In a previous column, I mentioned that law firm marketing activities should help enhance at least one of the four Rs: Revenue, Reputation, Referrals, and Retention.
I missed a big one: Recruitment.
Is recruitment a marketing initiative? Depending on your involvement in the process, your answer might range from “Of course it is!” to “Who cares?” Law firm marketing departments generally like working on recruitment programs, because they use someone else’s budget and they often get the chance to do something different to help their firm stand out in its quest for the best students. That’s the plus side. . . . [more]