A Survival Guide for Legal Practice Managers

A Survival Guide for Legal Practice Managers

Marketing for the modern firm

Tuesday, April 18, 2017

Compu-stor advert


By Rafe Berding, Manager of Brand and Communications, GlobalX


Many traditional law firms continue to rest on their laurels and well earned goodwill when it comes to generating new business. However, more than ever firm growth and new client acquisition can be attributed to having a sound digital marketing strategy. Whether you work in a top-tier or boutique firm, these strategies are integral to assist in driving continuous business development and growth.

In saying this, digital strategies are not autonomous in their application, and must be collaboratively combined with traditional marketing elements to achieve true multi-channel marketing communications.

Indeed, the Australian legal landscape is continuing to evolve faster than ever, with innovation in the sector delivering challenges and opportunities at every corner. The emergence of new technology and integration capabilities is presenting disruption as we adopt and change. Technology is also changing the way we offer legal services, creating new forms of competition and changing client expectations on how we do business.

That said, law firms must also stay on top of the latest ways to reach clients and showcase their unique value proposition.

Multi-channel marketing to the modern-day consumer


Both traditional and digital marketing must be implemented as a unified strategy.

Multi-channel marketing and communication establishes a broad presence across a myriad of platforms to reach prospective clientele. With Australians consuming more information than ever across multiple platforms in shorter cycles, it is essential we have targeted and diverse marketing and advertising activities.

5 tips to boost your multi-channel marketing communications


1. Be Present – Have an online presence


If you haven’t already built an online presence for your business, it’s time to start. Having an online presence is critical for your business - no matter how large or small. It is imperative you have a modern website that reflects your brand, it is up-to-date with your services, contact details and overall unique value proposition.

2. Be reached – Invest in Search Engine Optimisation (SEO)


There is no point in having the best website and social media platforms in town when you have no traffic being directed to your brand. To put it in perspective Google processes over 40,000 search queries every second, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year.

Approximately 90% of consumers use search engines to research a product or business. Here is a breakdown of the search engines used.

Australian Search engine usage snapshot:

Google: 94.4%

The rest: 5.6%

To ensure you are ranking on page 1 of Google or any other search engine for that matter you need to invest in Search Engine Optimisation (SEO).

What is SEO?

Search Engine Optimization (SEO) is the process of influencing the visibility of your website in a web search engine's unpaid results — often referred to as "natural," "organic," or "earned" results. In layman's terms this means being higher up the search results listing, preferably at the top of page 1!

Find out more by visiting Google’s free Search Engine Optimisation Starter Guide.

3. Be Social – Implement Social Media


With over 65.8% of the Australian population actively using Facebook each month it is important your business is set up on the social media platforms your clients use.

*Australian Social Media usage:

  1. Facebook – 16,000,000 active users

  2.  Instagram – 5,000,000 active users

  3. LinkedIn – 3,600,000 active users

  4. Twitter – 2,800,000 active users

Setting up social media accounts for your business are free and easy to do.
Learn how you can set up a free Facebook business Page in a matter of minutes, from a mobile device or a computer.

*All figures represent the number of Unique Australian Visitors [UAVs] to that website over the monthly period – unless otherwise stated above. Source – SocialMediaNews.com.au

4. Be consistent with your message - Have a Communication Strategy


Having a web and social presence is one thing, but consistent and palatable content via these platforms is the kicker. A mix of thought and industry leadership, product and service announcements and telling your business story is essential across all platforms.

Planning and measurability of this regular content ensures consistency and that you understand the mix, message and value. Communication is constant through technology. Because of this, information should never be delayed in getting to its intended recipient. Providing consistent and current communication means your clients will stay informed and educated. In return, your business will earn their respect, trust and opportunity to win their business.

5. Be agile with paid promotion – boost your digital presence as required


AdWords
Once you have established your web and social media presence and have your content strategy in place you have the option to boost your visibility with paid promotion or advertising.

AdWords is an advertising service by Google for organisations wanting to display ads based on key words to get to the top of search results on Google. The Adwords program enables you to set a budget, with users only paying when people click on the respective ads.


LinkedIn
LinkedIn offers the ability for you to promote or “sponsor” posts.

These campaigns are on a Pay Per Click (PPC) basis and can be easily targeted or displayed based by several demographics:

  • Location
  • Age
  • Company – by name or category (industry or size)
  • Job Title
  • Education
  • Skills
  • Group – all or a particular group, or exclude
  • Gender

Facebook

Facebook offers businesses “Promoted Posts,” these are an advertising option enabling the promotion of selected posts.

A Promoted Post is like any other regular post made on your Facebook business Page. From there you set a budget on a Pay Per Click (PPC) model. The post will then be shared and promoted to a set number of Facebook members.

Embrace digital tools to your advantage


Australia’s legal services market continues to change with the advent of modern-day technology. Today’s technology is indelibly changing the way we do business - from the services we offer, our pricing structure, all the way to how we communicate and prospect for new business.

Equally, our customers’ behaviour is dramatically changing from the way they appoint us, to the way in which the relationship communicates. By leveraging the latest digital tools and strategies in conjunction with traditional marketing and business development activities you can ensure your business is in the best position to be present, reachable and relevant.


About our Guest Blogger



Rafe BerdingRafe Berding is Manager of Brand and Communications at GlobalX. GlobalX is one of Australia’s leading technology and legal support services companies - developing and supporting workflow software solutions for conveyancers and lawyers including Matter Centre and Open Practice.

