Employer branding in 2025: attracting and retaining top talent in a competitive market with Epigram

The legal sector is experiencing a talent crunch. With firms competing not only for the best lawyers but also for skilled business services professionals, recruitment and retention have never been more pressing challenges. While salary remains a key driver, it is no longer the sole deciding factor for candidates evaluating potential employers. Instead, the focus has shifted towards cultural fit, workplace flexibility, career development, and, crucially, a firm’s employer brand.

What Is Employer Branding in 2025?

A firm’s employer brand is its reputation as a workplace. It’s how current and prospective employees perceive the firm, shaped by its culture, values, leadership, and employee experience. In 2025, employer branding is about more than just external perception; it’s about authenticity, transparency, and delivering on promises. Candidates want to see genuine commitments to diversity, equity, and inclusion (DEI), wellbeing, professional development, and meaningful work.

A well-crafted employer brand acts as a magnet for top talent while also fostering retention. If a firm can clearly articulate why people should work there and, just as importantly, why they should stay, it gains a significant competitive advantage.

Challenges Facing Law Firms in Employer Branding

1. Talent Scarcity and Competitive Hiring

With legal professionals in high demand, firms must differentiate themselves beyond the salary. Candidates are scrutinising firms for work-life balance, DEI efforts, and career growth opportunities.

2. Retention Pressures

High turnover remains a challenge. If employees feel disengaged, undervalued, or disconnected from a firm’s culture, they are more likely to leave. Ensuring alignment between employees’ expectations and the firm’s values is critical.

3. Cultural Fit and Employer Expectations

Finding the right candidates goes beyond qualifications and experience. It’s about ensuring alignment with firm culture. Communicating this culture effectively helps attract individuals who will thrive within the organisation.

4. Shifting Employee Expectations

Employees now expect more from their workplaces; flexibility, purpose-driven work, and a strong commitment to social responsibility. Firms that fail to adapt risk losing top talent to competitors who offer a more compelling proposition.

Developing and Articulating an Employee Value Proposition (EVP)

A strong employer brand is built on a clear and compelling Employee Value Proposition (EVP), the unique set of benefits and experiences a firm offers its employees. Here’s how firms can develop and articulate their EVP effectively:

1. Define What Makes Your Firm Unique

What sets your firm apart from others? Identify core values, cultural strengths, and career development opportunities that define the employee experience. Whether it’s leadership development programs, hybrid working models, or a strong commitment to pro bono work, these differentiators should be clearly communicated.

2. Listen to Your Employees

An EVP must be rooted in reality. Gather insights from current employees about what they value in their workplace. Conduct engagement surveys, host focus groups, and encourage open discussions to understand what truly resonates with your workforce.

3. Showcase Career Growth and Development

The next generation of legal talent prioritises learning and career progression. Highlight structured career paths, mentorship schemes, and training opportunities in your employer branding materials.

4. Communicate Your Culture with Authenticity

Culture is a decisive factor in employer choice. Firms must go beyond generic statements and showcase real stories, testimonials, and day-in-the-life content that illustrate their work environment and values.

5. Leverage Digital Channels

Employer branding doesn’t just live on a careers page. It must be visible across LinkedIn, firm websites, legal job platforms, and industry events. Engaging content, from employee testimonials to behind-the-scenes firm culture videos, can reinforce an authentic employer brand.

6. Align Leadership with Employer Brand Messaging

Leaders and partners play a crucial role in shaping employer branding. A firm’s culture is best reflected in how leadership interacts with employees and prospective hires. Consistency in messaging from senior figures enhances credibility and trust.

The Business Case for a Strong Employer Brand

A well-established employer brand doesn’t just attract top talent, it also reduces hiring costs, increases engagement, and improves retention rates. In a profession where cultural fit, trust, and long-term career development matter, firms that invest in authentic employer branding will be the ones that thrive.

As we move further into 2025, law firms must rethink their approach to recruitment and retention. Employer branding isn’t just about external perception, it’s about fostering a workplace culture that makes employees proud to stay. In a competitive market, those who get this right will gain an undeniable advantage.

At Epigram, we specialise in helping law firms craft compelling and effective employer branding strategies. From defining your Employee Value Proposition to ensuring your recruitment materials are on-brand and engaging, we ensure that your firm stands out to top talent. Get in touch with us today to discuss how we can help you refine your employer brand and attract the right candidates.