Branding vs. Employer Brand: Who’s Driving the Show in Law Firms?

Branding: A Marketing Responsibility

Branding is about the firm’s image and reputation as a business. It concerns how the firm is perceived by clients, partners, and the legal industry as a whole. This perception is shaped by factors such as:

• Visual identity (logo, brand guidelines, website, etc.)

• External communication (advertising, public relations, social media presence)

• Firm values and market positioning

• The perceived quality of legal services offered

In other words, branding aims to create a strong identity that builds client trust and differentiates the firm from competitors. As a result, it is typically led by the marketing department, often in collaboration with firm leadership.

Employer Brand: A Human Resources Priority

Conversely, employer branding focuses on the firm’s image as a workplace. It seeks to attract and retain top talent by emphasizing:

• Corporate culture

• Work environment and career growth opportunities

• Internal values and commitments

• Employee benefits and work-life quality

• The firm’s reputation in talent management

This responsibility primarily falls to the HR department, which defines internal policies, ensures employee satisfaction, and implements initiatives to enhance the employee experience.

(For seven concrete actions to build a strong employer brand, see our article "Employer Brand and Marketing.")

Who Communicates the Employer Brand?

While employer branding is an HR responsibility, its communication requires close collaboration with marketing. A strong employer brand must be visible and well-positioned to attract talent. This involves:

• An engaging careers website with employee testimonials

• Active presence on LinkedIn and other professional platforms

• Well-designed recruitment campaigns

• Content showcasing life at the firm (videos, articles, events, etc.)

Marketing plays a crucial role in delivering HR messages and ensuring they align with the firm’s overall image.

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Conclusion: A Crucial Synergy

Branding and employer branding are two complementary aspects of a law firm’s identity. While marketing oversees branding to attract clients, HR manages employer branding to appeal to top legal talent. However, their communication must be harmonized to present a cohesive and attractive image—both for clients and for legal professionals seeking a dynamic work environment.

Ultimately, while marketing and HR have distinct roles, their collaboration is key to a law firm’s success. It is also important to recognize that within a law firm, attorneys, practice groups, and industry teams are considered internal clients of the marketing department, which must serve them effectively. Similarly, HR should be seen as an additional client with specific communication and marketing needs. Marketing, therefore, has the responsibility to support HR in crafting a solid employer branding strategy and ensuring it aligns seamlessly with the firm’s master brand.