Getting the Best out of Your LinkedIn Profile
Practical Tips for lawyers
By our Guest Blogger, Justine Raczkowski, Principal Mater Comms
LinkedIn is the professional’s social media network. Used by over five million Australians and by over two hundred million people worldwide, the pace of adoption in recent years has been staggering. However many lawyers, whilst recognising the benefits of a LinkedIn presence, are still unsure how they can get the most out of participation on LinkedIn. Here are some basic practical tips to help get you started:
1. Establish your purpose
Establish what you want to use LinkedIn for as this will determine whether you are happy just connecting, or whether you want to actively participate online. Common reasons for using LinkedIn include:
- Demonstrating your expertise
- Developing relationships with people in industries you work with or those you want to work with
- Developing a web presence for you individually, outside of your firm’s website
- Inviting job offers
- Maintaining contact with your existing connections
2. Identify your intended audience
Having identified your purpose (and it may be multi-purpose), determine who your target audience is. Taking the time to identify your target audience will help you identify their wants and needs, the type of content they might be interested in and the search terms they may use to find people or information.
3. Build your profile
With your purpose and audience in mind, build your profile. If appropriate, use the keywords your audience would use to search for you. Write your profile summary as if you are speaking directly to your audience but try to avoid your personal opinions of your own talents or skills such as ‘highly skilled’ or ‘effective communicator’. Keep to the facts.
Search your clients and colleagues (and competitors!) to see what groups or associations your clients belong to, and which companies they are following. This will give you an idea of what your network thinks warrants attention.
And don’t forget to include a professional looking portrait photo in your profile. ‘Selfies’, photos with pets or children etc are inappropriate.
4. Build a strategic network
There are two approaches to building a network. The first is to aim for volume, so that your posts reach as many people as possible. The second approach is to build a network of people you are proud to be associated with and with whom you think you have something to offer. Just as you are judged by the company you keep, so will you be judged by the connections you make, so consider any invitations to connect on that basis.
Make sending invitations to connect on LinkedIn a regular habit after meeting new people. If you have an I-Phone then the CardMunch App will allow you to take a photo of a contact’s business card to find them and connect on LinkedIn.
Don’t forget to personalise the invitation.
5. Watch for a little bit, but then participate
Before you start, take some time to see how others are communicating. This will give you a feel for the ‘tone’ and communication norms of your network, such as acceptable frequency. There’s a fine balance between being active and being ‘in your face’.
Be generous. ‘Like’ other people’s posts, provide content or links to content that you think your network will be interested in or benefit from. Post comments that add something to the discussion. Having said that, be selective. You want quality, not quantity. Remember at all times that everything you say or post reflects upon you professionally.
And finally,
6. Observe your firm or professional association's social media policy
If your firm has a social media policy (and you want to stay employed with that firm), then observe the policy! Also note the Law Institute of Victoria’s Guidelines on the ethical use of social media:
and the social medial policy of the Victorian Bar:
For more assistance with your LinkedIn profile development or training needs, please feel free to contact me: [email protected] or connect with me on LinkedIn
