Do you ever wonder how law firms turning 50, 75 and even 100 years old make it to these significant milestones? To have longevity, they likely do many things well. These law firms, however, are exceptional at one critical aspect of their business that seems to escape many others. They ensure growth and succession by nurturing their young professionals from before day one to be marketing and business development rock stars. Yes, it begins before an employment offer is ever made.
• Establish clear expectations from the beginning.According to Joel Rosen, managing partner of High Swartz, a Norristown, Pa.-based law firm turning 100 years old in 2014, “During the interview process, we discuss the importance of marketing and business development and make it clear that making partner is contingent upon his or her ability to build a book of business.” This may seem a bit daunting to new lawyers entering the workforce, which is why it’s important to have a formal process in place to build skills and confidence.
