
A variety of factors, such as globalization, intense competition from within and outside the profession, and the “free agent market” for lawyers, have combined in recent years to change this scenario. Law firms increasingly are recognizing the need to develop strategic visions and to differentiate themselves in the marketplace. The “all things to all people” model is falling by the wayside as firms strive to increase profitability and achieve leadership positions in their target markets. These efforts are prompting firm leaders to seek ways to realign marketing resources and activities with the firm’s strategic goals. The result will be an increased opportunity for marketing directors to have a real impact on their firms.
Marketing Activities
It is important to recognize that marketing is not an end in it itself—that is there is nothing intrinsically good or useful about marketing. Marketing is a means of helping an organization to achieve its business goals. How much and what type of marketing a firm needs depends on what it wants to achieve.
There are a number of different categories of marketing activities.
- Communications/promotional (seminars, public relations, newsletters, internal communications.)
- Business development support (supporting individual lawyers, practice groups or offices through coaching, training, research assistance, database maintenance, proposal/presentation assistance.)
- Service development (trend research, determining client needs, developing services or packages of services designed to profitably meet those needs.)
- Service delivery (measuring client satisfaction, developing ways to improve client service and build stronger client relationships.)
Phases of Marketing
Law firm marketing activities can be categorized as falling into four evolutionary phases.
Phase I marketing programs are largely communications/promotional and reactive in their orientation. They include events planning, production and coordination of collateral materials and newsletters, directory listings, and support of individual attorney activities.
Phase II marketing programs build on Phase I activities by adding basic public relations, support of practice group activities, a Web site, and basic marketing training for partners. Phase II programs are still largely communications/promotions based and reactive to attorney needs and requests.
Phase III marketing programs begin to incorporate strategic elements and to focus on service development and delivery. They tend to be more proactive by identifying market and service opportunities for lawyers and practice groups to pursue and include efforts to differentiate the firm’s services. Specific additional elements present in Phase III programs include alignment with firm strategic direction; existence of practice groups and office plans; targeted trade association involvement; coordination of, and coaching for, beauty contests and proposals; utilization of a contact management database; sales and client service training; regular client surveys; and targeted public relations.
Phase IV is the most advanced level of marketing program in a law firm. It incorporates a particular focus on service development and delivery as well as on profitability, work management and pricing strategies. Programs at this level include significant research and development efforts to identify trends and market opportunities, extensive client service training of lawyers and staff, key client relationship planning, a strong focus on individual and team selling, significant service differentiation efforts, strong internal communications program, and sophisticated market positioning and image advertising initiatives.
Market Position
Determining the type of marketing necessary to support a firm also requires an understanding of the markets in which the firm competes. (A market can be a geographic area, an industry or a population segment.) For example, in a market where the firm is an established player, what we call a mature market, a firm’s marketing program should place less emphasis on communications and promotional strategies, designed to enhance the firm’s visibility and credibility, and more emphasis on service development and delivery strategies designed to differentiate the firm’s service and to build strong and profitable relationships with clients.
For example, market research showed that clients and prospects regarded the firm as one of the leading providers of both corporate and litigation services in the city where it was founded and had operated for decades. However, an analysis of the firm’s financials indicated that its practice in that city was not highly profitable, despite the fact that the city’s economy was booming. The firm’s marketing resources were largely invested in promotional and credibility building activities, such as pubic relations, sponsorship of community events and advertising.
Because of this analysis the firm began to shift its resources to service development and delivery strategies, such as determining client needs and trends in the market and then identifying high-profit, high-value services to offer to target market niches. The firm also would pursue relationship enhancement/partnering initiatives with specific clients. A low to moderate investment in general promotional activities is all that is required to maintain the firm’s high level of recognition in the market.
This same firm had launched some new practices in markets where it was a relatively new player. In these markets, the firm needed to invest considerably more resources in communications and promotional activities designed to prequalify and establish credibility for the firm in order to facilitate its business development efforts. Some resources also needed to address researching the needs in that marketplace in order to ensure that the firm identified appropriate opportunities.
