Posts Tagged ‘legal networking’

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Marketing yourself, generating revenue and increasing your value, part three

Monday, February 15th, 2010

Congratulations on working through the first two weeks!  You’ll be signing your first client in no time.  Just keep your eyes on the prize and keep networking.  Remember that this entire process is aimed at making sure you start generating revenue for the firm.  Once you establish yourself as a “rain maker,” you’ll be a highly-valued attorney who will be considered a crucial member of the team.

This week will delve a little bit deeper into some of your business relationships.  As is true every week, you want to make sure that you’re keeping up with people who respond to you.  If you’ve sent emails/made phone calls/left messages on Facebook or LinkedIn and folks have returned the favor, make sure that you contact them immediately.  No matter what type of law you practice, time is always of the essence.  If someone needs an attorney today and you don’t call them back, another attorney will!

Monday: Ask your marketing coordinator or HR team to allow you to update your bio on the firm’s website.  Make sure to include any articles you’ve written or cases you’ve published.  More importantly, though, include some legal experience you have that may resonate with the average client.  If you are a tax attorney, you may want to focus on some real life tax experience that shows you’re an expert.  (Before graduating from law school, I spent 5 years as a CPA at one of the largest accounting firms in Los Angeles.)  People enjoy real-world experience, and they’ll be much more likely to call someone they feel they know and trust.  To that end, make sure that you also include a picture with your biography.

Tuesday: Hopefully you attended the party or other social function that you RSVP’d to in the first week.  If not, make sure you’ve booked something for this week.  Do not feel overwhelmed by this event.  Be prepared to use your elevator pitch and hand out business cards left and right.  Talk to anyone and everyone at the event.  You have no idea what legal needs people may have, or who they may know.  Be polite and friendly and start making some connections.  Get as many business cards as you give away.  Be sure to follow up with all of your new connections within 24 hours of the event and add all of the information to your online address book.  Continue to book more events.  You should try to go to some breakfast or happy hour or seminar at least twice per month.

Wednesday: Write a blog post.  I know what you’re thinking – I have no idea what I’m doing and I don’t have a blog.  Don’t worry about those details right now.  Just sit down at your computer and start writing about what you know.  Look back at some of those legal blogs that you’ve been reading the last two weeks to figure out the format and length and get to work.  Write about what you know best – your area of practice.  Maybe there is new legislation pending, maybe there was a ground-breaking case recently decided, maybe you’d like to answer (once and for all) a series of questions that you’re asked all the time.  The topic doesn’t matter, as long as it shows off your knowledge.  Once you’re done with the blog post, have someone else (someone not in your area of practice) read and critique it.

Thursday: Get back  on your Linked In account and join at least one professional group.  After you’ve joined, start a discussion on that group or respond to a discussion initiated by someone else.  By beginning and participating in discussions, your peers will begin to recognize you as an expert in the field.  Take the rest of this hour to look at the blogs you started to read and make at least one comment on one of the blog posts.  Make sure that your name and a link to your website is visible on the post.

Friday: Start shopping your blog post.  Start looking at blogs where this content may be useful to readers.  Contact the blog managers and ask them if you can submit an article to be posted.  Many times, bloggers are thrilled to get some free content.   If your post is accepted, make sure to get credit (name and email address) and make sure that the article links to your firm’s website.   You should reach out to at least two different bloggers.  Realize, however, that you should only publish on one blog.  The blogger who contacts you first gets to publish the article!  This is the beginning of your work as a published legal author!

Another week of work behind you.  You should really feel good about everything you’ve accomplished.  Although it’s tough work, networking and building your reputation in the legal and non-legal community is worth every minute you can spare.  If you need assistance in this process, please contact us.  We’re happy to help!

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Marketing yourself, generating revenue and increasing your value, part 2

Monday, February 8th, 2010

Marketing yourself is the most important thing you can do for your career in this uncertain legal climate.    Last week, we talked about setting aside only one hour per day to start marketing yourself and proving yourself to be someone who can generate revenue for the firm – something partners cannot resist.  This week, we continue in the quest to help you in your efforts to bring in deals and cases to grow (or begin to grow) your book of business.

Even though the below suggested exercises create a bit more work in an already stressed-out day, I urge you to take some time and really engage in this process.  Like everything in the law (and in life!), there are no guarantees.  I can’t tell you when or how you will bring your first new matter.  However, every attorney who has been successful in bringing in new business went through this process (or something similar).  Begin at the beginning and follow through.  This could be the most productive five hours of your week!

