Learn how Vahura, an Indian Legal Staffing firm, built its social brand around Purpose. The team also shares their 5 step social mantra to drive engagement and how that helped in moving their social recruiting metrics northwards.

1. Vahura’s Strong Social Brand
Rides on Purpose

2. It all started when a handful of people
with a purpose broke away from
Rainmaker* to form Vahura - the ‘legal
talent specialists’.
As conscious innovators they soon
realized that they wanted to wear their
passion for the profession on
their sleeves.
*Rainmaker, was earlier a recruitment, learning, content,
and test management company focused on the legal
ecosystem, with Vahura as the legal talent arm/ affiliate.

3. They rebranded their identity with the
purpose that drove them as a team,
Vahura – “Because Our Laws Need
Champions”.
Confident that the new positioning
would resonate with candidates just like
it did with their own employees, the
organization decided to take the story
to the entire legal ecosystem.

4. Social became the platform of choice to take
Vahura’s purpose to the world because:
1 It provided brand differentiation
2 It countered the lack of tech agility
3
It originated from the personal interest of the nimble
leadership
4 It perfectly complemented the database-led approach

5. Talent was on social platforms, and
that’s exactly where Vahura wanted to
be. Leading the social charge were the
employees as the most compelling
voices of the Vahura story.
Cognizant of how consistency of
narrative is critical to building a story on
social media, it was made a part of the
organizational KRA.

6. steps to seeing the
story through on social

7. Personas: Who to talk to
#1

8. Vahura started looking at LinkedIn
more closely, not just for building a
strong social brand but also to network
with prospective candidates and
businesses alike.
Personas were defined so that
communication could be created for the
intended audience.

9. It takes every employee to complete a story
#2

10. The organization encouraged
‘well-celebrated profiles’, where
every employee could reach out to
a wider network and create deeper
engagement. This was in addition
to contributing to the larger
employer brand.

11. “Having employees at the forefront of the revolution has definitely helped establish
a strong social brand for us. We have been able to effectively use LinkedIn as
a platform to build a large virtual network and have leveraged it to make
real-world connections.”
Balanand Menon, Head – Consulting, Vahura

12. Using tools to achieve the objectives
#3

13. Employee profiles on LinkedIn were
leveraged using Work With Us – a tool
that recommends customized job
offerings to passive candidates based
on their profiles.
Concerted efforts ensured this
campaign worked 24X better than the
industry average.

14. Company
Overview Services
Causes
employees
believe in
LinkedIn Career Page
Highlight
jobs at
your company

15. The 4-pronged content calendar strategy
#4

16. To ensure constant and consistent social
communication, the organization published content
in 4 categories
#1 Daily engagements #2 Weekly engagements
#4 Engagements by occasion #4 Real-time engagements

17. The follow-through
#5

18. 1
Consistency of approach
Communication across
channels was made uniform.
3
Investing in the
plan – going pro
Resources were
invested in social
indicating seriousness
of intent.
5
Brand visibility
Brand identity was
redefined and adapted
throughout prominently
from posts to events.
Making it a part
of internal process
Social engagement
became a part of
organizational KRAs.
Focus
on engagement
The 4-pronged
strategy ensured
constant interaction.
4
Making it a part of
board-level discussions
Social became a strategic
conversation at the
highest level.
26 A six-step air-tight
follow-through ensured
that execution matched
up to plan

19. Results

20. *More than 60,000 search and staffing firms were analyzed to arrive at the final list. These companies were rated on the
basis of content marketing social recruiting and social reach and engagement.
Most Socially Engaged
Staffing Agencies
Monthly growth in
company page views
Monthly growth in
job applications
Talent Brand Index
grew from 29% to 34.4%
Growth in follower
base from 8000+ - 12000+
Between Nov ’15 and Nov ’16:

21. At Vahura, we calculate Return on Relationships on social, not Return on Investments.
Success on social platforms is not just measured by how many hires we were able to close but on
other interrelated factors such as engagement rates, response time etc. We prefer to measure
Return on Relationships because social platforms go a long way in establishing
a strong brand, especially important for staffing firms like us in a niche space such
as legal recruiting.
Ritvik Lukose, CEO & Co-founder, Vahura

22. Vahura leads by example on how a
staffing organization can use the power
of social to project their purpose,
mobilize their own teams and engage
exactly with the kind of prospects
they want.

23. Founded in 2003, LinkedIn connects the world’s
professionals to make them more productive and
successful. With over 467 million members in
more than 200 countries and territories worldwide,
including executives from every Fortune 500
company, LinkedIn is the world’s largest
professional network.
offers a full range of solutions to help organizations in
various stages of growth recruit relevant talent, build
their brand, and grow their business.
If you're curious about social recruiting, join us in
discovering the possibilities.
Contact us at business.linkedin.com/en-in/talent-solutions