Legal professionals wary of firm reputation

Law firms are facing a growing issue in talent acquisition as new research indicates that three in ten legal professionals choose not to apply for positions because of their concerns regarding a firm’s reputation. Conducted by B2B PR agency Midnight, the study highlights a crucial shift in the legal sector, where employer reputation is becoming increasingly decisive in the hiring process. A remarkable 90% of employees affirm that it is essential for a law firm to align with their personal values, marking a distinct increase over the national average of 82%.

The findings reveal that reputation significantly influences career decisions across various stages of the hiring process. Notably, 30% of respondents have opted not to pursue a role based on a firm’s reputation, 19% have turned down job offers, and 21% have decided to leave their roles altogether. This trend demonstrates the weight that professional reputation holds in attracting talent; firms known for their strong reputations benefit from a host of advantages.

According to the research, 25% of legal professionals have accepted a job offer primarily because of a firm’s reputation, while 30% have gone so far as to recommend that employer to others. Furthermore, 19% have applied for positions based on a firm’s perceived reputation. Flo Powell, Joint Managing Director at Midnight, emphasised, “These results confirm that reputation is business critical in the legal sector - it is directly shaping who applies, who accepts and who walks away.”

She further stated, “Firms are losing talent before they even reach interview stage. If candidates cannot clearly see what a firm stands for, they will simply move on to one that communicates it better.” The trend appears to be gaining momentum, with more than three-quarters (78%) of legal professionals indicating that employer reputation is expected to play an even greater role in their career decisions in the future, significantly surpassing the average across other sectors in the UK.

Additionally, the research sheds light on a disconnection between how firms position themselves and external perceptions. Discussions with University of Sussex students revealed that many find it challenging to comprehend a firm’s operations, let alone evaluate its culture or reputation, based solely on its website or social media presence. Flo added, “Many firms believe their reputation is well understood, but for candidates it is often unclear or invisible.”

She warned that in the competitive talent market, a lack of clarity regarding a firm’s values and culture can pose significant commercial risks, stating, “Firms that fail to communicate their culture and values effectively will be overlooked.” This research serves as a wake-up call for law firms to reassess their branding strategies, ensuring that they convey their core values and beliefs to attract and retain top talent in an increasingly discerning market.