Alternative Sourcing Models for Lateral Lawyers

Alternative Sourcing Models: Utilizing
New Technology to Hire Lateral Lawyers
Jennifer Bennett,
Director of Lateral Partner Recruiting,
Drinker Biddle & Reath LLP
June 10, 2016 • Chicago, IL
Natalie Quinn,
Associate Recruitment Manager,
Fox Rothschild LLP
Ousman Jobe,
Strategic Partnerships Manager,
LinkedIn
Laura Leopard,
Founder and CEO,
Leopard Solutions

2016 NALP Lateral Lawyer Recruiting Summit June 10, 2016 • Chicago, IL
© 2016 LinkedIn Corporation. All Rights Reserved. |
Content
2
1. The Reality Today
2. A New Approach
3. What Do These Lawyers Care About
4. What We Did and How it Worked?
5. Q & A

3
Decline in Law School
Enrollment
High 3rd
-Party Agency Spend
Challenges in the Legal Industry
Rebounding Economy- Limited
Number of Transactional
Lawyers
Passive Talent Engagement
Macro Micro
Time spent on Quality vs. Non
Quality candidates
Hiring Fast Enough
Gentleman’s Agreement across
firms
High 3rd
Party Agency Spend ReducingCost of hire

Old Strategy- Active Only New Strategy to Attract Passive
Active Candidates Passive Candidates
• Use job board / resume database
• Post Jobs for open positions
• Send Messages hoping candidates will respond
• Have a Careers Page for job and location
information
• Leverage Social Media to Tap Into Networks
• Publish Updates & Posts that celebrate company
culture, news and achievements
• Run Ad Campaigns piquing interest in jobs & company
culture among target talent
• Dynamic Careers Pages to show each viewer why
they’re the right fit for your culture
• Prioritize How Hard to Fill Jobs Show Up to
highlight opportunities to the right people
• Send InMail to land the punch
Successful Law firms are focusing on passive candidates:
57
%
of the decision to ‘buy’
is now made before any
commercial contact with your
business
4

• LinkedIn’s mission
Connect the world’s
professionals to make them
more productive & successful
5

LinkedIn: A global pool of talent
5M+
INDONESIA
3M+
PHILIPPINES
2M+
MALAYSIA
1M+
SINGAPORE
1M+
SAUDI ARABIA
23M+
BRAZIL
122M+
UNITED STATES
OF AMERICA
11M+
CANADA
33M+
INDIA
7M+
AUSTRALIA
1M+
NEW ZEALAND
4M+
SOUTH AFRICA
1M+
UNITED ARAB EMIRATES
19M+
UNITED KINGDOM
10M+
FRANCE
8M+
ITALY
2M+
BELGIUM
1M+
DENMARK
4M+
TURKEY
6M+
NETHERLANDS
2M+
SWEDEN
7M+
SPAIN
12M+
CHINA
433M+
Members
worldwide
+2 New members per second
6

Content is the Core of our Member Experience
8More engagement
with business
content vs. jobs
7

Mobile is at the very center of our content strategy
Over 60% of LinkedIn
unique visitors come
from mobile
60% of content page
views come from
mobile devices
8

Prince
Trump
Kim Kardashian
7-foot-tall Football
Player
Kobe Bryant
Kelly Ripa
Leadership
Social media marketing
Self-esteem
Marketing
Employee engagement
Temporary placement
Design thinking
Management
Time management
Sales
#Prince
#NewNFLTeams
Redskins
The Pope
#GreysAnatomy
#HeroesReborn
And The Professional Mindset is Markedly Different
**Trending topics by social media platform 9

Lawyers on LinkedIn
10

11
LinkedIn Members that are Attorneys in USA by Metropolitan Area- June 1st
, 2016
There are Over 1 million lawyers on LinkedIn

© 2016 LinkedIn Corporation. All Rights Reserved. | 12
Who are they?

