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Data · Hiring demand and pay

Legal marketing and intake hiring: pay and demand

Who law firms and other employers hire to grow a practice, and what those jobs pay: marketing managers, marketing and market-research specialists, public relations specialists, writers, web designers and developers, receptionists and customer service representatives. Pay bands and headcounts come from the Bureau of Labor Statistics' own occupational wage survey, nationally for legal services and for every industry, and for every state; the monthly series add legal services employment and earnings and job openings and hires in professional and business services. Only official aggregates are counted: no firm, job posting or person appears in the data. In May 2025, about 3,260 marketing managers worked in legal services in the United States, with a median annual wage of $165,090 (BLS OEWS).

Checked November 1, 2026 · CC BY 4.0 · Not legal advice

What is in this dataset?

What the roles around a law firm's growth work pay and how many people hold them, and how hiring is moving. Annual pay bands and headcounts (10th, 25th, median, 75th and 90th percentile and mean annual wage) for marketing managers, marketing and market-research specialists, public relations specialists, writers, web designers, web developers, receptionists and customer service representatives from the Bureau of Labor Statistics' Occupational Employment and Wage Statistics (OEWS): nationally within legal services, nationally across all industries, and in every state and DC. Monthly series add legal services employment and average hourly earnings, job openings, hires and quits in professional and business services, and each state's average job-openings and hires rates over the latest year for all nonfarm employers. Aggregates only: no firm, job posting or person.

Use it to size and price the marketing, web and client-intake hiring a law firm competes for: what a marketing manager or intake receptionist is paid in legal services against all industries and in your state, how many people hold the role, and whether professional-services hiring is heating up or cooling. Agents can look up a place, compare several places, or search by role name.

Records
608
Look up by
52
state
Primary-source records
608

The letters are explained in what P, S, D and U mean.

Where does the data come from?

The annual pay records are read from the statistics bureau's public data API, one series per role, place and measure (OEWS, May reference month), and kept as published; a role-place cell with too few employees, or without a median, is left out of every file. The monthly series are re-read twice a month. A gate re-reads the saved cells, checks that wage bands rise from the 10th to the 90th percentile, that state headcounts do not exceed the national total, that the monthly averages equal their months, and re-queries the API.

Period covered
May 2025
Places
The whole US
How often we refresh it
Every month
The source's next release
December 2026
Records read
November 1, 2026

Official sources

The sources the records cite most

What does a record look like?

The full records add the dates, the quoted source text and every field in the CSV and JSON files below.

What each of the 26 main columns means
jurisdiction
Two-letter state code, or US
level
us or state
stateName
State name (United States on national records)
kind
pay (annual role pay and headcount), month (a national monthly series) or state-demand (a state's job-openings and hires rates)
scope
legal-services or all-industries for pay records; national-monthly or state-monthly for the monthly records
role
The occupation (OEWS), pay records only
soc
Standard Occupational Classification code of the role (pay records)
seriesId
The statistics bureau's series id behind the record (for pay records, the median annual wage series)
seriesName
What a monthly series measures (month records)
year
The OEWS year (May reference month; pay records)
period
The month (YYYY-MM) of a monthly record, or the first and last month averaged for a state's rates
status
P: the figure as published by the bureau
value
The headline figure: median annual wage (pay), the month's value (month) or the average job-openings rate over the latest year (state-demand)
unit
What value is measured in
employment
Employees in the role (OEWS)
mean_annual
Mean annual wage, US dollars
p10
10th percentile annual wage
p25
25th percentile annual wage
median_annual
Median annual wage
p75
75th percentile annual wage
p90
90th percentile annual wage
employmentRsePct
Relative standard error of the employment estimate, percent, as published
wageRsePct
Relative standard error of the mean wage, percent, as published
months
Number of months averaged (state-demand)
openingsRate
Average job-openings rate, percent of employment plus openings (state-demand)
hiresRate
Average hires rate, percent of employment (state-demand)

How do I use it in my own tools?

hiring_lookup
For one two-letter state code (or US): the pay bands and headcounts of each law-firm marketing, web, writing and intake role and, for a state, its average job-openings and hiring rates.
hiring_compare
The records of several states (or US) side by side.
hiring_search
Records whose text matches the words given, such as a role name, a state name or legal services.

How to cite this dataset

You can reuse, adapt and republish this data, including commercially, under the Creative Commons Attribution 4.0 license (CC BY 4.0). The only condition is that you credit Probative and link to the source.

Version
1.0.0, released November 2, 2026
Every version
10.5281/zenodo.23873128 (always points to the newest)
License
CC BY 4.0

Download the data

Free, no email or login. The files are hosted on this site and Zenodo, a public research archive.

Suggested citation

Probative. (2026). Legal marketing and intake hiring demand: pay, headcount and openings (Bureau of Labor Statistics) (Version 1.0.0) [Data set]. Zenodo. https://doi.org/10.5281/zenodo.23873129

Credit line for a chart, table or article

Source: Probative, Legal marketing and intake hiring demand: pay, headcount and openings (Bureau of Labor Statistics), version 1.0.0, https://doi.org/10.5281/zenodo.23873129, licensed CC BY 4.0.

Add to a reference manager (Zotero, Mendeley, EndNote)

Not legal advice. These are survey estimates from the Bureau of Labor Statistics. OEWS counts employees only and is rounded by the bureau; the monthly series are seasonally adjusted and revised; the state rates cover all nonfarm employers in a state, not only law firms. Pay is a statistic for a group of workers, not an offer or a guide to what one firm should pay.

What changed recently?

  • 2026-11-01 · Pay bands and headcounts from the Bureau of Labor Statistics for law-firm marketing, web, writing and client-intake roles, nationally for legal services and in every state, with monthly legal services employment and job openings: in May 2025, about 3,260 marketing managers worked in legal services in the United States. (source)

The full log is in changes.json.

What are the limits?

  • OEWS counts employees only, as estimated by a survey of employers and rounded by the bureau; the owners, partners and self-employed of a firm are not in it.
  • Pay and headcount by state cover all industries, because the bureau does not publish these roles inside legal services state by state; the national records show legal services on its own.
  • The monthly series are seasonally adjusted and revised; the job-openings and hires rates by state cover all nonfarm employers, not only law firms.
  • A role and place is published only when the bureau reports a median wage and at least a hundred employees; it is a statistic for a group of workers, not what any one firm pays.
  • Records older than 75 days since their last check are marked stale in the files until we re-check them. Every confirmed error we fix is listed in the data corrections log.

Found a wrong value? Report an error with the record id and the source that shows the right value.

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