The brief for Allen & Overy was simple. Create a website to differentiate them from other law firms and give future recruits a real sense of the firm’s values and personality, whilst presenting genuine reasons for students to regularly revisit the site.
At its core the site needed to present clear and concise information about Allen & Overy and the work they do as well as drive candidates to attend events and provide ways for students to interact with the Graduate Recruitment Team.
In determining the tone of voice for the site Allen & Overy’s culture and values were assessed. The firm prides itself on an inclusive and personable working environment which led to the creation employee video blogs that convey an open, transparent and credible tone throughout. By giving the ‘bloggers’ freedom to talk about their jobs and their lives outside work they present themselves as individuals. This open and inclusive style of communication clearly presents Allen & Overy as a firm that trusts and values its people. Form graduate trainees to senior partners, the blogs are an independent and light-hearted communication that is both honest and credible.
Joining Allen and Overy presents a chance to live and work in London where there are opportunities to work on some of the world’s most high profile deals. However, it was not overlooked that students from outside London making a life-changing move to the capital need advice and support. To help students on their way the ‘London Life’ feature was created to provide future recruits a ‘young professional’s’ vision of the capital. It highlights important information from shopping to nightlife, eating out to sports as well as transport links and advice on housing and areas to live.
Finally there is a psychometric profiling quiz that determines what kind of Legal Eagle you are. By answering a series of questions visitors are given a profile linked to a specific bird persona – all written and illustrated in a very light-hearted way.
The design and build quality is high with a scaleable architecture set up for a global and multi-language capability. In meeting the technical team’s requirements for a Microsoft .NET solution a leading Web content management solution with EPiServer CMS was deployed including a simple WYSIWIG (what you see is what you get) editor that enables ease-of-use content changes for the site's administrators, and ensures that the work of the Graduate Recruitment team consistently delivers to the very highest standard.
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