Legal influencer shows power of LinkedIn

Over the summer it was reported that national firm, Witan Solicitors, awarded a training contract to a paralegal, in part because of her rising profile on LinkedIn.

Naturally the new trainee, Xiao Pan, was already delivering excellent work but with an impressive 7,000 plus followers on the social media platform, her online presence helped to tip the balance.

That Xiao’s LinkedIn profile caught the eye of senior leaders in her organisation is testament to the growing importance of LinkedIn to the legal profession. Law firms see the opportunity for networking, reputation building and generating new business and the benefit of having employees who are active on the site.

It’s not difficult to see how Xiao’s engaging style has attracted so many to connect and follow her. Her positivity shines through and her updates and reflections on her career journey will be inspiring to future lawyers looking to get their foot on the ladder.

Her success is a reminder that a key factor in building a successful LinkedIn presence is demonstrating authenticity and personality. Like other top influencers on the platform such as Fieldfisher’s Jen Shipley or Sophie Wardell at Higgs, Xiao is not afraid to mix the personal with insights into her area of expertise.

You get the impression that she enjoys sharing her thoughts and achievements and hearing the views of others on the platform. She knows how to spark conversations, engaging with other users and inviting them to follow her.

Looking at what makes for a strong LinkedIn profile, our client Dana Denis-Smith, founder of the Next 100 Years and CEO of Obelisk Support is a good example. She has become well known in the legal sector, both as a legal entrepreneur and as a leading voice for equality and diversity in the profession. She will become president of the Law Society in 2027. Alongside an impressive media profile, Dana’s LinkedIn posts and newsletter have attracted over 14,000 followers.

Commenting on topical issues, news on her areas of interest like AI, women in law, diversity and inclusion, she offers fresh insights based on her own experience, posing questions and attracting comments and debate. Her followers, connections and posts reflect the real world community of those passionate about women’s progress in the profession, highlighting events she attends, Next 100 Year’s initiatives and the achievements of women in the sector.

Private client partner, Stephenson Harwood’s James Quarmby also has an impressive LinkedIn following. As a leader in his field, he is focused on demonstrating that expertise with his commentary on speculation around government tax policies, potential property taxes and most recently Angela Rayner’s stamp duty troubles. The informative and topical posts see huge engagement with hundreds of comments from across the private client profession.

There are different approaches – some people will feel more comfortable sharing both their personal and professional lives while others will want to keep posts work related, giving their views and insights on their specialist area.

Either way, as the influence of LinkedIn grows, making the effort to build a strong profile with regular posts will pay dividends when it comes to building credibility, attracting clients and referrals and standing out in a competitive market.

Xiao’s example shows that focused time building your LinkedIn profile is worthwhile and can get you noticed in a crowded market.

If you would like advice on improving your LinkedIn profile, check out Black Letter Communications’ one to one LinkedIn training, part of our new specialised communications training for the legal sector.