JANUARY / FEBRUARY 2024
14
Managing a Law Firm in a New Era
The Law Practice Management ( LPM ) Section of the St . Petersburg Bar Association ( SPBA ) recently hosted an engaging webinar with four local managing partners on a wide range of topics . Chair Doug Jackson and Co-chair Shannon Zetrouer ( me !) hosted Cary Cash of Freeman , Goldis , & Cash ; Constance Coleman of Coleman Law ; Sean McQuaid of Battaglia , Ross , Dicus & McQuaid ; and Zack Zuroweste of Persante Zuroweste . The managing partners were candid , insightful , and shared their thoughts on managing a law firm in a new era .
The first topic was hiring employees in a changing job market . All participants agreed that hiring practices have dramatically changed in the last few years . These changes are driven by numerous factors , including :
• Employee ’ s interest in remote work ;
• The increase in cost of living in our area ; and
• The difficulty in finding people to hire .
Hiring new employees is not as easy as it used to be . You can no longer just put out an ad and find a great person . The roundtable participants referenced utilizing Indeed , LinkedIn , and recruiting companies . Several participants mentioned that they never stop recruiting , they are constantly interviewing and hiring to maintain a fully staffed law firm . One participant referenced offering a bonus to staff members who refer someone to the firm who ends up being a lasting hiring .
All participants also noted that it is difficult to find people who want to come to the office five days a week . For better or worse , COVID changed the workplace and now employees expect to be able to work remotely on a regular basis . Firms handle this in different ways , but it is impacting everyone . Some tips that were presented to manage the ongoing remote work included :
• Productivity tracking through billable hours .
• Software that tracks employee ’ s productivity through computer usage .
• Maintaining a team rapport through regular zoom calls that don ’ t just discuss work , but also allow everyone the opportunity to catch up and maintain a personal relationship despite a virtual connection .
It was also discussed that given the high cost of living in Pinellas County , the compensation model has changed from lower salary and bigger bonuses to higher salaries and smaller bonuses . Employees need to know that they can afford rent . It was also noted that prospective candidates are interviewing to seek a higher offer to then take back to their employer to negotiate a higher salary . Finally , employees are also willing to leave jobs for a salary increase of a few thousand dollars .
Knowing when to let employees go was also discussed .
By Shannon L . Zetrouer
As one of our participants put it , if you have been thinking about letting go of an employee for some period of time , that is likely an indication that ending the employment is exactly what you need to do . As the saying goes , hire slow but fire fast . This catchphrase advises employers to hire deliberately , intelligently , and with purpose and end employment for staff that are the wrong fit or are hurting the firm .
Remote work was , not surprisingly , a hot topic . Several of our participants discussed still feeling the most productive when they are in the office . There was also discussion of being able to almost run a firm entirely from a smart phone when necessary . With employee attorneys , managing their productivity with remote work boils down to monitoring their productivity and their effectiveness in managing their workload . Some employees are simply better suited to working from home and some are more efficient in the office . Identifying which employees fall into each category is imperative to fostering productivity . Incorporating systems to track efficiency and monitor workflow are also important in managing remote employees .
Billing strategies and format of billing were also discussed . It was noted that hourly rates have increased throughout our community , state , and certainly nationwide . However , raising billable rates is not always easy , especially if you receive work from an insurance company or other entity that has control over the rates you charge . Similarly , if your cases are typically billed on a contingency basis , you cannot simply increase your rate , especially if the rate is mandated by statute as it is with personal injury cases . Finally , it was noted by one of our panelists that , for the first time since the recession , criminal clients are having a hard time finding $ 2,500 to retain an attorney to keep themselves out of prison . This is an early reading on the pulse of the current economy .
The last topic of conversation was that of marketing . The participants discussed various marketing practices , including the importance of SEO , an online presence , and referrals .
The panelists at the webinar were engaging , informative , and even entertaining . We are thankful for their participation , and we hope to see you at the next one !
Shannon L . Zetrouer is the managing partner of Zetrouer Pulsifer , PLLC which focuses on business law , real estate matters , including timeshare , homeowners and condominium association related issues , and estate planning and probate . Her passion for law is only superseded by her love for her children , Ariana Sol and Austen Lee , her husband , Trevor and Pebbles , the family ’ s new maltipoo puppy .