How to get the job you want in Legal Marketing & BD

Back to Basics: How to Get the Job You Want in Legal Marketing & BD

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​In this webinar, legal marketing & BD recruitment specialists Erin Lawler and Sean Sweeney shared essential strategies for candidates pursuing roles in legal marketing and business development.

They covered the fundamentals of writing a high-impact resume, working effectively with recruiters, succeeding in interviews, negotiating compensation, and navigating hybrid work environments. The discussion aims to equip candidates with the tools and insight needed to take control of their job search and long-term career development.

Key takeaways

  • You have 10 seconds to make an impression with your resume.

  • Avoid using AI to create your resume; it should reflect your voice.

  • Include action words that demonstrate impact in your resume.

  • Be specific about the practice groups and sectors you've worked in.

  • The interview is your chance to showcase your unique skills.

  • Prepare thoroughly for interviews; research the firm and its clients.

  • Treat virtual interviews with the same professionalism as in-person ones.

  • Be ready for compensation questions, but avoid giving a specific number early on.

  • Understanding your market worth is crucial for compensation discussions.

  • Be transparent with recruiters about your job search preferences.

Watch the full webinar

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Transcript

Erin Lawler:
Hi all, welcome to the inaugural episode of our new webinar series for candidates. We’re delighted to have you here today. I’m Erin Lawler, a 20-year veteran in Big Law marketing and business development. I’ve held various roles across several AmLaw 20 firms, including Norton Rose Fulbright and Hogan Lovells. Recently, I made the move to Ambition, where I now help firms build best-in-class BD teams.

Sean Sweeney:
Hi everyone, I’m Sean Sweeney. I work alongside Erin here on the Legal BD and Marketing team at Ambition. I’ve spent five years in recruitment, focusing specifically on marketing and business development. We’re now in the US to support the AmLaw 100 and beyond in hiring top talent in this space.

Erin Lawler:
Thanks Sean. A bit about Ambition - we are a specialized recruitment firm focused exclusively on legal marketing, business development, and communications. While we’re new to the U.S. market, we are not a start up.

Sean Sweeney:
That’s right. Ambition has over 25 years of experience and is headquartered in Australia. Our growth has taken us from Sydney and Melbourne to Kuala Lumpur, Hong Kong, and London—where our Legal BD and Marketing capability was developed 20 years ago. We’ve supported Magic Circle and international firms from the beginning, and more recently, many of our clients asked us to help with U.S. hiring. That led us to invest in a team dedicated solely to the U.S. market and now, we’ve boots on the ground in New York.

Erin Lawler:
Terrific. A quick housekeeping note we are recording today’s session and will make it available afterward. We’ve also reserved time for a Q&A at the end, so as we go, please drop any questions into the Q&A box.

Today’s agenda will cover some of the key aspects of finding the right job in legal marketing and BD. We’ll discuss how to create an impactful resume, how to work effectively with recruiters, how to ace your interviews, and compensation. Let’s dive in with how to create a resume that stands out.​

Creating an Impactful Resume

Erin Lawler:
You have 10 seconds—maybe less—to make a strong impression with your resume. As a former hiring manager, I can tell you six or seven seconds is more realistic. That’s why it’s so critical your resume communicates value quickly.

Let’s also touch on AI. I love AI and use it regularly but please don’t use it to write your resume. It’s obvious when a resume is AI-generated, and it can actually work against you. It’s fine to use as a starting point, but make sure the content reflects your voice and experience.

What to Include:

  • Action-oriented language: Use verbs that show impact and outcomes.

  • Quantifiable results: Metrics help convey not just what you did, but how well you did it.

  • Specificity: List sectors, practice groups, campaigns, or industries you've worked on—corporate, M&A, private equity, litigation, etc.

  • Focus on recent roles: Your current and most recent roles should carry the most weight and detail.

  • Tailored professional summary: Replace generic objectives with a summary aligned to the role you're targeting.

What to Exclude:

  • Generic career objectives: These don’t add value—replace with a tailored summary.

  • Personal information/photos: Keep it professional. And a note on LinkedIn—make sure your profile photo is appropriate and polished.