GlobalX’s online, software and legal support services are used by thousands of law firms across the nation each day. Rafe is part of a team of 250 dedicated professionals driving technological and industry change to empower the daily productivity of Australia’s leading legal professionals.







A powerful, cost-cutting IT solution for legal firms

Tuesday, April 11, 2017
Compu-stor advert


 By Shane Muller, Founder and Managing Director, OBT


With the rise of the digital transformation, “disruption” has become the new norm in the legal industry. But often, the biggest innovations come from improving, and “future proofing,” current systems. Savvy legal firms are doing just that, by adopting virtual IT solutions that cut costs, streamline operations and provide remote access securely. Gone are the days of enterprise solutions laden with features that staff simply don’t use.

Demand has made Desktop-as-a-Service (DaaS) a $30 billion worldwide market, and it’s only going to grow as enterprise platforms continue to drain IT budgets. More businesses in the legal space are embracing app and desktop virtualisation to give them a competitive edge in the rapidly changing legal landscape.

Here are 4 reasons why legal firms are making the shift to DaaS—and saving time and money in the process.

Streamlined pricing



DaaS is priced using a simple subscription model. Firms get predictable monthly costs, without the capital expense and time required to build everything yourself. In fact, businesses report 70% savings when using low-cost, thin clients to replace outdated PCs. Free yourself from costly enterprise platforms, and free up budget for more important undertakings in the process.

Simplicity



Enterprise solutions often require costly training, as well as an army of IT support staff to troubleshoot when something goes wrong. This takes away time and resources from more pressing projects and growth priorities. With DaaS, application updates are handled automatically and security is built into the solution.

Accessible, secure information



Private IT solutions silo information to devices. When devices are lost, all of the data is lost, too. Virtual desktops store everything securely in the cloud, which means the teams you manage have the freedom to work where they want, at the office or from home—without the risk of data breaches.

Flexibility



To grow and meet demand, businesses need IT solutions that provide agility. Being flexible saves you money by allowing you to scale up or down to match your firm’s current demand. DaaS provides firms with the flexibility to add applications and users at a moment’s notice.

As the legal industry embraces the digital transformation, four capabilities will hold the key to success: ability, stability, affinity and agility. To stay agile in the new tech landscape, firms are opting for a streamlined solution that maximizes budget, security and productivity.

About our Guest Blogger


Shane MullerShane Muller is a business industry pioneer who has more than 25 years’ experience in the IT industry. Since Shane established OBT in 1999 it has grown exponentially to become a leading private cloud services provider. OBT is a multiple winner of the Microsoft Australian Hosting Partner of the Year award, and the 2017 CRN Impact Award for Optimising Investments. Shane is married and in his spare times enjoys the outdoors, fine wine and his involvement in a range of community activities.









How do you financially rate your firm?

Tuesday, April 04, 2017

ICON visual marketing ad


By Andrew Chen, Partner - Business Advisory, Crowe Horwath


“On a scale of 1 to 10 how would you rate the financial performance of your firm?” 

It is interesting the variety of responses that I receive when I ask partners and firm management this question and then ask them “why?”.

Typically, the responses are given in the context of the current economic conditions the firm is facing, internal issues or a partner’s objectives.

How would the partners of your firm rate the financial performance of the firm? Do some of the following responses sound familiar?

  • We grew revenue by 10% again
  • Partner profits exceeded expectations at $600,000 per partner
  • The firm was valued at $5 million
  • Staff productivity is at 85%
  • Profit per point is on budget
  • Cashflow is great our firm lock-up is now 60 days.
  • We just hired a new a partner and opened a new office in Brisbane

In contrast, for a firm not travelling financially well, the responses typically centred around the firm not meeting budgeted fees, the reasons why and the level of partner profit draws not being quite where they should be.

Understanding how your firm rates financially is important so that you know the true financial picture. This can be achieved by using a composite of measures that highlight the strengths and weaknesses of the firm, but also provides the firm with actionable insight to change its future direction.

Most firms produce monthly and annual financial statements including a Profit and Loss Statement and a Balance Sheet in order to comply with tax and other record keeping requirements. But we tend to analyse them in isolation, and track measures specific to particular balances or reports. While there is nothing wrong with that in itself, it does not show the true picture of a firm’s performance.

It is important to analyse the financial relationship between a profit and loss and balance sheet together to truly know how your firm financially rates.

I have come across a number of similar instances where a partner has said: “The profit per partner was $350,000 and we had a great year, but each partner had provided effectively $800,000 of equity funding to the firm”. In my book, that’s not a particularly good outcome.

Create a firm scorecard



Create a firm scorecard with your firm’s key KPI’s with targets and compare them to benchmarks from the recent ALPMA/Crowe Horwath Financial Performance Benchmarking Study ‘Financially propelling innovation & growth’. From the results summary,you can rate the performance of your firm, and assess if it is above expectations or performs poorly.

1) Gross Profit Margin % (GP)



I was quite surprised at the number of firms that do not budget or report their gross profit margins. This may have something to with how a firm’s accounting system and payroll systems are initially set up, and an acceptance of the reporting produced by these systems.

It is an ideal measure to see how profitable the firms legal service are produced, which then should direct you to whether you can afford those pay rises, increase productivity or change staff mix or simply need to grow fees.

The recent ALPMA/Crowe Horwath Benchmarking study results indicate that the average GP in June 2016 was 57.8% and it has hovered around this percentage for the prior 3 years.

