Investing in Legal Talent: How Marketing Can Drive Associate Retention

Traditionally, a law firm associate's career trajectory was a linear path within a single firm. However, the legal industry has experienced a significant shift, with increased competition for talent and evolving expectations from younger generations of lawyers. As a result, associate retention has become a critical challenge for law firms.  

Why Should Marketing Care About Associate Retention?

While associate retention may not be a conventional marketing function, it significantly impacts the firm's long-term success. There are a few reasons marketing departments should be invested in this issue.

• Brand Reputation: A high turnover rate can tarnish the firm's reputation as an employer of choice.
• Client Relationships: Losing key associates can disrupt client relationships and hinder business development efforts.
• Resource Efficiency: The costs associated with recruiting, onboarding, and training new associates are substantial and impact all firm budgets, including marketing's.
• Internal Knowledge and Connections: Experienced associate teams with deep institutional knowledge and robust internal networks enhance firm and client success.
• Innovation and Growth: A strong bench of talented associates is crucial for driving innovation and future growth.

Marketing departments can play a crucial role in enhancing associate retention by implementing creative strategies that foster a positive work environment, promote professional development, and strengthen attorney connections across the firm.

Elevating the Onboarding Experience

A well-structured onboarding program can significantly impact associate satisfaction and productivity. To achieve this, implement the following strategies:

• Regular Check-ins: Conduct regular check-ins with new associates to address any concerns and provide feedback. This is a simple yet critical component of onboarding that cannot be skipped. Even if a check-in lasts just five minutes, they’ll know they have someone on their team invested in their success.
• Personalized Welcome: Develop tailored welcome packages that include firm resources, how-to guides, practice group information and upcoming networking events. Update this information regularly and deliver it to new associates during that first check-in.
• Showcase the Firm’s Resources: Use your check-ins to showcase other departments at the firm that offer value, such as Library and Training Services. Make sure new associates are aware of all professional development opportunities offered by the firm as it illustrates an investment in their careers.

Addressing the Impact of Remote Work

In today's hybrid work environment, fostering a strong sense of community among remote and in-office attorneys is paramount. As spontaneous hallway conversations diminish, intentional efforts are essential.

• Ensure Facetime: Associates should be proactively invited to relevant practice group meetings. Regular meetings should be scheduled between new associates and their mentors.
• Create Virtual Marketing Programs: Organizing business development webinars for all associates can help remote colleagues feel more integrated into the firm by providing them with the same training opportunities as in-office associates.
• Connect and Contribute: Remote associates can significantly enhance their sense of belonging by actively participating in internal committees. By collaborating on firm initiatives, they can forge meaningful connections with colleagues and contribute to the firm's overall success.

A Holistic Approach to Associate Development

To cultivate a thriving legal career, law firms should focus on the holistic development of their associates. This includes:

• Internal Associate Networking: Create business development programs that increase facetime amongst your firm’s associates. One example is a business development roundtable program where marketing facilitates scheduled discussions with associates on a designated business development topic.
• Associate Recognition Programs: Recognizing and rewarding associate achievements can boost morale and motivation. By acknowledging associates’ business development successes, firms can show their appreciation for hard work and dedication and make attorneys feel more connected to the firm.
• Associate Feedback: Marketing departments love feedback surveys. By regularly surveying associates on their opinions regarding business development and marketing topics firms can improve upon current practices while also giving associates a voice.

Marketing Is Key to Retention

Marketing can be a powerful tool for boosting associate retention. By cultivating a connected company culture, highlighting the firm's unique selling points, and showcasing the investment in its people, this department becomes key to retaining top talent.

Learn More About the Business of Law with the Third Edition of the LMA Body of Knowledge The content in this feature correlates with the Business of Law domain in the LMA Body of Knowledge (BoK). Dive deeper and access the latest edition of the BoK online. The Third Edition of the LMA BoK showcases enhanced expertise across every domain, introduces new competencies in Client Services, Communications and Technology Management, features more advanced skills across all domains and broadens coverage of competitive and business intelligence skills. Plus, it emphasizes a stronger commitment to nurturing diversity, equity, and inclusion across the entirety of the BoK. Learn more.