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<i>Career Journal</i>: The Hunt for Marketing Talent
When we are hired to begin a new search, the very first thing we hear from our clients' mouths is 'Ideally, we would like someone with X years in law firm marketing.' If you analyze the AmLaw 100 law firms, which combined have more than 2000 marketing professionals, coupled with the fact that at any moment there are more than 100 open positions nationwide, there are more jobs than qualified professionals to meet these needs. So, how do employers find the 'right' talent for their firm in this competitive environment? How do the people with law firm marketing experience find the 'right' firm, since they are in high demand by every firm? Below we have outlined some tips for those who are hiring and those looking to be hired.
Know Your Competition
The first thing we tell our clients is to know who they are up against for talent. If you are an out-of-town firm in a large market such as Chicago, Los Angeles or New York, it is going to be harder for you to attract talent than it would for a large, top-ten, home-based firm. This absolutely does not mean that you should have to settle for less than your expectations; it just means that you may have to step up your process and work a little harder than the home-based firms. We recommend that smaller and out-of-town firms commit to moving a little faster to make decisions ' you don't have the home court advantage, so you have to figure out what you can do to stand out. Recently, we had a candidate who interviewed for comparable positions at the home office of a firm and at a branch office of an out-of-state firm. The smaller firm moved very slowly and took too long to get people from the home office to interview her (i.e,. two or more weeks after her first interview, she hadn't yet received a date for her next round). While this was not the ultimate reason for her decision to join the home-office firm, it certainly made the decision a lot easier.
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