In the competitive landscape of the legal industry, understanding your strengths, weaknesses, and unique qualities is fundamental to individual success – whether you are looking at continued success and promotions in your current role, or are indeed starting to think about new opportunities in the market.  

For the latter, merely recognising these attributes isn’t enough; it’s about strategically leveraging them to enhance your professional profile and effectively communicate your value proposition to potential employers. In today’s evolving job market, cultivating a compelling personal brand is indispensable for legal professionals at any career stage. It serves as a powerful tool, not only in opening doors of opportunity but also in signalling a robust self-awareness, expertise, and dedication. A well-crafted personal brand doesn’t just highlight your potential for success; it embodies it, making you a natural choice for career advancement and recognition within the legal community. 

As accurately put by legal news publisher Legal Desire, a cultivated and well-honed personal brand is also needed to stand out in ‘the sea of legal knowledge’ – in order to give you a competitive leg-up, particularly when it comes to client acquisition, business development, and influencing stakeholders. Put simply, it can help to elevate your professional standing, gain trust and build a positive reputation within your own firm and wider network, a feat that will almost certainly serve you well in your longer-term career ambitions.   

With this in mind, we’ve outlined the key strategies you need to be implementing when looking to build a successful personal brand as a legal professional.  

Smarten Up Your Online Presence  

Nothing diminishes professional influence as much as an unprofessional online presence and any aiming to be taken seriously must first prove that they are deserving of such respect- whether that be on a professional platform or otherwise. Hence, due diligence must be conducted to ensure your digital footprint is tidy. Any rowdy Facebook pictures or LinkedIn interactions must be managed – either by being exceedingly careful with your what kind of content you decide to engage with, careful management of your privacy settings, using an anonymous profile name or getting rid of certain social channels altogether.  

It can also be useful to conduct an audit of your online presence through a quick Google search of yourself to find out if any damage control needs to be done on anything that could be viewed as unprofessional by senior leaders at your firm.  

 Replace any unsuitable pictures with well-taken, professional headshots and update your LinkedIn profile, so that it accurately reflects your values, ambitions and portrays exactly what you would want those in your network thinking about you. LinkedIn has evolved in more recent years, but is arguably still the channel where professionals converse, collaborate, and network – plus it can also be seen as your online CV. So, finding time to make sure it is on point is well-spent.  You could also join any relevant online groups or forums that might prove beneficial career-wise. If you have quite a bit to say about your professional credibility, you can let your achievements and personal interests do the talking for you on an online portfolio.  

Make Time To Network 

Spend as much time as you can networking with fellow competent and respected legal professionals in your field; the more connections you build with relevant people in your field, the more your reputation will grow. If you feel you lack the confidence to reach out, know you’re not alone – a lack of confidence when networking – whether face-to-face or virtually – is common – whatever profession you are in, but it is certainly a skill worth honing as the benefits far outweigh the perceived risk that any initial feeling of awkwardness or anxiety might project. Being as visible as possible in situations where you are surrounded by individuals equally passionate about something that resonates with you on a personal level or are leaders in your area of expertise, will significantly strengthen the potency of your personal brand and others’ perception of you – so do take advantage of such opportunities that come your way.  

Find Your Voice 

Whilst it may very much depend on your employer as to how comfortable they are with you posting on social media, utilising your knowledge and expertise in your practice area to create valuable, consistent content will go a step further in cementing your reputation and establishing a strong sense of thought-leadership in your brand. You may choose to do this in the form of a blog, a regular LinkedIn newsletter, or simply be an active ‘voice’ in online discussions around topics that interest you – in a professional sense of course (It goes without saying that you want to be mindful of jumping into any particularly controversial topics). 

Digital agency owner, Lara Acosta, writing recently for Forbes talks candidly about the various strategies she employed to grow an engaged following of 55k individuals on LinkedIn, stating that contrary to popular belief, it is not synonymous with ‘oversharing’. Rather, it involves looking at the six main components of content marketing: inspire, entertain, educate, promote, empower and validate – and choose to stick to one or several of those. This aspect of personal branding is very much focused on the relationship-building element; being ‘seen’, adding value, and then being discovered by association – to provide tangible benefit to your professional development or your firm’s growth plans for its business.   

Increase Your Value Through Continued Education 

One of the most important things to bear in mind regarding your personal brand is its continual growth. As the industry undergoes a constant evolution propelled by new technologies and emerging trends, it is becoming increasingly incumbent on legal professionals to proactively anticipate and adapt to these shifts to distinguish themselves in the profession.  

A continued commitment to education and staying abreast of current trends will ensure your personal brand maintains its relevance, no matter what direction the wind blows. This may involve honing soft skills like teamwork and communication, as well as periodically evaluating the currency of your technical expertise.  

A helpful approach to staying on course is to periodically compare your CV with job listings relevant to your interests. This allows you to observe any evolving requirements within those specifications. For example, many firms now seek legal professionals with specialised knowledge and a keen understanding of their clients’ businesses. An employee (or potential candidate) who is always on the lookout for and actively participates in activities that build networks and networking skills, will add significant value to their professional profile compared to those who show little interest in doing so.   

Ask Where You Need Development 

Sometimes, there might be a behaviour or skill gap you exhibit that is barring your way to promotion, and yet you may not even be aware of it. For example, you might be skilled in managing multiple caseloads as a commercial property solicitor, you may find yourself lacking the essential interpersonal skills necessary to effectively interview, advise or negotiate with clients or other professionals to secure agreed objectives.  

It’s also possible that the management in the business may be oblivious to your aspirations for promotion simply because you haven’t communicated it to them. Therefore you are better off being as clear about it as soon as possible, and so when the opportunity presents itself (perhaps at your next performance review) – take some time to discuss your goals and ambitions with them, bearing in mind that you make sure you ask what they believe you could work on to achieve your goals. Embrace all feedback – no matter how uncomfortable – and then begin outlining a step-by-step plan to make any necessary changes. In doing this, your manager will be very clear on your ambitions and will be able to advise on the steps necessary to help you get closer to your your stated goals.  

Building Trust: Harnessing Social Proof 

Leveraging social proof and testimonials is crucial for establishing credibility and trust within your industry – whether thats from clients you have worked with, or colleagues and managers that can sing your praises. By actively collecting testimonials, endorsements, and reviews from satisfied clients, colleagues, and industry peers, you can demonstrate the value and quality of your work. Plus, showcasing social proof of your expertise and accomplishments through case studies, success stories, awards, certifications, and media mentions further solidifies your reputation as a trusted authority in your field. These testimonials and examples of your achievements serve as powerful validation of your skills and capabilities, helping to attract new clients, opportunities, and partnerships while reinforcing your personal brand’s credibility. LinkedIn makes it easy to request endorsements, as well as display these on your personal profile. 

The potential that lies in a well-built personal brand is immense and the only limits to it are really your own imagination and willingness to grow. We hope these strategies have given you some food for thought and perhaps set you on the right path toward achieving your career goals.  

About Clayton Legal

Clayton Legal has been partnering with law firms across the country since 1999 and during that time has built up an enviable reputation for trust and reliability. We have made over 5,000 placements from partners to legal executives, solicitors to paralegals and legal IT personnel to practice managers. 

 If you are building your legal team or looking for your next career move, we can help. Call us on 01772 259 121 or email us here.