When many firms think about producing video content, the first thing that comes to mind is production value. Cameras. Lighting. Scripts. Studio setups. Large budgets.
And while polished videos certainly have their place, the reality is that most law firms are massively overthinking what video needs to be.
In recruitment marketing, particularly in specialist sectors like intellectual property, candidates are not looking for cinematic production. What they want is something far simpler: authenticity and insight.
Candidates want to see the people behind the firm
Most careers pages in the legal sector look remarkably similar. They highlight values, talk about collaboration, mention development opportunities, and emphasise culture. All of these things matter, but they are often presented in very similar ways across firms.
For candidates exploring opportunities, this can make it difficult to truly understand what differentiates one firm from another.
Video offers something that written content cannot: the chance to actually see and hear from the people within the firm.
A short video from a Partner discussing their career path, a trainee explaining what surprised them when they joined, or a description of what a typical week looks like can give candidates a far clearer picture of the firm than several paragraphs of carefully crafted website copy.
Perfection isn’t the goal
One of the biggest barriers firms face with video is the belief that it needs to be perfect before it can be published. That every line needs to be scripted, every angle planned, and every frame polished.
But in reality, the content that resonates most with candidates is often the simplest.
A natural conversation. A genuine perspective. A quick insight that feels honest rather than rehearsed.
Candidates are not expecting a commercial-quality production. They are looking for authenticity, and often the more relaxed and conversational a video feels, the more effective it becomes.
Small steps can have a big impact
Firms don’t need to launch a full-scale video campaign to start seeing results. Even a handful of simple videos can make a meaningful difference.
For example:
- A short “day in the life” discussion with a junior attorney
- A team member explaining what they enjoy most about the firm’s culture
- A quick overview of the type of work the team handles
These types of videos are quick to produce, require minimal equipment, and provide candidates with valuable insight into the firm.
Standing out in a competitive market
In the intellectual property sector, the market for experienced patent and trademark professionals is highly competitive. Candidates often have multiple opportunities available to them, and many firms are competing for the same small pool of talent.
In this environment, the firms that stand out are the ones that make it easier for candidates to understand what makes them different.
Video is one of the most effective ways to do this. It humanises the firm, showcases the people behind the work, and gives candidates a clearer sense of whether they can see themselves there.
The real question isn’t whether law firms should be using video.
It’s why more of them haven’t started already.
Making video easier for firms
Of course, time and resources can often be the biggest barrier when it comes to creating content.
That’s why at Fellows and Associates, we support firms in a number of ways. Some firms already have footage but simply don’t have the time to turn it into usable content. In those cases, we can take existing recordings and handle the editing, shaping them into professional videos ready to share across websites and social media.
For firms that would prefer a more hands-off approach, we can also manage the entire process. From filming through to editing and final delivery, creating tailored video content designed specifically to showcase the firm and attract candidates.
The goal is to make video simple and accessible, without adding extra pressure to already busy teams.
Carys Bello, Head of Social Media