Curating your LinkedIn profile for an audience of hiring managers and potential employers is ideal for most job seekers, but the resume format falls flat for professionals who already have their dream job and want to use their public profile to boost their existing relationships and grow their network.
You see, like other social media platforms, LinkedIn has evolved and grown into something more than your first stop on a new job search, especially for lawyers and legal marketers.
In the legal profession, LinkedIn has evolved far beyond a platform for job seekers. It’s now a dynamic tool for building relationships, showcasing expertise, and driving business development. Yet, many lawyers and professional service providers still treat their LinkedIn profiles like traditional resumes…
To their detriment.
This mindset limits the platform’s potential and undermines your ability to connect with clients and prospects in a meaningful way. Customizing your LinkedIn to create a cleaner, more professional, and memorable reflection of your strongest value adds is crucial in enhancing your personal branding and professional outreach.
As we said, we know it can be unsettling to deviate from the status quo, so we’ll explain why your LinkedIn profile should operate more like a landing page than a resume and how to optimize it to serve your professional goals outside of a traditional job hunt.
Why Your LinkedIn Profile Should Be a Landing Page
Think of a LinkedIn profile set up like a landing page as a dedicated space designed to convert visitors into leads or clients. It provides a clear, compelling overview of who you are, what you do, and why it matters. Unlike a resume, which is often a static list of past experiences and qualifications, a landing page is dynamic and purpose-driven. It invites engagement, encourages exploration, and ultimately drives action.
For lawyers and professional service providers, this means leveraging LinkedIn to showcase your thought leadership, share valuable resources, and engage with your audience. Instead of merely listing your job titles and responsibilities, your LinkedIn profile should highlight your expertise, demonstrate your value, and direct visitors to learn more about your services – ideally leading with resources and opportunities to engage with your existing thought leadership.
Think of this new approach to your LinkedIn profile as your resume made actionable and approachable. Here’s how to get started on making the transition from a traditional resume on LinkedIn to engaging highlights and other details designed to spark real interest in what you bring to the table and conversation.
Make Your LinkedIn Profile Headline Count
Your LinkedIn headline is one of the most visible elements of your profile and often the first thing people see. Instead of a generic job title, use this space to communicate your unique value proposition. For example:
Before: Attorney at XYZ Law Firm
After: Helping Businesses Navigate Complex Litigation and Compliance Issues | Attorney at XYZ Law Firm
This approach immediately tells visitors what you do and how you can help them. It’s concise, informative, and geared towards attracting the right audience.
Craft a Compelling About Section to Showcase Your Personal Brand
The About section of your LinkedIn is your opportunity to tell your meaningful career story and connect with your audience on a personal level. Instead of listing your career achievements in a dry, chronological order that may or may not resonate with viewers, use this space to highlight your passion, expertise, and the impact you have on your clients.
Here are some tips for crafting a compelling About section:
- Start with a Hook: Grab your reader’s attention with a compelling opening line. This could be a thought-provoking question, a surprising fact, or a powerful statement about your work.
- Focus on Value: Highlight the value you provide to your clients. What problems do you solve? What outcomes do you achieve? Use specific examples to illustrate your points.
- Showcase Your Personality: Let your personality shine through your writing. Use a conversational tone and share anecdotes or personal insights that reflect who you are and what you stand for.
- Include a Call to Action: Encourage visitors to take the next step, whether it’s connecting with you, visiting your website, or reading your latest blog post.
Maintaining an updated and well-prepared LinkedIn About section is crucial to enhancing your personal brand and staying top-of-mind with your connections. Keep this section current, showcase your latest skills and achievements in this story-telling format, and get ready to accept an influx of new connection requests!
Leverage the Featured Section of Your LinkedIn Profile
The Featured section is a prime spot to showcase your best visual content and resources. Use this space to highlight articles, case studies, whitepapers, or videos that demonstrate your expertise and provide value to your audience.
We know this type of self-promotion can feel braggadocious to lawyers and other professional service providers, but here’s the thing:
You’ve already done the work, and your audience needs to see it!
Your LinkedIn connections probably aren’t checking your firm’s insights and updates pages to see your achievements and industry insights. You don’t think it untoward to share those highlight reels on your firm’s landing page, so adjust your approach to your LinkedIn profile to fit that school of thought.
By curating high-quality content, you can establish yourself as a thought leader and provide prospects with the information they need to make informed decisions the same as your firm’s landing pages already do – just on a more personable and approachable social network.
Pro Tip: Regularly update the Featured section with fresh content to keep your profile dynamic and engaging. This not only showcases your latest work but also signals to your audience that you are actively engaged in your field and ready to talk shop!
