Marketing roles for partnerships
Closely aligned with business development, marketing is a critical aspect of commercial success in a mature and increasingly competitive global market. Now considered a consultative and strategically focused function, marketing is a dynamic area, fundamental to firms as they retain and develop market-share in this rapidly evolving landscape.
Typically working from a centralised point in the firm, these individuals will play an essential role in the overall branded communication strategy of the firms. In today's market, this means the responsibility of co-ordinating sophisticated global communications. But clients are now operating in a consumer market; and post-recession, with clients awake to the alternatives now open to them, marketing is also playing a vital role in rebuilding a damaged market reputation in our own back yard. By using marketing to communicate the renewed client-focus and targeted messaging that firms must leverage in a buyer's market, law firms are embracing the need to build a reputation for key specialisms in a rapidly homogenising mid-market; emphasise distinguishing value-added services; and ultimately win client trust. The individuals directing marketing strategies will need an expert understanding of emerging markets, cultural nuances and firm specialisms in order to secure essential competitive advantage.
Digital marketing is also a rapidly developing new component; though relatively slow on the uptake, law firms are fast-acknowledging the importance of building a digital presence. 2011 saw a dramatic increase in this area, with the number of partners and fee-earners in mid-sized UK law firms with a LinkedIn account roughly doubling from under a quarter in 2010; according to Kelso Consulting research, the number of people now following the top 50 UK law firms on Twitter has also doubled to around 50,000. The need for carefully managed digital communications in addition to all other comms strategies has never been more apparent, with marketing across all media playing a core role in building and strengthening key client relationships.
At Totum, we understand that there is no room for compromise. We have the expertise, experience and deep-level insight to find the right individual to lead your firm into the new era of legal practice. We work closely with our clients to thoroughly understand their unique firm culture, specific challenges, needs and specialisms - and interpret this into a finely honed specification we can take to market.
We know that nothing about this fiercely independent and highly individualised sector is generic; because of this we work just as intensively with our candidates, sourced from a broad variety of expertise and backgrounds to ensure that, when we recommend an individual to you, they are the right person for the role - not the first to tick the boxes or meet the quotas.
