There are many avenues law firms can take to increase their revenue, from cross-selling current clients on new services to massaging relationships with prospects to convert them into new clients. But there is another way to drastically increase a firm’s earning potential, and that is to attract a talented lateral who enters the firm with a known reputation and a big book of business.
Legal marketers and PR professionals can play a critical role in attracting lateral hires. While our primary targets are often purchasers of legal services, a secondary – and still vital – audience is other attorneys. Here are some strategies that law firm marketing departments can employ to grab the attention of potential new hires.
- Public Relations: Public relations isn’t just about shaping the firm’s reputation within the marketplace; it’s also a means to shape the firm’s reputation within the legal industry itself. By promoting the appeal of your firm through media relations, you raise awareness to potential lateral hires who might be looking to take a leap.
- Content Marketing: Creating collateral that speaks to the benefits of working at the firm is a critical step in attracting lateral hires. Consider making digital and printed brochures that explain the benefits of working at your firm. Make sure to mention your firm’s culture and values so potential laterals can gauge whether they would be a good fit.
- Websites: While most lateral hires are going to come from relationships groomed by your firm’s attorneys, it still helps to promote the benefits of working at the firm via a “Careers” page on the firm’s website. Ideally, this page is accessible from the law firm’s homepage. (Often, such a page is placed in the site’s footer.)
- Branding/Culture: Developing a positive law firm culture that rewards good work and commits to a specific set of core values is essential to attracting and retaining lateral hires. Law firms can promote this culture through strategic branding that reflects the firm’s unique attributes.
How can Jaffe help you attract lateral hires?
With our decades of experience in shaping the reputations of law firms, Jaffe knows how to make your brand shine to would-be lateral hires. We take an integrated approach to promoting your firm, creating comprehensive strategies that operate on every communications front – including public relations, marketing and branding. From developing media pitches that promote the benefits of your firm to designing digital and printed materials to help attract big-name laterals, Jaffe can serve as a valuable resource to your law firm’s marketing and recruiting initiatives.
Need help with recruitment marketing? For more information, contact Terry M. Inser at firstname.lastname@example.org.