I’ve worked with dozens of law firms. These are the 5 things successful solicitors do differently on LinkedIn.
Most solicitors do the opposite of what I’m going to talk about below and then explain it away with variations on the following
“LinkedIn doesn’t work”
“It’s all about face 2 face for me – social media is a waste of time”
“LinkedIn is cringey”
“Nobody wants to hear what I’m talking about”
The interesting thing is that none of these things listed below are particularly complicated.
In fact, most of them have very little to do with LinkedIn itself.
They’re about being visible, being human and building relationships – which is exactly what good solicitors have always done offline.
Have Interests Outside Work
Every single successful solicitor on LinkedIn is as passionate about what they do in the 5-9 as they are in the 9-5.
Law is obviously something they’re passionate about, but they’re as passionate about what they do outside of work and they talk about it on LinkedIn regularly.
I’ve fallen into Sports LinkedIn so I’ll often see solicitors on LinkedIn talking about running or football or boxing or rugby.
If it’s not sports, it’s often family and spending quality time with their partners or children.
Ultimately people buy from people and you’ve got to put a little of yourself out there.
The real value of personal content is that it creates hooks for conversations. People will meet you and ask about your interests in a way that your law content won’t.
Be Consistent On LinkedIn
Consistent doesn’t mean posting every day.
But it does mean posting frequently enough to be remembered.
For some that’s just 1 solid gold post every week.
For others that’s 2 or 3 per week.
The super obsessed are posting 5x a week.
The key is picking a rhythm you can stick to long term rather than doing 7 posts this week and then having a 9 month gap until your next flurry.
And before you tell me you don’t have time, neither do the people posting 5 times a week.
The difference is that they’ve built LinkedIn into what they’re already doing rather than treating it as another job on their to-do list.
Take Photos Everywhere They Go
Go to a networking event – there’s a photo
Go for a coffee for a 121 – there’s a photo
Go to team building day – there’s a photo
Go to that there London (or as many will be saying soon No. 10 North) – there’s a photo
Solicitors who are in the mindset of documenting what they do tend to stand out on LinkedIn.
They’re busy in the real world and they realise that documentation is an important part of building their personal brand.
Don’t create content.
Simply document your life at work.
Take Connections Offline
LinkedIn shouldn’t be the destination.
It’s the place where the relationship starts.
Someone comments on your post. You have a conversation. You connect. You exchange a few messages. Eventually you meet for coffee.
At some point, the conversation has to move offline.
Your LinkedIn network isn’t valuable because of the number next to “connections”.
It’s valuable because of the relationships behind those connections.
Have Opinions Without Being Opinionated
Think of anyone at the top of their game.
They don’t sit on the fence and they’re not afraid to express their opinion.
Hot takes are a good way to stand out on LinkedIn.
Not hot takes on every single subject, but the ones that matter to their job.
Well reasoned, well argued cases for what they believe in.
These takes should all fit within the law firm’s guidance and guardrails to ensure professional standards are met.
CONCLUSION: Why this matters?
Successful solicitors aren’t necessarily the ones with the biggest audiences.
They’re the ones where, when someone needs a solicitor, their name comes to mind.
If you’re a solicitor who thinks LinkedIn doesn’t work, have a look at your last 10 posts.
How many were about you?
How many showed what you actually do?
How many contained an opinion?
And how many gave someone a reason to start a conversation with you?
Because if none of your posts give people a reason to remember you, the problem might not be that LinkedIn doesn’t work.
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