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Legal Support Network (LSN) is excited to be ending the year on a high! A record-breaking 610 legal professionals are registered for LSN’s last networking event of 2019 in London. Transforming the Anthologist on Monday 18 November, LSN’s prestigious event brings together the brightest legal business professionals for a free evening of fun, games and giveaways. The winter soirée is one of three London-based networking events held each year, designed to fulfil LSN’s mission – to help connect professionals in the legal community in a meaningful way. Alongside sponsors DX, ITS Recruitment, Accesspoint Legal Services, MHA and Actionstep, the sparkling attendee list is made up of 146 unique law firms, 610 law firm professionals and 30 LSN networkpartners*, all eager to make quality connections. LSN focuses on all aspects of the legal business service role – so whether you’re working in finance, technology, HR, risk and compliance, marketing, knowledge management or practice management, you’re guaranteed to rub shoulders with like-minded professionals! If you’re thinking networking is just networking, you’re very wrong! Alongside all the conversations, there are exciting activities to get stuck into, including a chance to win big on the roulette table, race your colleagues on the Scalextric track, and for the food enthusiast, a cheese and cracker station. What more could you ask for? Perhaps, the chance to update your LinkedIn profile photo? We’ve got you covered – our photographer will be on site to take new headshots. So, are you free on Monday 18 November, there’s still time to register by clicking here. Not able to make it? We have events running throughout the year at different locations around the country! Click here to stay up to date. *discover more about our networkpartners.
Smaller law firms can use video effectively to win new clients if you avoid these pitfalls Video is the rising star of internet content. Cisco predicts that video will account for over 80% of all online consumer internet traffic in the next few years. Already, one in three of us in the UK view watch at least one online video a week – that’s 20 million people! This is good news if you are starting up a law firm as Hubspot’s research shows that video delivers higher rates of engagement than text, and is more effective in grabbing and retaining people’s attention. But success isn’t a given. So, where do law firms and others go wrong when it comes to video marketing? Here are six reasons why your video isn’t working as well as it could be: It’s a hard-sell promotional video The biggest mistake is making your video all about you. It means that your video is likely to be a just sales pitch which no one wants to watch. As with any content, you need to identify your target audience and work out what they will be interested in watching. What do they want to know about? What questions, concerns and ambitions do they have? Show that you understand them and can help. All your key messages are in one video Don’t try and cram everything into one long video. Remember that concentration spans are very limited and viewers are highly unlikely to watch all way through. Even if they did, they wouldn’t remember all the messages. Focus on having a clear and concise message for each video; anything else is too complicated. If you have a lot to say, that’s great as you can produce a series of videos for each area of your business. Or even for different stages of your sales funnel, such as an overall brand video for high-level awareness, and case studies for conversion. It’s just not very interesting We’re not saying that you have to go all out on the entertainment and fun factor here, as that may not be appropriate for your brand. But that doesn’t mean your video has to be boring. Think about how your content can be engaging and connect on an emotional level with your viewer. Video is the perfect medium to tell the story of your firm or service so think about creating content with a beginning, middle and end that people will want to watch and share. Nothing happens at the end Include a next step at the end of the video that encourages the viewer to take action. If you don’t have a call to action, the chances are that your viewer will do nothing at all and the opportunity to progress your relationship will be lost. Ask your viewers to sign up for a newsletter, email an enquiry or download an eGuide so you can learn more about what interests them. It doesn’t appear in searches YouTube is the world’s second largest search engine. Using keywords in your video title and description will help your video appear in relevant searches. When you are uploading your video hosting site to YouTube or Vimeo, make sure you complete all the metadata information. That way your video is more likely to be found online. You don’t know if it’s working or not If you create your video, publish it and forget about it, you will have no idea of how it is performing or how to improve it. Use video analytics to see how many people watched and for how long. Look at how people found your video and whether they clicked your call to action, so you can see how it is working with your other marketing activities. Measuring the impact, or even lack of it will give you insights to help refine your video strategy going forward. Video marketing is important when starting up a law firm and easy to do – you can even use your phone. It’s the perfect medium to communicate complex ideas while showing the human side of your practice. It helps you to connect with potential clients and build trust before meeting face to face. What’s more, video marketing is set to play an increasingly important role in your overall marketing plan, working alongside other content to drive traffic to your website. It’s vital to take the time to develop the right video strategy that will help generate new business for your growing firm.
