Posted by: johnocunningham | June 16, 2015

What Influences Hiring of Counsel

A recent survey of more than 500 Canadian companies, which can be accessed at CanadianLegalDigitalSurvey.com , has revealed some interesting facts about what influences those who hire outside counsel for commercial matters. A majority of responding companies had annual revenues in excess of $1 billion.

Some of the interesting tidbits from the survey include the following statistics about the most effective influences on hiring:

  • 100 percent of respondents have considered “personal recommendations” to be important in hiring decisions;
  • 78 percent have looked at lawyer bios on the web;
  • articles and speeches by lawyers have influenced hiring decisions of 74 percent of respondents; and
  • relevant lawyer blogs have influenced more than half of all respondents.

Respondents also complained that very few lawyers seek feedback on their service, and only about two-thirds of them said that outside counsel have heard AND acted on their feedback.

Two of the big takeaways for me are as follows:

  1. shared content – on blogs or websites or in traditional publications – can be very effective; and
  2. paying attention to client concerns about service by developing a process to seek and act on client feedback can be a market differentiator.
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