By Emily Webb and Jordan Nickerson
It is an undeniable fact: the digital age has overhauled the way attorneys conduct business and market themselves to clients and prospective employers. While social media tools were previously only thought of as a method to share personal content and connect with friends and family, platforms such as Facebook, Twitter and TikTok – yes, even TikTok – are now used across the globe by reputable firms and lawyers to maximize branding opportunities. And, regardless of the widely varying opinions on the use of social media, it is undoubtedly working.
However, with the continuing popularity of the above platforms, one of the most powerful social networking tools available to our profession is increasingly overlooked – LinkedIn. Now more than ever, colleagues, stakeholders and potential clients turn to LinkedIn to find information about you, your firm and the services that you can provide. Your digital footprint on the site is no longer just an option – it is expected.
Five LinkedIn statistics you should know in 2022
• 50 million people are using LinkedIn to search for jobs each week.(1)
• 95 job applications are submitted every second. (2)
• Six people are hired through LinkedIn every minute. (3)
• 40% of companies on LinkedIn now rely on “skills” filters to identify top candidates.(4)
• Specific to the legal industry, 96% percent of law firms with 100+ lawyers, 99% of firms with 10-49 lawyers, 71% of firms with 2-9 lawyers, and 90% of solo practitioners reported using a firm LinkedIn presence in 2021. (5)
If you are still unsure of whether having an active LinkedIn presence is worth it, you can simply trust the numbers.
Building an active presence
When asking legal professionals – particularly law students and junior attorneys – why they are not active on LinkedIn, we hear many reoccurring reasons or “hang-ups” for their absence. These most often include: (1) not having an updated, professional headshot, (2) not having enough time to update their profile or post on a regular basis, (3) having enough content to post, but feeling as though they lack clear messaging, and (4) receiving criticism/judgment of their content from their network and the public. We have found that these hang-ups can be successfully addressed with minimal effort and a clear plan:
Initial Considerations – Before you complete your profile for the first time, take a moment and consider what you hope to achieve. Are you job seeking? Are you an employer looking for the right applicant? Are you wanting to supplement business generation? While this fundamental question may sound like a given, we find that many individuals hop right into the LinkedIn world without a clear plan or purpose.
Completing Your Unique Profile – Tell your audience what you do in a simple, practical way. Remember that prospective clients may not understand or fully appreciate unnecessary legalese. Therefore, it is best to present yourself how you would in an informal setting, like grabbing a cup of coffee, or meeting over dinner. Finally, complete your entire profile and not just the bare minimum. While using a professional photo is advisable, many successful profiles use a headshot taken with a cellphone.
Building Your Connections – Creating your LinkedIn professional network for the first time can feel daunting, but you are not required to dive right in. It may be helpful to begin by following individuals or organizations you know and are passionate about. If you are an applicant researching a firm or company you want to work for, follow them. Repost or comment on an article that resonates with you and aligns with your professional views and goals. Do not be afraid or shy to search for prospective employers, hiring partners, or colleagues, and view their profile. Showing this type of interest – so long as it is not overdone – can be a positive step and allow you to naturally grow your network with little effort.
Creating Your Content – Do not be afraid to share your thoughts with the world but do so purposefully. Posts do not have to be clever or extremely long, but they should bring potential value to your contacts and be free of typographical and grammar errors. Also, while you may be proud of the dinner you made the previous night or think your cat is
the cutest pet in the world, you will have a better audience on other social media platforms and should refrain from posting such content on LinkedIn. Ultimately, and most importantly, aim to be yourself, be consistent, and avoid direct sales pitches.
Leveraging an active presence: your personal brand
Lawyers often hear about building a personal brand, but it may be difficult to know how and where to start. It can truly be as easy as having an active LinkedIn presence. You have a personal brand whether or not you have been intentional about it. With the widespread use of social media, your personal brand has now become equivalent to your social and professional reputation. In the legal world, your reputation is one of your most important assets. The good news is that you have control over it.
Your personal brand exists everywhere you are, including and especially on social media. The reason we are focusing on LinkedIn instead of social media in its entirety is that LinkedIn users expect the content on its platform to be professional. With the right branding and intentional content, LinkedIn can provide you with brand awareness, job opportunities, new clientele, and highlight your professional expertise. Alternatively, not having a presence on LinkedIn makes a strong statement. In this day and age, opting out of LinkedIn could easily be viewed as failing to adapt. Most potential employers are going to check your LinkedIn profile before they interview you, and many prospective clients are going to look you up before they hire you. A little investment in intentional content will save you time and money.
The benefits of a personal brand on LinkedIn are numerous. Traditional resumes, websites, and web pages can show a snapshot in time of who you are, but LinkedIn enhances your resume and shows how you or your firm exist and interact in the world on a day-to-day basis. Beyond your list of experiences and qualifications, building a brand on LinkedIn is directly correlated to the subject matter you publish. The content you decide to publish really depends on what you want your personal brand to be, but broadly these are some basic guidelines to follow:
Be authentic! We are big believers in being genuine on LinkedIn. This does not mean you have to get personal, but you can showcase the parts of your personality and personal life that enhance your professional career and expertise. LinkedIn is a place to build your reputation online but eventually, your LinkedIn audience will see you in person and the images better line up. Post content that you care about.
Be original! You can be imaginative and unique in the content you create as long as it’s still professional and gets your message to its users. Use photos, videos, and multiple forms of communication such as blogs or articles. Find your unique voice and make it stand out.
Be consistent! As with many things in life, consistency is key. You don’t need to post every single day but get into a routine of sharing content regularly. While you are doing things at work or in the community, think about the opportunities those activities present to build your brand. Don’t miss out on sharing your experiences. Not every post has to be something you spend a lot of time on – social media is more about short snippets than long essays.
Top five most popular and suggested posts for the legal professional
If you are unsure on how to start utilizing LinkedIn to build your personal brand, these are our top five most popular and suggested posts for the legal professional:
1. Share your work or community involvement – blog posts, link to journal articles, photos and videos of you/your firm volunteering in the community.
2. Industry news, research posts, surveys.
3. Promotion/awareness about an upcoming or past event.
4. Spotlighting others and their successes or stories.
5. Reposting/sharing someone else’s post with your commentary.
Lawyers do not have to be expert marketers to gain value on LinkedIn. The two of us are proof of that – we have found success in using the platform and building our personal brands by using the advice provided here consistently and diligently.
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1 LinkedIn Pressroom, Statistics, https://news.linkedin.com/about-us#Statistics.
2 Id.
3 Id.
5 Id.
6 American Bar Association, ABA TechReport 2021, 2021 Websites & Marketing, https://www.americanbar.org/groups/law_practice/publications/techreport/2021/webmarketing/.
About the authors:
Emily Webb works as commercial counsel for Contentful, Inc., a SaaS company based out of San Francisco. She serves locally on the Broadlawns Board of Trustees, the Des Moines Area Religious Council Board, the Des Moines Plan and Zoning Commission, and as president of the Association of Corporate Counsel, Iowa Chapter. She is an active marathon runner and just completed the Boston Marathon in April 2022.
Jordan Nickerson serves as employment counsel for Transamerica Corporation. Outside of the office, he is involved in a number of community organizations in varying capacities, including UnityPoint Health’s Young Advisory Council, the National Black Lawyers Top 40 Under 40 and the Des Moines Young Professionals Connection. Jordan resides in Ankeny with his wife and 2-year-old daughter.
