Once again, the news today was filled with law firm layoffs: Wilson Sonsini laid off 45 attorneys, 68 support staff; Morgan & Finnegan is on dissolution watch; and I received an e-mail this afternoon that Dreier, Stein & Kahan (the LA branch of The Dreier firm) will close its doors on Friday.

Many of the attorneys have already landed new positions:

But what about the staff? As I mentioned above, I received an e-mail today, as well as a couple of blog comments, from a staff member of Dreier Stein & Kahan. The doors close on Friday, and she has no job, no benefits, and no severance. There are few jobs out there, as there have been so many layoffs of late, including a large group of secretaries from Manatt.

She asked to join The Legal Watercooler network. I have been taught that when a hand reaches out for assistance, it is my responsibility to grasp it.

I turned to Twitter, as I often do these days, and we (and it was a group effort) started to put out feelers. Within an hour we had four job leads for this woman. I don’t know if any of them will pan out, but at least action is being taken.

How many @outofworkinla‘s are out there? How many of us have access to a network where we can be of assistance? How many of us will ignore a hand that is reaching out because we are too busy? And who amongst us will drop everything to send out a couple emails?

I would like to thank everyone who dropped everything today and retweeted my request to assist @outofworkinla. I would like to thank everyone who contacted her, offered her assistance, and is forwarding her resume along. If nothing else, when in crisis, it sure feels nice to know that you are not alone.

Thank you to my network for showing me, once again, what a powerful tool social networking can be. Your comments on- and off-line were too kind. I am the one who is truly humbled by all of you.

Taking time each day to market “you” might seem like a waste of time to a lot of people. Others might judge it as being egotistical, narcissistic or self-absorbed.

“Do a good job, and you’ll get noticed,” they’ll say. I reject that concept.

I can tell countless stories of those who have done a good job, and just get passed on by. The job goes to someone KNOWN to be less qualified. The other guy got the speaking gig. You didn’t even get invited to the dance.

Let me begin my saying that I market myself with a plan and a purpose. My goal is to build my standing and to heighten my brand in the legal marketing community. I desire to be KNOWN, LIKED and TRUSTED by those in the marketplace who have the opportunity to hire or refer me. I do this to manage my reputation and my career. It creates opportunities for both me and my firm. And I have found it provides me personal job security.

Here’s why it’s worth it:

  • Several jobs back I was notified that my position was no longer going to be necessary in 60 days. First thing I did was get on the phone. By the end of the day I had lined up three job interviews. Within a few weeks I had three job offers and was able to “quit” well before my “60 days” were up.
  • Two years ago, while on a plane, I decided to quit my job at big-law. I had had enough of the bureaucracy, politics and dysfunction that I felt were keeping me from doing a good job. I sent out a “change of contact information” to my network, which by then included several hundred legal marketers, consultants, and vendors from around the country. I had done enough work “marketing me” through the Legal Marketing Association that I was offered several consulting projects that kept me connected to the community throughout my time off. I never had to ask for work.
  • When it was time for me to go back to work, I had options. I was able to say “no” to several positions that were offered to me, because they were not what I wanted. My current position found me via LMA-LA’s website. I was on their board (again) as a volunteer.

It’s your career and you can manage or not manage it as you like. Just don’t tell me that you don’t have time to market yourself. Find the time.

With the advent of social networking and social media, marketing yourself has never been easier, and I have found that it supercharges everything that I do. Geography doesn’t matter. Titles aren’t important. What is important are the contributions to the conversations you make. Reputations are being built 140 characters at a time.

What other tools out there provide me with these opportunities? Especially since I can do this sitting on my couch on a Sunday morning (like I am now); from the airport waiting for a plane; at 2:00 am when I cannot sleep?

If you’re a member of the legal industry on Twitter and haven’t been following @nancymyrland start now. She is building her reputation amongst legal marketers, and beyond. I’d seen her name before, didn’t know too much about her, yet I now have great admiration and respect for her brand. Same goes for @glambert, @3rddeadline, @rex7, @lancegodard, @vpynchon, @lindsaygriffith. And, don’t get me started about @kevinokeefe and LexTweet. The list can go on and on.

