No Longer Optional: The Importance of Law Firm Surveys, Awards, and Rankings Contests

Editor’s Note: This is the first in a three-part series of blog posts on law firm surveys, awards, and rankings.

These types of organic accolades provide platforms for legal professionals to gain visibility, enhance their reputations, and attract and sustain new and existing clients. Assuming programs are not “pay to play” offerings, they can also serve as benchmarks for excellence across the legal community. Participation in these achievement-driven submissions is more prevalent than ever before.

Law firms across the country and worldwide – regardless of size, stature, practice, or industry discipline – continue to increase application submissions to leverage new opportunities and fortify individual attorney and firm reputations. Here are a few reasons why honors and accolades can be valuable.

Credibility and Trust

What is better than a neutral and respected third party proclaiming you are among the “best of the best,” if not “THE BEST,” lawyer in your field? Third-party endorsements wield inherent credibility because they come from what is considered an independent source. They objectively evaluate an individual’s or organization’s capabilities and service offerings. This type of credibility is a driver for establishing trust with potential clients, colleagues, and industry stakeholders.

Enhanced Reputation

If you are inducted into your local business publication’s or alma mater’s “Hall of Fame,” your reputation will organically expand. Positive endorsements from these objective and respected sources can exponentially enhance an individual’s or organization’s reputation. Such accolades serve as proof of quality, expertise, or excellence and will likely differentiate you from your competitors. These kinds of honors have the potential to create new opportunities, audiences, clients, speaking engagements, etc.

Increased Visibility

Endorsements from media or other outside sources can significantly increase your visibility. Who doesn’t want to be a “Rising Star” – particularly when you are working on expanding your book of business and often competing with more experienced lawyers for work? When an individual or organization receives recognition through surveys or awards, it often leads to increased media coverage, interviews, or mentions. This exposure can broaden your reach, introduce you to new audiences, and justify why you should be retained rather than someone more senior.

Competitive Advantage

Thoughtfully researched rankings companies – such as Chambers USA – spend a great deal of time talking to clients and attorneys when they publish their annual results. An impressive Chambers band ranking can give you or your practice a competitive edge. When potential clients are trying to make a legal buying decision, these honors can sway their decision in your favor.

Networking and Partnerships

Accolades and endorsements can lead to networking opportunities and new partnerships and alliances. When recognized by credible third parties, it becomes easier to connect with industry leaders, experts, or influencers on social media and within trade associations. These connections can open doors to collaboration, mentorship, and new business relationships.

Employee Morale and Recruitment

Third-party endorsements can also contribute mightily to employee morale and motivation. Being recognized and celebrated externally boosts employee pride and satisfaction internally. It also creates a more positive image for potential recruits, making your firm a more attractive workplace. 

Participation in surveys and awards contests is now considered a benchmarking opportunity to differentiate you and your law firm in a highly competitive market. Let’s face it: the crowd is not getting any less crowded. Constructive feedback or recognition from external sources can help identify areas for improvement and guide future efforts to maintain and enhance the quality of your submissions. Pay attention to the positive outcomes, but pay even more attention to the areas where improvement is warranted.

Seeking and leveraging outside endorsements is a highly tactical and strategic way to build trust, attract new opportunities, and establish you and your law firm as leaders in your respective practice discipline.