Lateral moves are strategic decisions not recruiting events. When a lateral is considering speaking to your firm, they are evaluating the short-term risk, the platform overall, and the long-term advantages and disadvantages to making a move. The message you are sending plays a critical role in how their evaluation progresses and concludes.
Laterals want and need to know and fully understand what your firm really is. Not just what are you claiming to be in the market, but you really are. Why do clients hire you and, more importantly, why do they stick with you? Where have you come from? Where is your firm trying to go?
The major problem is that most firms all sound the same. They are “full-service,” “entrepreneurial,” “collaborative,” “growth focused.” Every one of these terms makes it difficult for a candidate to understand the real platform and how it differs from any other firm. They are all claiming the same thing and that cannot be right!
One way to differentiate your firm is to give your true statistics on lateral retention and practice growth. Remember you are interviewing attorneys and they value facts over emotive language. The most important and relevant questions laterals are evaluating are:
- What work does the firm win?
- Where does the firm have measurable momentum?
- How, specifically, does the firm support practice growth?
- Does the firm’s platform align with the lateral’s clients?
In addition, the firm’s messaging often falls short when interviewing lateral candidates because the firm describes culture instead of strategy. They use vague growth narratives describing themselves for example as having “cross-selling” values when, in fact, they are looking for the lateral to be the catalyst for that. Be honest about where you are, and take off the rose-colored glasses.
Also, one of the worst issues is when a firm is inconsistent in their message among the leadership. Candidates may receive conflicting messages depending on who they are interviewing. It’s best to lead with actual firm metrics. And, what’s even more desireable, is setting up an interview with a “Happy Lateral,” Someone who joined the firm in the last couple years, who has performed well, and has become part of the fabric of the firm.
Clear messaging needs to include a factual, current description of your firm’s market position. It should also incorporate a transparent articulation of the firm’s strengths: Practices, Market Share, Revenue, and Lateral Growth and Retention. An honest explanation of where the firm is investing and expected levels of growth need to be included but must be credible and based on facts.
The bottom line is laterals are constantly evaluating firms using what they claim about themselves. Firms that clearly delineate their platform, with information that is believable and real and backed up by previous lateral hires with stats to prove it, make it easier for the right candidates (aka as the candidates the firm wants to hire) to see the opportunity and become enthusiastic about joining the firm.
LawVision’s Lateral Talent Practice works with firms to develop their sales messaging and ensure their lateral recruiting narrative reflects the leadership’s actual strategic direction, priorities and strengths thereby increasing the lateral hiring acceptance rate and, more importantly, a lateral’s long-term success.
Posted In