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PROFESSIONAL SERVICES BUSINESS DEVELOPMENT AND MARKETING INSIGHTS

| 1 minute read

Edelman Trust Barometer 2022

Again in 2022, the Edelman Trust report poses interesting questions for business leaders. Last year the effects of the pandemic unsurprisingly dominated every response. 

In 2022, there is a return to the long term trend for businesses to have a set of values that the staff and other stakeholders can believe in. It is well understood, in law and elsewhere, that this has been made far more challenging with the move to a more remote working culture.

"Working remotely has led to a lack of delegation and reduced coaching of more junior grades of staff... At the current stage of the COVID-19 cycle, law firms need to consider how they can best invest in their staff to build loyalty, reinforce cultural values, and ensure they do not lose a generation of talent."

(PwC Law report) 

Of course, shy of the loathsome corporate platitudes or transparent virtue signalling, this is a difficult thing to do. Law firms are presently under enormous recruitment and retention pressure from their junior ranks. 

One standout approach is to involve your whole team in creating content that reaches out to your own staff as well as your broader community in an authentic way. It really need not be taking positions on the issues of the day, but adding some humanity and authenticity to your communications goes along way to demonstrating your knowledge, your values and your enjoyment of your role. 

It is this that junior staff want, and need, to enjoy their jobs and progress their careers. 

60% will choose a place to work based on their beliefs and values 58% will buy or advocate for brands based on their beliefs and values

Tags

professional services, leadership, people, legal

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