Competing for talent with BigLaw: five strategies for success
Henna Zafar, business development manager at BARBRI, shares steps and tips for SME law firms to compete with larger firms to attract and retain talent
BigLaw firms often dominate the talent conversation. They offer headline salaries, global brands and perceived prestige. Yet many small and medium-sized (SMEs) law firms are successfully attracting and retaining exceptional lawyers by playing to different strengths.
As candidates become more selective, competing with BigLaw is less about matching salaries and more about standing out. It requires clarity, focus and a compelling value proposition.
Here are five practical strategies SMEs can use to compete effectively for legal talent.
1. Lead with purpose, not just pay
Gen Z are driven by values and purpose.
While salary still matters, it is no longer the sole driver of career decisions, particularly among early career lawyers.
SME firms can differentiate themselves by clearly communicating:
- Their purpose beyond billable hours
- The real impact their lawyers (including trainees) have on clients and communities
- How individual contributions are recognised and rewarded
Candidates increasingly want meaning, visibility and influence — areas where smaller firms often outperform large institutions.
Tip: Make your firm’s purpose explicit in job adverts, interviews and onboarding conversations.
2. Offer faster and clearer career progression
BigLaw offers structure, but sometimes at the cost of speed.
SME firms can compete by providing:
- Earlier responsibility and engagement on real and exciting client matters
- Direct access to partners and senior decision‑makers for learning, coaching and mentoring
- Clear, achievable progression pathways that are not tied to rigid hierarchies
For ambitious lawyers, the opportunity to grow faster and be seen sooner can outweigh a larger pay cheque.
Tip: Show candidates real examples of progression within your firm
3. ‘Earn while you learn’ SQE approach
Smaller firms tend to combine SQE study alongside Qualifying Work Experience (QWE). Use this as a selling point. This means your candidates can earn a decent, liveable salary whilst they are studying to qualify as a solicitor.
In larger firms the SQE study approach tends to be ‘front-loaded’, meaning learners study for SQE exams full time prior to joining the firm. This puts pressure on finances for rent, living expenses or other commitments, even if they are receiving a maintenance grant.
The blended approach also means that trainees can qualify more quickly, as often they can complete all SQE requirements in two years as opposed to three.
Selling points of an ‘earn while you learn’ approach:
- SQE preparation alongside paid qualifying work experience means candidates are not out of pocket.
- Immediate hands-on experience that will benefit a candidate professionally, as well as in their SQE2 exams. Internal experts available for moral and technical support.
- Faster route to qualification in England and Wales.
This signals commitment to your people, not just short-term productivity.
Tip: Frame the pathway as a mutually beneficial arrangement to best support their development and SQE success.
4. Embrace flexibility as a competitive advantage
The next generation prioritises well-being. Offering flexible working arrangements is a draw to many aspiring solicitors to support having a family, pursuing interests and general positive mental health.
Many SME firms already offer more flexibility organically — make sure that is communicated.
Flexibility includes:
- Hybrid or remote working
- Trust-based performance management
- Support for different working styles and neurodiversity
For many lawyers, autonomy and wellbeing are worth more than salary.
Tip: Be explicit about flexibility in recruitment messaging.
5. Build a strong, authentic employer brand
Candidates research firms more than ever before. If your story isn’t visible, it won’t be heard.
An effective SME employer brand is:
- Authentic: grounded in real employee experiences
- Consistent: across your website, LinkedIn and interviews
- Human: showcasing people, not just practice areas
You don’t need a global marketing budget, you need clarity, consistency and purpose that recruits can buy into.
Tip: Encourage employees to share their experiences and voices — credibility beats polish.
For early-career associates, BARBRI has just launched a new Work-Ready Skills for New Associates.
