Wearing all black, including a petite witch’s hat and dark eye shadow, Leigh Tyson is surrounded by (digital) skulls. A labor and employment partner in the Atlanta office of Constangy, Brooks, Smith & Prophete, Tyson turns to the camera and welcomes her audience to a special Halloween-themed episode of ConstangyTV: Close-Up on Workplace Law, the monthly video series she hosts. The episode, “HR Horror Stories,” included segments on terrifying time-keeping practices, noncompete nightmares and the harassment chamber of horrors.

Robin Hensley, Raising the Barv Robin Hensley, Raising the Bar (Photo: John Disney / ALM)

Videos are nothing new on law firm websites, but engaging videos like those produced by Constangy are breaking new ground in the law firm world. While many firms produce videos that seem calculated to test the wakefulness of viewers, Constangy’s videos actually hold viewers to the end. Chief Marketing Officer Tori Whitaker knew when she pushed for videos that they would have to be entertaining as well as smart and packed with useful information in order to develop a following among the firm’s audience of busy, high-level clients. She wanted a marketing tool that allowed the personalities of the firm’s lawyers to come through. ROI has shown opportunities for cross-selling, and the firm is getting plenty of positive, anecdotal feedback. People are watching.