Why Employer Branding is crucial to attract and retain talent, an analysis by María Sol Rubio

“The war for talent is over. Talent won” these were the words of Tim Ryan, chairman of PwC in the United States in a recent speech. He speaks of a paradigm shift in which employees want to have the power to decide when, how and with whom they work.

However, in the international legal sector we notice how this trend is reversing a bit and we see firms like Skadden and Davis Polk, who recently decided to go back to a much more rigid work scheme. Moreover, firms in Spain and Latin America have also returned to a on-site work and we believe that this may affect the problem of retaining and attracting talent. How can we reverse this situation? We would like to talk about the concept of Employer Branding, which can help a lot in this task.

Employer Branding seeks to build a brand and turn employees into true brand ambassadors and make people really want to work there. There are some strategies that we propose to implement in the legal sector, such as having a structured career plan, which is effectively fulfilled; to grant competitive salary within market range; to make use of technology, to have ESG policies in place and that they are actually enforced and obviously to grant greater flexibility.