What Women Want: Marketing to Create Loyalty
The world of the high powered lawyer can often feel like a "boys' club," in ways large and small. In these times, it's increasingly important for law firms and legal departments within companies to actively support women as much as possible.
September 24, 2019 at 01:18 PM
4 minute read
In my last column, we learned from the culminating legal trial that was the series finale of "Big Little Lies." I'm happy to report that the show's star and producer Reese (Witherspoon, that is) and I have filled the void in our hearts with the series' departure with a darling, daring piece of IP. "Whisper Network" by Chandler Baker, described by the New York Times as a "fierce and funny #MeToo thriller," quickly topped the paper's bestseller list and became a summer pick in Reese Witherspoon's official book club. And though it is fiction, it has much to teach us about retaining top female talent.
Without spoiling too much of the plot, I'll tell you that the novel centers around the female lawyers who work in-house at fictitious Truviv, a public company based in Dallas, Texas, and takes readers on a wild ride. As the whisper network grows louder, the novel takes twists and turns that totally surprised me and at the same time, reminded me of the uniquely gendered grievances so many women face in the workplace on both a macro and micro level.
The world of the high powered lawyer can often feel like a "boys' club," in ways large and small. In these times, it's increasingly important for law firms and legal departments within companies to actively support women as much as possible. This is not only "How to Be a Good Person 101," but it's also good for business. By treating women well and marketing yourselves as having done just this, female employees will be more loyal to you.
With women representing just 36.3% of attorneys at firms, there is a real gender gap here. It is important to make sure that your firm or department is on the right side of lessening that gap. Women—and men!—want to work at a place where they are proud of its policies and can speak to them far and wide. Word of mouth, after all, is always the best marketing tactic.
- Making and keeping women a priority is your best marketing tactic to target them.
To set your firm or department above the rest, here are some quick ideas for your human resources department to make the women in the office happy with minimum investment of time and resources:
- Promote women! Pay them well! This seems easy. It is. Recruit, retain and reward women.
- Offer parent-resource groups, which support both moms and dads. This will make women feel like it's OK to be both a lawyer and a mother and will actively remove some of the decades-old stigma associated with having both a high-powered legal job and a child at the same time.
- Create a formal female mentorship program in the office, as well as diversity and inclusion programs. If it seems more feasible to bring on support from an external partner in this regard, check out Ellevate, a global professional network for women. This firm provides in-person events, mentoring, workshops in leadership, a library of resources and thought-leadership opportunities for female lawyers.
- Encourage flexible hours and remote work. When life happens, women want to know that their workplace supports them in what they need to do. And if employed correctly, this will likely mean that women are working more, and that they are working smarter.
I sincerely hope that this summer's beach read inspires the legal industry to lift up its female attorneys and to spread this news far and wide! No more whispers, let's shout out the new headline, "Women on Top," from the rooftops!
Julie Talenfeld is the president of BoardroomPR, one of Florida's largest integrated marketing agencies. She can be reached at [email protected].
This content has been archived. It is available through our partners, LexisNexis® and Bloomberg Law.
To view this content, please continue to their sites.
Not a Lexis Subscriber?
Subscribe Now
Not a Bloomberg Law Subscriber?
Subscribe Now
NOT FOR REPRINT
© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
You Might Like
View AllNavigating Claims Under the Florida Telephone Solicitation Act and Florida Telemarketing Act
4 minute readSecond Circuit Ruling Expands VPPA Scope: What Organizations Need to Know
6 minute readTrending Stories
- 1Chiesa Shahinian Bolsters Corporate Practice With 5 From Newark Boutique
- 22 Years After Paul Plevin Merger, Quarles & Brady’s Revenue Up More than 13%
- 3Trade Fixtures In New York Eminent Domain Cases - What Qualifies and How Are They Valued?
- 4Rule of Law: Is Big Law Too Shortsighted?
- 5The Empty Promise of ‘Dubin v. United States’
Who Got The Work
Michael G. Bongiorno, Andrew Scott Dulberg and Elizabeth E. Driscoll from Wilmer Cutler Pickering Hale and Dorr have stepped in to represent Symbotic Inc., an A.I.-enabled technology platform that focuses on increasing supply chain efficiency, and other defendants in a pending shareholder derivative lawsuit. The case, filed Oct. 2 in Massachusetts District Court by the Brown Law Firm on behalf of Stephen Austen, accuses certain officers and directors of misleading investors in regard to Symbotic's potential for margin growth by failing to disclose that the company was not equipped to timely deploy its systems or manage expenses through project delays. The case, assigned to U.S. District Judge Nathaniel M. Gorton, is 1:24-cv-12522, Austen v. Cohen et al.
Who Got The Work
Edmund Polubinski and Marie Killmond of Davis Polk & Wardwell have entered appearances for data platform software development company MongoDB and other defendants in a pending shareholder derivative lawsuit. The action, filed Oct. 7 in New York Southern District Court by the Brown Law Firm, accuses the company's directors and/or officers of falsely expressing confidence in the company’s restructuring of its sales incentive plan and downplaying the severity of decreases in its upfront commitments. The case is 1:24-cv-07594, Roy v. Ittycheria et al.
Who Got The Work
Amy O. Bruchs and Kurt F. Ellison of Michael Best & Friedrich have entered appearances for Epic Systems Corp. in a pending employment discrimination lawsuit. The suit was filed Sept. 7 in Wisconsin Western District Court by Levine Eisberner LLC and Siri & Glimstad on behalf of a project manager who claims that he was wrongfully terminated after applying for a religious exemption to the defendant's COVID-19 vaccine mandate. The case, assigned to U.S. Magistrate Judge Anita Marie Boor, is 3:24-cv-00630, Secker, Nathan v. Epic Systems Corporation.
Who Got The Work
David X. Sullivan, Thomas J. Finn and Gregory A. Hall from McCarter & English have entered appearances for Sunrun Installation Services in a pending civil rights lawsuit. The complaint was filed Sept. 4 in Connecticut District Court by attorney Robert M. Berke on behalf of former employee George Edward Steins, who was arrested and charged with employing an unregistered home improvement salesperson. The complaint alleges that had Sunrun informed the Connecticut Department of Consumer Protection that the plaintiff's employment had ended in 2017 and that he no longer held Sunrun's home improvement contractor license, he would not have been hit with charges, which were dismissed in May 2024. The case, assigned to U.S. District Judge Jeffrey A. Meyer, is 3:24-cv-01423, Steins v. Sunrun, Inc. et al.
Who Got The Work
Greenberg Traurig shareholder Joshua L. Raskin has entered an appearance for boohoo.com UK Ltd. in a pending patent infringement lawsuit. The suit, filed Sept. 3 in Texas Eastern District Court by Rozier Hardt McDonough on behalf of Alto Dynamics, asserts five patents related to an online shopping platform. The case, assigned to U.S. District Judge Rodney Gilstrap, is 2:24-cv-00719, Alto Dynamics, LLC v. boohoo.com UK Limited.
Featured Firms
Law Offices of Gary Martin Hays & Associates, P.C.
(470) 294-1674
Law Offices of Mark E. Salomone
(857) 444-6468
Smith & Hassler
(713) 739-1250