2) Profitability % (before interest and tax)



Everyone looks at the bottom line, but not always before interest and tax. This measures the operating performance of the firm as a return on revenue. It enables your firm to be compared to the performance of other firms regardless of how the firm is funded.

3) Return on the funding capital %



This measure is also commonly known as the return on capital employed. [Profit before Interest & Tax / (Working capital + Non-Current Assets)]

Is the profitability percentage an adequate return for the amount the partners have invested in the firm and the firm has borrowed from the bank? If the answer to this question is no, then this could be a reflection of large work in progress and debtor balances, low gross profit or excessive overhead costs.

This measure provides your firm visibility on whether the partners are leaving excessive profits in the firm; bank debt is growing due to poor working capital management of WIP and debtors; or whether there is a committed investment for growth.

4) Revenue generated on funding capital % (Financial Resilience Index)



We see this measure as an indicator of a firm’s financial resilience and how effectively the firm is able to grow fee revenue off the back of the funding from the bank and the partners. That is the firm’s ability to support fee growth with no extra funds from the bank or profits left in the firm by the partners. On average, firms in the ALPMA/Crowe Horwath study generated for $2.7 of fee revenue for every $1 of funding.

Increasing the value of the firm

 

If these four key measures are moving in the right direction year on year, the value of the firm increased which is a reflection that the firm’s strategic plans are working!

Other measures and indicators improved such as lock-up days, partner draws increased, bank debt reduced and overheads were contained.

For participants in the ALPMA/Crowe Horwath study that rated highly in the above four measures relative to their peers, it was no surprise that the results also showed they were being innovative and were also investing in marketing campaigns and new technology.

How does your firm financially rate on these measures?

Editor's Note


2016 Financial Performance Benchmarking Study Results
For further insights, download the results summary from 2016 ALPMA/Crowe Horwath Financial Performance Benchmarking Study of Australian Law Firms, "Financially Propelling Innovation & Growth".













About our Guest Blogger


Andrew ChenAndrew Chen is a Partner of Crowe Horwath’s Business Advisory team and has provided business advisory, taxation and accounting services to a broad range of clients for 25 years.

Andrew helps business owners identify key financial issues affecting their businesses and then develops tailored solutions to make their businesses more profitable and sustainable.

Andrew’s significant experience in advisory and tax accounting services comes from working with businesses of all sizes. He specialises in advising legal and professional service firms on establishing business structures; financial management in areas of internal accounting functions and tax administration; financial reporting and KPI performance measurement; budget and cash flow forecasting; tax planning; salary packaging; and tax return preparation.

Andrew is a regular speaker on financial management and taxation issues at industry events. He was a key speaker for Macquarie Bank’s National Legal Firm roundtables. Andrew lectures at the College of Law and also contributes to industry publications including those for the Australian Legal Practice Management Association and Australian Dental Association.


Four steps to creating a culture of service excellence

Tuesday, March 28, 2017

By Carl White, Director, CXINLAW


Law firms’ websites all promise client service excellence. Yet their perceptions of client service and how that might manifest at every client touchpoint at their firm is rarely objectively assessed or addressed.

So, how does your law firm look and sound to prospects and clients? Findings revealed by a joint ALPMA/CXINLAW survey, No Second Chances, found that ”78% of firms failed the ‘first impression test’ ie only one in five firms gained an instruction or recommendation from their new enquiries.

Is it any wonder that firms find their enquiry conversion rate languishing below 10%? This low rate highlights that there are serious opportunities for growth slipping away at first contact. Even more concerning, many firms don’t even measure their new enquiry conversion rates, yet continue to spend significant amounts monthly to generate new leads.

ALPMA president Andrew Barnes said “We exist in very competitive times. Law firm differentiators are not easy to identify, let alone leverage. Firms who rely on the personal element of relationships will do well to introduce client experience excellence into their thinking.”

Successful firms treat new enquiries as the start of the relationship and an opportunity to ‘be there’ for someone who has made the time to call them. A good client experience continues through every interaction to build rapport and gain an understanding of your client’s needs. Get it wrong and the result is the unnecessary loss of new opportunities and ‘promotors’ of your firm.

In a world of competing priorities, the commercial imperative to invest in client service excellence can seem elusive. The reality is that for those investing in a strong service culture (as part of their marketing spend, not in addition to) have seen month on month gains in new matters between 20% to 135% with boosts to revenue of between 20% to 35%.

Developing a culture of client service excellence requires a F.I.I.Tness program:

1. Focus



Compare your firm to the world of service providers, not just other law firms. Every one of us has experienced great, mediocre and bad customer service, and so have your clients. Their experience of great service is the benchmark they will hold you to.

Don’t rely on your own view of the firm’s service levels or on end of matter client surveys.

Invest in an objective assessment and evidence of your firm’s client experience before embarking on any change program. This evidence should cover:

  • first impressions (will we work together?);
  • heart of the matter (how are we working together?); as well as
  • end of the matter (will we work together again?)

The assessment should analyse not only your team’s people skills but also look at your processes, systems and documentation. For example, how often is the language used too familiar or too technical.

2. Inspire



Next, share these results with your team in a way that engages and inspires them so that change is driven from within teams rather than from above. Identify leaders of client service excellence and empower them to activate and inspire their colleagues. A well-developed, proven change program will see individual staff members’ be drawn to take on distinct roles in the change program.

