Blow your own trumpet…

When was the last time you looked at your resume on your firm’s web site and brought it up to date?  Is it really working for you?  Do you have a clear plan to strengthen you credentials in the short, medium and long term?

Unless you are looking for a new job, polishing your resume does not usually rank highly on the “to do” list.  However, I suggest you put a reminder in your electronic diary to review it at least every three to four months.

Most web sites for solicitors now have a section entitled “the team”, and indeed providing the text for that may well be the last time that you looked at your resume.

Whilst your firm will probably have guidelines regarding what is included and how it is laid out, it is important to consider whether the content serves its purpose from the readers point of view.

Readers are likely to include:

prospective clients who might see it on the web site, in a proposal document or perhaps in a team sheet or contact book

• colleagues who are deciding who to include in a team
• intermediaries
• the media
• event organisers

The more comprehensive the content, the easier it will be for the reader to find out whether you have the skills and experience that they are looking for, for example:

• do you have experience in this type of matter?
• do you have experience in this industry?
• are you a recognised expert?
• how have you helped similar clients?
• do you have experience of writing articles (or books)?
• are you an accomplished public speaker?
• will they understand my needs?
• do we have anything in common?
• could I work with this person?

You may need more than one resume, for example where space is limited on the web site or in proposal documents. In which case it is advisable to create a master resume with sub sections that can easily be deleted if they’re not required.

Typically these subsections could include:

Key skills (practice areas)

Industry specialisms

Examples of {recent/interesting/noteworthy} cases

• Education
• Pro-bono activities
• Memberships / committee / board positions
• Publications
• Public Speaking
• Languages
• Client testimonials (with their permission)
• Extra curricular interests/achievements

Formatting your resume in this structure will immediately highlight any gaps.  Whilst it would be a tall order to have credentials under each of these headings, you might wish to think about how you can develop your profile and select one or two areas to develop over the medium to long term.

The most important section is   “[Recent/ interesting/ noteworthy] experience includes”.  Even if you only list 3 or 4 bullet points it will be more engaging than a bald statement along the lines of “Joanne has XX years experience in YYY law.”

Under this heading, each bulletin should outline:

• who the client was (describe the client if you cannot name them)
• what you or the firm did and how this helped them
• any positive, quantifiable outcome
• where – particularly if the firm has international clients

Over time as you develop a long list you may be able to sub-classify this into types of work or industry experience.  You will also be able to weed out the less impressive examples.

If your resume is on the web site, detailed topic content, such as examples of cases that you would have worked on will improve its attractiveness to search engines.

For example, compare the following:

Recent experience includes

• management buy-out of furniture company

or

• advising the management team on the buy-out of Birmingham’s’ largest furniture manufacturer, safeguarding 250 jobs.  XXX advised on the TUPE issues, senior executive contracts and restrictive covenants.

A good description will also help your colleagues understand what you are able to do and the more attractive your resume, the more you are likely to be included in the proposed team when it comes to pitching for new business.

One final word – on the perils of digital photography.

Unfortunately the advent of digital cameras has led many to believe that they are capable of taking photographs for their marketing material.

With no consideration for lighting or composition, colleagues are lined up against a blank wall or door or in front of a pot plant and click!

Simply spend a few minutes browsing team pages of local law firm web sites and you will soon see who is too cheapskate to invest in a professional photographer.

If your firm falls within this category, but you aspire to see your articles in the media or your name in a conference programme – do yourself a favour and commission a professional portrait yourself.  You can always give a copy to your Mum for Christmas.