I am building my Twitter network by following those I believe might be interested in something I have to say: legal marketers, lawyers, legal IT/library professionals, PR and social media gurus, press and reporters. I am listening to, and learning from, all of those about me, and having fun while doing it.

I always encourage people to actively participate in the conversation. I don’t care if you do it online, or live at a conference, at an association meeting, next to the water cooler, or amongst friends.

I don’t know what your conversation is about, and it doesn’t really matter. You have to have an opinion, and be willing to stand by it.

I like the opportunities provided by social networking and social media as they allow EVERYONE an equal opportunity to be heard.

If you’re too shy to speak, can’t get away from your desk, can’t travel, you have no excuses. All you need is a keypad and an Internet connection.

So ask yourself these questions:

  • Who are you?
  • What do you believe?
  • What do you do?
  • Who do you do it for?
  • Who do you want to reach?

Now go out and build your own 2.0 marketing plan.

If you’re not sure where to start … ask. Buy me a cup of coffee, bring a pad of paper, and let’s sketch it out. I don’t care if you’re a competitor, a Luddite or a stranger.

If you’re wondering, “why would she take the time to help me out??” Because part of my brand is that I pass it on.

When it comes to social networking and social media, there is a smorgasbord of tools you can choose from. I’ve been playing around with a little bit of this, and a little bit of that, and, for what my needs are, I have found a formula that works for me. It’s a combination of LinkedIn, my blog, Facebook and Twitter.

First of all, I utilize social networking tools with a plan and a purpose. My goals are to 1) inspire conversation; 2) build my personal brand; and, 3) promote my brand within the marketplace. At this point in my career, I’m not selling anything, but if I was, I’d utilize social networking tools for that as well.

I have listed the tools in order of my adoption into my social networking plan.

LinkedIn

LinkedIn, my first social networking application. Susan Ward sent me my first invite in 2007. It seems so long ago now. As a legal marketer, it is where I first started to build my personal brand outside of the Legal Marketing Association (LMA), where I am an active member and volunteer.

In addition to expanding my presence beyond legal marketers who belonged to LMA, LinkedIn introduced me to attorneys, consultants and other professionals within my industry, and across the globe. I got my first taste of what a little social networking could do for your career.

One of the greatest tools on LinkedIn is the ability to build your profile. As I did not have a bio posted anywhere else on the Web, this was incredibly helpful for providing me a presence on the Internet.

I began by connecting with former work colleagues, as well as current members of my legal marketing community. By searching their connections, I was able to identify and connect with more people. As LinkedIn added Groups, I was able to start expanding my reach based on similar interests. The Q&A section allowed me, before I started my blog, to shape and lead discussions, all they while showcasing my “expertise.”

The Legal Watercooler

The quickest way to become an “expert,” I discovered long ago, is to write.

The Legal Watercooler is where I get to have an opinion and share it with all of you. I have said over and over, I started The Legal Watercooler because I wanted to have a conversation. But I never expected to find a community like the one I now have.

In the beginning, I was worried that the conversations I had hoped to inspire were not materializing in the comments section of the blog. I then added Sitemeter and StatCounter and began tracking the visitors to my site. I set up Google search terms to track link-backs. Much to my surprise, I was slowly building a readership. I was able to identify which search terms were driving traffic to my site.

Then I started to notice that my phone was ringing more. I was beginning to build stronger relationships with my peers, like Jayne Navarre, Russell Lawson, and TANK.

Not so slowly my reputation began to precede me.

The Legal Watercooler is the place where I get to control and build being “known, liked and trusted.” This is where I build and manage my brand.


Facebook

Sometime last year one of my professional contacts invited me to Facebook. And then another. So I signed up. Facebook started as a “next step” in my business relationships. We were more than just colleagues; we were now on FB together.

Facebook allows me to show more of my personality. I am more casual and personal on this platform than anywhere else.

Facebook has now evolved into a hybrid tool for me. Right now, it is split 50% business, 30% current friends, 20% high school friends. It’s been interesting bringing these three worlds together.