The level, qualifications and size of marketing staff the firm requires is related to the firm’s strategic goals, types of markets in which it competes, and the level of reactive support to be provided to individual attorneys. For established practice areas, firms require increased focus in the areas of service development and delivery. However, for its new offices, and particularly in relation to its expansion overseas, the firm requires a high degree of activity in the communications/promotions area.
In many firms, there is a mismatch between the application of the firm’s strategic goals and market position, with significant communications/promotions staffing and other resources focused on established markets and a lesser degree of such support for the newer offices and practices where it would be most beneficial. Likewise, there often is insufficient staffing or other resources invested in service development and delivery-related activities for the firm’s established practices and offices that would help to increase their profitability.
An understanding of these issues can help firms to more closely align marketing resources with their strategic goals. The benefits of accomplishing this alignment include a greater and more visible return on the firm’s marketing investment, an enhanced ability to hire and retain marketing staff, and an increased ability to manage and satisfy partner expectations.
How to Hire a Legal Recruiter for Your Law Firm: How Law Firms Recruit Attorneys Using Legal Recruiters |
About Harrison Barnes
No legal recruiter in the United States has placed more attorneys at top law firms across every practice area than Harrison Barnes. His unmatched expertise, industry connections, and proven placement strategies have made him the most influential legal career advisor for attorneys seeking success in Big Law, elite boutiques, mid-sized firms, small firms, firms in the largest and smallest markets, and in over 350 separate practice areas.
A Reach Unlike Any Other Legal Recruiter
Most legal recruiters focus only on placing attorneys in large markets or specific practice areas, but Harrison places attorneys at all levels, in all practice areas, and in all locations-from the most prestigious firms in New York, Los Angeles, and Washington, D.C., to small and mid-sized firms in rural markets. Every week, he successfully places attorneys not only in high-demand practice areas like corporate and litigation but also in niche and less commonly recruited areas such as:
- Immigration Law
- Workers Compensation
- Insurance
- Family Law
- Trust and Estate
- Municipal law
- And many more...
This breadth of placements is unheard of in the legal recruiting industry and is a testament to his extraordinary ability to connect attorneys with the right firms, regardless of market size or practice area.
Proven Success at All Levels
With over 25 years of experience, Harrison has successfully placed attorneys at over 1,000 law firms, including:
- Top Am Law 100 firms such including Sullivan and Cromwell, and almost every AmLaw 100 and AmLaw 200 law firm.
- Elite boutique firms with specialized practices
- Mid-sized firms looking to expand their practice areas
- Growing firms in small and rural markets
He has also placed hundreds of law firm partners and has worked on firm and practice area mergers, helping law firms strategically grow their teams.
Unmatched Commitment to Attorney Success - The Story of BCG Attorney Search
Harrison Barnes is not just the most effective legal recruiter in the country, he is also the founder of BCG Attorney Search, a recruiting powerhouse that has helped thousands of attorneys transform their careers. His vision for BCG goes beyond just job placement; it is built on a mission to provide attorneys with opportunities they would never have access to otherwise. Unlike traditional recruiting firms, BCG Attorney Search operates as a career partner, not just a placement service. The firm's unparalleled resources, including a team of over 150 employees, enable it to offer customized job searches, direct outreach to firms, and market intelligence that no other legal recruiting service provides. Attorneys working with Harrison and BCG gain access to hidden opportunities, real-time insights on firm hiring trends, and guidance from a team that truly understands the legal market. You can read more about how BCG Attorney Search revolutionizes legal recruiting here: The Story of BCG Attorney Search and What We Do for You.
The Most Trusted Career Advisor for Attorneys
Harrison's legal career insights are the most widely followed in the profession.
- His articles on BCG Search alone are read by over 150,000 attorneys per month, making his guidance the most sought-after in the legal field. Read his latest insights here.
- He has conducted hundreds of hours of career development webinars, available here: Harrison Barnes Webinar Replays.
- His placement success is unmatched-see examples here: Harrison Barnes' Attorney Placements.
- He has created numerous comprehensive career development courses, including BigLaw Breakthrough, designed to help attorneys land positions at elite law firms.
Submit Your Resume to Work with Harrison Barnes
If you are serious about advancing your legal career and want access to the most sought-after law firm opportunities, Harrison Barnes is the most powerful recruiter to have on your side.
