In an article published on May 27, 2022 in ALM’s Mid-Market Report, Hirschler Chief Marketing Officer Kristen Chatterton shares insights on trends and issues for midsize firm marketing and communications in today’s digital working environment.
When the pandemic pushed law firms around the country to re-evaluate their tech offerings to succeed in the new remote environment, Hirschler took a client-centered approach to its updates. While the firm’s marketing and communications budgeting remained the same, it saw a shift in how those funds were allocated in efforts to identify creative ways to engage clients and prospects.
“We’re focusing on infrastructure, tools and technology for a better client experience,” Chatterton told the publication. “In these firms, being a good lawyer is table stakes. Anything on top of that is what differentiates you.”
With live events and meetings on hold, the firm explored ways to enhance the client experience through new processes, tools or technology to both improve efficiency and operations in the virtual environment. The firm also reassessed its sponsorship budget to allow for increased spending to help community groups that were struggling.
The firm’s marketing investments have also contributed to Hirschler’s strategic focus of recruiting and retaining top legal talent, including through professional development, lateral recruiting and engagement and upgrades to further enhance collaboration across practices. These efforts, along with attorney buy-in to also engage in the recruiting process, have helped the firm onboard several high-level laterals and diverse classes of talented associates in recent years.
For the full article, please click here.
Kristen M. Chatterton