For lawyers, successful relationship-building with clients and prospects involves engagement around the major challenges their business faces (having a good specialist legal knowledge won't give you much of an edge over the many other well-qualified lawyers you compete against).
This successful campaign, devised and delivered by Kelso Consulting for employment law specialists Doyle Clayton discovered how the attitudes of Generation Y managers were often at odds with businesses' attempts to recruit older workers and better utilise working mums.
The campaign's distinctive and surprising insights provided Doyle Clayton a strong and distinctive viewpoint that was supported by strong evidence. This led to widespread media coverage and positioned Doyle Clayton with clients, conference organisers and others as a distinctive authority on how employers should deal with Generation Y employees now occupying many front-line management positions.
Doyle Clayton is a leading specialist employment law firm that has been working with Kelso Consulting since 2013.
Employment law is a particularly competitive area as most firms of commercial solicitors have a specialist team.
Nonetheless, the firm has grown successfully since its formation in 1997 by Peter Doyle and Darren Clayton, and now has a team of 16 partners across its four offices – three in London and one in Reading.
The firm is highly rated in both the Chambers and Legal 500 directories of leading UK law firms, and it provides advice across the UK, including Scotland, on the full range of employment issues from non-contentious matters to Tribunal and High Court disputes.
Geoffrey Ritcher, Doyle Clayton's head of business development, says: "This campaign proved very successful, with three-dozen items of coverage arising from the report in target publications in just the first few weeks, including several articles in the quality daily national and London media, as well as numerous articles in our target HR titles."
"More importantly, the report is an enduring asset that we are using in numerous ways, including our client training and our marketing; on the website; in direct marketing; and in face-to-face meetings."
"The report is particularly useful for our training for clients, where it is used to provoke discussions. It has also led to several invitations for its authors to speak at important events."
"The two partners who lead the project are absolutely delighted with the results. It is a great example to the rest of the firm of how we can engage with clients and prospects by going beyond technical employment law and utilising our full knowledge of important issues facing Britain's workplaces.”