【Case Report】First SNS Recruitment Support for Legal Professionals Expands Applicant Numbers from 2 to 18 Year-on-Year
BOTANICO's initial SNS recruitment support for a legal firm achieved an eightfold increase in applicants, from 2 to 18 annually, using a 50,000 JPY/month ad budget. This strategy visualized the firm's culture and values via Instagram, successfully attracting candidates in a competitive market.
📋 Article Processing Timeline
- 📰 Published: April 11, 2026 at 06:40
- 🔍 Collected: April 11, 2026 at 00:19
- 🤖 AI Analyzed: April 20, 2026 at 06:40 (222h 20m after Collected)
## Case Report: Our First SNS Recruitment Support for Legal Professionals Expands Applicant Numbers from 2 to 18 Year-on-Year
We conducted our first SNS recruitment support initiative targeting legal professionals.
As a result, through monthly advertising operations of 50,000 JPY and SNS marketing primarily focused on Instagram, we achieved an increase in applicant numbers from 2 in the previous year to 18.
This case is a practical initiative that significantly improved applicant acquisition by combining SNS and advertising in the legal services sector, where competition in the recruitment market is intensifying.
## [1. Background: Recruitment Difficulties and Lack of Awareness in Legal Services]
The targeted legal professional office faced the following recruitment challenges:
- Difficulty in attracting applicants even when posting on job boards.
- Challenges in conveying the appeal of legal work and the workplace to job seekers.
- A perception of being overly rigid despite high professionalism.
- Recruitment activities had stalled, with only 2 applicants in the previous year.
BOTANICO addressed these challenges by redesigning SNS not just as an information dissemination tool, but as a "recruitment marketing channel to visualize the firm's atmosphere and values, thereby increasing application intent."
## [2. Outline of Measures: Recruitment Marketing Design through Advertising x Instagram]
In this project, we implemented recruitment measures centered around Instagram, utilizing an advertising budget of 50,000 JPY per month.
The main initiatives were as follows:
- Clarification of recruitment targets (age range, experience level, aspirations).
- Dissemination of workplace environment, work style, and daily operations via Instagram.
- Post design that balances the unique professionalism of legal services with personal character.
- Expansion of recruitment awareness through advertising.
- Optimization of profile and application funnel.
- PDCA cycle based on delivery data and SNS reactions.
We emphasized communication that allows potential applicants to "visualize working at this firm," rather than merely announcing job openings.
## [3. Results: Applicant Numbers Increased from 2 Last Year to 18 This Year]
By combining advertising and SNS operations, we achieved the following results:
- Advertising Budget: 50,000 JPY per month
- Applicant Numbers: Previous year 2 → This year 18
- Application Channel: Primarily via Instagram and advertising
An increasing number of cases involved applicants who understood the firm's atmosphere and work style beforehand, leading to connections with highly informed candidates.
## [4. Analysis: Factors for Success in Legal Recruitment]
From this case, BOTANICO has organized the factors for recruitment improvement in the legal services sector as follows:
- Expanding awareness through advertising.
- Conveying the workplace atmosphere and values on Instagram.
- Communicating not just professionalism but also the 'people' involved.
- Designing a simple application funnel.
- Conducting continuous data analysis and improvement.
We conducted our first SNS recruitment support initiative targeting legal professionals.
As a result, through monthly advertising operations of 50,000 JPY and SNS marketing primarily focused on Instagram, we achieved an increase in applicant numbers from 2 in the previous year to 18.
This case is a practical initiative that significantly improved applicant acquisition by combining SNS and advertising in the legal services sector, where competition in the recruitment market is intensifying.
## [1. Background: Recruitment Difficulties and Lack of Awareness in Legal Services]
The targeted legal professional office faced the following recruitment challenges:
- Difficulty in attracting applicants even when posting on job boards.
- Challenges in conveying the appeal of legal work and the workplace to job seekers.
- A perception of being overly rigid despite high professionalism.
- Recruitment activities had stalled, with only 2 applicants in the previous year.
BOTANICO addressed these challenges by redesigning SNS not just as an information dissemination tool, but as a "recruitment marketing channel to visualize the firm's atmosphere and values, thereby increasing application intent."
## [2. Outline of Measures: Recruitment Marketing Design through Advertising x Instagram]
In this project, we implemented recruitment measures centered around Instagram, utilizing an advertising budget of 50,000 JPY per month.
The main initiatives were as follows:
- Clarification of recruitment targets (age range, experience level, aspirations).
- Dissemination of workplace environment, work style, and daily operations via Instagram.
- Post design that balances the unique professionalism of legal services with personal character.
- Expansion of recruitment awareness through advertising.
- Optimization of profile and application funnel.
- PDCA cycle based on delivery data and SNS reactions.
We emphasized communication that allows potential applicants to "visualize working at this firm," rather than merely announcing job openings.
## [3. Results: Applicant Numbers Increased from 2 Last Year to 18 This Year]
By combining advertising and SNS operations, we achieved the following results:
- Advertising Budget: 50,000 JPY per month
- Applicant Numbers: Previous year 2 → This year 18
- Application Channel: Primarily via Instagram and advertising
An increasing number of cases involved applicants who understood the firm's atmosphere and work style beforehand, leading to connections with highly informed candidates.
## [4. Analysis: Factors for Success in Legal Recruitment]
From this case, BOTANICO has organized the factors for recruitment improvement in the legal services sector as follows:
- Expanding awareness through advertising.
- Conveying the workplace atmosphere and values on Instagram.
- Communicating not just professionalism but also the 'people' involved.
- Designing a simple application funnel.
- Conducting continuous data analysis and improvement.