How Lawyers use LinkedIn:
Stay up to date on industry
news/events
Check inMail
Network with other
professionals
Share content
Participate in Groups
Follow companies
Look for career opportunities
13

Lawyer come to engage with law firms,
legal trends and recruiting
Top 5 Most Engaged Content Top Trends
*April 2016
14

Jeb Bush, The ABA Journal ad Law Jobs Network
attract a lot of interest
15

Lawyers are likely to have more connections, research careers, groups and check
messages; Yet are more selective on who they will follow and what they will share.
16

Connecting with Lawyers on LinkedIn

Pilot Overview
Fox Rothschild Piloted a strategy with LinkedIn to increase Brand
Awareness and meet demanding hiring goals:
• Recruitment Ads to drive brand awareness, Career Page views &
Followers among target audience, sponsored updates to drive additional
engagement.
18

20,909 1,673 X X
Followers
CompanyPage
Traffic
Job
Applications
TalentBrand
Index
Talent
Engagement
JobViews
Targeted Jobs and Media strategy was intended to drive awareness and
engagement. These Key Performance Indicators helped determine effectiveness
+99%
in
Followers
706
Visitors
(12 month high)
+32%
vs 2015
(12 month high)
+115%
vs 2015
(12 month high)
+58%
(12 month high)
+89%
(12 month high)
19

What Was The Business Impact?
“Increase in 2015 revenue due to
head count growth, strength in
some core practice areas and a 3 to
4 percent increase in effective
rates.”
Mark Silow,
Fox Rothschild Managing Partner
20

The Formula that works
2
4
Attract followers and drive job/careers page views with Media
(Recruitment Ads, Work With Us Ads)
1
Tell them what makes your company a special place to
work with Dynamic Career Pages and Sponsored Updates
Land the punch with personalized messages to the best
of our 400 million members with Recruiter
3
Let target passive & active members know you’re hiring for their role
with job slots
21

Your
Recruitment
Message Here
Your
Recruitment
Message Here
When they network
with members
When they interact
in Groups
On the LinkedIn
Homepage
Today you are leveraging automated outreach to attract ideal candidates to learn Fox
Rothschild’s story, gain new followers and explore your career opportunities
1
22

Employee profiles can increase Career Page visitors by up to 66%
Work with Us Ads attract top talent every time they visit every one of your colleagues’ LinkedIn Profile pages
BEFORE they saw this…..
…NOW they see this
1
23

Fox Rothschild’s currently has 4,672 followers. Followers will fuel your hiring and marketing success
Members are 61% more
likely to share information
as a result of following
your company61
%
95
% Followers are 95% more
likely to accept an InMail
79% of members are
interested
in job opportunities from
companies they are
following
79
%
2
24

Sponsored Updates Help you
Reach the entire LinkedIn network
Company Updates
Only reach your pool of followers Today
Sponsored Updates enables Fox to tell your story beyond your followers. Build the same
kind of relationships with talent outside your followers
400M+
(+2 every sec)
LinkedIn Member
Population
4,663
1
25

Fox’s Top 3 sponsored updates
26

(for content automatically changes for Attorneys, Paralegals vs. General LinkedIn Public)
Tell them what makes your company a special place to work with Dynamic Career Pages2
Attorneys See This Paralegals See This
27

√√ √√√√On the LinkedIn homepage On the Job Search page In the member’s email inbox
√√ Mobile Devices√√ Company home page
Interested in
Our Company?
Let target passive & active members know you’re hiring for their role with job slots3
28

1301 followers
1301 followers
Veteran MobileTop Performer
Expand your reach to Access
the full network
Added to project
Met her. Ready to move in 6 months. Follow up in Oct.
General Manager - Chicago
General Manager - Chicago
Megan Jain
at Acme Systems
Greater Chicago Area I I via Networking
General Manager
Engage candidates directly
with InMail
Manage your pipeline of talent
Working from a single platform allows you to both source
more effectively and develop a pipeline of talent before reqs
come open.
Land the punch with personalized messages to the best of our 380 million members4
29

Sample Inmail- 1
30
Focuses mostly on the recipient.
Keep it SHORT
Recommend driving people to "Follow" the company page
Encourage people to follow
Dear Awesome Candidate,
Fox Rothschild LLP is an AmLaw 100 law firm with nearly 750 attorneys
practicing in 22 offices across the country. We have been rapidly growing over
the last few years, and have recently expanded into the Chicago market. We
are looking for talented associates with entrepreneurial interests to join our
Chicago team.
If you know of anyone who shares your background in corporate and may be
interested in an associate position in our Chicago office, please feel free to
forward the link below: http://www.foxrothschild.com/careers-for-
attorneys/open-positions/?office=chicago-il.
Additionally, if you are interested in receiving more updates about our Firm, I
encourage you to hit the “Follow” button on our company page:
https://www.linkedin.com/company/fox-rothschild-llp.
Thank you!
Lindsae
Recruitment Coordinator at Fox Rothschild LLP
Associate Corporate Attorney at AmLaw 100 Firm

