How to choose a law firm marketer

  • 15.4.2024
  • Written by Vladyslava Rykova
  • Category: Marketing

Choosing a competent marketer for a law firm is one of the key aspects that determines its success in the market. This is due to several reasons:

  1. Specifics of legal services. Legal services have a high degree of specialization, and clients need them at especially critical moments. A marketer must clearly understand this specificity in order to effectively communicate with the target audience, creating the desired image and reputation of the company.
  2. Trust is a key factor. In the legal business, client trust is fundamental. The right marketer is able to build effective communication that will strengthen trust in your company, increasing customer loyalty and their willingness to turn to you for help.
  3. Competition in the legal field. The legal services industry is highly competitive. A professional marketer will help distinguish your company from competitors by correctly emphasizing your unique advantages and competencies.
  4. Compliance with legal and ethical standards. Marketing in the legal field requires careful adherence not only to legislation, but also to ethical standards. An experienced marketer will be able to develop effective promotion strategies that will meet all requirements and will not violate the company’s reputation.

The right choice of a marketer directly affects the success of the law firm as a whole. This is not just a matter of attracting new customers, but also building long-term relationships with them, increasing reputation and brand awareness in the market.

How to correctly write a vacancy text for the position of “Marketer”

  1. Clear job title

Indicate the exact title of the position. In the case of a marketer, you can specify the specialization if required (for example, “Legal marketer” or “Legal marketer”).

  1. Company description

Briefly describe your company, including its core competencies, mission and core values. This will help candidates better understand who they are joining.

  1. Responsibilities

List the key responsibilities of a marketer. Indicate what marketing campaigns or projects he will be responsible for, who he will interact with within the company, and what goals he will achieve.

  1. Candidate requirements

Describe the requirements for potential candidates, including education, professional skills and personal qualities. Be sure to include your desired experience in marketing and in your industry.

  1. Working conditions

Describe what you offer: working conditions, work schedule, office or remote work opportunity, benefits package. Also include the salary level or range if possible to attract the attention of relevant candidates.

  1. Selection process

Briefly describe the selection steps so candidates know what to expect. For example, a preliminary telephone interview, a personal interview, a test task.

  1. How to apply

Indicate how and where to submit your resume and cover letter, as well as the application deadline.

It is important to write honestly and transparently, avoiding too general phrases. The more specific you are about who you are looking for and what you offer, the better your chances of attracting the right candidate for the marketing position.

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Key skills and competencies of a marketer in the legal field

Specifics of marketing in jurisprudence

  1. Ethical restrictions. Many countries have strict ethical standards governing the advertising of legal services. Marketers must be aware of these limitations and be able to develop campaigns that comply with both legal and ethical standards.
  2. Target audience. Legal services are often targeted at very specific market segments. Marketers need to deeply understand the needs and preferences of their target audience in order to develop effective acquisition strategies.
  3. Content complexity. Legal topics can be difficult to understand for a general audience. Marketers must be able to translate this complexity into clear and compelling marketing messages.
  4. Digital marketing. Using digital channels to promote legal services requires a special approach, including SEO optimization, content marketing, social networks, etc.


The resume of a marketer applying for a job in the legal field should reflect unique skills and experience that correspond to the above features:

  1. Work experience. Previous jobs related to legal marketing or marketing in related fields where trust and reputation are important.
  2. Main achievements. Specific examples of successful campaigns or projects that the candidate has completed, especially those that resulted in an increase in client base, enhanced reputation, or other significant results for the law firm.
  3. Education and courses. Higher education, including specialized courses and training in marketing, especially if they are related to the legal field.
  4. Skills and competencies. Knowledge of specific tools and techniques important to legal marketing, including knowledge of ethical standards, ability to work with legal content, digital marketing and SEO skills.
  5. Personal qualities important for working in the legal field, such as attention to detail, analytical thinking, interpersonal skills and the ability to persuade.

The resume should be structured and concise, conveying the candidate’s qualifications and uniqueness as a specialist in marketing for the legal field.

How to choose a law firm marketer

Analysis of candidates’ portfolio

Portfolio analysis is one of the key stages in the selection of candidates for a marketing position, especially in the legal field. This process allows you not only to evaluate the applicant’s professional skills, but also to understand how well his creative approach and work style correspond to the specifics and values of the company.

In the portfolio, it is important to pay attention to the variety of projects that demonstrate the candidate’s ability to work with various marketing tools and platforms.

Particular attention should be paid to projects in the field of jurisprudence that can demonstrate experience working with legal content, understanding of the target audience and the ability to build effective communication within ethical and legal constraints.

It is also important to evaluate the effectiveness of implemented projects, for example, what ROI indicators were achieved, how the customer base improved, or what positive changes occurred in brand perception.

