Best Legal Online Campaign

In September 2010, the law firm WilmerHale opened a business services center (BSC) in Kettering, Ohio, bringing critical administrative support staff to a central location. Combining key services at the BSC has opened doors to service clients more effectively, providing a competitive advantage. In April 2010, with plans for the BSC announced, a two-phase advertising campaign launched, focusing on print and web, with a small television/radio component. The first phase (April 2010) promoted a job fair, with advertising focused in the Dayton area. It included the Dayton Daily News, Dayton Business Journal, WHIO-TV (CBS-7) and affiliated websites. The second phase (August-September 2010) focused on expanding the applicant pool by advertising in the Columbus and Cincinnati markets, which are close enough to Kettering for commuters. Publications included the Cincinnati Enquirer, Columbus Dispatch and affiliated websites. Both campaigns targeted professionals in finance, human resources, information services, litigation support, marketing and operations. The job fair attracted 1,375 attendees. Interviews were conducted with 460 attendees (33%), and 240 candidates were presented for next-round interviews. As of May 2010, 1,283 resumes came from the JoinUsOhio email address, the primary call to action in the ads. WilmerHale projected the BSC would be fully staffed with 170 employees by May 2011. Today, 144 positions (85%) have been filled (10 transfers from WilmerHale; 134 new hires). Of the current hires, 20% came from the job fair, and 44% through wilmerhalecareers.com or JoinUsOhio. We’ve received hundreds of applications from Cincinnati and Columbus, with several being hired by the firm.

Contributors:

Chief Marketing Officer:	Stephanie Goldstein
Staff Recruiting Manager:	Elizabeth Collins

WILMERHALE

Location: USA