Avoid overlooking the legal directory referee process

The client referee process is often the most overlooked aspect of a legal directory submission. Many firms direct their time, energy and resources on writing legal directory submissions, meeting deadlines and arranging partner interviews etc but positive referee feedback is vital to a successful ranking. This is particularly true for Chambers, which has stated that referee feedback accounts for 60% of the ranking decision weighting. It is crucial that clients understand what is expected of them, are prepared for the interview/email questionnaire and reminded when research opens to check their emails. This is a helpful guide to explain what acting as a firm referee entails.

Navigating the referee process requires a combination of organisational and interpersonal skills to keep the process operating smoothly. It includes monitoring the various research dates, schedules and response rates, maintaining relationships with researchers and client referees without overburdening them. Chambers ’three-month rule’ further complicates matters. If a particular referee is used by multiple different practice areas and departments within the same firm or by multiple firms and responds, Chambers will not contact them for another three months.

A useful tool for monitoring Chambers referee response rates their Research Management Tool (RMT) (paid for product). It allows you to check each referee status ahead of deadlines to determine if they have already been contacted in the last three months or have unsubscribed and switch them as needed. This tool further allows you to know when research is occurring and react accordingly when reminding referees, lawyers or speaking to researchers. When it comes to referee response rates, it varies depending on practice area/guide. Previously a 50%-60% referee response rate was a good minimum standard but, with more firms now interacting with this tool, this has increased to a 70% or higher referee response rate. Chambers has stated that referee feedback equates to approximately 60% of a ranking decision, making it vital to have a strong referee response rate.

Another ‘pain point’ is the difficulty in getting referees to respond. Many emails from researchers are automatically deleted or moved to spam folders – not to mention the lack of time in already busy schedules. It is important, therefore, to not only keep a record of the referees who have responded to interviews or surveys, but also to choose referees who are more likely to respond. A common misconception is the belief that having the Founding Partner or CEO of an organisation as a client referee will impress the legal directory researcher. In fact, having a referee who can speak to their personal, hands-on experience and who will respond to a feedback request in a timely manner is much more important than their position in an organisation’s hierarchy. 

However, the referee process presents a great relationship building opportunity. Keeping in touch with clients before and during the process ensures ample time and touch points. From a business development perspective, it can be an excellent way to build invaluable relationships, facilitate a discussion about client service and simply keep in touch.

More guidance on the client referee process:

-       Navigating and maximising the legal directory referee process

-       Completing the client referee process

-       How to prepare clients for being a referee

Kidd Aitken is one of the largest legal directory consultancies with over a decade of experience building legal rankings for top tier law firms around the world. Our consultants are are former directory Editors, Deputy Editors, researchers, in-house marketing executives and solicitors. Each year we handle 3,500 – 4000 submissions per year for Chambers, IFLR1000, Legal 500 and other prestigious directories for our clients, which truly gives us a unique insight into best practice for strong submissions. Uniquely, we have a dedicated co-ordination team to monitor and assist law firms in the research process, from start to finish, to ensure the best possible service for our clients. Get in touch to find out how we can grow your rankings.