Legal 500 submissions: how to choose your referees

When it comes to the annual endurance trial known as the legal directory submissions, your referees and what they say may be the most important factor in whether you or your firm climb the rankings (or maintain your ranking). You need to make sure you pick the best candidates for the best possible feedback and avoid silly mistakes that could cost you dearly.

Time is running out! This year’s deadline for submissions for London practice areas in the UK Legal 500 is 31 March.

Insufficient feedback from referees is the most frequent explanation editors give for not ranking or improving the ranking of a firm.

Here are my tips for picking a referee winner to help you get the result you need.

I say it every year – don’t leave it too late! Give yourself plenty of time and block out sessions in your diary to spend on referees.
Check how many referees the directory wants and make sure you put forward the correct number.
The directories are looking for fresh content every year so don’t use the same referees you used last year if you can help it.
Make sure you have worked for the referee within the last 12 months – they will be more likely to remember the work you did for them and speak authoritatively about it.
Are you sure they were 100% happy with the service they received? If there is any doubt, use someone else.
Do your referees the courtesy of asking them first! This way you can make sure they are happy to give you a positive reference, are expecting to be contacted and are able to co-operate (check they are allowed to speak to the directories by their employer or are not off on sabbatical).
While a personal call to chat through what you are asking and how the process works (particularly if you think they may not have done this before) is usually the best way to engage with your referee, avoid putting words in their mouth or writing the reference for them as this is very frowned upon by the directories.
If you have put your referee down for more than one directory, make sure they are happy with this and are expecting multiple contacts.
Try not to put more than one referee from an organisation – it may annoy the client or suggest to the directory you only have one happy client!
Make sure your referees have recent insight into your work, for example a client from one of your highlighted deals. If you don’t include a relevant referee, the directories may wonder why.
Most of the contact from the directories is likely to be by email. Are you confident your chosen referee will respond? It doesn’t matter how many referees you put down who look impressive on paper if they don’t respond.
It may seem tempting to put forward a senior person as a referee but actually, a more junior colleague (who can still talk to working with you and your firm) may be a better bet and will carry the same weight with the directories. Senior people may be too busy or be cited by several other law firms so may not respond.

Legal 500 submissions: how to choose your referees

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