For me, FB is not the place for all of my contacts; for others it is. That’s an individual decision. To sum it all up, I have picture of my kids in there, so we have to be ready to go to the next step before I let you in there.

Oh, and be nice if I “friend” you, my mom joined FB last week.


Twitter

Imagine walking into a party of 1 million people and screaming, “Hey, everyone who wants to talk about XYZ, come meet me over here.” And 951 people (my current number of followers) show up.

That’s what Twitter can do.

And, Twitter is also a micro-blogging site. And it’s a social networking tool. It is a news feed. And it’s a technical help center. Twitter is a place where you can easily find people who are interested in what you have to say, and Twitter is a place where can listen in on the conversations of others.

Twitter is an all-access pass to the party.

For those who question the effectiveness of Twitter, since it really took off for me in the past few months I have:

  • developed new relationships that have led to immediate assistance on current projects

  • I flamed a #hashtag discussion, which lead to my being interviewed and quoted in a law.com article.

  • I have been offered employment opportunities

Everyday I’m watching my network grow. Everyday I see how my reputation builds in my community. I am amazed at how far my reach and my presence have expanded.

Not bad for a free little application with a silly little name.

I attended the Legal Marketing Association – Los Angeles Chapter lunch today, featuring Susan Hackett from the Association of Corporate Counsel.

As many of you know, for the past couple year’s ACC has been working on a Value Challenge for the legal community.

Ms. Hackett commented that while this is a client-driven initiative, law firms need to be ready to respond and to have meaningful conversations around these issues. Her message today is that the clamor we’ve been hearing is building to a roar, and action will be taken.

Today’s program focused on the next step … a Value Index for lawyers, legal practices and law firms. The ultimate goal of the Value Index is to develop trust and legacy between the client and attorney, rather than just one-off cases or matters.

ACC is looking to create a collaborative social media network to expand the list of law firms that corporate American can call upon. They are looking to even the playing field between big-law, solos, regional firms and boutiques. The ultimate goal is not to reduce the cost of legal services, per se, but to ascribe a value to the services provided.

As currently envisioned, the ACC Value Index will not be a ranking, á la Martindale AV Ratings or Chambers, but a “score card” system. It will be a place where clients can go and assess the VALUE they ascribe to the attorney/client relationship.

So what will go into the “value” of an attorney, practice or law firm? ACC is still working that out, but so far profitability, client satisfaction, attorney attrition rates, firm efficiency, pro-bono and green initiatives are all under consideration.

What will the Value Index look like when it’s rolled out? That’s what ACC is working on right now.

ACC needs to be commended for taking their time, engaging both the consumer and provider of legal services into the discussion. As they travel the country, having conversations with groups such as the Legal Marketing Association, Marketing Partner Forum, as well as at their own regional sessions on the topic, I encourage all of you to join the conversation and voice your opinions.

Many thanks to Barbara A. Finley, Finley Consulting, for her contributions to today’s post.

For everyone who breathed a sigh of relief that it was a new year and your job was secure, the lay off party ain’t over yet.

Friday hailed several new rounds of law firm layoffs, from LA-based Manatt, to Blank Rome and Akin Gump.

My take is that we will continue to see “right-sizing” throughout the year. Many of these decisions will be necessary to the health and future of a firm, others will be made to preserve the Profits Per Equity Partner (PPEP). Time will tell, especially in May when the new AmLaw 100 ranks are released.

In a statement, Blank Rome said the cuts were necessary to adjust the firm’s attorney and staff headcounts to be in line with the current and anticipated needs of its clients.

“These are purely economic decisions — this is a group of talented attorneys and staff who have made valuable contributions to our firm,” the statement continued. “We have not taken these decisions lightly, and while Blank Rome remains in strong financial condition having concluded a satisfactory year in 2008, we are not immune to the global economic downturn. Like any other business, we must assess and respond to the economic realities and the plain fact that we are in the midst of a recession, and that is what we have done.”

So what are you going to do, TODAY, to inoculate yourself in case your firm ends up on the “watch” list? For those new to The Legal Watercooler, I write extensively on how it is our responsibility to market ourselves and our careers on a daily basis.

