In an increasingly competitive graduate recruitment market, law firm Hogan Lovells wanted to stand out against peers who were relying on traditional marketing, engage a more diverse talent pool and build authentic and sustained connections. The campaign needed to be “always-on” so it evolved with student behaviours and digital trends, aligning with the global employer brand of Define Your Future.

Working with sb.inc, the firm aimed to bring the Hogan Lovells experience to the fore through content and visual storytelling. Instagram, TikTok and LinkedIn were platforms for “come with me” formats where trainees shared real moments that reflected the human side of the firm. These then linked back to its early careers website, a content-first, digital hub, and the opportunity to perform virtual work experience through interactive tasks in key practice areas. The candidate preparation hub features guidance films, practice tests and insight from partners to demystify the recruitment process.

The elements were complemented by videos showing the journey “from offer to office” so successful candidates could imagine themselves in their new role. A series of videos under the What Defines You banner showed employees’ diversity and individuality, while Defined By Inclusivity introduces candidates to employee networks, showing every student they can have a place to thrive. Podcasts and lectures offer further opportunities to meet lawyers and other professionals and put their work in context. Hogan Lovells visited more than 40 campuses, mobilising 25 campus ambassadors across UK universities. The campaign achieved more than 2 million views across social platforms, driving a substantial increase in applications and engagement with the firm’s careers site.