These staff become the firm’s champions of client service and potentially, future leaders. A change program that engages the team, rather than be driven from the top, is one that will endure.

3. Innovate



Client service excellence isn’t just about how to greet clients at your reception, nor your fee earners’ tone and manner. It extends to every touchpoint, including correspondence (formal, informal and regulatory) and processes and then assessing if these touchpoints show ease, empathy and effectiveness.

Everyone has a role to play in identifying how to improve your firm’s client service as staff are often very aware of ‘nuisances’ to client interactions. These nuisances can range from how clients ‘find’ the office once in the building to the length of and delays in client correspondence. Staff tend to ‘work around’ these rather than raise ideas for change for any number of reasons eg too busy, prefer not to rock the status quo, is it not their role etc.


Empowering staff to identify areas for improved client service delivers innovation to differentiate your firm as well as productivity improvements to your staff.

4. Train



Client experience excellence requires new skills and smarts, so train your teams to boost and sustain performance. The starting point is often being clear about the clients you want to work with.

Training should be part of a program rather than a one off training session and include team lead templates and documented service standards to improve client interactions. These become part of your new staff induction program.

But don’t let dust settle on these documents. Allow your internal champions to review and revise them in line with changing client expectations and improved insight into client service experience.

Client expectations change over time as do your staff, so to stay F.I.I.T. test your firm’s client service experience annually.



About our Guest Blogger 


Carl WhitePassionate about the impact of Client Experience Excellence in professional services, Carl White entered the legal sector with Ashurst (UK and Europe) in 2002. He co-authored the highly-regarded ‘Customer Experience in Law’ report in 2012 and led the market-leading Australian research in 2015 that examines the Client Experience Advantage for law firms, in association with ALPMA.

In 2015 Carl was invited to become a Faculty Member of the Queensland Law Society tutoring client service. He has also taught and presented at Leo Cussen Centre for Law, New South Wales Law Society, LIV, NZLS, the 2015 ALPMA Summit and regional forums.

In 2017, Carl was elected as Vice President of the Continuing Legal Education Association of Australasia for CPD Professionals.

As a founding director of CXINLAW in the UK and Australasia, Carl has a background in employee engagement, customer experience management, organisational development and training within law and 15 years’ experience in retail operations.

To find out more about client experience training programs or our free monthly webinars on Client Experience Excellence, contact Carl White at carl.white@cxinlaw.com

Member Q&A with Dion Cusack

Tuesday, March 21, 2017

In this ALPMA member Q&A, we interview Dion Cusack, Corporate Services Manager at K&L Gates, and recently elected ALPMA Vice President, about his role and view on the legal sector.

What does your role as Corporate Services Manager entail?

My responsibility includes property, facilities, client services, office services, work place health and safety, file audits, risk, quality and business continuity for K&L Gates across Australia.  Basically, it is my job to make sure that everyone at the firm is supported and safe, to keep the lights on, to minimise our risk and ensure we comply with our quality standards.

What motivates you?

I am motivated by delivering the best and most efficient services I can for the firm.  This means I spend a lot of time researching, and working with other areas within the firm to ensure that we are implementing and maintaining best-practice processes and technologies that can support or enhance our service delivery.  This can often involve implementing changes to how services are delivered or provided at the firm, which is challenging and rewarding.   But I enjoy making things happen, bringing people along on the journey and keeping a strong, positive outlook.  My focus is on doing whatever needs to be done to within my domain to ensure the firm achieves its objectives in what is quite a challenging and evolving environment at the moment.

What do you think is the biggest challenge facing law firms right now?

I think firms are facing challenges on several fronts - with increased competition from global and 'New Law' firms combined with pressure from clients to introduce alternative fee arrangements, reduce overall legal spend, and for law firms to provide greater overall value to their clients. Law firms need to reduce the cost of delivering services, at a work product level, and one way to do this is by utilising technology in new ways to introduce efficiencies, as will as ensuring that other business costs are contained.  Firms also need to focus on tangible ways to demonstrate their innovativeness.  All firms say they deliver quality services - but firms need to be able to clearly show and articulate their unique value to their clients.  

This challenge is not new, but remains ever relevant, in that firms also need to fight the war for talent and ensure they have a compelling value proposition for staff which goes beyond just remuneration.  This involves looking strategically at work/life balance and introducing flexible working models for both women and men, and providing tangible support to achieve this, such as technologies that enable working from home to be practical, including supportive leave and other policies.

What are you looking forward to in your role your as ALPMA Vice President?

I am very excited by the opportunities to expand ALPMA's presence in Asia and to extend our collaboration with other bodies with a shared interest in legal practice management and managers. ALPMA is very much focused on its community, and we will continue to look for new ways to encourage engagement and interaction within our community.  I think ALPMA also has a very strong role to play to as an authoritative voice to guide and lead law firms through these changing and challenging times.

Editor's note:


If you would like to know how your firm's compensation strategy compares to similar firms and obtain compelling insights to help you shape your employee value proposition, then participate in the ALPMA Legal Industry Salary & HR Issues Survey

Participation is free and open to all Australian and New Zealand law firms until 31 March, 2017.  

Participate now








About our Guest Blogger



Dion has been the Corporate Services Manager at K&L Gates for the past eight years.  Prior to this, he held accountability for financial and operational management and performance across a variety of organisations and industries. 

He has been a member of the ALPMA Board since 2014, and was recently elected Vice President.  He also serves as the Victorian Chair of ALPMA. 

