The Challenge

LinkedIn is the world’s largest professional network with more than 800 million members. Law firms that view LinkedIn as a business tool rather than a social network can improve origination, strengthen current client relationships and recruit new talent. A comprehensive LinkedIn strategy begins by examining and enhancing company and employee profiles. To begin, firms and employees should consider their LinkedIn presence, network and engagement.

Meaningful Steps

LinkedIn Presence

Unless you are an employer of 500 people of more, 90% of the people in your geographic area have never heard of your organization, let alone what you stand for.”
– Chris Czarnik, Author of Winning the War for Talent

Law firm company profiles and law firm employee profiles are intrinsically connected; it is important for both to be strong in order for the firm to develop a unique online presence. Both the firm and its employees should ask:

  • Does the profile best represent who you are?
  • Does it provide context for who you are and what you value?
  • Does it create professional credibility?

LinkedIn Network

Nearly half (46%) of social media traffic to B2B company websites is from LinkedIn.

Successful firms recognize that strong employee LinkedIn profiles create strong search engine optimization for the firm. As an employee’s LinkedIn network grows, the firm’s network also expands.

Firm employees can build a larger network by cultivating their first level network. To begin, firm employees should download all first level connections and sort the list into categories that prompt them to reach out to connections in unique ways. Connecting with current clients on LinkedIn is an important step to unlocking their networks and driving more business to the firm. Successful firms utilize LinkedIn as part of their origination strategy – in addition to phone calls, emails and in-person outreach, LinkedIn can serve as an important part of the sales process.

For a complete tutorial on how to download and organize first level connections, watch the full playbook event here.

LinkedIn Engagement

30% of a company’s engagement on LinkedIn comes from employees.

Successful firms can build a comprehensive LinkedIn strategy by conveying to firm employees 'why' and 'how' to share the firm’s content. Employees are a key part of a firm’s LinkedIn strategy. Create marketing cohesiveness by sharing specific language for employees to use, and make it easy for employees to share content by providing them with sample posts.

What Our Attendees Shared

“This was by far the BEST LinkedIn presentation I've attended. Thank you, Colleen!"
“This was amazing and I can see how we can get a couple of quick strategies in play to move forward."
"It was very engaging and full of helpful tips that I will share with my firm!

How You and Your Firm Can Begin:

  1. Craft your LinkedIn plan
  2. Optimize your LinkedIn profile to standout
  3. Download first level connections and identify gaps and opportunities
  4. Determine what kind of content is valuable to your network; post consistently
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Colleen McKenna launched Intero Advisory for individuals and companies focused on increasing their sales and talent initiatives. Since 2011 Intero Advisory, a LinkedIn consulting, coaching and training firm has been engaged by more than 750 companies who have increased their presence, revenue and hiring opportunities applying Colleen’s insight, strategy, and techniques. Watch the full Playbook Event here.