In the competitive legal industry, understanding your strengths, weaknesses, and unique qualities is key to success; whether you are aiming for promotion or considering new opportunities.

For the latter, recognising these attributes is not enough; you must strategically leverage them to enhance your professional profile and clearly communicate your value to potential employers. In today’s evolving job market, cultivating a strong personal brand is essential at every stage of your career. A personal brand acts as a powerful tool to open doors, demonstrate self-awareness, showcase expertise, and signal dedication. A well-crafted personal brand does not simply highlight your potential; it embodies it, making you a natural choice for career progression and recognition.

As Legal Desire notes, a cultivated personal brand is crucial to stand out in “the sea of legal knowledge”; giving you a competitive advantage, especially when it comes to client acquisition, business development, and stakeholder engagement. In short, your personal brand can elevate your professional standing, build trust, and strengthen your reputation both within your firm and across your wider network; paving the way for your longer-term career ambitions.

With this in mind, we have outlined the key strategies you should implement when building a successful personal brand as a legal professional.

Smarten Up Your Online Presence

Nothing diminishes professional influence quite like an unprofessional online presence. Anyone aiming to build a strong personal brand must first prove they are worthy of respect; whether on professional platforms or elsewhere. Due diligence is vital to ensure your digital footprint is clean. Any inappropriate Facebook pictures or unsuitable LinkedIn interactions must be addressed; either by carefully managing what you engage with, adjusting privacy settings, using an anonymous profile name, or removing certain accounts altogether.

It is also advisable to conduct a quick Google search of yourself to identify any issues that could undermine your personal brand and professional reputation.

Replace any unsuitable images with professional headshots and update your LinkedIn profile to reflect your values, ambitions, and the personal brand you want to project. LinkedIn remains a key platform where professionals converse, collaborate, and network; think of it as your online CV. Investing time to ensure your profile is polished and aligned with your personal brand is time well spent. Joining relevant online groups or forums can also help grow your personal brand and open new opportunities. If you have achievements to showcase, consider creating an online portfolio to strengthen your professional credibility.

Make Time To Network

Spend as much time as you can networking with competent and respected legal professionals in your field; the more connections you build, the more your personal brand will grow. If you lack confidence in reaching out, you are not alone; networking anxiety is common across all professions. However, it is a skill worth developing as the benefits far outweigh any initial awkwardness.

Being visible among individuals who share your professional passions or lead in your area of expertise will significantly boost your personal brand and how others perceive you. Take advantage of every opportunity to connect and build meaningful relationships.

Find Your Voice

Depending on your employer’s policy, using your knowledge and expertise to create valuable, consistent content can significantly strengthen your personal brand. This might take the form of a blog, a LinkedIn newsletter, or simply being an active and professional contributor to discussions online. Always be mindful to avoid jumping into particularly controversial topics.

Lara Acosta, writing for Forbes, explains how she grew an engaged following of 55,000 on LinkedIn. She clarifies that building a personal brand online is not about oversharing; it is about content that inspires, entertains, educates, promotes, empowers, or validates. Focus your efforts on one or more of these areas.

This aspect of personal brand building focuses on relationship development; being seen, adding value, and becoming discoverable through association. It can provide tangible benefits to your professional development and support your firm’s business growth.

Increase Your Value Through Continued Education

A successful personal brand must continually evolve. As the legal sector adapts to new technologies and emerging trends, it is vital for legal professionals to anticipate and respond to change.

Maintaining the relevance of your personal brand involves regular skills development; this includes honing soft skills such as communication and teamwork, as well as ensuring your technical knowledge remains up to date.

A practical step is to compare your CV with current job listings aligned to your career goals; this helps you identify any new skills or specialisms firms are seeking. Many firms now value legal professionals who combine legal expertise with commercial awareness. Those who actively build their networks and engage in professional development will add significant value to their personal brand compared to those who do not.

Ask Where You Need Development

Sometimes, a skill gap or behavioural issue may be holding you back without you realising it. For example, you may manage caseloads effectively as a commercial property solicitor; however, you might lack the interpersonal skills needed to interview, advise, or negotiate effectively.

Management may also be unaware of your aspirations for promotion simply because you have not communicated them. Therefore, it is best to discuss your career ambitions at the earliest opportunity; perhaps at your next performance review. Use this time to seek feedback on your strengths and development areas. Embrace all feedback; even if it is uncomfortable. Then work with your manager to create a step-by-step plan to improve.

This proactive approach strengthens your personal brand internally and ensures you are better positioned when opportunities arise.

Building Trust: Harnessing Social Proof

Leveraging social proof is crucial for building a credible and trusted personal brand. This might include testimonials from satisfied clients, endorsements from colleagues, or positive feedback from managers.

Actively collecting testimonials, endorsements, and success stories helps demonstrate the value and quality of your work. Displaying social proof through case studies, awards, certifications, and media mentions will further cement your reputation as a trusted authority. LinkedIn makes it easy to request and display endorsements that validate your personal brand and enhance your profile.

Showcasing social proof attracts new clients, opportunities, and partnerships; all helping to strengthen your personal brand and professional standing.