I will complete my 5-part “Marketing Me” series this week with “My 4-point 2.0 Plan” and “Why it’s all worth it.” In the meantime, here are quick links to “With a plan and a purpose,” “Career v. Job,” and “When do you find the time.”

I know. You’re busy. I’m busy. We’re ALL busy. But you can’t use that as an excuse to not market yourself.

For me, it all began with learning how to manage my processes. Manage my in-coming messages. Manage the noise.

Manage your process
If you have not heard of David Allen, or his book, “Getting Things Done: The Art of Stress Free Productivity” you are missing out on one of the greatest corporate time management gurus. By learning how to manage your workflow and your processes, you will rediscover hours in your week which you were wasting on searching for lost documents, stressing over deadlines that appeared out of nowhere, and remembering all those things that have fallen through the cracks (usually at 2:00 a.m.).

Through David I learned how to manage my files, my incoming messages, my action items. I learned how to prepare my attorneys for when I am out of the office on vacation or at a conference. Through his principles I gained control over what can be a pretty chaotic job.

Avoid distractions
First of all, turn off any auto-notification and sound that notifies you of a new message (this applies to your e-mail as well). Set regular times throughout the day to check your social networks. It doesn’t matter what it is, it just has to work well for you: top of the hour, every two, every four. Just set the time and live by it.

By avoiding the distractions, you will be better able to focus in on the tasks at hand, leaving more time for your social networking.

Clear your life
I took a Sharpie to my life last year, and opened up seven hours in my week.

I went through my calendar and started to cross out everything that really wasn’t necessary, beginning first with the television. What was I watching that I didn’t enjoy? What was complete junk that I really didn’t need to watch? Gone.

Then I sorted through what I was reading, both magazines and on-line. Anything that was “brain junk” went out the door. I started deleting links from my “favorites,” unsubscribing to newsletters and feeds.

Same thing went with movies, “friends” I didn’t really care for, chit-chatting around in the halls. If I don’t have a clear purpose on why I am attending an event, I don’t go.

Make social networking part of your job
I was asked recently how I was learning/managing social networking and my work load. Well, part of the answer is that my continuing education, which is what this was for me in the beginning, is part of my job. As the marketing professional for my law firm, I must keep up with not only the happenings in the industry, but the advances in technologies.

In addition, by marketing myself, I am building relationships with peers, vendors, reporters, publishers, and other professionals which all benefit my firm.

Take Advantage of Technology
In the “good ol’ days” we all worked late in the office because we didn’t have a choice. Now we’re all wired with home computers, laptops with wireless connections, Blackberrys and iPhones.

If you haven’t upgraded to a smart phone, do so now. With all the applications available, I can easily participate in social networking from anywhere.

I now view “waiting” moments as great opportunities to quickly glance through my social networks to stay connected, make updates when necessary, contribute to the conversation as much as possible.

Filter the Noise
Most importantly, you need to learn how to filter the noise. This is especially true on Twitter. As of today, I follow more than 900 people. Sounds insane, but the more people I follow, the more I filter the noise, and the less time I spend on the tool. Applications like Tweetdeck are essential to managing and filtering the messages in Twitter. You can set up searches based on people, subjects or hashtags.

Have faith, it will settle down
When I first started on LinkedIn, then Twitter and now Facebook, I found it exciting, time consuming and even overwhelming at times. I am pleased to report that now that the initial rounds of connecting, following and friending are done, my time commitment to each of these tools has balanced.

For many of us, there are not enough hours in the day to get the job done, balance our family obligations, keep in touch with old friends and hit the gym. The idea of marketing oneself, in addition to a stable of attorneys, is daunting and often times it is “us” who will take a back seat.

You cannot afford in today’s economy, and in today’s ever-changing marketplace, to not market yourself and your career every single day.

But before I go further, I don’t want you to confuse your career with your job. A job is what you’re doing today. A career is your pursuit. You get paid for your job. You invest in your career.

When it comes to “marketing me,” on a daily basis you must take time to market yourself on the job, and take time to manage your career.

