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New York City based creative leader with an inclination for holistic design thinking, colorful solutions, and the Oxford comma.
Take the Unprecedented Path with Goodwin
Goodwin | 🏆 AVA Digital Awards 2023 Gold Winner
Our team was engaged to develop a way to help differentiate Goodwin from other firms and amplify our brand in an increasingly competitive associate recruiting landscape in the legal industry. Historically, the recruiting team was relying on a disparate collection of PDFs to provide candidates with information about Goodwin.
We created a singular digital experience that showcased the firm’s values, successes, innovative offerings, and unique culture in a streamlined, engaging, and user-friendly package. It also allowed us to tailor information to our two main target audiences: entry-level/law student and experienced/lateral candidates.
goodwinlaw.com/associatecareers
The messaging and content in each section was tailored to address the specific needs and interests of each target audience group.
Map section: new lawyers | Highlights global entry-level programs
Map section: experienced lawyers | Highlights our global presence
Industries section: new lawyers | Includes an “I’m still figuring it out” section
Industries section: experienced lawyers | Highlights our five core industries
The Goodwin Experience section: new lawyers | Highlights entry-level bonus programs
The Goodwin Experience section: experienced lawyers | Highlights unique programs available to senior associates
A full mobile version was also developed in tandem with the desktop experience.
The experience launch was promoted through personal outreach to prospective candidates and to third-party recruiters, organic and paid social posts, and collateral at in-person recruitment events. The experience is linked in key areas of goodwinlaw.com’s Legal Careers page and continues to be leveraged and promoted in active recruitment cycles.
A combination of data-based and anecdotal feedback suggests that visitors in each target audience group are engaging with the information in their respective sections of the experience. SEO results also indicate the experience has driven increased traffic to Goodwin’s legal careers search page with more visitors clicking through to submit an application.
Paid LinkedIn Posts
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Organic LinkedIn Posts
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Collateral for in-person recruitment events
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A combination of data-based and anecdotal feedback suggests that visitors in each target audience group are engaging with the information in their respective sections of the experience. SEO results also indicate the experience has driven increased traffic to Goodwin’s legal careers search page with more visitors clicking through to submit an application.
Paid LinkedIn Posts
Organic LinkedIn Posts
Collateral for in-person recruitment events
Creative Direction: H. Chong
Experience Design and Production: Ceros PROs Team
Social Asset and Collateral Design: H. Chong, J. Deihl, I. Ludlow-Smith
Copy: D. Agostini
Paid Ad Animation: RR Donnelley
Project Management: E. Dickman