The potential within a well-built personal brand is immense; the only real limits are your imagination and willingness to grow. We hope these strategies provide valuable insights and set you on the right path towards 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.

In the highly competitive legal landscape, personal branding has become more than a tool—it’s a strategic necessity. Both senior professionals and new lawyers can harness personal branding to distinguish themselves, build trust with clients, and create valuable career opportunities. In this guide, we’ll explore why personal branding is crucial for legal professionals and how to develop a brand that stands out – and turns heads when you need it to.

The Importance of Personal Branding in Law

The legal field demands expertise, credibility, and a strong professional reputation. Personal branding allows legal professionals to showcase their unique strengths, align themselves with potential clients or employers, and demonstrate ongoing commitment to excellence. Whether you’re an established lawyer or a new graduate, a well-defined personal brand helps:

– Differentiate yourself from peers, showcasing unique skills or niche expertise.

– Connect with clients and colleagues on a personal level, building trust and rapport.

– Position yourself for new opportunities by increasing visibility within the industry.

How Personal Branding Can Benefit Senior and Junior Legal Professionals

Senior Professionals:

For established professionals, a personal brand reinforces credibility and highlights their role as thought leaders. Consider the example of Richard Susskind, who is known for his insights into the future of law and technology. By positioning himself as an authority on innovation in the legal industry, he has distinguished himself and created influence well beyond his immediate professional circle.

Similarly, Joseph Kotrie-Monson of Mary Monson Solicitors has built a reputable brand in criminal law by actively engaging in media. His commentary on high-profile cases and focus on issues like human rights and public interest litigation has made him a trusted voice, benefitting both his reputation and his firm’s. By cultivating thought leadership, Kotrie-Monson demonstrates that a strong personal brand can bolster an individual’s standing while amplifying the firm’s overall presence.

(he also kindly took part in an interview for us last year where he shared his career success stories)

New Lawyers and Graduates

For those just entering the profession, personal branding can be an effective way to attract the attention of potential employers. Submitting articles on platforms like Legal Cheek, contributing to Law Society discussions, or writing LinkedIn posts on relevant topics are simple yet effective ways to start building visibility. By engaging in industry conversations, new lawyers can showcase their commitment and interest in legal topics, creating early career opportunities.

Using LinkedIn to Build Your Personal Brand

Today, LinkedIn is much more than an online CV; it’s a platform for engagement and thought leadership. Legal professionals can utilise LinkedIn to:

– Showcase expertise through articles, case studies, or commentary.

– Engage in industry discussions, responding to posts or sharing perspectives on current legal issues.

– Build a professional portfolio by gathering endorsements, testimonials, and sharing achievements.

The recent 2024 Q1 Legal LinkedInfluencer report shows the growing importance of LinkedIn for legal professionals, highlighting trends and influential voices in the field. For instance, the report recognises Amelia Platton of Clifford Chance, a trainee who achieved recognition as a top influencer—showcasing the value that even junior professionals can bring to the platform.

Managing Your Digital Footprint

A professional online presence is critical for credibility. Begin by auditing your digital footprint—conduct a quick Google search of your name and make sure there’s no questionable content that might undermine your reputation. Here are steps to ensure a professional digital profile:

– Update privacy settings on personal social media accounts like Facebook or Instagram.

– Use polished headshots on LinkedIn and other professional profiles.

– Create an online portfolio or website if appropriate, showcasing key achievements and relevant experience.

Networking: The Heart of Personal Branding

Networking is essential in building a solid personal brand. Engaging with respected professionals and peers strengthens your credibility, opens doors to new opportunities, and broadens your influence. Here are tips for impactful networking:

– Build Connections: Attend industry events, conferences, or seminars to connect with like-minded professionals.

– Overcome Networking Anxiety: Remember, everyone feels awkward at times. Networking is a skill that improves with practice.

– Be Visible: Engage with industry leaders and participate in gatherings that align with your interests.

Establishing yourself as a thought leader means more than just listing credentials—it requires actively participating in your industry by sharing valuable insights and connecting with others.

Leveraging Your Expertise to Build Trust

Social proof, such as endorsements and testimonials, builds trust and enhances your reputation. Here’s how you can showcase credibility:

– Collect Testimonials: Ask for feedback from clients and colleagues, using endorsements to emphasise your strengths.

– Display Success Stories: Share case studies, awards, or recognitions on LinkedIn or personal websites.

– LinkedIn Endorsements: Collect endorsements that highlight your skills and expertise.

For example, Matthew Scott, a legal blogger known for his award-winning blog BarristerBlogger, leverages his online presence to share thoughtful insights on current legal issues. His direct approach and in-depth commentary have made him a credible voice in the legal community, demonstrating the effectiveness of blogging as a tool for personal branding.

Continuous Learning and Certification

Staying up-to-date with industry trends is critical for legal professionals. By continuously learning and gaining certifications in emerging fields, you can further strengthen your personal brand. Popular certifications include:

– Data Protection (GDPR): As data protection becomes more crucial, GDPR certification sets you apart as a specialist.

