There’s nothing radical about being agile in 2021

This was the headline for an article in The Lawyer on 27th September and it stood out for me, not because it is true (which it is), but because I’ve been saying this to my ALSP/platform clients for a while now. 

The Covid pandemic changed many things but most notably it shifted the office to our homes. For years before the crisis, lawyers had been pleading for more flexibility and more WFH provisions but there had been a general feeling that lawyers needed to be present in the office. It was stifling careers, impacted personal lives and limiting recruitment.  Then came along the ALSPs and platform model firms that shouted from the rooftops that you could have your cake and eat it.  You could work anywhere you wanted and have a credible career. The USP of the platform models was flexibility and agility – work your way, wherever and whenever you want to.

But now the traditional firms are fighting back. The pandemic has forced them to adapt practices and accept agile working, pulling the rug from under the platforms. I am talking to candidates, both in-house and private practice, who will only need to attend the office once or twice a week. The war for talent is real and the traditional firms understand they cannot return to the old norm if they want to retain and attract the best lawyers.

So, what now for the ALSPs and platforms? What can you offer candidates to attract them above and beyond agility and flexible working? 

As a recruiter who has been immersed in the alternative side of the legal sector for 5+ years I am challenging my clients and asking, “What is your USP?”   Being nice, flexible, understanding people have “other lives” is not enough anymore. The time has come to up your game.

If you are a platform that has a USP: a focus on a particular sector or practice area, an offer of equity or ownership, a back office to rival any City law firm, or an excellent fee split, good on you. These platforms will continue to hire and ultimately thrive. The pandemic has made many lawyers question their life choices and the platforms offer a credible third alternative alongside traditional law and in-house roles. There is no doubt this part of the market will continue to grow. 

But if you are a platform founder without a strong USP now is the time to focus on your values, find your identity and shout about your USP. Candidates need to know why they should join you over any other platform, and there are a lot to choose from. Don’t rely on agility as your USP, otherwise you might get left behind.