Submit your resume today to start working with him: Submit Resume Here
With an unmatched track record of success, a vast team of over 150 dedicated employees, and a reach into every market and practice area, Harrison Barnes is the recruiter who makes career transformations happen and has the talent and resources behind him to make this happen.
A Relentless Commitment to Attorney Success
Unlike most recruiters who work with only a narrow subset of attorneys, Harrison Barnes works with lawyers at all stages of their careers, from junior associates to senior partners, in every practice area imaginable. His placements are not limited to only those with "elite" credentials-he has helped thousands of attorneys, including those who thought it was impossible to move firms, find their next great opportunity.
Harrison's work is backed by a team of over 150 professionals who work around the clock to uncover hidden job opportunities at law firms across the country. His team:
- Finds and creates job openings that aren't publicly listed, giving attorneys access to exclusive opportunities.
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This level of dedicated support is unmatched in the legal recruiting industry.
A Legal Recruiter Who Changes Lives
Harrison believes that every attorney-no matter their background, law school, or previous experience-has the potential to find success in the right law firm environment. Many attorneys come to him feeling stuck in their careers, underpaid, or unsure of their next steps. Through his unique ability to identify the right opportunities, he helps attorneys transform their careers in ways they never thought possible.
He has worked with:
- Attorneys making below-market salaries who went on to double or triple their earnings at new firms.
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For attorneys who think their options are limited, Harrison Barnes has proven time and time again that opportunities exist-often in places they never expected.
Submit Your Resume Today - Start Your Career Transformation
If you want to explore new career opportunities, Harrison Barnes and BCG Attorney Search are your best resources. Whether you are looking for a BigLaw position, a boutique firm, or a move to a better work environment, Harrison's expertise will help you take control of your future.
Submit Your Resume Here to get started with Harrison Barnes today.
Harrison's reach, experience, and proven results make him the best legal recruiter in the industry. Don't settle for an average recruiter-work with the one who has changed the careers of thousands of attorneys and can do the same for you.
About BCG Attorney Search
BCG Attorney Search matches attorneys and law firms with unparalleled expertise and drive, while achieving results. Known globally for its success in locating and placing attorneys in law firms of all sizes, BCG Attorney Search has placed thousands of attorneys in law firms in thousands of different law firms around the country. Unlike other legal placement firms, BCG Attorney Search brings massive resources of over 150 employees to its placement efforts locating positions and opportunities its competitors simply cannot. Every legal recruiter at BCG Attorney Search is a former successful attorney who attended a top law school, worked in top law firms and brought massive drive and commitment to their work. BCG Attorney Search legal recruiters take your legal career seriously and understand attorneys. For more information, please visit www.BCGSearch.com.
Harrison Barnes does a weekly free webinar with live Q&A for attorneys and law students each Wednesday at 10:00 am PST. You can attend anonymously and ask questions about your career, this article, or any other legal career-related topics. You can sign up for the weekly webinar here: Register on Zoom
Harrison also does a weekly free webinar with live Q&A for law firms, companies, and others who hire attorneys each Wednesday at 10:00 am PST. You can sign up for the weekly webinar here: Register on Zoom
You can browse a list of past webinars here: Webinar Replays
You can also listen to Harrison Barnes Podcasts here: Attorney Career Advice Podcasts
You can also read Harrison Barnes' articles and books here: Harrison's Perspectives
Harrison Barnes is the legal profession's mentor and may be the only person in your legal career who will tell you why you are not reaching your full potential and what you really need to do to grow as an attorney--regardless of how much it hurts. If you prefer truth to stagnation, growth to comfort, and actionable ideas instead of fluffy concepts, you and Harrison will get along just fine. If, however, you want to stay where you are, talk about your past successes, and feel comfortable, Harrison is not for you.
Truly great mentors are like parents, doctors, therapists, spiritual figures, and others because in order to help you they need to expose you to pain and expose your weaknesses. But suppose you act on the advice and pain created by a mentor. In that case, you will become better: a better attorney, better employees, a better boss, know where you are going, and appreciate where you have been--you will hopefully also become a happier and better person. As you learn from Harrison, he hopes he will become your mentor.
To read more career and life advice articles visit Harrison's personal blog.