Beyond the profile: five lessons on using LinkedIn for business development in the legal world
Deborah Farone
Farone Advisors, New York; Conference and Webinar Officer, IBA Law Firm Management Committee
When clients are vetting a lawyer, where do they go first – your firm bio or LinkedIn?
If you guessed LinkedIn, you’re in good company. During a 15 July webinar co-hosted by the International Bar Association (IBA) and the Legal Marketing Association (LMA), we explored this very question. I had the privilege of moderating a conversation with three brilliant panellists: Nancy Myrland, legal LinkedIn strategist and founder of Myrland Marketing; Gary Assim, a partner at Shoosmiths in the UK; and Lewis Grimm, a corporate partner at Jones Day, currently based in Australia. The session drew nearly 500 attendees from around the world and sparked thoughtful, practical conversation about what’s working – and what’s not – when it comes to social media in the legal profession.
Here are five key takeaways that emerged from the session:
1. Your profile is your digital handshake
As both Gary and Nancy emphasised, a lawyer’s LinkedIn profile is not just a summary of credentials – it’s the online equivalent of a handshake. And as I mentioned during the webinar, people form an impression of you in just one-tenth of a second. A well-crafted profile can communicate professionalism, personality and trustworthiness all at once. But it has to go beyond firm-approved boilerplate. Gary noted that his LinkedIn profile and his firm bio are quite different – and that’s by design. While your firm page may emphasise pedigree, your LinkedIn presence should show how you think, who you are and how you relate to others.
Takeaway: Make your profile more than a résumé. It should reflect your personality, your practice and your point of view.
2. Consistency beats perfection
Many lawyers get caught on the idea that every post needs to be polished and profound. But Nancy offered a refreshing reality check: some of the best LinkedIn activity takes just 30 to 60 seconds. Commenting on a colleague’s post, sharing a quick insight between meetings, or reflecting on something from your morning news scroll – all of it counts. Lewis echoed this by saying that his best posts often come during what he calls ‘in-between moments’ – waiting for coffee, sitting in the back of a taxi or lining up for lunch. The key is not perfection. It’s showing up regularly enough to stay top of mind.
Takeaway: You don’t need to be prolific. You just need to be present – and consistent.
3. Authenticity is a business development strategy
Lewis shared something that resonated deeply with the audience: that some of his most effective posts – the ones that lead to messages, referrals and even new matters – aren’t technical updates. They’re posts about family, food or moving across continents. His storytelling, often infused with humour or vulnerability, helps readers feel like they know him – even if they’ve never met. And that, in turn, builds trust. His guiding question before posting? ‘So what? Who cares?’ If he can’t answer that, he doesn’t publish it. Gary shared a similar experience: a whimsical post about a copyright dispute involving a caterpillar-shaped cake garnered far more traction than his detailed post about a major AI case. Why? Because it was relatable – and being relatable builds relationships.
Takeaway: People connect with people, not just credentials. Use your voice and share stories that reflect who you are.
4. Use AI thoughtfully – don’t let it dilute your voice
Artificial intelligence came up as both a useful tool and a potential pitfall. Nancy cautioned that AI-generated content often lacks the nuance and warmth that makes a post stand out. She encouraged attendees to think of AI as a support tool – something that can organise ideas or generate a first draft – but not a replacement for genuine perspective. She also pointed out that in a sea of generic posts, the ones that stand out are those with a distinctive voice. Humour, personality and point of view are difficult for AI to replicate. In a world where sameness is everywhere, individuality is your competitive advantage.
Takeaway: Let AI assist you, but don’t let it take the wheel. Your voice is your brand.
5. Firms must encourage – and simplify – participation
One theme that came through loud and clear is that lawyers don’t need pressure to post – they need support. Nancy suggested a practical framework: marketing and BD professionals should ‘catch lawyers’ brilliance in the wild’ – during webinars, meetings or even hallway conversations – and turn those spontaneous insights into post-ready content. Gary shared that his firm uses online tools to make posting easier and amplify content by encouraging team members to reshare each other’s work. Lewis noted the need for caution around ethics and potential conflicts but emphasised that with some thoughtfulness, it’s entirely possible to post with both personality and professionalism.
Takeaway: Business development teams should make it as easy as possible for lawyers to share their insights – without making it feel like another item on their to-do list. Lawyers should be ready to jump in and try utilising social media to refine their profile, make connections and remain in touch with the people they meet.
Watch a recording of the webinar