Instagram is a great place for law firms to maintain their brand online, as clients and prospects are increasingly spending more time on the app browsing image and video content. While the average demographic of Instagram users may skew younger, the increase of adults embracing the photo sharing site has made it a viable part of any firms’ social media strategy. In last year’s annual Social Law Firm Index, we uncovered that many of the Am Law 200 firms are active on the platform. More and more firms are taking advantage of Instagram to recruit new talent and reach new prospective clients. With an authentic profile and a consistent aesthetic strategy, firms can make their Instagram a positive place for folks to learn more about why they’d want to hire them or work for them. If you’re dedicated to growing your practice through Instagram, find out how these 5 law firms are maximizing the power of Instagram.
DLA Piper, one of the largest law firms worldwide, has significant following and engagement on the social media platform. They’ve reached more than 5,000 followers, and earn an average of 100 likes per post because they post information that people can relate to. The firm uses Instagram to highlight employee experience and showcase company culture rather than to promote their legal services or share case studies. The majority of their posts feature their employees and highlight accomplishments, office events, and outings.
In the last year, the firm created the ‘Voices of DLA Piper’ campaign, where the attorneys shared their own personal stories on what they love about the firm. DLA Piper tags almost all of their posts with #proudtobedlapiper to show their pride in their work as a law firm and to create a community among their many branches across the globe. The firm scored highest for doing an exceptional job focusing on their own people, working together in and out of the office.
WHITE & CASE
White & Case has an equally large Instagram presence, with just under 5,000 followers. Their account has a consistent and aesthetically pleasing feed; all of the posts are color-coordinated to match the firm’s branding of azure and black. White & Case employs a lot of video posts that are clearly successful due to the high audience engagement they receive. The content of their videos is always employee-centric and representative of the firm culture. With employee testimonials and application process videos, the firm does an excellent job of promoting workplace culture in a way that attracts new talent.
NORTON ROSE FULBRIGHT
Norton Rose Fulbright continues to approach their Instagram feed with posts of eye-catching photographs taken by their own employees. Featuring photos taken across the world of iconic images like the London Bridge and the Empire State Building, the firm’s account includes beautiful photography from the far reaching corners of the world. Norton Rose Fulbright has more than 3,300 followers and consistent engagement across all their posts. They share their brand’s hashtag, #lawaroundtheworld, in their Instagram bio, which becomes a live link that leads to a page that includes all posts with the same hashtag. We see employees embracing the firm hashtag and sharing it on their personal accounts, showcasing community in the workplace.
Greenberg Traurig’s Instagram, with 2,000 followers, features employee-based content. Besides posts on employees attending company events and spending time together outside of work, the firm also includes testimonials on working at Greenberg Traurig, all of which generate about 50 likes per post. The firm uses the platform, both the feed and stories, to promote their podcast with short audio snippets. Greenberg Traurig covers a range of topics geared towards education and recruitment in the feed. By sharing their summer associates’ experiences, they’re able to engage millennials who want to get a feel for what it’s like to work at a major law firm.
O’MELVENY & MYERS
O’Melveny & Meyers’ Instagram page targets millennials through their use of Stories highlights and coverage of their corporate social responsibility. Their Stories feature their summer associate program, with one highlight for each location of their six major offices: associates exploring their city, attending conferences, even a trip to Disneyland. O’Melveny & Myers use the hashtags #cOMMitment2cOMMunity and #OMMgivesback on their posts that showcase their employees giving back to the community. Some examples include employees and their families participating in the Coastal Cleanup Day and donating supply-filled backpacks to a Bay Area children’s nonprofit.
Instagram is a growing social media platform that if used correctly could help your law firm grow. These 5 law firms have well-developed presences on Instagram, sharing stories that showcase their firm culture and values in an authentic way. For more Instagram strategy insights, check out our blog post: How to Create Your Law Firm’s Instagram Content Plan.