  • Unusual fonts or formatting: Stick to professional and readable formatting.

  • Redundant bullet points: Repeating responsibilities doesn’t help; streamline your points.

  • Outdated experience: Jobs from college or irrelevant early roles can be shortened or removed unless needed for continuity.

  • Outdated skills: Only list tools and skills still relevant today.

Keep your resume to two pages max. Showcase what’s relevant, expand on recent experience, and trim older roles. With that, I’ll hand it over to Sean to cover how to use recruiters effectively.

Using Recruiters Effectively

Sean Sweeney:
Recruiters can be a major asset if you understand how to work with us. We’ll cover what we offer, and what we need from you to make the relationship successful.

What We Offer:

  • Early access to roles: Thanks to our strong relationships with HR, hiring managers, and C-suite leaders, we often know about roles before they’re advertised.

  • Industry expertise: Our team focuses solely on legal marketing and BD, so we know the market deeply and can offer personalized advice.

  • Advocacy: We present your experience in context, helping hiring teams see beyond your resume.

  • Confidentiality: This industry is tight-knit—your privacy is critical, and we treat it with care.

What We Need from You:

  • Transparency: Let us know your location preferences, target salary, and hybrid expectations. The more we know, the better we can help.

  • Job search history: Tell us where you’ve already applied or spoken with recruiters. It helps us avoid duplication and better understand your priorities.

  • Active participation: A recruiter can’t carry your job search alone. Keep in touch and be proactive.

  • Effective communication: Be clear about what you want, your interview activity, and your preferences. The more informed we are, the better we can represent you.

  • Responsiveness: Timing is everything. If we don’t hear back from you quickly, you may miss out on a strong opportunity.

Erin Lawler:
Something I always like to emphasize with candidates is responsiveness. It really matters in this process. Sean, would you agree?

Sean Sweeney:
Completely. In a market that moves quickly, delays can cost you an opportunity. If a firm is ready to move and we can’t reach you, they may just move on to the next candidate. Staying on top of communication—responding to emails, confirming interviews, following up—is critical to keeping momentum and showing that you’re serious.

When it comes to interviewing, preparation is absolutely essential. We can’t stress enough how important it is to do your homework on the firm - know what kind of work they do, how they're structured, and who their clients are. If you’re working with a recruiter, ask for all the materials and background they can provide. This really shows through in interviews and can set you apart.

Sean Sweeney:
Exactly. And on the recruiter side, we’re always happy to equip candidates with that information. But it’s also about how you show up. Even for Zoom interviews, professionalism matters. Treat it as if you’re walking into a conference room at the firm. Be on time, dress appropriately, and make sure your tech is working.

Erin Lawler:
Yes - body language, tone, and presence still count, even on video. And when you’re asked a tough question, it’s perfectly okay to take a beat. Just pause, gather your thoughts, and then respond with intention. It comes across as thoughtful and confident.

Sean Sweeney:
And one thing we see go wrong sometimes is lack of follow-through. If we’re trying to move quickly with a firm and a candidate goes radio silent, it can unfortunately close doors. Be responsive, even if it’s just to say, “Hey, I’m still thinking about it.” Communication is key.

Erin Lawler:
Great point. Also, be yourself. Yes, you want to be polished, but it’s okay to let your personality come through - firms are looking for team fit just as much as skills. Show that you’re engaged and enthusiastic, but don’t go overboard. And a note on compensation - try not to bring it up in the first interview. A good way to respond if asked is to say you’d love to learn more about the role and responsibilities first before discussing numbers.

Sean Sweeney:
Right. And once it is time to talk about compensation, you want to go in informed. Know your market value, understand your experience level, and be clear on what you bring to the table. Especially now, with salary transparency laws in places like New York and California, ranges are public but firms still have flexibility within those bands.

Erin Lawler:
Exactly. So Sean, when firms give a salary band - say $110K to $130K for a manager how do they decide where someone lands within that range?

Sean Sweeney:
Great question. It depends on a few things - how closely your experience matches the job requirements, how complex your previous roles were, and your current compensation. Firms don’t always jump to the top of the band unless there’s a compelling reason. So it’s important to have realistic expectations and be able to articulate your value clearly.