#1NHighlights - Expressing a Global Brand and Defining Local Talent Messaging

May 30, 2017 Olivia Koivisto

The Client
Jones Day, an international law firm with more than 2,500 lawyers on five continents, is relentlessly focused on client services that transcend individual interests.

The Situation
Though Jones Day cultivates a single, global culture across its many offices, its recruiting program must accommodate many local variations in candidates, positions and outreach strategies. The challenge for its next careers website was clear: how to authentically display a single firm-wide culture and recruiting brand, while also accommodating locally-specific variants and content that lead to success in its hiring process.

The Strategy
One North worked closely with Jones Day to build out a successful careers site that joins both global and local. One half of the site uses an immersive digital experience to tell the firm’s global talent brand story. The other half directs recruitment talent to locally-specific content by implementing personalization properties like automated geo-location.

The Results
The Jones Day Careers site, through custom videography, creative storytelling and thoughtful navigation, has an ease-of-use that both describes Jones Day’s “One Firm Worldwide” culture and simultaneously creates personalized experiences unique to each office.


Jones Day Careers page

launching a careers website


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Olivia Koivisto Marketing Coordinator

At the time of publishing, Olivia was a Marketing Coordinator at One North.

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