A leading legal consultant is encouraging firms to be more inclusive on their websites and social media platforms. Andrew Perry, director at Legal Consult, says many large law firms are failing to include junior lawyers on websites at their own peril. “Junior staff are not recognised on the websites as well as they could be,” Perry said at a Thomson Reuters CLE seminar. “As a result of this they don’t have the sense of belonging that they might have if they were included.”
According to Perry, who was previously national head of IP & technology at Gadens Lawyers, by including only senior staff such as partners and special counsels on a website, more junior staff feel cut out, or disconnected. “If you don’t have a forum for them to be recognised then those staff will not have a sense of connection,” warned Perry. “Clients will often know those lawyers and will sometimes look for them without success on the firm’s site.”
Aside from putting all contact details on a public website, Perry suggests firms look into having a client-only accessible directory of staff, where they can view contact details, credentials and other resources not visible to the general public. He says having access to such information, specifically in regards to junior lawyers, is important in providing feedback. “Younger lawyers in particular are looking for feedback and recognition. Not being on the firm’s website can limit that,” he states.
He also encourages firms to look at ways they can make their use of social media more personal. “Firms are not embracing the fact that social media is a personal communication tool. They need to promote individuals through social media, not the organisation,” he said. “This requires them to empower staff with that social media, and their brand.”
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