The legal industry, like many other professional services, faces significant challenges, particularly around talent retention and differentiation.  

Lindsey shares her journey to reimagine what a law firm can be. It starts with a purpose: building a business sustainably and focusing on having a positive impact. 

The COVID-19 pandemic brought the legal sector to a crossroads notes Lindsey. For mid-sized law firms like hers, based outside major cities such as Manchester, flexible working conditions meant the unique work-life balance once offered by smaller regional firms lost its competitive edge.

Lindsey and her team recognised the need to differentiate themselves in a major way. "The market was very 'swampy,'" she says, "lots of law firms looking and sounding the same."

HM3’s response was to pivot their strategy and reshape their brand with six distinct standards that address clients' core frustrations, such as a perceived lack of communication and transparency in the sector.

HM3 invested in a deep dive into what clients truly wanted from their legal services. "The fears and frustrations were: What does the process involve? How long is it going to take? How much is it going to cost? Why won't the lawyer return my call? I don't know what's going on in my matter."

By taking action to create unique brand standards and holding themselves accountable to it, Lindsey says the firm was able to cut through the clutter within the mid-tier space. This brand transformation wasn't just about cosmetic changes. “It took 18 months to train everyone to deliver on the brand standards every time, with every client."

This transformation paid off. Lindsey says the firm has become a magnet for like-minded legal professionals who resonate with this bold, client-centric mission. "We hire for fit," Lindsey says. Although it may not appeal to everyone - the brand has become somewhat self-selecting – it’s working. “People who resonate with our mission come to us. Those who don’t, move on."

One of the keys to retaining talent has been the firm’s focus on transparency and career progression. "Progression pathways are super clear here, and we offer lots of training," Lindsey says. The training is not just about legal expertise, but also includes business and human skills, ensuring lawyers are well-rounded professionals who can engage effectively with clients. 

Creating a supportive work environment goes beyond the typical offerings of law firms. “We’ve never said no to a flexible working request,” she proudly notes. Flexibility has become a core part of the firm’s DNA, and this commitment to work-life harmony has paid off in employee satisfaction. “Loads of our partners are female, two-thirds of our leadership team is female. We understand the importance of balancing family life.”

Their wellbeing platform, Heka, allows employees to access a broad range of services—whether they need medical support, fertility testing, or simply want to take up a new hobby. “A happy business is one that meets people where they’re at,” Lindsey says. This holistic approach to employee wellbeing and psychological safety has been crucial in fostering loyalty and engagement.

Another pillar of HM3’s strategy has been the pursuit of B Corp certification, which reflects the firm’s commitment to sustainability and ethical business practices.

The firm realised they needed to enhance their storytelling and better showcase their successes. “Since we were already doing most of what it takes to become a B Corp, we thought, why not pursue the certification?”

The process wasn’t easy, but Lindsey emphasises its value. “The B Corp journey is lengthy and intense, it’s a real deep dive into your business, but it’s super rewarding. It’s now part of how we attract talent, and clients are noticing too.”

She views B Corp certification not just as a badge of honour but as a continuous commitment to improvement. “Once you get the badge, that’s just the start of the journey. We need to recertify every few years, so it’s an ongoing process.”

Lindsey says HM3’s approach might be a bit unconventional, especially when it comes to metrics because most law firms, and many businesses, focus on turnover targets or billable hours. “We don’t,” she says.

“Our metrics revolve around three key areas: B Corp certification, client satisfaction, and employee satisfaction. We track these through an employee engagement platform, where team members check in weekly to share how they’re feeling, what’s gone well, and any obstacles they’ve faced. They can also track their personal business goals, which align with team and organisational objectives.”

This way, everyone understands not just what they’re being asked to do, but how their contributions drive the business’s success. Engagement is critical. “When people are truly engaged and excited, they put in that extra discretionary effort, and that’s when great things happen for the business.”

Lindsey also highlights the role of technology in shaping a future-proof business. AI-driven platforms track employee sentiment and engagement in real-time. “Listening is a superpower,” she says. This AI-based approach enables faster decision-making and more agile operations, ensuring the firm can quickly adapt to changes in both the market and internal dynamics.

“I think you've got to listen and then listen again,” Lindsey says.

“If you're willing to hear you can iterate and refine your business and make it better.”

One of the more unique technological investments has been in client communication tools. HM3 has rolled out AI-generated training videos for clients, which have received enthusiastic feedback. “Clients love it; it’s refreshing and different.”

David Weaver, our Head of Professional & Business Services says: “HM3 Legal is a real trailblazer when it comes to leading on numerous Future Fit and sustainability initiatives.

“It’s increasingly difficult to differentiate from peers within the legal sector, yet the management team at HM3 legal has shown it is very much possible. The B-Corp Certification is a real achievement and demonstrates the firm’s commitment to continuous improvement in the area of sustainability.

“There is also a clear focus on the overall employee proposition (outside of simply pay and reward) and that has undoubtedly yielded benefits in terms of attracting and retaining talent.

“Finally, there is a clear focus on technology investment and the adoption of AI within the firm and it’s pleasing to see that is already providing tangible benefits.

“It’s been a pleasure to build a long-term relationship with such a forward-thinking business.”

For law firm owners looking to create a future-proof and sustainable business, here are Lindsey’s top recommendations:

Differentiate with purpose: In a crowded market, professional services firms need to stand out by addressing clients' core concerns. Developing clear, tangible standards that set your firm apart is essential.

Invest in talent: Create transparent career paths and focus on holistic employee development. "It's not just about being a good lawyer, but being a well-rounded professional," Lindsey says.

Prioritise wellbeing: Flexibility and personal wellbeing are non-negotiable. Firms that create environments where people feel supported and understood will retain top talent.

Leverage technology: Use AI and other tools to listen to employees and clients. Technology should enhance your ability to make swift, informed decisions.

Embrace sustainability: Becoming a B Corp or committing to ethical business practices not only builds trust with clients but also engages employees on a deeper level.

Quick decision-making: Take inspiration from leaders like Jeff Bezos. "If a decision can be reversed, make it quickly. Progress over perfection.”

By acting now to prioritise change, your business could be more ready to boost future resilience, meet market demand, reduce costs, or access capital.

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