All too frequently, I work with lawyers who haven’t fully leveraged the vast potential of LinkedIn, or worse, have no presence at all on the “most trusted social network in the U.S.”. With almost 740 million members, LinkedIn is the world’s largest professional network and a medium that offers a huge potential audience for business development and brand building.
LinkedIn is also, without question, the social media platform of choice for lawyers. According to the American Bar Association’s annual Legal Technology Survey Report, 73% of lawyers maintain a LinkedIn presence. More to the point, it’s not just lawyers who are fans of the platform but their clients and prospects. A 2019 survey by Greentarget found that 31% of in-house counsel reported accessing social media “for legal, business, and industry news” on a daily basis. When we surveyed in-house counsel, 46% said that they had used LinkedIn for professional reasons in “the past week”.
However, all LinkedIn profiles are not created equal, since it’s up to the member to create the best, most complete, profile they can. A complete LinkedIn Profile offers numerous advantages. As LinkedIn says, this is your opportunity to “showcase your unique professional story through your experience, skills, and education.” Even if you do nothing else on LinkedIn, getting your profile right is important.
Thankfully, LinkedIn will measure the completeness of your profile and provide suggestions as you go. There are five levels of profile that LinkedIn recognizes within the platform – Beginner, Intermediate, Advanced, Expert, and All-Star. An All-Star (complete) profile is approximately forty times more likely to be found through LinkedIn search, and will perform better on external search engines (e.g., Google).
The goal is to reach All-Star status since it brings these and many other advantages for a relatively small investment of time, and with only 51% of LinkedIn users having a complete profile you can easily stand out from the crowd.
To maximize your investment, and enhance your digital strategy, we’ve laid out a roadmap to All-Star status in the infographic below. Follow the steps and reach for the stars!