A social media campaign from regional firm Dutton Gregory shines a spotlight on the people behind the firm.
The campaign will see 12 of the firm’s legal team publish short films under their own name, exploring who they are, what drives them and the difference they make. Participants are drawn from across the firm, from new business roles to partners and the managing partner, Paul Sams.
Explaining the campaign, Sams said: “Most firms don’t survive or thrive because of the name on the door. They survive and thrive because of the people behind it.
“We want the market to hear from the people doing the work. This is the natural next step after a period of work on our own strategy and growth, and it’s overdue.”
The campaign “makes a pointed bet” that most people are only loyal to a firm’s name for as long as it takes to learn the names of the people in it, Sams explained.
And, he added, it follows that the reverse is just as true; firms lose clients and talent when the people behind the name go unrecognised.
“It touches live tensions in the profession too”, Sams said. “Personal branding versus client confidentiality, and whether individual lawyers speaking informally in public strengthens or dilutes a firm’s identity.”
Dutton Gregory partner and head of residential property Sarah Sams is one of the 12 taking part and will focus on proving, not just promising, that a career and a home life can coexist.
Sams said: “I’m excited to be involved in this initiative. It’s easy for us as individuals to promote Dutton Gregory, what we do for a living, the expertise that we have and the services we provide. However, this doesn’t give any insight into the people behind those services. Who are we, what makes us who we are and why do we do what we do?
“This initiative has helped me look at not only myself and how I think I’m perceived by others, and the impact this has on the way that I work, but also how others perceive me and how I can use what motivates me to help others.”
To see all the videos and posts in the campaign, search for the hashtag #ThePeopleBehindTheDifference on LinkedIn.