The Job
It all begins with doing a great job, every single day. If I am not at my best, I can’t bluff my way through it. Each and every day I dress the part, because first impressions count. If I don’t understand what makes lawyers tick, how can I get them to HEAR me when it comes to their marketing and business development? They need to know, like and trust me as much as their clients need to know, like and trust them.

As a legal marketer, I spend a lot of money. I’m a cost center. I need to justify my expenses, especially when I am asking for more money. I promote the return on investment (ROI) and return on opportuntiy (ROO) of any given expense. I am diligent about the vendors I hire. I only hire people I know, like and trust. Why? Because they are a reflection on me, my decision making process and my knowledge base.

I circulate articles on the business of law, our clients, the industries we represent, our competition. At any given moment I am capable of having an in-depth conversation on any of these topics. But, more importantly, I have an INFORMED opinion on these topics.

I am visible, to the best of my ability. I walk the halls. I’ll pick up the phone with my response, rather than just hit the return button on an e-mail. I deliver things in person, rather than send via interoffice mail.

The Career
And then there is your career. This is where you position yourself in the marketing place. Where you decide for what you want to be known, liked and trusted.

Define your personal brand: What do you want to be known for? How do you differentiate yourself in an extremely crowded marketplace? How do you promote this to the industry? To the people who are in the position to hire you or refer your services. This is different for every person, and it applies to both consultants and in-house professionals.

Promote your personal brand: How do you promote your brand? Are you living it each and every day? Is your “brand” hollow? Or is it reflected in the actions you take?

Live your personal brand: I started The Legal Watercooler to have a conversation, because I am passionate about the business of law. I continue to volunteer for LMA committees, because I believe in giving back to those who have given so freely to me. I never hesitate to say “yes” when someone asks for my assistance.

Positioning of your personal brand: Google yourself. I’ll wait …. What did you find? The first time I Googled myself, this is what I found. Through some strategic actions and some good SEO, I now dominate the first page for either variety of my name. If you Google “law firm layoffs,” you will find me right after Law.com. Not too bad.

I understand. Branding and marketing yourself takes time. It takes effort. But that doesn’t mean you shouldn’t do it. What good is it to be great at your job if no one knows it, either inside your company or within your industry? You just need to have a purpose and a plan. You need to find the time. But, in the end, it’s all worth it.

……………………………………………………..
Part 3. Where do you find the time?
Part 4. My 4 point 2.0 plan
Part 5. Why it’s worth it

Taking time each day to market one’s self is a passion of mine. Its roots come from the worst piece of advice I ever got.

When I was in my 20s I worked as a lobbyist and grassroots organizer for a non-profit organization. I was doing a great job and was passionate about my work. At the same time that my boss left to join the Peace Corps, a new position opened up. I was already doing the work and was qualified. That’s when he told me, “Do a good job, Heather, and they’ll notice you.”

What crap. I was passed over for the promotion. Why? The president of the company had no idea that I wanted the job.

I was holding down the fort, taking on new responsibilities, doing a kick-ass job, and he didn’t notice.

I was sharing the stage with the attorney general of California. I was organizing and running major press conferences. I provided “expert testimony” before the Public Safety Committee of the California State Assembly. Congressmen took my calls. Yet, I wasn’t even on his radar.

Once the reality sunk in that I had really messed up, I took control of my career. I set a new path and created new goals. It took several years, but I finally made it to corporate communications. Legal marketing to be exact.

Since that day to this, I have always managed my career (not to be confused with doing a kick-ass job). I joined the Legal Marketing Association. I volunteered for any committee work that I could do. I served as president of the local chapter, and made my way to the national board. I have never hesitated to ingratiate myself to the “gurus” of the industry. If my phone rings I take the call. I mentor anyone who asks.

It was slow and steady work, but it’s been paying off for me in numerous ways.

With the recent advances of Web 2.0, particularly Twitter, I have quickly positioned myself into the heart of the conversations concerning the business of law, a passion of mine. Very quickly my reputation now precedes me on a broader stage.

But it takes time, every day. But it’s worth it. It’s my career.

