Miller Thomson: Employer Brand Strategy and Positioning
Miller Thomson engaged Cubicle Fugitive to help differentiate itself as an employer in the legal industry and establish its unique value proposition for employees. The goal was to guide internal decisions, align recruitment efforts and engage with those who work in the firm.
To achieve this, Cubicle Fugitive conducted an extensive research process. We examined Miller Thomson’s current recruitment, onboarding, employee surveys, and internal communications materials to understand the firm’s existing recruitment approach and identify improvement areas. We also reviewed external firm reviews, recruitment profiles, and social media pages to gauge the external perception of Miller Thomson as an employer. Additionally, focus groups were conducted with individuals from the firm’s 11 offices across Canada, representing various positions.
The key attributes of working at Miller Thomson were highlighted, emphasizing the firm’s enterprising nature and the sense of accomplishment, fulfillment, and pride experienced by its employees.
Based on this analysis, Cubicle Fugitive identified the distinct value that Miller Thomson offers its employees. This value was then translated into an employee value proposition and an employer brand positioning report. The key attributes of working at Miller Thomson were highlighted, emphasizing the firm’s enterprising nature and the sense of accomplishment, fulfillment, and pride experienced by its employees. Miller Thomson was portrayed as a firm that constantly strives for improvement in terms of its people and client work. Teamwork, collaboration, and inclusion were emphasized, with every individual being welcomed and valued for their unique contributions.
Cubicle Fugitive’s recommendations empowered Miller Thomson to align its decision-making with its employee-value proposition. This strengthened the firm’s retention efforts and enhanced its market presence.