Optimize Your LinkedIn Profile’s Experience Section
While the Experience section should still include your job titles and responsibilities, it’s important to frame this information in a way that highlights your achievements and the impact you’ve had. Focus on the results you’ve achieved and the value you’ve provided to your clients. Use bullet points to make this information easy to scan and digest.
Example:
- Successfully represented a Fortune 500 company in a high-stakes litigation, resulting in a favorable settlement.
- Developed and implemented a comprehensive compliance program for a major healthcare provider, reducing regulatory risk and improving operational efficiency.
Putting LinkedIn to Work
After you’ve successfully crafted a compelling and engaging LinkedIn profile that serves more as a landing page than a resume builder, don’t let the fruits of your labor go to waste by abandoning the platform. The new landing page format of your LinkedIn profile will undoubtedly make your LinkedIn account more visible to your audience, but it won’t do all the work.
If you build it, they will come… but you still have to play some ball, right? Here are some refreshers on making the most of your new and improved LinkedIn profile.
Share Insights and Thought Leadership
Lawyers are rarely short on supply when it comes to legal insights and thought leadership, and this next tip relates to what we’ve already covered – highlighting your existing work in yet another approachable way.
LinkedIn’s publishing platform is a powerful tool for sharing those same insights, thought leadership, and valuable resources. Re-share some of your articles and updates from your featured section and add new takes or legal updates. This will help you stay top-of-mind with your network, attract new followers, and showcase your constant state of learning and service.
If you need a refresher, here are some tips for creating engaging LinkedIn posts:
- Be Consistent: Consistency is key to building a strong presence on LinkedIn. Aim to post regularly, whether it’s weekly, bi-weekly, or monthly.
- Add Value: Share content that provides value to your audience. This could be insights on recent legal developments, practical tips for navigating legal challenges, or thought-provoking commentary on industry trends.
- Engage with Your Audience: Encourage engagement by asking questions, inviting comments, and responding to feedback. This not only boosts your visibility but also helps you build relationships with your audience.
For more detailed strategies, check out our blog on LinkedIn for Lawyers: 10 Examples of Lawyers Doing Social Media Marketing on LinkedIn Like Pros.
Personalize Your Connections
LinkedIn is a powerful networking tool, but it’s important to approach it with a personal touch. When sending connection requests, always include a personalized message that explains why you want to connect. This can help you build more meaningful relationships and stand out from the crowd.
Example: “Hi [Name], I came across your profile because we share a mutual connection with [Name], and I was impressed by your work in [specific area]. That work relates to [insert mutual interest or client], and I’d appreciate a chance to talk with you about it.”
Engage with Your Network
Building a strong LinkedIn presence isn’t just about creating a great profile; it’s also about engaging with your network.
Do we need another Field of Dreams reference to hammer this one home?
Take the time to comment on posts, share relevant content, and participate in discussions. This not only increases your visibility but also helps you build relationships and establish yourself as an active member of the LinkedIn community.
We can tell you firsthand that taking an active role after updating your profile increases the likelihood of the algorithm odds being ever in your favor!
Utilize Recommendations
Recommendations from colleagues, clients, and peers can add significant credibility to your profile. Don’t be shy about asking for recommendations, and be specific about what you’d like them to highlight.
Similarly, take the time to write recommendations for others, as this can encourage them to return the favor.
It’s important to note that some bar associations are very strict on recommendations, so check your bar association for their rules. We generally recommend that you request recommendations from past clients who have directly worked with you in your legal capacity.
For more insights on building a perfect LinkedIn profile, check out our blog on LinkedIn for Lawyers: How to Build the Perfect Profile in 6 Simple Steps.
Conclusion to Making the Most of Your LinkedIn Profile
Your LinkedIn profile should be more than a static resume; it should be a dynamic, engaging landing page that showcases your expertise and drives business development and connections. By optimizing your headline, About section, and Featured section, sharing valuable content, and actively engaging with your network, you can leverage LinkedIn to its full potential.
Remember, you’re an attorney, not a job seeker. Use LinkedIn to empower your clients and prospects with the information they need to make informed decisions and keep you top-of-mind.
We could keep talking endlessly about LinkedIn and what a powerful tool it is for professional service providers, but we have LinkedIn connections and tasks to manage, and so do you! Reach out to us if you still need more convincing about this new approach to your LinkedIn profile, and hit up the By Aries LinkedIn for Lawyers Hub for more insights, tips, and tricks for making the most out of your LinkedIn profile.
