Overview
Thomas J. Henry Law, PLLC is one of the nation’s leading personal injury firms. Since 1993, the firm has fought to secure justice and compensation for individuals who have lost loved ones due to the negligence of others and to prevent similar instances of wrongful death from occurring again.
Challenges
Texas-based Thomas J. Henry Law often seeks special kinds of candidates when adding to its talented team — attorneys with unparalleled integrity, unwavering determination, and those who truly embody the firm’s values. But, the team was struggling to attract the right talent. They began exploring different avenues to overcome this challenge and appeal to more top-notch candidates.
Solutions
To attract more applicants who live its mission’s core values of “determination, aggression, and hard work,” Thomas J. Henry Law teamed up with Glassdoor. Glassdoor recommended a multifaceted approach: leveraging the Employer Branding Hub to tell the firm’s employer brand story and Employer Branding Ads to proactively and strategically reach job seekers. Together, these products helped the firm communicate the right message to candidates at the right time. The result was increased brand awareness, contributing to a stronger interest among qualified candidates in applying for roles.
To highlight its authentic and compelling brand story, the firm started by analyzing employee sentiment to understand what truly sets the company apart. Then, the team crafted messaging around key factors like DEI and career development from that analysis to build out their Employer Branding Hub content and their Employer Branding Ads strategy. “The story of Thomas J. Henry Law is still unfolding, and we see it as a living, breathing testament to the passion and talent of our team,” said the Thomas J. Henry team. “Our goal is to show that by joining us, top legal professionals not only contribute to our firm’s legacy, but also shape the story of their own careers. Together, we are writing a powerful narrative that impacts the lives of our clients and the legal landscape.”
Through online ads, the firm used custom messaging to appeal to its target candidates who were both junior and experienced attorneys. The ads addressed the specific needs of job seekers on Glassdoor, Indeed, and other sites throughout their online journey while highlighting the firm’s established reputation in personal injury law.
An “always on” ads strategy was key to Thomas J. Henry Law’s success here. Since partnering with Glassdoor, the firm has kept the brand consistently top of mind with qualified job seekers, rather than implementing a one-and-done campaign. After investing in ads throughout 2022, the company saw a 22% increase in ad clicks, with clicks per job also rising. Further, in 2023, Thomas J. Henry Law’s started applications rate more than doubled from the first 3 months of their campaign to the second three months, with a 37% reduction in cost per application.* The company has seen continued success in 2024, with job clicks outpacing 2023 in the first half of the year.**
“Our recruitment efforts go beyond visibility — they’re about identifying and attracting legal professionals who are driven to make a real impact in the industry and in clients’ lives,” said the Thomas J. Henry team. “We want the nation’s top attorneys to know that our firm is where their ambition meets opportunity, and Employer Branding helped us do that.”
*Based on Glassdoor and Indeed data. Timeframe is May-July 2023
**Based on Glassdoor and Indeed data. Timeframe is January-July 2024
