How to Market Your Law Firm to Potential Lateral Hires

• Identify what you're trying to sell to attract talent.
   
• Define and segment your markets, so you can go after the kinds of people who would be attracted to your firm.
   
• Develop an image and message that will stand out to prospects.
   
• Select the proper media to deliver your firm's message.
   
• Develop a budget.
   
• Benchmark and measure successes.

To get started:

• Think about your recruiting/marketing plan. A well-crafted marketing plan should include:
   
• Long term goals, such as improving retention rates, increasing diversity, etc.
   
• Objectives, which are usually short-term and measurable, such as having a specific percentage of students from the top 10 law schools.
   
• Activities, which concern who will do what by when, and estimating costs.
   
• Do your homework. This means conducting research to prepare your firm's means of differentiation. BCG Attorney Search points out that there are many places you can look for information, including:
   
• Web sites, local publications, and industry surveys.
   
• Focus groups where prospects offer insights on why they did or did not choose your firm.
   
• One-on-one interviews with partners.
   
• Alumni contacts.
   
• Dare to be different. There are three primary strategies for differentiation: 1. Price. 2. Niche. 3. Other distinctions particular to your firm, perhaps based on environment, training, culture, or the like.
   
• Develop a recruiting message and overall image, or evaluate the one you have in place. The more focused the better, BCG Attorney Search says. Instead of saying, "We do all the same things the other guys do," focus on what you do better. Or what you do that they don't. Work with your marketing department, so your message is savvy and directed at prospects," and use your message or image consistently in all your marketing media. If your firm has a brand, make sure this, too, is consistent. Branding your recruiting efforts and should make your firm instantly recognizable to talent.
   
• Understand what your "buyers" value. Students actually have a two-part decision process. The first part involves a quick evaluation of where they want to live, and the second focuses on the nature of the firm and what makes it distinct. Consequently, If you're using your brochure to talk about your city, you probably don't have to. Find out what prospects generally are looking for when they pick up your materials or log on to your law firm's Web site.
   
• Emphasize your firm's individual strengths. Too many law firms send the same old, generalized message to prospects and get lost in the shuffle as a result. Again, it's all about differentiation. And remember, don't say your firm offers or values things that it doesn't. "You have what you have. Students get the message just by looking at the order in which you put things in your [recruiting] materials. If you say, 'pro bono is important/ but put one little line on the last page, they'll get that it's not important.
   
• Let your best qualities shine. If your research reveals too many less-than-positive attributes, you may have to consider repositioning the firm. You can change people's perceptions. It's not that hard, so long as [the characterization is] based on real information. But if you're saying, 'We're not a sweatshop/ and the summer associates are going back to school and saying, 'You can't believe the hours these people work/ then you've got a problem.
   
• Be prepared to stand behind your claims of differentiation. You must be able to prove whatever you emphasize to prospects. Offer examples of firm policies, drill partner/ interviewers on how to help sell the firm's brand, and discuss the firm's uniqueness in recruiting materials. Remember, too, that it's essential to get members of your team on the same page. Attorney/interviewers, career services offices, summer associates, and firm alumni can make or break your efforts.
   
• Target your audience through phone calls, letters, dinners, invitations to meet with your partners, etc.
   
• Develop your budget. Although many firms start here, the budget should be the final step in the process. "You should be walking through your marketing program, figuring out what it is you want to do, and then you can figure out what it's going to cost."
   
• To quantify results, look back to your original objectives. If, for instance, your objective was to improve the quality of new hires, then you must have a means of measurement—perhaps aggregate GPA, law school status, law review participation, new hire diversity, turnover, or the like. Whatever it was you challenged yourself to do at the start, you'll need to put in place ways to measure it.

 

Interested in Learning More About Legal Hiring? Read the Definitive Guide: 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.
• Works closely with candidates to ensure their resumes and applications stand out.
• Provides ongoing guidance and career coaching to help attorneys navigate interviews, negotiations, and transitions successfully.

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.
• Senior attorneys who believed they were "too experienced" to make a move and found better roles with firms eager for their expertise.
• Attorneys in small or remote markets who assumed they had no options-only to be placed at strong firms they never knew existed.
• Partners looking for a better platform or more autonomy who successfully transitioned to firms where they could grow their practice.

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.