to build a personal development plan for them.

At the end of the third month, invite your employee to a comprehensive 90-day review. During this meeting, you can discuss the employee’s goals and achievements and collaboratively identify areas for improvement. You should also begin to discuss long-term development plans and set clear goals for the staff member’s next 90 days in their role.

At this stage, you can also ask your employees for feedback about what they’ve liked and disliked about the onboarding experience. This will help you optimise and improve future onboarding strategies.

The First 90 Days: Best Practice

 Developing an onboarding strategy for your new hire’s first 90 days within their new Legal role is crucial to integrating them into your company culture and setting the foundations for future success. Some experts say an employee’s experience within the first 90 days in a role will significantly impact their long-term performance and contribution to a company.

Here are a few tips to keep in mind throughout the process:

Maintain Open Communication

Communication is key to strengthening the relationship between your new employee and your business. Ensure managers regularly check in with new team members to clarify expectations, offer feedback, and quickly address any concerns or challenges.

Personalise the Onboarding Experience

Every new Legal hire will have requirements and specific challenges to overcome when starting a role with a company. Make sure you personalise the onboarding experience based on the employee’s role, background, and individual learning style.

Leverage Technology

Taking advantage of technology can significantly improve the onboarding experience. Digital scheduling tools, learning management software, and communication solutions can automate and streamline processes throughout the onboarding journey.

Gathering and Acting on Feedback

Gather feedback from your new staff members during and after onboarding to determine what works well for them and what can be improved. This will show employees that you value their input and help continuously refine the onboarding experience.

Master the 90-Day Onboarding Process

An effective onboarding strategy ensures that your new Legal employee thrives in your organisation  Retaining crucial talent, enhancing your company culture, and building an effective team are important.

Follow the steps above to design your 90-day onboarding strategy. Remember to constantly optimise and improve the experience based on feedback from each new team member.