Getting the best out of LinkedIn in professional services – Law Practice Management

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LinkedIn can be a really valuable business and professional
development tool, it provides opportunities to connect with peers,
colleagues, others in the industry and new clients to generate
sales, share ideas and build your network.

Devoting just 5-10 minutes to it a few times a week is all you
need to start seeing the benefits.

One of the most important things you can do is write clearly, in
plain English, and remember that less is more! (A good idea in all

Here are some more tips and tricks:

Keeping your Profile Up-To-Date

Having an up-to-date profile makes you easier to search for,
easier to connect with and can show you as being knowledgeable and

It’s important to get the basics right, including:

  • An appropriate professional headshot

  • Your title and business as your headline (e.g. Accountant at
    Moore Australia)

  • Current contact details

You can use the profile to sell yourself as an expert, and
whether you’re looking for your next role, or new clients in
your current position, this is how you do it:

  • Create your summary – a short, sharp few sentences that
    highlight your passions, experiences and skills.

  • Add all your relevant work experiences, and be sure to label
    the workplace correctly, and include some of your key

    • Attach any work product you want to highlight; articles, web
      posts, videos or images to show what you can do and what you

  • Add all your education experiences, including micro
    credentials, and label institutions correctly!

  • Add you volunteer experiences, languages, projects, anything

  • Skills and endorsements – don’t be afraid to list them -
    give, receive and ask.

Building your Personal Brand and Getting

Keep in mind LinkedIn is about showing off! It can be a little
hard at first, but it’s about you as a knowledgeable and
skilled professional.

LinkedIn is not Facebook, keep it professional. You can use
humour and your personality but just remember your audience.
Leaving politics or anything controversial at home is always a good
bet in the world of professional services.

Be mindful that if you like another person’s post, or
article it may show up in the feed of your connections (e.g.
“Nick liked this post”), so be careful what you click

Follow other businesses you’re interested in, and join
groups that are relevant to you and your career. Groups can include
alumni associations, professional networks and spaces to share and
help others. This is a good way to stay connected to what’s
going on in the world and interact with other professionals in your
line of work.

Sharing Content

A great way to connect with others on LinkedIn is to share
content – like doing a Facebook post, but professional! Not
which cocktail you’re drinking!

Spend a few minutes every time you log-in scrolling the
timeline, liking posts, commenting, reading articles and seeing
what’s new in your industry.

Articles you’ve read and other LinkedIn posts of interest
that you’ve seen are a good start. Share away! Add a little
comment and some hashtags too. Always tag the businesses and people
you’re talking about.

A good place to start is following businesses you work
for, or are interested in and keep an eye out for posts to

When posting, target your messaging, eg “Calling all
auditors.” “Are you a small business owner?” –
this may seem silly, but it does catch the eye!


By having an up-to-date profile, and regularly sharing content,
you’ll have made yourself easier to find and more interesting
to connect with. Here are some tips to grow your network:

  • After every meeting, client dealing or
    business event, find and add everyone you spoke to, and any
    speakers or presenters.

  • You can go hunting for connections, but never add people you
    don’t know or have no “connection” with.

  • Add all your colleagues, clients, suppliers, family and

The bigger your network, the better. Your ideas, posts and
shares will be seen by more people and you will be exposed to the
ideas and shares of more people. This can help draw new clients to

Contacting Prospective Clients

You may also want to go hunting for new clients, targeting
industries and people of interest.

You can look up businesses you want to work with and check their
employee lists, you can also look at connections of

Unless you have a paid membership you can’t message people
out of the blue, but you can add most to your network with a short
welcome message.

Importantly, if you have a connection in common that you’re
sure will resonate, drop their name or even ask them to start a
chat between the three of you as an introduction.

Don’t be afraid to work the network, this isn’t Facebook
and everyone understands this is about getting your name and your
services out there.

Don’t be pushy or rude, frame it around your expertise and
the help you need or can offer!

The Next Level

If you want to take LinkedIn to the next level, there are
additional paid membership options including LinkedIn Premium
Business, which has features like:

  • The ability to send messages to people you have no connection

  • Unlimited viewing of profiles with no connection to you

  • Access to see who’s looking at your profile

  • Industry and career insights and resources

Beyond this there is a sales tool that helps generate leads with
additional targeting and messaging options.

Find out more about these options, their current features and
prices on LinkedIn.

This article is issued as general commentary – please
contact us about your specific circumstances.

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