Building and sustaining a thriving law firm in a competitive environment is contingent upon the dispersion of legal knowledge to clients. Internal knowledge sharing, however, is an overlooked and underutilized asset within the law firm. Critical data and timely industry updates are regularly disseminated via live and in-person training seminars, roundtables, and department meetings. Yet, many firms fail to capture this information after its original, and often solitary, distribution. This article will describe the numerous strategies that firms can use to encapsulate and advance internal knowledge sharing. In the years to come, distance learning, or learning methods created outside of the traditional classroom, will be vital to the distribution of information to attorneys and clients around the world.
From Teleconferences to E-Learning
Many firms have developed internal training and orientation curriculums. Frequently, the faculty will present by teleconference or live video or webconference to remote offices. Although this method of "live" programming efficiently transmits information without traveling, video or webconferencing is now viewed as the bare minimum.
To provide attorneys with the most accurate and up-to-date information, a firm should develop classrooms without walls and incorporate e-learning into their continuing legal education (CLE) programming, orientations, and retreats. In fact, the Professional Development Consortium (PDC) (www.pdclegal.org), a national organization of education professionals in law firms, focused on innovation in learning during its 2009 winter conference.
Emily Campbell, chairwoman of the PDC conference and senior manager of Legal Recruitment and Associate Development at Allen & Overy LLP, concludes:
"In the current economic environment, law firm leaders are scrutinizing every program and cost and looking at ROI. At the recent PDC conference, we explored e-learning, just-in-time learning and Web 2.0 as some of the nontraditional delivery methods that could best dispense the knowledge that our attorneys need, in the most cost-effective and timely way possible."
Music, Movies, and CLE?
Without incurring high costs, nontraditional delivery methods can immediately impact knowledge sharing. It is easy to transfer an audio recording of a program to a CD or into a digital media file. Using free software from the Internet (e.g., Video to Audio Converter), one can rip the audio from a videoconference and make it available as an MP3. Attorneys and legal staff can download audio files to an iPod® or MP3 player and listen to the content when it is convenient. CLE providers such as West LegalEdcenter® offer MP3 podcasts for purchase on their Web sites, many of which are CLE accredited.
Webinars, Podcasts, and Nontraditional Delivery Methods
Using more advanced technology, attorneys can create podcasts and webinars with their content. These programs can be streamed live over the Internet while simultaneously recorded for on-demand viewing at a later time. WebEx, for example, is an inexpensive and straightforward Web-based platform for online presentations and training. Using WebEx, the presenter shares his or her browser and the participants can view the program anywhere there is an Internet connection and a phone line. Webinars are ideal for an attorney who wants to present a one-hour program to interested parties across the world.
Podcasts, on the other hand, are digital media files or shorter webinars that can be downloaded by a participant and viewed over the Internet or on an iPod. Podcasts, in contrast to a single webinar, are usually a topical series of programs, offered on a regular basis. Audacity is a free and easy audio editor and recorder that allows the user to record live audio, convert tapes and CDs into digital recordings, and edit MP3 files. Camtasia Studio is software that allows the user to produce interactive training videos from his or her personal computer that are ready for instant viewing. Adobe Connect Pro is another all-inclusive tool for authoring and editing online courses and podcasts.
A Model for On-Demand Learning–External Vendors
Many firms do not have the capability to develop and implement internal programming and instead look to outside providers. There is a competitive market for online CLE programs and many vendors provide a technologically innovative platform for legal training. Providers like West LegalEdcenter have comprehensive archived content that covers relevant topics across multiple legal disciplines. Online programs provide attorneys and legal professionals with immediate and opportune training. Prerecorded and prepackaged webinars can also fill curriculum gaps via group cast to a room full of attorneys.
Larry Brown, senior manager of Training and Professional Development at Wilson Sonsini Goodrich & Rosati agrees:
"The online, on-demand delivery method, in particular, provides value that beautifully supplements the classroom approach. Employees can review and study on-demand classes anytime when time permits, can stop and restart later as time allows, and can even replay portions of the class multiple times until they really understand it. They can also access a particular class precisely when the client work calls for it."
Internal Training Does Not Need to Be Limited to Internal Use
It is a competitive advantage for firms to offer their educational programming as a tool to add value to current and potential clients. Aside from its low cost and ease of use, new technology allows attorneys and law firms to publicize their expertise to key players throughout the globe. Attorneys looking to build business, and the marketing departments who support these attorneys, should look at high-tech classroom solutions to arrange client-facing events.
Sharing knowledge with current and potential clients through training can lead to new matters and business referrals, potentially opening new revenue channels. Online programming, paired with the widespread use of social media sites and blogging, provides real-time exposure to varied practice areas for current and potential clients. Additionally, inviting general counsel to attend online CLE training is a cost-effective way to update clients across the globe, while earning sought-after CLE credits.
Strategies for Implementing Learning Management Systems
At the outset, every firm should analyze how it provides access to educational programs and industry updates to its attorneys. Today, cost-cutting measures and chaotic work schedules restrict attorneys and legal professionals from traveling to lengthy conferences. Firms should evaluate alternatives and take advantage of the Web-based tools and methods with the eventual goal to create a comprehensive learning management system (LMS).
Learning management systems are a relatively new product, but some professional service firms, such as accounting giant PricewaterhouseCoopers and the management consulting division of the firm Deloitte, have made long-standing use of these training solutions. An LMS is essentially software for delivering, tracking, and managing training across an entire organization. An LMS allows administrators to set core competencies and learning paths that are aligned with the firm's business objectives. An LMS can also house formal assessments and evaluations. Simultaneously, a superior LMS will track program accreditation, such as CLE or continuing professional education for the users. If leveraged across the firm, an LMS could provide staff training, new hire orientation, information technology (IT) training, and more.
Learning management systems have been slow to take hold in the legal community due to the varied state CLE accreditation requirements. Currently, there are a few useful platforms that have emerged in the legal market including Reqwired®, LearnLive Technologies, UniversitySite, and Micron's CE Manager. If a firm is not ready to purchase and implement new software, providing training via recorded video on the firm's intranet site is a beginning approach to establish distance learning.
Obstacles to Using Nontraditional Delivery Methods
A common barrier associated with nontraditional delivery methods is the ability to have programs accredited for CLE. Every state has different CLE rules and some states, such as Illinois, do not allow for self study, or the ability to earn credit by listening to MP3s or watching recorded video. However, this trend is quickly changing. Many states are starting to amend their rules to accredit more technology-friendly training methods.
Another limitation of on-demand distance learning is that it takes the face-to-face communication and interaction out of the classroom. Many traditionalists would argue that education transpires not only from the teaching but from the group dynamics and the give-and-take of conversation. One solution is to develop a "blended" curriculum of live training, distance learning, and on-demand availability of courses.
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