Before we begin with the schedule, please make sure that you responded to anyone who may have emailed you last week regarding your initial outreach.   This is crucial.  Answer emails and phone calls immediately.  Many times, if someone has a hot lead, it will go cold if you wait too long to respond.  Part of this marketing process is learning to stay connected with the “outside” world and not so focused on life in the law firm.  Remember, the folks outside of the firm are the most likely to have leads for new cases.

Monday:  Set up a Linked In account if you don’t already have one.  It’s very simple to do.  It will require some information about you, your practice, your experience, etc.  Please fill out the information completely.  The more information you include about yourself, the more people will be able to find you in case they need a lawyer.  After you’ve started the account, look around on the site and find some folks you know.  Make connections with them.  If you already have a Linked In account, take some time to review connections, add new connections, add to your bio, update your picture and join some groups.  Don’t overwhelm yourself, just spend an hour on this site.

Tuesday:  Set up an account on Avvo.com.  Avvo is a lawyer review site.  It’s becoming more and more popular as attorneys all over the country are joining.  Be sure to add a current picture and update your biography completely.  Look around the site and find some other lawyers you know.  Write a nice review for an attorney and send them an email asking them to do the same for you.  In most cases, they’ll be happy to reciprocate!

Wednesday:  Check back in on the blogs that you reviewed last Friday.  Make a comment on at least one blog post.  Make sure that the content is relevant and interesting.  The most important part of this process is to include your name and a link to your website.  If you own your own firm, link to the home page.  If you work at a firm, link to your bio page or a relevant page on the site. (If the blog post is about new patent filings in California, link to the page about new patent filings on your firm’s site.)  Typically, when you click on the “comment” button, you will be given very specific instructions about how to sign up and link to your site.

Thursday:  Write and rehearse your elevator pitch.  You’ve heard the phrase before, but probably never knew what it meant or how it could help.  An elevator pitch is a short, lay-person’s description of what you do.  (So short that it should be able to be said in the time you ride an elevator.)  Write out this pitch and practice it.  Make sure that you use terminology that is understandable to everyone.  Make it short and sweet with just enough description that the person listening will be able to remember who you are and what you do.   Take the next 30 minutes to get back on Linked In and write a couple of updates, accept any connections you may have and join another group.

Friday:  Hand out at least 10 business cards and practice your elevator pitch.  I know it sounds impossible, but just do it.  Don’t worry that the person seems an unlikely source of future referrals of work, or that he or she knows nothing about your area of the law.  Simply hand out the cards and speak with people about what you do.  (Please remember to be polite and ask what they do, as well!)  Give one to your waitress at lunch, hand one to the guy standing next to you in line at the grocery store, give out a couple at the gym.  This is really an exercise in getting yourself out there.  Talk to people.  Hand out your card and let them know that you are looking for new transactions, clients or cases.  You may be surprised at the results you get.

Take some time over the weekend to reflect on all of the work you’ve done.  Believe it or not, you’ve already put in at least 10 hours of time toward this new goal of bringing new business.  Congratulations!

If you have any questions or concerns about this process, please do not hesitate to contact us.  We’ve been successfully helping lawyers and law firms connect for years.  We’d be thrilled to help you, as well.

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Marketing yourself, bringing cases and increasing your value, part one

Thursday, January 28th, 2010

Even in the best economic climate a law firm is a competitive environment.  In a sea of shifting hungry laterals, partners are all seeking to maximize their individual talents and abilities.  In this market, the way to shine is by generating business for the firm.  Hourly rates are steep; annual billing requirements undermine attorneys’ dedication to pursuing their best and highest use.  The distraction of billing, which is largely indicative of compensation, ironically serves as a barrier to the real, more long-term job security gained by marketing, rain-making and business generation.  One cannot bill 2,000 hours – or have appearances of doing so – and maintain a devotion and commitment to client development.  Attorneys are left with two options: Bill like a banshee or reduce billable hours and spend some working hours marketing.  The former is more a short-term “fix”; it can be spotty, and screams “you’re only as good as your last case or deal” whereas the latter reaps longer-term rewards and engenders security.

Even though billing is very time consuming, it’s imperative to make time each week to market yourself.  Schedule one hour per day to do nothing but attempt to generate business.  Look at it as an investment in your future at the firm and beyond.  Even if you’ve never brought a case, you have a chance to bring great value to your firm.  Throughout the next few weeks, we’ll be breaking down your time and help your marketing efficiency.  Here’s your schedule for the first week of rain-making.