A seasoned professional leader, Dion's pragmatic and critical thinking skills enable him to achieve innovative, fresh, commercial outcomes that are well calculated, timely, appropriate and original.  

Complemented by skills in human resources, technology, client, brand, strategic development, governance, business improvement and change management, Dion has also acquired specialist skills in audit, compliance, insurance, risk and business continuity management, corporate and commercial law. 

In his spare time, Dion is the founder of a successful real estate investment, development and management firm.




Developing an effective remuneration strategy for your law firm - a mixed bag of lollies!

Tuesday, March 14, 2017

By Emily Mortimer, ALPMA Board Member


Rewind back to when local shops sold mixed bag of lollies – remember the excitement of not knowing what you were going to get for your hard earned dollar? Will you get what you want – or will your friend get all the good ones? Well fast forward to the 2017 remuneration landscape and this is shaping up to be that exact same feeling.

Let’s look at why this is occurring. There has been limited movement in the market when it comes to legal remuneration recently. According to the results of the 2016 ALPMA salary survey, wage growth for the previous 12 months was 2.8%, down from 4.6% the previous year. This sluggish wage growth is consistent with the Australian economic climate and the changing legal landscape in which we work, so a sound and sensible approach to remuneration was appropriate. But are we ready to move on?

The Global Financial Crisis (GFC) of 2008 still looms as a hangover, we have lost a booming resources industry to a scaled back model, ‘new law’ is challenging the traditional law firm model and overheads and the costs of doing business are being very tightly managed by law firms. These are all realities to consider when preparing the remuneration strategy for your firm. However, whilst it is important to know what is happening in the market we all operate in, the real driving force in change in the 2017 remuneration strategy must be securing the talent your firm needs to operate effectively and profitably.

Again, take a trip back to 2011 (ish) – the year the industry battened down the hatches – some reduced graduate intakes, some scrapped clerk programs and there were a large number of firms who froze salaries altogether. Now return back to 2017 and the job boards are filled with lucrative offers for certain classifications of lawyers at 4-6yrs post-qualification experience some with some fairly hefty lures of high remuneration not seen since well before the GFC. 

How do you deal with sections of your firm which are underperforming due to tough market conditions but where you need to retain key talent? Think your standard 2%-4% pay increase is still going to cut it? The legal landscape continues to change but we need to respect this is the norm and standard remuneration models cannot continue as they always have and data driven decisions have become key when preparing for remuneration forecasting. 

The salary surveys, and particularly this year’s ALPMA Legal Industry Salary & HR Issues Survey, provide a solid foundation to building your remuneration strategy - but what can you do between now and when the results are released?

1. Budget Forecasting


As the person who will drive the remuneration process, have early discussions with those in your firm who are responsible for the budget forecasting. Where is your firm revenue forecast for 2017/2018? What overheads need to be managed? What are charge-out rates going to be set at?

2. Do your homework


What are your firm’s current salary ranges? Are your salary bandings sitting in the low, mid or high percentile based on last year’s survey results? How does this align with your firm’s market positioning? Where can your firm afford to sit with its 2017/2018 remuneration strategy? Spend some time on job boards and talk to specialist legal recruitment agencies to see what talent is sought after in the market.

3. Risk Manage


Remuneration strategy has a strong element of risk management. You want to ensure your best talent is rewarded for their contribution - you don’t want your best talent looking on those filling job boards - but do you know your risk ratio by mismanaging your remuneration strategy? What about those who have the potential to be top talent…those in the middle? How do you stop them from going elsewhere for being overlooked for not being there quite yet?

4. Get the low down


Employees will tell you what they expect. Some will have done their homework (or some will have had recruiters tell them what they are worth!) and present solid business cases for their remuneration expectations to be met. Others will pick the top of the band and hope for the best. Whilst others may just sit back and hope for the best. So you need to ensure that your development discussions hold the opportunity to find out what employees expectations are. Some firms have a hush-hush policy on remuneration being discussed in a development review – don’t make life hard for yourself. Arm yourself with as much anecdotal and empirical data as you can, and you will find yourself having less discussions post distribution of remuneration outcomes.

5. Be realistic


Start discussions with partners and employees as early as possible. Firms can only afford to pay so much before they start to have to look at reducing overheads, which can lead to unwanted redundancies. If your remuneration process is going to struggle to keep up with what the market is showing through job boards and anecdotal conversation, then explore and communicate your firm’s strategy early so there is no surprises. Are there signs of improvement - just not enough confidence to know the good results are staying? 

One approach to all this could be to consider a partial remuneration review for July and another in January 2018. What are the benefits that your firm offers that those with high salaries can’t emulate? Money isn’t everything and sometimes we need to remind employees of the non-monetary advantages that we have in our individual firm environments.

So will your firms be handing out fantales or will it be the disappointment of a bag of black cats you give away this year….only time will tell?

Editor's Note

2017 Salary Survey imageThe 2017 ALPMA Legal Industry Salary & HR Issues Survey is now open for participation by all Australian law firms. The survey provides a comprehensive, independent review of salaries paid for legal, management and support roles at Australian and New Zealand law firms, broken down by location and firm size so you can compare compensation strategies with like firms.  The survey also reveals the hottest HR issues and challenges for the legal industry in Australia.

This year's New Zealand Survey is proudly supported by McLeod Duminy. The Australian survey is proudly supported by In2View Recruitment, IPA, Kaleidoscope Legal Recruitment and KBE Human Capital.  

