A mid-sized firm from East Anglia has become an unlikely hit with millions of people watching its videos on TikTok.
Attwells Solicitors, which has offices in Ipswich, Colchester and London, uses staff members to act out the short clips and has had fans queuing up to join the team.
One of the breakout stars has been Stephen Attwell, father of managing partner Nick, who put aside his initial scepticism to appear in a number of videos – some of which feature him dancing.
The idea of the TikTok channel was partly conceived by associate Charlotte Reason, who supervises the firm’s work experience placements. She found that only a select number of schools were keen to host talks about a career in law and that it was increasingly difficult to reach out to teenagers who might never have considered it as a career. Since the videos put the firm on the map, Reason said there have been applications from people of all economic backgrounds, many of whom said they were only aware of Attwells through TikTok.
When the firm has appeared at recruitment events they have been approached by potential candidates who know it from TikTok, while staff involved are recognised at networking events.
The videos themselves are created and edited by the firm’s social media manager Libby Hendry, who persuades staff – sometimes with a little gentle arm-twisting – that they should take part. The firm has also tried to show a more human side to its staff by scrapping workplace headshots and using pictures of them at home or on a night out for each website profile pic.
The biggest viral hit so far was a short clip featuring Hendry, senior paralegal Freya Smith and partner Laura Catania, which has had almost 11m hits to date. The firm’s videos recently passed 1 million 'likes' and the channel has more than 4,100 followers.
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