  1. Monday.  Look through your “address book” on your computer.  Organize all current or previous clients with which you personally dealt.  Make sure you have email addresses and phone numbers.  Do a little online research on these folks to see what they’re up to these days.  Have they moved jobs, started their own businesses, achieved a great success in their business, appeared in the paper/on TV for some reason?  Make a few notes for yourself on each of these current/previous clients.
  2. Tuesday.  Pick two or three of the clients and send emails.  Don’t ask for anything, just check up with them.  Mention that you saw that they recently …. (fill in the blank.  Bought a business, moved their office, commented on a story on Larry King, etc.)  Congratulate them.
  3. Wednesday.  Search your address books for your personal contacts — friends, family, ex-classmates from law school, former co-workers, etc.  – and send out a newsletter.  Let them know that you’re searching for new business.  Make it very clear what type of case you’d like.  Also, let them know that any type of leads would be helpful.  Maybe they don’t know anyone who needs a bankruptcy lawyer, but they know someone who knows someone…  These “friends of friends” connections can be amazing.  Be clear that you’re ready to meet folks who may need your legal services.
  4. Thursday.  Look for events to attend.  You can look at websites for attorneys (CalBar.org, local bar associations, etc.), review charity sites, hobby sites, etc.  At this point in the game, it really doesn’t matter what type of event you attend, you just need to get out there and meet people.  Buy tickets or RSVP to at least 2 events that will occur over the next two weeks.
  5. Friday.  Review blogs that pertain to your area of law.  Note that these blogs don’t have to be legal blogs.  Go to Google and type in your area of law and the word “blog.”  See what shows up.  Just do a little online research.  Make some notes for yourself and bookmark the blogs that you enjoy.

Marketing and rain-making can really be this simple.  Stay tuned for next week’s “rainmaking schedule.”  Your efforts will pay off over time.  Understand that these efforts rarely result in immediate success.  However, over the course of three months, you will have booked at least 65 hours marketing yourself.

For more tips on marketing yourself, contact us. We’re lawyers who have been helping lawyers for years.  We understand the pressures of billing and the importance of bringing cases, and we’re excited to help you in your journey.

Let us know the results of your first week of marketing yourself . We’d love to hear from you!

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Using social media to find a great legal job

Sunday, December 20th, 2009

Recently, I came across an interesting blog post about lawyers and the fact that they are slow adopters of social media.  As a reader of this blog, you’re already involved in social media, so you’re ahead of the curve.  However, have you ever considered using social media as a way to find a job or as a way to get hired for a job that you’ve already targeted?   Social media, including Linked In, Twitter, Facebook and blogs, are wonderful ways to get your name in front of hiring attorneys and recruiters. 

In particular, using Linked In is a wonderful place to start.  (There are, of course, many other social media sites that can be very helpful in getting a legal job, as well.)  The question remains – how do you use Linked In to your advantage?  It’s a great question, and there are several easy ways to use Linked In to make sure that you land the law firm job you’ve always wanted. 

  1. If you don’t already have a Linked In account, start one today.  It’s very simple.  Fill out your bio information completely.  Be sure to include all of your previous career experience, your education and any other information that could be helpful for a hiring partner to know about you.   Most importantly, make sure to include a professional picture.  People connect more with a picture than with text.
  2. Ask previous bosses and co-workers for recommendations.  It is sometimes hard to ‘brag” about yourself, so let others do it for you!  It’s important that potential employers see you have great skills and an incredible work ethic.  Also, it doesn’t hurt to show that previous employers can’t stop raving about you.   
  3. Connect.  Find people on the site who work within the practice area and city where you’re focusing your job search.  If you’re interested in speaking with someone you don’t know but would like to know, ask one of your other connections to “introduce” you.  You’ll be amazed how many people you know have connections with people you wish you knew.
  4. Get involved with the site.  Check in every day.  Join groups of attorneys or other professionals who work within the field in which you’re interested.  Be sure to update your status report and read others’ status updates.  It’s also important to invite people to join you and answer connection requests you receive from others.  The point is to connect with and interact with people.
  5. Answer questions.  Take advantage of the “Answers” section of Linked In.  This is a section where people can ask questions about any number of topics.  Find a topic about which you can thoroughly answer questions and answer away!  Show people that you know your stuff when it comes to your area of practice.  Others will take notice!
  6. Post questions.  It’s a great idea to ask questions, as well.  This shows that you’re involved and that you’re trying to gain knowledge about the law or the legal field.  Asking questions is also a great way to meet other lawyers.  When they answer questions, you can ask them to connect with you and you can start a dialogue. 
  7. Don’t be shy.  Make sure that folks know you are looking for a job.  You can subtly mention on your status update that you’re “working on your resume.”  You could also be more direct and ask some of your connections for informational interviews or introductions to hiring partners.  As long as you are polite and considerate, you should ask for what you want.