Sample Inmail- 2
31
Associate C
Associate Attorney at AmLaw 100 Firm
Dear Future Rainmaker at Our Firm,
I came across your profile and noticed your impressive credentials and significant real
estate experience. Along those lines, you might be interested to know that we were recently
named a 2015 Leading Real Estate Law Firm by Commercial Property Executive. We are
pleased to be among the top real estate law practices in the nation and to represent some
of the world’s best-known real estate and financial institutions.
For more updates on our real estate practice and other happenings within our firm I
encourage you to hit the “Follow” button on our company page:
https://www.linkedin.com/company/fox-rothschild-llp
We currently have an opening for a Real Estate Associate in our New York office
(http://www.foxrothschild.com/careers-for-attorneys/open-positions/). Your profile seems to
indicate the experience and skills that are desired within the real estate group here at Fox
Rothschild LLP.
If you are interested in learning more about this position, I would be happy to discuss it with
you further.
Thank you!
Lindsae
Recruitment Coordinator at Fox Rothschild LLP

Appendix

Fox Rothschild gained momentum across all key
metrics during their pilot
Metrics Pre-Pilot Pilot Period % Change March 2016 % Change
Monthly Followers
Added
96 191 +99% 371 +99%
Monthly Career
Page Views
0 417 +100% 706 +100%
Weekly Job Views 878 1,160 +32% 1,300 +32%
Weekly Job
Applications
52 81 +57% 112 +57%
Talent Brand Index
(Snapshot)
7.8% 11.1% +42% 12.6% +62%
Engaged Members
(Snapshot)
21,691 34,330 +58% 41,007 +89%
33

You doubled your speed of acquiring new followers. During the pilot, it took 3 months to gain
570 followers; this same feat took almost 6 months pre-pilot.
Fox Rothschild New Monthly Non-Employee Followers
15% of all Fox Rothschild new hires during the last year were Followers
575 new followers 570 new followers
Pre Pilot Pilot
Your speed of engaging these new hires has doubled.
34

Rank Company Followers
1 White & Case 30,332
2 Greenberg Traurig 15,832
3 Morgan, Lewis & Bockius 12,859
4 Fox Rothschild 4,672
5 Blank Rome 4,414
6 Nixon Peabody 4,260
7 Ballard Spar LLP 4,069
8 Lowenstein Sandler 4,021
9 Manatt, Phelps & Phillips, 3,228
10 Kaye Scholer 2,797
While follower growth has accelerated, Fox Rothschild is still engaging 3X to 9X
fewer followers than top 3 peers.
35

Fox Rothchild’s Traffic Driver Campaign has generated 694
leads to the Career Page/Jobs.
Clicks
250,000
Click Through Rate
*Campaign was launched on August 2015 and went through October 2015.
**Industry average for 300x250 banner ad online is 0.05-0.08%.
36

© 2016 LinkedIn Corporation. All Rights Reserved. | 37
Career Page Monthly Visitors
Fox Rothschild’s Career Page has taken off during the
pilot driven by ads
47%
of all Fox Rothschild’s
Career Page visitors
were lawyers

BEFORE they saw this….. …NOW they see this
Picture Yourself at Ballard Spahr
• Did you know: The #1 activity members perform on LinkedIn is viewing
profiles
During the pilot, “Work With Us” ads have been served up 25,920 times, making every
colleague a brand ambassador and performed at 5x the industry average*
Reporting Dates: July 2015 through September 2015
*Fox’s Work With Us Ads had a Click Through Rate of 0.39% in this period. Industry Average click through rate for a 300x250 Banner: 0.08%
38

In October 2015, , you have built your talent brand
through Sponsored Updates
4 Updates sponsored
52,614 Impressions
539 Leads (clicks)
15 Followers added
Data Source: Summary of Sponsored Updates from the past year up to Nov 14 2015. Budget data is reported in USD.
39

of all Fox Rothschild
job views came from
passive candidates
70%
Fox Rothschild’s Job Views increased by 32% during
the pilot
Job Views per Week
40

Fox Rothschild has received 57% more Job Applications
during the pilot
Job Applications per Week
of Fox Rothschild’s
hires impacted through
LinkedIn had advanced
degrees
67%
41

Fox October 2015 Acceptance RatePeer 12 month Acceptance Rates Fox 12 month Acceptance Rate
In the past 12 months, Fox’s Inmail response rate was at the bottom compared to
peers. In October 2015 (with training and increased branding), Fox’s inmail
acceptance rates led all peers. However…
42
1 of 10
Peer Group
•AmLaw 100 Firm 1
•AmLaw 100 Firm 2
•AmLaw 100 Firm 3
•AmLaw 100 Firm 4
•AmLaw 100 Firm 5
•AmLaw 100 Firm 6
•AmLaw 100 Firm 7
•AmLaw 100 Firm 8
•AmLaw 100 Firm 9

