Going All-In on the Best Fit for Your Career
By: Alice Simons
Marketing Manager, DLA Piper
When many of us consider our next career move, we may think of salary first and foremost. But as you progress in your legal marketing career, there are many other factors – or “drivers” – that can and should influence your decision to stay or go. These same drivers can also be applied now to not only prepare you for your next role but also for advancement at your current firm.
Top drivers for making a move
Everyone has different drivers, and these may change over the course of your career. Compensation is just one driver, but others may include:
- Firm size
- Size of and resources allocated to the marketing team
- Advancement opportunities
- Flexibility (e.g., work from home, hybrid, hours)
- Benefits
- Firm culture
- Title
- Firm prestige/brand
- Interesting work/challenge
Diana Dillon, Director of Marketing at Wiley Rein LLP, looked for a firm that was willing to invest in the development of their team. “The firm’s reputation and leadership were also a consideration,” Diana noted.
Applying your drivers now
Many firms have a comprehensive annual review process. But don’t wait until year-end to advocate for yourself and seek feedback. It’s important to track projects and successes throughout the year.
Jessica Cox, Director of Executive Search at Calibrate, asks for regular one-on-ones with her superiors and schedules them with her direct reports. “I always raise my hand for new projects and speak up with new ideas,” said Jessica.
Professional development
LMA has comprehensive resources for its members. Try the Body of Knowledge (“BoK”) Assessment Tool to test your skills in the six BoK domains to determine your current knowledge level and where you should focus your professional development efforts. The Competency Analysis Tool allows you to assess your skills in each domain. LMA also offers all members access to the Practising Law Institute’s (PLI) educational offerings.
Ask your firm if you can obtain Google certifications or take advantage of LinkedIn Learning courses, tuition reimbursement, or additional training or certifications from firm service providers. Participate in appropriate internal trainings if offered by your firm. It never hurts to stay one step ahead.
Expand and tap your network
As a member of LMA, you’ve already tapped into a large network of your peers. To take full advantage of this amazing group, be sure to connect with other legal marketers through the online tools (Communities and Shared Interest Groups); attend local, regional and national social and educational events; and continue the conversation with one-on-one meetups. LinkedIn is always a great way to stay in touch throughout the year. Ask questions, seek out a mentor or offer mentor someone yourself (it’s always better to give than receive!). Even if you are not actively seeking a new position, speaking to outside recruiters – many of whom are also members of LMA – can help you to gather insights on the legal marketing job market and what you can do to prepare for career advancement and fulfillment.
Diana Dillon (Wiley), Hadleigh Katz (Calibrate), Rachel Mershon (Whiteford) and I will be presenting on this topic during the LMA QuickStart ™ LIVE! – Legal Marketing Essentials pre-conference program in San Diego on April 3. Can’t make it to San Diego? Join LMANext for a Zoom presentation on May 1. We hope to see you at one of the upcoming events!