There are so many ways to use Linked In to your advantage.  The more you involve yourself on the site, the more benefit you’ll derive.  Before long, you could be connected to hiring partners at the firm of your dreams.

If you have any other questions about the legal job search, contact us.  We’d be happy to help.  Swan Legal Search has been helping attorneys and law firms connect for more than a decade.  We’re attorneys helping attorneys, and we’d be thrilled to help you!

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Ten Helpful Hints For Laid Off Lawyers

Friday, September 11th, 2009

So you’re one of the thousands of attorneys that have been laid off by your firm during the current recession.  Or you know someone who has.  Or you’re concerned that we haven’t seen the end of this trend and you are apprehensive about your own job. 

            What can you do to find another position?  How do you keep your legal skills sharp when you aren’t working or are not working enough?  How do you keep yourself marketable when the market is flooded with other previously-employed attorneys? 

            Here are ten suggestions to prevent your professional skills from atrophying and finding another job while weathering the current storm. 

  1. Check out the Internet for jobs.  Many law firms are trying to stretch their recruiting budget and are relying on the internet to post job openings.  Some firms are even advertising on Craigs List.  Others use employment posting sites.  Some firms are now posting their job openings strictly on their website.  Make sure that you scour the Internet for possible positions.
  2. Spread the word that you are actively seeking employment.  Don’t be shy.  Many people have been laid off and there is no stigma associated with the loss of a job during the current recession.  Most people want to be helpful, so even if they don’t know of a current opportunity or lead, they may know someone who does. 
  3. Keep networking.  There is a great sense of camaraderie during these tough times and an empathetic understanding that “we’re all in this together.”  Try mingling with other lawyers at chamber of commerce mixers, as well as local and state bar events.  Also consider branching out beyond legal networking groups and visiting different chapters of business networking organizations in your city. 
  4. A targeted mail campaign.  You should also embark on a direct mail campaign.  It should include a brief introductory letter, a copy of your resume and your law school transcript.  Focus on smaller firms (perhaps 30 lawyers or less) and consider geographic areas that are perhaps less desirable or off the beaten path.  In-house positions may be harder to find, but companies, particularly those that have tight recruiting budgets, may look favorably on unsolicited resumes if they have a need.
  5. Follow up.  A key element in networking and direct mail campaigns is to be organized.  You should develop a system that reflects the people with whom you have spoken, the dates of the communication and the upshot, if any.  You then need to follow up, follow up and then follow up.  It is often a thin line between being diligent and annoying, so tread carefully.  If possible, try not to leave multiple voice-mail messages, but continue to call until you reach a live person.  You can follow up by email as well.  It’s probably best to alternate between these methods and be sure to follow-up no less than two or three times over the course of several weeks.
  6. Be grateful for advice you receive.  Be appreciative of any time or energy that someone offers you, and always be willing to give back in any way you can.  The people you meet now may be well-positioned to help you in the future.
  7. Consider volunteer work.  There are many non-profit organizations that can use the help.  Keep your legal skills sharp and help others at the same time. Working for one of these entities while riding out the recession could keep your skills sharp.
  8. Attend conferences.  While the recession may have reduced the level of work at certain firms, the number of legal conferences being offered remains strong.  If you have a special skill, continue attending these conferences because they offer good networking opportunities.  Some conferences may offer reduced rates for attorneys that are out of work. 
  9. Hang out your own shingle.  It may seem daunting, but you may have the necessary skills to start your own shop.  To get clients, you will need to continue networking and following up.  But the money you earn may be enough to support you until the market turns around.  At that point, you will be even more marketable because you will hopefully have an established client base. 
  10. Keep writing.  Keep your name visible and start a blog about something that would be of interest to potential firms or clients.  Comment on new cases or trends, or recent developments in the law.  Interview key people and write articles for publication in legal newspapers or magazines.  There are also many internet-based publication opportunities, all of which could create great resume value when the market recovers.  

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