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Legal brand survey uncovers generational shift

Leading brand consultancy, Industry, has revealed the findings of its inaugural evaluation of brand perceptions within the UK legal sector, highlighting a significant generational shift in what recent graduates and established solicitors value in potential employers. 

Employing a unique 360-degree approach, the survey captures the perspectives of in-house legal counsel, private practice professionals, graduates, and law students, with some surprising findings. 

Most notably, the survey identifies a significant generational shift in priorities. Recent graduates prioritise investment in technology, clear social purpose, and a dynamic working environment. Conversely, established solicitors focus on firm reputation and technical expertise. This disparity suggests that law firms must adapt to the evolving preferences of the next generation to remain attractive to new talent. 

The survey also reveals that In-house lawyers and private practice professionals have differing priorities. In-house lawyers place a higher emphasis on customer service, business acumen, and flexible fee arrangements, while private practice lawyers prioritise sector experience and technical excellence.

Perhaps less surprising were the top legal brands. When asked to rank their top five law firm brands, A&O Sherman (Allen & Overy at the time) emerged as the most frequently mentioned, followed by Clifford Chance, CMS, Linklaters, and DLA Piper, with close to a quarter of respondents citing these brands. CMS was notably the top-ranked firm by in-house lawyers, with nearly half of these respondents including it in their top five. 

Sholto Lindsay-Smith, Founder and Director at Industry, commented on the survey results, stating: "The insights from our Legal Brand Survey 2024 indicate potential challenges for law firms as they navigate the expectations of a new generation of legal professionals. Firms must balance maintaining their established brand reputations with fostering an environment that appeals to younger talent, who value innovation, social impact, and work-life balance. Addressing these factors will be crucial for firms aiming to attract and retain top talent in the coming years." 

A total of 364 respondents participated in the survey, including 112 in-house lawyers, 122 private practice professionals, 105 graduates seeking roles in law, and 25 marketing and HR professionals. 

For the full results, download a copy of Industry’s Legal Brand Survey 2024 via the website . 

 
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