It is free to participate, and all firms that complete the survey will receive a complimentary copy of the research report, valued at $550 for non-participating ALPMA members or $2,200 for non-members. The survey is open until 5pm, Friday 31 March.




About our Guest Blogger


Emily Mortimer
Emily Mortimer is an ALPMA Board Director and member of the board’s Salary Survey Sub-Committee, along with Emma Elliott (ALPMA WA) and Mark Beale (ALPMA NZ). In this role, Emily has provided significant input into the questions covered in the survey, drawing on her extensive legal industry and HR experience. Emily also currently serves as the Chair of ALPMA’s SA Branch, and has been a long-standing member of the ALPMA SA Branch Committee.


The Other 50%

Tuesday, March 07, 2017

By Kirsty Spears, Specialist Legal Recruiter for McLeod Duminy 


The picture of US President Trump signing an Executive Order that will largely affect women, without a single woman in the room has become infamous and highlights why achieving gender diversity remains an ongoing problem.


The 2016 ALPMA/ McLeod Duminy Legal Industry Salary & HR Issues research indicates a mere 16 per cent of NZ law firm equity partners are female. The figure rises only slightly to 17% in Australia. This despite female law graduates outnumbering male law graduates for more than ten years to date in both countries.

gender imbalance AUs & NZ

But this is simply not translating into leadership. Roughly two thirds of non-partner lawyers in firms across the region are female and it can’t be a recipe for success if law firms are effectively picking leaders from one third of the talent in the firm.

Research shows the gender gap won’t just correct itself, even when the numbers seem to force the issue. The opportunity missed is not just for women; it is also for firms and their clients because:

  • clients increasingly want firms to reflect their own efforts on diversity. E.g. a recent utility company pitch placed a great deal of emphasis on diversity and in effect ruled out firms that didn’t have strong policy in the area;
  • female in-house counsel want the opportunity to do business with other women; and
  • there is strong evidence that there are economic benefits to a diverse leadership team because different perspectives create a better strategy.

Often the solution to helping/encouraging women into more senior roles is framed simply as needing more flexible work arrangements, but the wider issue is more complex than that. In fact, flexibility is the easiest change to make as long as there is an appetite for it and it works for all parties.

For example, the Managing Partner of a firm we work with realised that he spent more than a quarter of his time working remotely without it affecting his productivity and so he implemented a policy to allow others to do the same. The rule is simply that clients aren’t adversely affected.

Firms are getting better at investing in technology to enable employees to work remotely. There are great success stories and a new generation coming through that value time more than anything and expect connectivity as an every day part of their working environment.

There’s also a major shift for men these days as their partners increasingly choose not to, or are financially unable to stay at home and look after the kids. She is equally likely to have a successful career. Men also value family time and want to be able to be home for bedtime and stories.

There are a few practical things a firm can do to encourage better gender diversity:

Role models – there is some evidence that the women who do get to the top regard simply being an example as enough and they effectively ‘pull up the ladder’. Research by the American Bar Association also shows that from a very early stage in their careers, more resources are dedicated to developing male associates. There needs to be a specific program aimed at female associates where senior staff are accountable for measurable results. It is not enough to ‘take someone under their wing’.

Unconscious bias – this comes about mostly at the recruitment and promotion stages. It comes in two forms. Affinity is looking for people in your own image and confirmation is a reflection of one’s own beliefs. This needs to be something that is acknowledged and recognised.

The best way to combat it is to have formal processes, set steps and strong criteria. There needs to be more behind the decision-making than someone ‘doesn’t have what it takes’. An easy first step is to include several different people in the process in the first instance. More extreme measures can include blind CVs and electronic screening.

Male vs. Female traits – stereotypically male traits, e.g. assertiveness, logical thinking etc., could more or less describe most people’s idea of the perfect lawyer. As well as challenging
those stereotypes, we need to start valuing traditionally feminine attributes e.g. language skills, empathy and the ability to multitask.

Giving women a platform to show off their skills – Females tend to wait for recognition whilst males are quicker to ‘boast’ about their achievements. Giving women a platform to show off a little will help them recognise their own strengths and bring them to wider attention. It also enables the firm to make the most of their talents.

During performance reviews, men tend to be good at looking after their own paths, whereas women tend to look after the firm. Most reviews look at billings, but when looking at overall team contribution, they tend to be nice things to talk about but not objectively measured. Firms need to look at how to better measure overall contribution because those who are more team orientated are likely allowing the big billers the space to work.

It seems law firms necessarily recruit more women because they enthusiastically join the profession. So doesn’t it make sense more than ever for these firms to ensure they are getting the very best out of their most valuable assets?

*Source: ALPMA/McLeod Duminy NZ Legal Industry Salary and HR Issues Survey Report 2016

Editor's Note

McLeod Duminy have partnered with ALPMA to support the 2017 Legal Industry Salary & HR Issues Survey in New Zealand. Participation is free and now open to all law firms in New Zealand. Participants receive the comprehensive report, benchmarking salaries for more than 60 roles at law firms, for free (normally $550 for ALPMA members or $2,200 for non-members). For more information about how to participate in the survey click here.



About our Guest Blogger


Kirsty SpearsKirsty Spears is a specialist legal recruiter for McLeod Duminy, based in Auckland. She has almost twenty years legal recruitment experience in the UK, Australia and New Zealand. 

