Legal directories can play a huge role in establishing a law firm’s reputation and sometimes in its ability to win new work.
There are three key components to a successful directory submission – comprehensive work highlights, referee feedback, and market feedback.
This post will focus on referees, which is often a neglected element of the submission process, but one which can have a big impact if you get it wrong.
1. Not including enough referees (or too many)
It’s important to remember that the limit for Chambers & Partners is 20 referees, and there is no limit for the Legal 500. If you choose to include more than 20 referees for Chambers, you run the risk of these referees not being contacted. This is a wasted opportunity – don’t take that risk.
While there is no limit on the number of referees you can include for The Legal 500, be careful here – listing every contact who could comment on you reduces the chances of you having new/fresh referees for the next submission round (see point 3 for more).
2. Not being strategic about the referees you put forward
In an ideal world, you’d put forward the CEO or the GC of the most prestigious companies you’ve worked with over the past 12 months, but sadly, that often isn’t the best approach. The most senior people are usually the busiest – even with the best intentions, they often don’t have the time to respond. Remember that detailed and positive feedback from someone more junior is better than no feedback at all (and listing the name of someone senior but who didn’t respond doesn’t have an impact).
The most important thing to consider when you’re making your referee selections is that they are willing and able to give positive feedback. This might mean that instead of a general counsel, you choose the assistant general counsel, or instead of the most senior barrister in a set, you choose a junior or a clerk.
3. Overusing or reusing the same referees
If you choose to use the same referee twice per year (in February for Chambers and March for Legal 500 for example), you run the risk of causing ‘referee fatigue’. This is where the referee either incorrectly presumed they have answered one or the other directory (when in fact, they haven’t), or they’re simply just tired of the process and don’t respond.
Maintain a list of potential referees throughout the year, which you can then review ahead of deadline day. Try to ensure that you have a good number of new referees when you compare the two referee spreadsheets.
4. Not asking permission in advance
One of the biggest mistakes we see partners and associates making when compiling their referee spreadsheets is just adding the details of clients or intermediaries without asking their permission first.
It seems obvious, but you don’t want the email or call from the researcher to be a surprise to your referee; this can damage the level of trust between you and your contact, and it means that they might not be sufficiently prepared to give the best response possible.
Have a template email asking permission from your referees stored in Outlook, and make sure you send that email out before the referee spreadsheet is uploaded on deadline day.
It should go without saying that if you don’t receive a response, don’t use that referee.
5. Not warming up your referee
It’s equally important that you remind/forewarn your referee that the researcher’s email or call will be coming in the next couple of weeks. At this stage, you can usually also provide the referee with the researcher’s details so your referees are able to look out for the contact. This significantly reduces the chances of an email or call being missed or going into the junk folder.
Bonus: Not using the directories as an excuse to develop a relationship with your client
The vast majority of people you’ve listed in your referee list will be a client or a potential referrer of work. Not only do they deserve an email saying thank you for the effort they went to, but it is also a great opportunity to continue a conversation or strengthen a relationship. View this as a business development tool, not just a tick-box exercise.
If some of these mistakes feel familiar, you’re not alone!
The legal directories process can be painful and time-consuming – drop us a line or book a call to find out how we can help.
Read more from our directories series here: Four foundational steps you should never skip when compiling a submission.
