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Marketing discretionary? Not in the mid-tier
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Marketing discretionary? Not in the mid-tier

Marketing professionals in law firms are surviving the downturn, according to one recruiter, and a pick-up in position openings across mid-tier firms might be an early indication of the…

Marketing professionals in law firms are surviving the downturn, according to one recruiter, and a pick-up in position openings across mid-tier firms might be an early indication of the mid-tier's resilience during the financial crisis.

According to Katie Rosser, ex-lawyer and marketing recruitment specialist at Seldon Gill Consulting, the last quarter of the financial year is seeing an upturn in the recruitment of marketing and business development professionals across mid-tier law firms.

The upturn comes, said Rosser, despite expectations that large volumes of redundancies of marketing and business development would occur across the legal sector.

"We have not seen as many redundancies of law firm marketers across Australia as you might think," said Rosser.

"Many law firms are utilising their marketing and business development professionals more than ever to ensure that they are not missing any opportunities to win business in this market."

Rosser added that the recent upturn in marketing recruitment may come as a result of the mid-tier market building its business development capacity over the last few years.

"It's really paying off now," she said. "[Mid-tiers] got better at promoting and marketing themselves and now corporate clients and general counsels know who they are, what their value is, and the services they can offer."

This month Alan McArthur, managing partner of DibbsBarker, told Lawyers Weekly that some businesses who may have only traditionally considered top-tier law firms, were now considering lower-priced, mid-tier players in a bid to lower their legal spend.

Rosser said that this may also be a factor in the increase of activity for marketing professionals across the mid-tier, particularly as more legal work is now going to tender, as opposed to just hitting the desks of the top-tier.

"Many firms are experiencing an increase in demand for them to tender for work and firms are very reliant on their marketing in this regard," she said.

- Angela Priestley

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