You are welcome to contact her on +64 27 458 9888 or kirsty@mcleodduminy.co.nz









Why spreadsheets are slowly dying (and good riddance)

Tuesday, February 28, 2017

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By David Keeler, CEO, FilePro 


For nearly 25 years, Microsoft Excel has been the financial foundation of business. Yet, slowly but surely, services like Xero, Salesforce and Google Analytics have replaced the humble spreadsheet – software that processes data with greater speed, accuracy, accessibility and visibility.

Yes, spreadsheets will always have a role, e.g. processing data highly specific to your circumstances. But for reports shared across business models – be it revenue, contact details, website visits or cash flow – spreadsheets fall flat.

When it comes to running a law firm, many common, business-critical indicators are still reliant on spreadsheets. Automating these financial indicators has numerous advantages:


1. Visibility



Humans are designed to understand information in a visual way, i.e. not a spreadsheet. Probably the most infamous example of this bias is the Challenger Space shuttle disaster, where a part was damaged due to cold temperatures.

In retrospect, it was found that the Challenger team did, in fact, test these sealants under different temperatures – this is how the data was displayed. 


FilePro O-ring history 1



And this is what would have been clear should the data have been displayed in a visual format.


FilePro O-ring history 2


The lesson is clear – ensure that your practice management system displays your information in a clear, logical, and easy-to-understand manner.

2. Speed



Spreadsheets are clunky. Data is copied and pasted from one program to the other, results have to be double checked, and Excel takes time to master.

Your practice management system should be able to display billings, debtors, task list, new matters listing with a single click, and in real time, i.e. without waiting for systems to generate data at the end of the month and the excel expert to generate reports.

Which brings us to...

3. Accuracy



The manual nature of excel makes it prone to human error. In fact, data researcher Raymond Panko found, “that the average cell error rates (the ratio of cells with errors to all cells with formulas) is 5.2%”.

While automated systems such as Dashboard are not immune to human error, e.g. someone filling out a timesheet incorrectly, a fully-integrated approach removes many steps of manual data handling across systems and further reduces the risk of mistakes.

 

4. Accessibility



This is two-fold. Firstly, many spreadsheets are hosted locally and can only be accessed by one person at a time. Services like Office 365 are changing this, although they raise security issues around public v private hosting.

Secondly, spreadsheets aren’t tailored to who is looking at them – for example, a junior fee-earner shouldn’t see your firm’s P&L. Yet you may want them to compare their daily time sheets to their KPIs.


Firstly, check whether your practice management system is hosted locally or on a private server, preferably in Australia. Secondly, ask if it can create tailored reports based on who is looking – be it partner, practice manager or fee earner.



About our Guest Blogger

David Keeler
David has been involved with the legal profession for over 25 years. Originally an accountant and consultant, he became disenchanted with the quality of legal software and developed a solution to satisfy the requirements of his clients – ie FilePro.

After working with over 1000 firms, David has acquired a wealth of knowledge about what it takes to improve the productivity of a law firm, and ultimately, their profit.

If you’d like to learn more about FilePro’s Dashboard, visit our website or watch the video

FilePro video link


Feel free to contact me on a no-obligation basis to discuss any technology, workflow or productivity challenge you may be facing.




3 tips to implement outsourcing for your firm

Tuesday, February 21, 2017

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By Robin Carter, Managing Director, Add Capacity


Outsourcing was definitely one of the buzzwords heard during the  ALPMA Summit 2016 “A Blueprint for Change” as one of the strategies for change to move a firm into the future. However in my experience, outsourcing legal work (offshoring) still remains a new concept to most firms, with partners and practice managers struggling to know where to begin and how to go about implementing it.


As one principal told me, he loved the idea but the biggest barrier remained “fitting this new jigsaw piece into the existing puzzle that is running a legal practice”. If this sounds like you, here are my top 3 things to consider to help make legal process outsourcing work successfully for your firm.


1. Know your 'Why'



The 3 most common problems our legal clients are looking for a solution to are:

  • Dealing with fluctuations in volumes
  • Productivity due to staff absence
  • Service level variation during busy periods and staff re-allocation
  • Costs of running the back office

Which of these is the main driver for you? While outsourcing offers clear cost advantages in replacing high fixed costs with lower variable costs, my belief is that outsourcing really benefits the firm when the overall objective is a commitment to move activities up the value chain toward higher levels of client service delivery.

Whatever your reasons, once you have this clarity on your why, you will make better informed decisions and be more committed to achieving the outcome.

2. Be prepared to invest



It might sound clichéd, but outsourcing really is a journey not a destination. Even with an experienced team who knows the process, every firm has their own way of doing things or slight variations. A great outsourcing service is an incredibly valuable asset that will keep paying dividends once set up, so it will require someone in the firm to oversee to get it right and keep it on track. Assign someone with great client relationship skills who has the patience and persistence to work through operational issues towards achieving the outcome.

Start with a trial period and review performance. One instance is not sufficient, you want to establish that you will be able to rely on your supplier to work together over a longer period, and this will require an assessment of a variety of factors from technical competence, price, communication and problem solving.

Focus on outsourcing one task or job, then systemising this and only when this is successfully running as you want, replicate the process across other tasks. The initial job will provide you with invaluable knowledge about both the team you are working with and your own internal process required to achieve a successful outcome, that will speed up implementing subsequent processes later on.

