Marketing strategy for judicial recruitment

Client: Judicial Appointments Commission

The Constitutional Reform Act 2005 means that for the first time in 1000 years judges are no longer selected by the government but by an independent body, the Judicial Appointments Commission

Jo was contracted as interim communications and marketing director to help the new Commission establish its communications function, and to launch the new recruitment processes for judges in England and Wales.

The JAC wanted to shake off the rumours of an ‘old boys’ network’ and ‘tap on the shoulder’ which had pervaded the judicial appointments process in the past. Its key message was that judges would be appointed on merit, and merit alone. At the same time, the Commission was keen to encourage more women and ethnic minority lawyers to apply.

The marketing strategy included a brand redesign to reflect the Commission’s new open, engaging approach; a radical revamp of the website; a series of roadshows to encourage people to consider a judicial career; paid advertising in the professional press; and an extensive stakeholder engagement programme.

The new recruitment processes were launched at the same time as a drive to recruit new High Court judges. To mark the launch, Jo produced press releases and an information pack and set up a series of face-to-face interviews with legal correspondents from The Times, Telegraph and Guardian explaining the new approach, as well as appearances on the Today Programme, BBC Asian Network and Women’s Hour.

Headlines included:

‘Merit is our bedrock’ – The Times
‘In praise of the Judicial Appointments Commission – The Guardian
‘Boost for High Court Bench Hopes’ – Law Society Gazette
‘JAC defines ‘judicial merit’ – Solicitors Journal
‘New recruitment processes for judges revealed’ – Press Association
‘Wanted: 25 new High Court judges – The Lawyer