An increasing number of legal firms are looking to the cloud to deliver cost-efficiencies and flexibility, and many are becoming more confident with providers’ IT security and datacentre compliance capabilities. This shows a marked change in the industry as the cloud market matures and providers such as Microsoft Azure and AWS start to offer a secure, viable cloud option to law firms. In our last blog I discussed the misconceptions that surround Public Cloud and distinguished myth from reality. In this next post I’ll look at both the pros and cons of using the Public Cloud over Private Cloud. Advantages of using Public Cloud: A Highly Scalable Solution Public Cloud gives your firm access to almost unlimited resources to enable your firm scale up or down as required. Although law firms do not tend to require the same level of flexibility as an ecommerce business for example, there are some workloads that lend themselves well to Public Cloud such as development or business intelligence management. The pay-as-you-go pricing model of Public Cloud makes this a cost effective option for firms looking to spin up servers on an ad hoc basis and gives IT teams more freedom. However, this should be carefully monitored and managed to ensure costs do not creep upwards. Built-In Resilience Public Cloud networks are far more robust than they were previously, which is vital for any company, but particularly for law firms whose data security is of paramount importance. These large organisations have now built up years of experience and their environments are hardened to repeated hacking attempts. They also benefit from huge economies of scale, enabling them to invest in their platforms, and to employ technical specialists who are experts in their field. However, firms must remember that their environment is only as secure as they build it. Disadvantages of using Public Cloud: Perceptions of Security The fact that Public Cloud is just that – a public option – means that the hardware resources are shared on a platform that’s open to anyone to use. As discussed above, advancements in network security have instilled more confidence for CTOs than in previous times, but this does not mean that security is no longer an issue. No matter how well-managed and secure a law firm believes its IT infrastructure to be, if their clients’ perception is that there is a security risk, it could have a detrimental effect on the firm’s ability to win new business, and as the market gets ever-more competitive, firms cannot afford to take this risk. For law firms dealing with large financial institutions and clients whose data security policies stipulate exactly how and where data should be held, Public Cloud may not be a suitable choice. Control & Customisation Another potential disadvantage for Public Cloud is that it can lack customisation, or certainly the ability to customise the services to your own exact specification. Service level policies and compliances are enforced by the service provider so it’s important to ascertain what these are well in advance before choosing your provider. You also need to be aware of how the cloud provider takes care of global updates. Microsoft Azure will regularly perform such updates to ensure the reliability, performance and security of host infrastructures is always at peak level for the virtual machines being used within these environments. Whilst this is great for keeping vital elements up-to-date, virtual machines might reboot without prior warning or initiation which is far from ideal. For firms hosting key applications such as their Case or Practice Management software, these non-optional updates could potentially cause major disruption to your firm. Which option is best? We have seen both the advantages and disadvantages of using Public Cloud within the legal sector, and for the most part, what the Public Cloud can’t offer your firm, the Private Cloud could. But a one-or-the-other approach won’t suit all firms so how can you overcome this? By investing in Hybrid Cloud as an alternative. This model of cloud computing enables you to cherry pick which elements of Public and Private Cloud you wish to use and combine the two. This is a strategy we will look into for our next blog in this series. The most important aspect when building your strategy is to have the right IT partner working alongside your firm to ascertain your specific operational and technical requirements, in order to ensure your strategy is right from the start.
Our recruitment networkpartners include companies just like yours that are looking to engage and connect with the law firm community.
Legal Support Network hosts several networking events annually throughout the UK which are designed to fulfil its mission - to help connect law firm business services professionals with each other. By becoming a recruitment networkpartner, you'll gain exclusive access to our networking events in London, Bristol, Birmingham, Leeds and Manchester. On top of that, expand your online presence and promote your business through our media channels.
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