Legal Marketing Talent – or Lack Thereof. What to do?
There is no secret that there is a genuine supply and demand issue with legal marketing talent at all levels; there is simply not enough people to go around for the positions that are open. Furthermore, many firms are seeking talent who have very nuanced experience which makes it even more difficult to fill positions. In this session, Jennifer Johnson Scalzi will give a general market overview of the talent market at all levels and what you can do to think about attracting the best and brightest and then keeping them (the former is harder than the latter!). She will talk through recruitment best practices, provide insights on what talent is looking for in an employer, and ideas for how to keep the ones you want for the long-term.
The need for legal talent doesn’t stop there. For Finnegan, one of the largest IP law firms in the world, it recognized that to remain competitive there is a demand to tee up the best possible team for its services. To do this, the firm is relying more and more on experience management. Terra Liddell, CMO at Finnegan, will elaborate on why ‘conversations in the hallway’ don’t cut it anymore. Attorneys are coming to marketing to understand who is best at ‘X’ technology and unearth the appropriate legal talent for the work. Listen to her past “experience” (pun intended!) on tracking only cases and how the marketing team now tracks and searches not only across cases, but across all matters, all of the firm’s professional’s technical experience, and client experiences and classifications within industries — all very quickly to shine a light on the legal talent.
Jennifer JohnsonFounder and CEO
Jennifer possesses two decades of professional services experience including six years inside of a law firm as head of recruiting, and 14 years in legal marketing executive search and organizational consulting. Her focus is to help clients understand the importance of their human capital investments, and to advance the dialog between law firm leadership and the ‘Revenue Enablers’ who are critical to advancing their strategies. Jennifer is a seer of possibilities and a provider of solutions.
Terra LiddellChief Marketing Officer
Finnegan, Henderson, Farabow, Garrett & Dunner, LLP
As CMO at Finnegan, Terra Liddell has firm-wide responsibility for marketing, communications, and business development for one of the largest IP law firms in the world. She works closely with firm management to develop, refine, and execute the Finnegan’s vision and strategy across 10 offices worldwide. Overseeing a staff of communications, website and social media, business development, public relations, event planning, and other marketing professionals, Terra implements programs that build brand awareness, leverage market intelligence, direct marketing strategy and communications, and develop business aligned with the firm’s goals.