Building trust and a solid reputation are critical to the success and growth of any law firm.

That's why you need to effectively communicate your attributes and core values to establish your brand. Beyond establishing your brand, you also need to promote that brand through consistent and clear messaging to strengthen your position, gaining your visibility within the industry resulting in attracting your ideal clients and boosting profitability.

Traditional marketing methods will always have their place in promoting brand awareness, however, it's the employees who have steadily gained influence as the most effective and trusted brand ambassadors. Michael Stewart, President & CEO for global PR guru Edelman, advises that “Virtually no spokesperson is more trusted than a company's own employees.” In fact, according to Edelman's 2016 Trust Barometer, 52% of those surveyed list employees as the most credible sources of information.

In creating and maintaining a powerful brand for your law firm, it's all-hands-on-deck; every member of your team has an important role to play from senior partners and attorneys, to paralegals and law clerks, to marketing directors, receptionists and other administrative personnel. It's your job to train and empower them all to tell the successful story of your firm.

Here's some insights and practical tips about turning employees into valuable brand ambassadors.

Peer Equity

Reports show that now more than ever, people are mostly influenced by their peers.

Regarding purchasing decisions, eight out of ten people in Nielsen's 2015 Global Trust In Advertising survey say they “completely or somewhat trust the recommendations of friends and family.”

Peer-influenced media has gained even more sway, now ranking in the top three “most-used sources of news and information,” according to Edelman's report. Clearly social media can no longer be trivialised, but rather, recognised and utilised as the powerful tool of persuasion it has become.

Here's a few tips to help you harness the power of your employees' social media networks:

• Clearly specify your mission and identify those characteristics that distinguish your brand. Share this information, making sure everyone in your firm thoroughly understands your brand identity.

• Create a “digital strategy” with clear objectives and guidelines that make it easy and comfortable for employees to act as online brand ambassadors. Add any disclaimers as needed and clarify policies for anyone who will not, or cannot, comply.

• Encourage employee ambassadors to retweet and share your firm's brand messages that are meaningful to them. Through these interactions, your brand will be connected to their circle of friends and family, expanding your reach and influence.

• Devise an employee engagement plan that offers incentives and/or appreciation for involvement. This should be for both new and existing team members.

• Foster a desire for employees to represent your firm at all times – whether on or off the clock. This is very important particularly for those employees that have a lot of exposure to new or existing clients.

• Offer your employees brand ambassador training, and support them with easily accessible brand content, tools, and the motivation to stay engaged.
   

Promote Engagement Through Self Discovery

Creating a supportive environment for your employees keeps them engaged, which makes them the best brand ambassadors.

So how do you keep them engaged?

It starts with great relationship building. In Virgin Pulse's 2015 LABOR OF LOVE survey on what keeps employees engaged, 60% of participants say a positive relationship with their employer impacts their focus and productivity.

Nurturing employees' desire for individual development can also keep them interested and engaged. Investing in their personal growth and self-discovery helps them identify and utilise their exceptional personal traits to help bring corporate objectives and goals to fruition. It's all about helping them be their authentic best selves while integrating their strengths.

If you want to learn how to get the best from your employees to help your law firm flourish, reach out to us and let's talk all things culture, recruitment and hiring the right people