3. Get internal buy-in



Managing internal resistance to change may be the biggest hurdle you face in getting your outsourcing project off the ground. The most common unspoken (and sometimes spoken) fear that arises with staff when the word “outsourcing” is mentioned is fear that they are going to lose their jobs. Communicate your 'Why', get the buy-in of your staff with what it means for them, and have a plan for what they will do if part of their work is going to be outsourced.


The clearer these are articulated, the more likely that staff will come on board with the project and see outsourcing as part of a bigger picture towards positioning the firm for future growth, and therefore the security of their jobs. Look at your wishlist for improvement projects and have a plan for staff who will be affected for how their time will be re-assigned to new tasks. Actively involve staff in the process to get their ideas for activities which add value and ultimately add to productive revenue generation rather than just the busyness of getting the task done.


About our Guest Blogger

Robin Carter
Robin Carter is the founder and Managing Director of Add Capacity, an outsourcing company specialising in legal process outsourcing for small to medium sized solicitor firms. Add Capacity is also a LEAP certified bookkeeper.

Robin holds an LLB and is a qualified accountant, and has been involved in outsourcing for the last 3 years. He is passionate about enabling professional service firms to grow by releasing routine work and focusing more on value added client service tasks.  



Why law firm marketing is like dating

Tuesday, February 14, 2017

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By Wendy Coombes, Brite Kite Marketing


Proposing marriage on a first date is a surefire way of cooling a budding romance in it its tracks. It is safe though to assume that our chances of “putting a ring on it” are vastly improved by a period of courtship.

So just as in the dating game, attracting and converting your ideal legal clients is a sensitive multi-staged process.

Attract



So how do we attract that ideal person into our lives, or, in the case of legal marketing, our ideal legal client to our firm? Having a clear picture of what your ideal client looks like and knowing where he or she congregates is a strong start.

In marketing speak we refer to this process as ideal buyer profiling. Unlike defining a target audience in demographic language, an ideal buyer profile is a “deep dive” into your ideal client’s psychographics. Things like:

  • Pain points (what do you help them solve)
  • Goals & Challenges
  • Information Sources (blogs, forums, social media, review sites etc)
  • Values (what is important to them)
  • What experience do they look for when searching for your services

By creating a clear picture of our ideal client, we can readily recognise them, fine-tune our products and services to better meet their needs and, importantly, we know where they hang out.

If you want to attract a rugby player it is no good hanging out at the cricketer’s arms, but you if your ideal date is a cricketer..., anyway you get the idea.

Engaging and Nurturing Builds Trust



According to an article in the Guardian, a survey in the US put the number of people who google their date’s name before a first meeting at 43%.

What will your prospect find when they Google you? Hopefully a thoughtful article written by you that demonstrates you are someone who understands them, speaks their language and understands their goals and challenges. That is a pretty good start for anyone actively playing the dating game (or wanting to attract their ideal clients to their legal business).

Chances are however that their search result takes them to your LinkedIn profile or a profile on your firm’s website. Not bad, but probably not that memorable either.

Fostering trust is the key to building and nurturing strong, loyal relationships. The 2016 Edelman Trust Barometer shows us that experts and people who are “like us” are amongst the most trusted.

It therefore makes sense for legal practitioners to make use of digital channels to demonstrate both expertise and empathy to attract and engage their ideal customer. One way of achieving that is by publishing relevant content (articles for example) that position you as a subject matter expert.

Being personal and attentive



Successful courtship is all about being sensitive to the other person’s hopes, dreams and needs and responding in a relevant and personal way. Considering that John Gray’s book “Men are from Mars and Women are from Venus” (first published in 1992) sold over 50 million copies, it’s obvious that many of us find this pretty challenging to manage in our personal relationships, let alone when it comes to marketing a law firm.

Unlike the physical world, when it comes to successfully building relationships through digital channels, technology and data are our friend. Marketing automation, in expert hands, can help personalize and enhance the experience your customer has with your legal brand. It also lets you educate prospects in a way they find valuable, relevant and timely.

Timing is everything



Too early and you run the risk of repelling your date. Too late and the bird might have flown. Know when it is the right time to invite your prospect for a telephone conversation or a coffee meeting is critical.

Here too technology is a legal marketer’s best friend. By keeping track of which information your prospect engages with, you are progressively building their profile and structuring a comprehensive picture. Based on the actions they take on your website, the relevant partner or BD associate will be notified that the prospect is ready to be contacted.


When this time arrives, you have a wealth of data at your fingertips which will make that first outreach call more personalized and relevant.

The proposal: Putting a ring on it



The proposal stage should only be a formality. If you believe that your prospect has any doubt at all about taking it all the way to the altar, it is best to keep your powder dry. Addressing concerns and possible objections in an upfront and friendly manner builds further trust and enhances your chances of hearing a resounding YES!


About our Guest Blogger


Wendy CoombesWendy is a marketing strategist and marketing automation expert who works with professional services providers to help them make smart use of digital marketing channels to grow their business.

She combines intelligent strategies with smart content and technology to deliver demand generation programs that are highly targeted, effective and relevant.

Her Sydney based inbound marketing agency, Brite Kite Marketing is HubSpot certified and offers marketing technology, inbound marketing and demand generation services.

Brite Kite are an ALPMA FY17 NSW Corporate Partner.

Wendy currently sits on the NSW State Committee of the Australian Marketing Institute.

You may connect with Wendy through LinkedIn or by sending an email to wendy@britekite.com.au



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