For many law firms the assumption is, if it ain’t broke, don’t fix it. This often applies to the approach in recruiting of new talent as well.
“We just don’t operate that way,” says Peter Aprile, founder of and principal at Counter Tax Lawyers.
“Obviously big law has a much bigger marketing budget and go about things in a very traditional way. I think it would be a fool’s errand to try to match that marketing budget dollar for dollar, but it’s a fool’s errand to try and take the same tactic as well. How do you show people that you’re different? Even if I was willing to match dollar for dollar, how effective could that possibly be if everybody is employing the same tactics and the same budget?”