Part 2. Career v. job
Part 3. Where do you find the time?
Part 4. My 4 point 2.0 plan

A week ago I wrote about my New Year’s Resolution. I wrote about my plan.

Well, people, the first week is over. What did you accomplish?

Did you make a short list of your 2009 goals? If so, did you move the plan forward at all?

Did you make a list of your key 2008 clients, and call them to say “thanks” for giving you business last year?

Did you call and thank those who wrote you personal notes in their holiday cards?

Did you make those phone calls that you swore you’d make when you returned to the office?

Have you identified conferences you would like to attend this year? Any great topics that you’d like to write/present on?

Did you take a few moments and update your bio, making certain that you have added your recent articles and speaking engagements from 2008? Is the work you’re doing today, for the clients you want, reflected in your bio? Did you update your representative matters list?
Come on people, get moving. The week isn’t over yet. You’ve got time to get your marketing on! Even for those of you on the East Coast, there are a few hours left in the day!

Don’t let this first week drift by without taking control of your job and your career. No one else is going to do it for you.

Me, I signed the paperwork for our first blog on Tuesday and have already had the “creative brief” call with LexBlog. I’ve been asked to speak on a panel for the ABANet on social networking. I got approval for our second blog yesterday, and I’m going to meet with a partner about a third one right now.

I’m planning three client events/seminars for the Spring, and have a lunch scheduled for today to map out our client interviews for the first quarter.

And I actually bought the birthday card for my dad and am sending it out today.

It’s like the mother of all perfect storms.

And, according to the comment section following Bartlitt’s post, this brewing storm is going to hit hard and when it does hold tight.

You probably know the jist of what’s being said, but for those who don’t, read on. (random, un-attributed and paraphrased highlights of the recent discussions)

  • Over staffing and a wage-earning mentality are the anti-thesis of efficiency and merit-based results.
  • With contingency based fees, where the value is low, the cost is low and where the value and quality turns out high the cost is high.
  • With billable hour based fees, if you are successful and win a case early on, you put yourself out of work. If you get bogged down in a land war in Asia, you make more money. That is frankly nuts.
  • When a firm’s business model is based on selling hours rather than results, profitability requires having a lot of hours to sell. Many of those hours can be generated by inexperienced, inefficient hour machines.
  • In a non-billable hour business model, inexperienced associates, [sic] the inefficient hour machines, are a barrier to success. Smaller, more highly experienced teams whose only focus is on winning, quality and efficiency, not generating hours, is essential for success.
  • The ACC Value Challenge seeks to reconnect value to costs for legal services. Our aim is to provide networks, tools, and dialog for both in-house and outside counsel to help us all better manage our clients’ legal affairs.

The business model for delivering legal services in America has a distinct legacy. It has developed through a series of significant transitions particularly those related to how clients are charged. While digging around for sources to support my memory, I found that:

Most of the colonies did not welcome lawyers and did not allow them to practice for they did not trust them. It was hard for a lawyer to make a living in the early colonies; therefore, not many lawyers made the trip from England. In most cases lawyers were not even allowed to charge a fee for representing someone. In extremist colonies, lawyers were not even allowed to practice. When lawyers gained the right to charge for their service, they requested that they be allowed to bargain with the client over a price; this right would not be allotted until the middle of the nineteenth century. Until then the legislative body set the price of what a lawyer would be paid. Most of the time it was a mere pittance.
Excerpt from an article by law students at the University of North Carolina at Pembroke in 2001 that documents Law in Colonial America 1607-1783.

I once was told that lawyers in the mid 19th century billed by the word. Thus we had [and still have today] legal documents that are long and overly wordy. When that became too transparent and clients disapproved, around the early 20th century, lawyers transitioned to billing by the hour. Does the past repeat itself? It’s the 21st century and it’s transparent; hourly billing is a business model that requires lots of hours to be profitable. The quest for those hours is not always in the best interest of the client or even the case.

The storm is brewing and when it hits it’s gonna be ugly, but should leave us with a peaceful landscape, at least for another 75 years until things get transparent again.