Once upon a time, law school graduates could join a firm right out of school, work hard for several years, do great legal work and expect to become a partner at the same firm.

About 20 years ago the world began to change, and today few junior associates at major firms have any real expectation of being elevated to member.

Marketing as a career development strategy

In addition, the new paradigm is that any associate who does hope to win the brass ring is well-advised to learn how to generate business.1

In reality, every associate can benefit from developing marketing skills even if the goal is not partnership at a large firm. There are a number of significant benefits to developing a marketing mentality early in your career.

If you do develop business, you will find that having the clients will give you more professional independence and help you build more respect within your firm.

But marketing your services can also help you move in-house, make it easier to switch firms or help you leave the practice of law altogether if you decide the law is not for you.

In short, spending time on marketing activities can help your career flourish — whatever your career objectives may be.