Ask the Authorities.

• Author: Weber, Ross
• Position: Reprint - Column

THE QUESTION: I was laid off from my position as marketing director in a firm--the firm was apparently not ready for its first director, and no replacement will be made. I am proud of what I accomplished, but they seem to have expected more. What do I say when asked about my last position? The legal industry is close-knit, and there are no secrets. How can I best present my case, without seeming defensive?

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Matt Sherman

First step in future job interviews is to neutralize the situation. If the law firm is not filling the marketing position, then that should work in your favor as it suggests that the firm may not really understand what they want. Next, discuss what you accomplished at the firm, as well as what you had hoped to accomplish--if you had been given more time. Also, describe your accomplishments at other jobs. I believe recruiters and law firm management know that law firms can be somewhat fickle when it comes to marketing. You'll get other chances to shine at other firms.

One bit of advice: At all future interviews, spend more time identifying and clarifying what the firm expects from you and the marketing department. For example, what does success in the marketing department look like to them? Most law firms don't differentiate between marketing and business development, but many firms want more of the latter--so you will need to help them clarify the exact role you will perform. Good luck.

Matt Sherman is the director of marketing and business development at the Chicago-based intellectual property law firm Welsh & Katz, Ltd. He can be reached at msherman@welshkatz.com or 312/655-1500.

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Kathy Lester

Since you were laid off and the firm is not replacing the position, simply say you were down-sized. Period. Then be prepared with several stories that highlight your success. Take this time to assess what it is you truly want to do. I recently returned to the legal marketing arena after a two-year departure and found this self-assessment process extremely valuable, as I was able to target--and then land--the exact position I was seeking.

You also mention the firm "seemed to expect more." While this is not uncommon, ask yourself what you could have done differently to meet expectations. Every job presents the opportunity to learn, so figure out what you will do differently in your new job and then do it. I had a conversation a few years ago with a marketing director who found herself...