Attracting and Marketing to Lateral Associates: Key Insights and Strategies

Flo Recruit recently presented to the NALP Lateral Working Group, discussing key strategies for marketing to lateral associate candidates. We're sharing our five top insights to help firms refine their marketing strategies and appeal to top lateral talent.

1. The Drivers Behind Lateral Moves: It's Not Just About Money

Lateral associates are no longer motivated only by traditional factors like salary and benefits. Research shows that attorneys prioritize lifestyle, meaningful work, career progression, and control over their professional lives when considering a move. These are the primary motivators:

• Work/life balance: This is consistently ranked as the top factor influencing lateral decisions. Attorneys are increasingly seeking firms that respect their time outside of work.

• Interesting work and responsibilities: Associates are motivated by meaningful, challenging assignments that will help them grow professionally.

• Firm culture: A collaborative, supportive work environment is critical for job satisfaction. 

• Career progression: Lateral associates want to know what the path to partnership or other leadership opportunities within the firm is and how they can progress to this.

• Salary and benefits: While still important, these should be thought of as part of the deal of life at the firm – among all the other things that motivate lawyers.

By understanding these priorities, law firms can tailor their marketing and recruiting strategies to appeal to lateral candidates on a deeper level.

2. Address the Head and the Heart: The Power of Data and Authenticity

When marketing to lateral associates, firms need to connect with candidates both intellectually (head) and emotionally (heart). Start by providing solid, data-driven information about your firm’s make-up and track record. Here’s what you should focus on:

• Making partner: Lateral associates want clarity on the path to partnership. Providing clear, transparent data can help build trust.

• Type of work: Lateral associates are often attracted to firms that offer challenging and diverse work. Be clear about the opportunities for meaningful legal work and career development. Attorneys find it helpful to understand the firm's structure, its clients, opportunities for growth, and strategic vision.

• Career and life balance: This is where authenticity comes into play. Lateral candidates want to hear real stories from your associates and partners about how they balance the demands of work with their personal lives. Feature authentic testimonials, interviews, or case studies that showcase how your firm supports this balance.

Appeal to lateral associates’ hearts by showing them how your firm is more than just a place to work—it's a place where they can thrive personally and professionally. It can be particularly effective to convey this with real stories of current partners’ career paths and real lives. Showing the reality and not just perfection can lend authenticity.

3. Building Trust

At this stage, lateral associates are still in the decision-making process, and trust is crucial. Position your firm as an ally by being transparent, relatable, and authentic. Instead of pushing for a hard sell, focus on addressing the key questions lateral candidates have:

• Why should I move? Help lateral associates understand what makes your firm different and why it aligns with their personal and professional goals.

• How will the transition be? Moving to a new firm can be intimidating. Provide information on what the transition process looks like, including integration support, mentorship programs, and how the firm helps laterals settle in.

• What will my career look like here? Highlight how your firm invests in lateral associates’ growth and how they can achieve their career goals, whether that’s partnership or another leadership position.

Building trust is about showcasing how your firm can provide the support and balance lateral candidates are seeking.

4. Leveraging Influences

Laterals typically gather information from multiple sources before making a decision:

• Word of mouth: Personal recommendations from peers and colleagues are often the first place lateral associates turn to. Building a positive reputation within your network is crucial for attracting top talent.

• Independent sources: Sites like Chambers, Vault, and Am Law play a major role in shaping lateral candidates’ perceptions of your firm. Make sure your firm is well-represented in these outlets and remain prepared for any challenges or concerns that may arise.

• Search firms: Many lateral associates work with legal recruiters. Partnering with search firms can help extend your reach to the best candidates.

• Your marketing and recruiting team: Your firm’s website, SEO, and social media presence are all vital in the final stages of a lateral’s decision-making process. By utilizing the Flo Recruit ATS, your careers page can offer lateral associates a smooth and easy-to-navigate job research and application experience. Make sure you are providing relevant, engaging, and up-to-date content that highlights your firm’s values, culture, and opportunities.

By leveraging these sources and optimizing your marketing channels, your firm can improve its visibility and appeal to lateral talent.

5. Building Your Firm's Recruiting Brand

To effectively attract lateral associates, it’s essential to have a strong recruiting brand. Here are some tips for building and promoting it:

• Know your target audience: Tailor your message to the specific needs and desires of lateral associates, focusing on their motivations and concerns.

• Align on values and mission: Make sure your firm’s values, mission, and culture are clearly articulated in all recruiting materials. Lateral associates want to join firms that share their professional and personal values.

• Appeal authentically: Authenticity is key. Highlight real experiences, challenges, and successes from current lateral associates who have thrived at your firm.

• Invest in your channels: Ensure your firm’s marketing team is using the right channels to reach lateral candidates, including optimizing your website for SEO, using social media strategically, and maintaining strong relationships with search firms and independent rating agencies.

• Help talent discover your firm: Build a recruiting ecosystem that allows the best lateral talent to find you. Utilize every available channel to tell your firm’s story.

Conclusion

Attracting top lateral associate talent requires more than just selling salary and benefits. You need to appeal to their personal and professional desires, address their concerns, and build trust through transparency and authenticity. By aligning your recruiting efforts with the factors that matter most to laterals, you’ll be well-positioned to attract the best talent. To learn more about how Flo Recruit can help you with your lateral hiring needs request a demo.