In the last lesson on "people" we looked at the immediate issue facing law firms, how to plan for the upcoming year. Within that, we covered a topic gaining much attention during the talent wars; associate satisfaction. Naturally, we also looked at client satisfaction, which has been top-of-mind for as long as there have been clients. This lesson discusses what associates want, and meaningful inclusion is a big part of it.

Let's re-set the scene. For many firms, times are good. Demand is up, revenues are up, and profitability is up. Their challenge is how to get equipped with lawyers to service the demand during a talent war, and then ideally get the talent to show up at the office periodically. Where does this cocktail of ingredients lead? Carrots.

Law firms who are cash rich and people poor will offer carrots. This used to mean money, but the health and wellbeing drive, coupled with associates getting a taste of remote working, has made the definition of "carrots" more complex. There is no comprehensive list of what associates want, but here are some recurring features, albeit each will prioritize these differently:

1.     Money.
2.     Working from home.
3.     Work-life balance.
4.     Interesting and purposeful work, without needless drudge.
5.     Mentoring, learning, support and growth.
6.     Inclusion and opportunity.

Once you get past money and into operational and cultural demands, it immediately poses a whole new set of challenges for law firm leaders, because some of these demands are mutually inconsistent. Associates may want remote working, but this diminishes team building, collaboration and mentoring. Likewise inclusion. There's no shortage of exit interviews which cite inadequate involvement and lack of opportunity, but now it's harder than ever to be included if you're out of sight.