Managing the GEN-NET (Net Generation) of Young Lawyers
Times have changed! In the past, there was a distinct demarcation between learning, working and fun. Today, people expect to have fun even when they are learning or working and networking has gained unprecedented importance in every facet of life. Understanding GEN-NET lawyers will play a significant role with regard to hiring and retaining quality associate attorneys.
It is imperative for management to understand that any fear that they garner about the Net Generation must be addressed head-on. Most strategic management experts are of the opinion that GEN-NET is comprised not only of some brilliant professionals, but also those who know to use technology to their benefit. In light of this understanding, it is also important for organizations to reconsider their management techniques. For instance, it is essential to lift the ban on tools that are commonly used by the Net Generation of lawyers to learn, collaborate and work, particularly with social networking tools such as Facebook, MySpace , Twitter and blogs. Although reasonable limitations and restrictions should apply, this generation views these tools as a reflection of their own identity – in addition to how they relate to others.
COLLABORATION VS. COMMENTARY
Firms should be increasingly concerned, however, about the effect that these tools can have on one’s reputation. It seems reasonable to provide clear parameters to one’s employees regarding what they can post. This can be a fine line to walk, given how these young folks relate to each other these days via the internet, but perhaps the best way to deal with this reality is the best offense.
Popular sites such as Vault and Above The Law are the eyes and ears of this generation, and should not be ignored as a “source” of information about a prospective employer. Facebook recently added the option of “community pages” that originate from terms used in an individual’s profile, unlike those that a law firm might create for itself. Law firms now have the additional responsibility of monitoring these pages to stay abreast of negative publicity. Facebook spokesperson Meredith Chin commented that “For instance, if someone put ’slave’ in their job description for that law firm, it created a Community Page based on that field. These are user-generated descriptions.” Privacy settings apparently do not address this issue. Although many comments may be said in jest, it’s easy to see how a firm’s reputation can suffer at the hands of those who take these comments seriously and/or confuse them with official statements about the firm.
HOW TO COPE?
It is imperative to create and maintain a consistent brand in the marketplace. Social networking sites make it clear that GEN-NET values encouragement of openness and sharing of knowledge; they will often turn away if such a working environment is not available to them.
Training methodologies should also be reevaluated. As opposed to the teacher-focused, one way training approach that seemed to work with the baby boomers, for GEN-NET lawyers organizations need to consider the use of student focused, customized, multi way collaborative training interventions that are not only fun but create an environment that is more conducive to learning.
Along the same lines, the HR initiatives should also be changed in tandem to suit the skill sets of the GEN-NET lawyers. Instead of traditional retention and recruiting methodology, the human resources department should focus more on the skill sets of an employee than past employment history to assess the value that a professional will bring in to the organization.
In order to be successful in today’s world, a law firm needs to forge a new mode of professional interaction – a two way relationship between their employees and the management that includes collaboration and evolving relationships with the GEN-NET lawyers.
Large law firms, and individual attorneys who are venturing down the road of self employment, need to consider the impact of technology on their business practices. While some people are obdurately holding on to the marketing methods of an era gone by, it would be in the best interest of most new start ups with a GEN-NET lawyer at their helm to use some of the technological gems for marketing their company.
It is also essential to understand that, although technology helps to bridge the gap between an organization and its clients, there are also areas where it plays the role of a diluter. For example, although you can let a client know about the consequences of his behavior in court through an email, this method of communication simply cannot hold a candle to the regular “look him in the eye and explain” talks.
The advent of social networking media has helped GEN-NET lawyers to build some incredible contacts, all of which can be used to forward a firm’s business interests. As a result, the GEN-NET lawyer can spend less time on traditional marketing efforts and get positive results in terms of business profitability. It is important, however, to work with GEN-NET to help them understand that personal interaction can take relationships to the next level with networking, and that this is still how the strongest referrals wil continue to be generated. In sum, the combination of social networking and established relationships can be a formidable tool for GEN-NET attorneys.
By Diane Rifkin, Esq. President, Rifkin Consulting
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RIFKIN CONSULTING is an attorney search firm that works with clients who want to hire top attorneys, and candidates seeking to work for highly-respected law firms.