…Fox sent 57 inmails or less/seat for the majority of the past 12 months.
Peers are averaging closer to 80-100 inmails/seat. There is an opportunity
to increase outreach
InMails SentInMails Sent
*Average for time period shown in graph
43

How LinkedIn measures your perception with members
as an employer of choice? Talent Brand Index
Talent
309,768309,768
membersmembers
membersmembers
34,33034,330
Talent Brand ReachTalent Brand Reach
Talent that’s familiar with you as an employerTalent that’s familiar with you as an employer
Talent Brand EngagementTalent Brand Engagement
Talent that is interested in you as an employerTalent that is interested in you as an employer
Viewing employee profiles
Connecting with your employees
Researching company and career pages
Following your company
Viewing jobs and applying
Talent Brand Index= 11%
44

Fox Rothschild’s Talent Brand Index
has catapulted to best among peers
Talent Brand Index (Compared to Peers)
Fox Rothschild (Pre-
Pilot)
Fox Rothschild (Current)
45
1st
of 10
Peer Group
•AmLaw 100 Firm 1
•AmLaw 100 Firm 2
•AmLaw 100 Firm 3
•AmLaw 100 Firm 4
•AmLaw 100 Firm 5
•AmLaw 100 Firm 6
•AmLaw 100 Firm 7
•AmLaw 100 Firm 8
•AmLaw 100 Firm 9

While Fox has moved the needle on engaging future hires, Top 3
peers are engaging members 1.3 X to 2.5X more than Fox.
Number of Engaged Members (In Thousands, Over Time)
Fox Rothschild (Pre-
Pilot)
Fox
Rothschild (Current)
Recommendation: Accelerate Path to Engagement 46
4th
of 10
Peer Group
•AmLaw 100 Firm 1
•AmLaw 100 Firm 2
•AmLaw 100 Firm 3
•AmLaw 100 Firm 4
•AmLaw 100 Firm 5
•AmLaw 100 Firm 6
•AmLaw 100 Firm 7
•AmLaw 100 Firm 8
•AmLaw 100 Firm 9

Over the past 12 months, you influenced 9% of new hires through your
investment.
*Impact means that a candidate interacted with a paid for LinkedIn Talent Solution (Career page, Ad, etc.)
before indicating they were a new hire at Fox Rothschild with their LinkedIn profile 47

During the pilot period (with solutions that drove awareness and
engagement), new hires influenced rose to 31% (+3.4 X vs pre-pilot)
*Impact means that a candidate interacted with a paid for LinkedIn Talent Solution (Career page, Ad, etc.)
before indicating they were a new hire at Fox Rothschild with their LinkedIn profile 48

If Fox Rothschild continues at their pilot Impact* rate,
they will be near the top of their peer group
Fox Rothschild
(Current)
Percentage of New Hires Impacted by a LinkedIn Talent Solution (Last 12 Months) and Projected* 12-Month Impact Rate of Fox Rothschild by
June 2016
Fox Rothschild (Projected)*
*Impact means that a candidate interacted with a paid for LinkedIn Talent Solution (Career page, Ad, etc.) before indicating they were a new hire at Fox Rothschild with
their LinkedIn profile
**Fox Rothschild impacted 4 hires per month measured during pilot (July + August) so that’d be (4 hires)(12 months)=36 hires. Assume number of hires remains same:
36 out of 169 hires = 28% 49
Peer Group
•AmLaw 100 Firm 1
•AmLaw 100 Firm 2
•AmLaw 100 Firm 3
•AmLaw 100 Firm 4
•AmLaw 100 Firm 5
•AmLaw 100 Firm 6
•AmLaw 100 Firm 7
•AmLaw 100 Firm 8
•AmLaw 100 Firm 9

LinkedIn is the business dashboard for the
world’s professionals
Stay connected
& informed
Advance my career Work smarter
50

LinkedIn has extensive and unique reach compared
to other social networks
217.3
m
UMV
of LinkedIn users
do
not visit Facebook
10%
of LinkedIn
users do not
visit Twitter
43%
of LinkedIn users
do not visit
Google+
52%
100.7m
UMV
110.8m
Unique monthly
visitors
93.1m
UMV
63.2
m
99.8M
53.1M
Source: comScore, US multi-platform data
51

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