CE - Building an Employer Brand Through Storytelling

Marketing, Brand and Communications

Summary

The objective was to help position Collins Einhorn Farrell as a firm that invests in its people by creating a more intentional approach to employer branding, internal communications, and thought leadership. When I joined the firm, much of the marketing focused on standard announcements and individual accomplishments. I saw an opportunity to tell a bigger story—one that highlighted the firm's culture, values, and long-term investment in its attorneys.

The Challenge

  • Transactional Marketing: Shifting the firm's communication style away from dry, isolated announcements toward a cohesive narrative.

  • Humanizing a Law Firm: Finding creative ways to showcase internal culture and employee experience in a traditionally conservative industry.

  • Maximizing Onboarding Value: Elevating a standard, internal new-hire program into an unexpected external recruitment and branding tool.

The Strategy & Approach

I developed a communications strategy centered around the CEForward Class of 2025, transforming a new attorney onboarding program into a comprehensive employer branding campaign. Instead of simply introducing new hires, we shared their growth through professional development, mentorship, and firm culture. Beyond CEForward, I strengthened the firm's broader brand by introducing new digital media and finding fresh ways to position our attorneys as thought leaders.

My role included:

  • Strategic Planning: Developed the overarching employer brand and communications strategies for the firm.

  • Campaign Execution: Created the CEForward Class of 2025 campaign and its full content plan.

  • Digital Expansion: Launched the firm's Substack publication to build a modern channel for editorial content.

  • Content Creation: Wrote and edited attorney profiles, articles, and social content, while creating supporting marketing assets across digital, social, and print.

  • Editorial Management: Built strategic editorial calendars and actively identified ongoing storytelling opportunities.

Digital & Video Strategy

I transformed internal milestones and legal expertise into engaging multi-media content, from thought leadership campaigns to employee branding videos.

The Impact

The work successfully shifted the firm's communications beyond standard announcements to meaningful storytelling that showcased the people behind the practice.

  • Stronger Employer Brand: Established a modern, sustainable foundation for the firm’s employer branding and recruitment messaging.

  • Enhanced Thought Leadership: Positioned attorneys as industry leaders through structured content, articles, and social media campaigns.

  • Strategic Alignment: Brought a highly structured, strategic approach to internal and external communications by highlighting professional development and employee experience.