RPC wins Lawyer Management Award for best grad recruitment campaign

RPC scooped the award for best graduate recruitment campaign at last night’s Lawyer Management Awards, while Gordons won the diversity category.

The awards highlight the achievements of non-lawyers working in the legal industry, including marketing and HR staff.

RPC won the award for its bold ‘Manifesto’ graduate recruitment campaign, with the judges recognising that it was as much about putting some people off as attracting others in. The firm launched the @lifeinalawfirm trainee Twitter feed, began publishing a weekly trainee-run blog and melded its approach to graduate recruitment and training with the firm’s increasing focus on relationship management and personal development. The latter included inviting general counsel to spend time with the current crop of trainees.

The result was a 35 per cent increase in applications and a large boost in the firm’s proposed 2014 trainee intake. 

RPC managing partner Jonathan Watmough said: “It’s a significant achievement to win this award at a time when the competition to attract and secure the best talent is so tough – we’ve worked very hard to ensure our Manifesto campaign stands out in a crowded market and paints a vivid picture of a trainee’s life at RPC.” 

Hogan Lovells took the runner-up spot, while Baker & McKenzie placed third.

Yorkshire firm Gordons won the diversity award for its legal apprenticeship scheme. The firm was one of the first in the UK to launch an apprenticeship aimed at school-leavers from underprivileged backgrounds, and has now seen two intakes of apprentices join. The runner-up in this category was Baker & McKenzie, which has introduced mandatory ’unconscious bias’ training programmes and was praised for its ‘listening ear’ network for LGBT members of staff. 

  Best Trainee Recruitment Campaign Most Effective Diversity Programme
Winner RPC Gordons
Runner-up Hogan Lovells Baker & McKenzie
Third place Baker & McKenzie Norton Rose Fulbright

A full list of winners in all categories can be found at The Lawyer.