Burges Salmon dumps ‘City’ recruitment focus

Burges Salmon has revamped its graduate recruitment campaign in a bid to take the emphasis off London and focus on the firm’s national reach.

The Bristol-headquartered firm has revised its message in this year’s recruitment round as part of a wider strategy to promote itself as a UK law firm rather than a City firm in Bristol.

Legal recruitment manager Sarah Houston said: “We’re as interested in clients in Bristol and the West Country as anywhere else. Our HQ is in Bristol and we remain proud of our involvement in our local community, but being in Bristol doesn’t define us as a firm. We go where our clients need us to go.

“Many law firms are chasing growth as a result of powerful drivers in the market, such as globalisation of business, increasing competition and so on. We’re choosing to grow organically to maintain our focus on quality and retain our open and dynamic culture.”

In a bid to make its recruitment campaign reflect the new message, the firm has ditched the strapline ’City Work – Bristol’ in favour of the slogan ’What makes a leading UK law firm? You?’.

It has also given its graduate recruitment website a facelift in step with the other changes.

Houston added that Burges Salmon hopes the new message will also highlight to would-be applicants that its client base is both national and international.

The switch comes at a time when a ­growing number of firms are pushing to boost the appeal of their regional offices, with Pinsent Masons endorsing the message ’Think the best work is all in London? Apply elsewhere’ in its reworked graduate recruitment campaign.