【Case Report】First SNS Recruitment Support for Legal Professionals Expands Applicant Numbers from 2 to 18 Year-on-Year

Case Report: Our First SNS Recruitment Support for Legal Professionals Expands Applicant Numbers from 2 to 18 Year-on-Year

We conducted our first SNS recruitment support initiative targeting legal professionals. As a result, through monthly advertising operations of 50,000 JPY and SNS marketing primarily focused on Instagram, we achieved an increase in applicant numbers from 2 in the previous year to 18. This case is a practical initiative that significantly improved applicant acquisition by combining SNS and advertising in the legal services sector, where competition in the recruitment market is intensifying.

[1. Background: Recruitment Difficulties and Lack of Awareness in Legal Services] The targeted legal professional office faced the following recruitment challenges: - Difficulty in attracting applicants even when posting on job boards. - Challenges in conveying the appeal of legal work and the workplace to job seekers. - A perception of being overly rigid despite high professionalism. - Recruitment activities had stalled, with only 2 applicants in the previous year.

BOTANICO addressed these challenges by redesigning SNS not just as an information dissemination tool, but as a "recruitment marketing channel to visualize the firm's atmosphere and values, thereby increasing application intent."

[2. Outline of Measures: Recruitment Marketing Design through Advertising x Instagram] In this project, we implemented recruitment measures centered around Instagram, utilizing an advertising budget of 50,000 JPY per month. The main initiatives were as follows: - Clarification of recruitment targets (age range, experience level, aspirations). - Dissemination of workplace environment, work style, and daily operations via Instagram. - Post design that balances the unique professionalism of legal services with personal character. - Expansion of recruitment awareness through advertising. - Optimization of profile and application funnel. - PDCA cycle based on delivery data and SNS reactions.

We emphasized communication that allows potential applicants to "visualize working at this firm," rather than merely announcing job openings.

[3. Results: Applicant Numbers Increased from 2 Last Year to 18 This Year] By combining advertising and SNS operations, we achieved the following results: - Advertising Budget: 50,000 JPY per month - Applicant Numbers: Previous year 2 → This year 18 - Application Channel: Primarily via Instagram and advertising

An increasing number of cases involved applicants who understood the firm's atmosphere and work style beforehand, leading to connections with highly informed candidates.

[4. Analysis: Factors for Success in Legal Recruitment] From this case, BOTANICO has organized the factors for recruitment improvement in the legal services sector as follows: - Expanding awareness through advertising. - Conveying the workplace atmosphere and values on Instagram. - Communicating not just professionalism but also the 'people' involved. - Designing a simple application funnel. - Conducting continuous data analysis and improvement.