Test task

The test task for the candidate should be aimed at identifying his ability to solve real problems that he may encounter in his work.

The assignment should cover not only general marketing competencies, but also the ability to work in the specific conditions of the legal field. This could include developing a strategy to market a legal service, creating an ethical social media content plan, or coming up with ideas for improving customer experience on the company’s website. It is important that the task allows you to assess the candidate’s creativity, his ability to think analytically, his mastery of digital marketing tools and his ability to present his ideas.

The test should also provide an indication of the candidate’s ability to work in a team and under pressure, given the tight deadlines and high quality standards of work in the legal industry.

How to interview potential marketers

Below is the interview structure that we use at IAVR when recruiting employees.






“Short conversation.”

Determining the time of the interview.

3 min.

Explanation of the purpose and format of the interview

“I will ask you questions regarding your background, personality, and previous work experience.”

“You have the right not to answer this or that question.”

“I’ll leave some time at the end for you to ask me questions.”

Mention that you will be taking notes.

Assure the candidate of confidentiality.

3 min.

Main part

Interview questions

“Please tell us about the main responsibilities at your current place of work.”

30 min.

The candidate asks questions


10 min.

Company presentation and vacancies


5 min.

Leave contact

“Thank you for your willingness to come and answer questions.”

Inform when the candidate will learn about the results.

3 min.


At the first stage, it is important to create an open and friendly atmosphere so that the candidate feels comfortable and can freely express his thoughts. Start with general questions about the candidate’s career path, their interests in marketing, and the reasons why they chose your company.

Next, move on to more specialized questions regarding the candidate’s experience in marketing and, in particular, in the legal field, if any. Ask questions that will help assess the depth of his understanding of marketing processes, his ability to work with analytical tools, and his ability to develop and implement marketing strategies.

Be sure to discuss with the candidate their past projects listed on their resume or portfolio. Ask about the specific tasks he performed, the results of those projects, and the challenges he faced. This will allow you to better understand his level of responsibility, analytical abilities and problem-solving skills.

An important role is played by questions aimed at identifying the candidate’s personal qualities and his compliance with the corporate culture of your company. Discuss with the applicant his vision of teamwork, ways to overcome stressful situations and the ability to adapt to changing work conditions.

Finally, give the candidate an opportunity to ask their questions. This will show his interest in the job and help you figure out how well he knows about your company and the industry as a whole.

As you complete the interview, discuss the next steps in the selection process, including the timing of the decision and possible additional steps, such as a second interview or test assignment. Make sure the candidate leaves with a clear understanding of what is expected of them next.

Factors that make sense to pay attention to:

  • Appearance of the interviewee (for example, neat/dirty).
  • Speaking style of the interviewee.
  • Words and phrases that the candidate repeats several times.
  • How did you feel when communicating with the interviewee (for example, unpleasant/calm, at ease), and what he did to achieve this effect.
  • Any difficulties you had in getting the interviewee to relax or talk about the experience.
  • What materials did the interviewee obtain to demonstrate his experience?
  • The interviewee’s conclusions regarding people and events.
  • How the interviewee copes with different situations in similar ways.
  • Anything that you feel the interviewee lacks or makes him “out of place” compared to other people interviewed in the same job.

Which is better, a full-time marketer or an agency?

The choice between hiring a full-time marketer and hiring a marketing agency depends on many factors, including the specifics of the business, the goals of the marketing efforts, the budget and the required level of control over the process.

In-house marketer provides a deeper understanding of the company’s internal processes, culture and values. Working directly in a company, a marketer is better aware of its goals and objectives, which allows him to quickly respond to changes and adapt the marketing strategy. This approach also encourages close collaboration with other departments, which can improve the quality and consistency of marketing initiatives. However, hiring a full-time specialist requires additional costs for salaries, taxes, workplace and training.


Marketing agency, on the other hand, provides access to a wide range of specialized skills and experience that may be needed to implement specific projects or campaigns. Agencies often have advanced technology and tools to analyze the market, target audience and the effectiveness of marketing campaigns. This can be especially beneficial for companies that do not have the internal resources to undertake large-scale or highly specialized marketing initiatives. However, working with an agency may result in higher costs in the short term and will require relationship management and task oversight.

In the end, the choice between an in-house marketer and a marketing agency should be based on the specific needs and resources of the company. For small companies or startups that need to be as flexible and responsive as possible to changes in the market, a full-time employee may be preferable. For larger companies or projects with a wide range of marketing needs, working with an agency may be a more effective and cost-effective solution.

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Vladyslava Rykova

Expert in legal marketing. Head of marketing agency MAVR.

Business degree “Master of Business Administration” (MBA).

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