Two sides.
Opposite playbooks.
Employment law has two completely different kinds of firm, the one that represents workers and the one that represents companies, and the marketing that wins for one is exactly wrong for the other. We build for the side you're actually on.
Same law.
Opposite marketing.
Employee-side firms win on volume and speed. Employer-side firms win on authority and trust. Flip the switch to see how we'd build each.
You represent the worker.
Your clients arrive in crisis, fired, harassed, shorted on pay, retaliated against. They search at the worst moment of their working life, and they hire fast. This is high-volume, high-emotion, high-intent marketing, and it lives or dies on whether you reach them first.
An individual worker searching in the moment, "wrongful termination lawyer," "unpaid wages," "wrongful firing California." Urgent, emotional, ready to act.
High-intent search, paid social, Local Services Ads, and SEO and content built around specific claim types and California's worker protections.
Built for volume and qualification, fast response and screening that surfaces the claims with real legs and the standing to back them.
A high-intent acquisition engine and an intake that answers before the next firm does, the same speed-to-lead discipline that decides personal-injury cases.
You represent the company.
There is no mass intake here. Your buyers are general counsel, HR leaders and executives, and they don't find you through a "were you wronged at work" ad. They hire on reputation, referrals and a demonstrated command of the law, often before there's even a dispute.
GCs, HR leaders and executives choosing counsel deliberately, evaluating, comparing, and frequently retaining before a problem exists.
Thought leadership and content, LinkedIn, and search built around sophisticated queries, FEHA defense, wage-and-hour audits, compliance, plus reputation and referral cultivation.
Relationship-driven, not form-fill volume. The goal is to be the obvious call when something goes wrong, not to capture a cold lead.
Authority with sophisticated buyers, visibility on the queries that signal real budget, and support for the referral relationships that actually drive the work.
The ground both sides
fight on.
Most California employment matters run through the Fair Employment and Housing Act, administered by the Civil Rights Department, the renamed DFEH. A worker generally has up to three years to file a complaint with the CRD, then a year to sue once a right-to-sue issues. The claims are familiar, but each one shapes who you're reaching and how you reach them, so we build campaigns that speak the language of the actual claim, on whichever side you're on.
Compliant on
both sides.
Employee-sidemarketing follows the same rules that govern personal injury: no guaranteed outcomes (Rule 7.1), no capping or runner arrangements and no fee-splitting with non-lawyers (Bus. & Prof. Code §6151–6152; Rule 7.2), labeled solicitations, and consent-compliant calls and texts.
Employer-sidework is reputation and authority marketing, but it's still bound by Rule 7.1's ban on false or misleading claims and Rule 7.4's limits on how specialization is described. Thought leadership has to be accurate, and "expert" and "specialist" language has to be earned.
We've read the rules so your campaigns don't have to learn them the hard way, and we work to your firm's own compliance preferences on every claim and disclaimer.