– Cybersecurity Law: With cybercrime on the rise, expertise in this field is in high demand.

– Environmental Law: As businesses focus more on sustainability, knowledge in environmental law becomes increasingly valuable.

Building Your Brand During a Job Search

A well-defined personal brand can be invaluable when searching for a new role, helping you stand out among candidates. Here’s how to leverage your brand in the job hunt:

– Differentiate Yourself: Highlight your unique skills, experiences, and strengths that make you the best fit.

– Align Your Profile: Tailor your LinkedIn and resume to reflect the skills and experience relevant to the roles you’re pursuing.

– Social Proof: Endorsements and testimonials from colleagues or clients can be the deciding factor for recruiters.

Conclusion: Building a Personal Brand that Stands Out

For legal professionals, personal branding is more than just self-promotion; it’s a powerful way to showcase your skills, build a network, and grow within the legal industry. By consistently sharing valuable content, connecting with industry leaders, and engaging on platforms like LinkedIn, you can cultivate a brand that not only resonates with your audience but also drives career success. Take time to invest in your brand, and watch as it becomes a key asset in your legal career.

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 looking for your next career move, we can help.

When was the last time you sat down and reviewed to what extent you are meeting your career objectives?

And I don’t mean your annual review with your line manager; I’m talking about your deeply personal career goals and intentions.

Wherever you are in your career journey, it is a good idea to periodically analyse your current position in light of where you aim to be. When you dig a little deeper, is everything working out as you expected? Or do you need to make some changes in order to stay on track to meeting your goals?

To help you measure if your legal career is progressing as you envisaged when you started out, we have created the following checklist to provide you with a snapshot of where you stand at present career-wise and whether you’re on the right track.

When you work through this checklist, it is essential to bear in mind the reasons you are where you are in the first place.

What did you set out to achieve in your career – and what does doing so look like up to this point? Did you plan on meeting certain financial goals by this stage of your career or have your ambitions been driven by more personal goals?

An equally important point to consider is what you value most about the firm you work for. Do your values fit in with what the firm’s culture prioritises? Is there a synergy present in your working relationships with your colleagues and managers?

If you find that your current role or firm is not providing the satisfaction you had hoped it would, or that the pace of your progress has gradually petered out, then it could be a sign that some important decisions need to be made regarding your career sooner rather than later.

Read each statement below and decide on how much you agree, using the following scale –

1 – Strongly disagree

2 – Disagree

3 – Neutral

4 – Agree

5 – Strongly agree

So, let’s get started!

Career Checklist

1. I am progressing the way I want in my career.

2. I have achieved some of my career goals, and others are within reach.

3. I enjoy my work and look forward to going in each day.

4. The people I work with are very supportive and friendly.

5. I feel like a valued member of the team I work within.

6. My manager gives me the right balance between support/guidance and working under my initiative.

7. I feel I make a difference within the company I work for, rather than just being a number.

8. The company I work for really invests in supporting me to achieve my goals.

9. I can see a clear progression path within my current company.

10. I am happy with the level of training and personal development offered by my current employer.

11. The company I work for believes in me and trusts me to do my job well.

12. I feel that my company enables and supports my focus.

13. I am recognised and rewarded for my work.

14. The sector I work in really interests me.

15. I am happy with the location of and commute to my place of work.

16. I feel my company offer a fair and competitive commission structure (if applicable).

17. The monetary remuneration I receive has enabled me to achieve goals in my personal life (i.e. buy a house, go on my dream holiday, etc.)

18. I feel I have the right work/life balance working for my current company.

19. I am happy with the way my working day is structured.

20. I can see myself staying with this company for a long time.

What Did You Score?

Tally up what you scored and take a look below at some of the points you may want to consider when thinking about how you want your career to progress in the future:

20-40

Alarm Bells!

Things aren’t going to plan, and you are probably not enjoying life in your current role. We suggest taking some time to reflect on the possible reasons behind your dissatisfaction and what needs to change to have them resolved. This can be anything from your current workload and position within your team to your working environment and even your practice area.

41-60

Room for More

A better score, which suggests there are aspects of your job you enjoy but also a lot of room for improvement. For example, you might like the people you work with, but feel that there is a lack of support present within management to help you meet medium or long-term career goals. You will need to find out if there is any commitment on the part of the management team to implement changes, and assess how concrete said plans for change are. Speak with your manager and outline your concerns as well as what plans they have in this regard. Whatever the outcome of the conversation, you will have either gotten a clearer picture of what your future at the firm looks like or a clear indication that your tenure there has run its course.

61-80

Meeting Some Goals

You’re neither happy nor unhappy, though you wouldn’t describe yourself as entirely satisfied. Meaning that if the right opportunity came your way, you would be weighing up your options. Whenever you feel this way it’s important to bear in mind that sometimes the grass isn’t always greener on the other side. If you’re leaning towards a move away from your firm, have a think of why this is your preferred option. What you want to be sure of is that there is no impulsivity driving your decision-making and that an exit is needed because of a bad career move, not a bad day at the office.

81+

Loving Life and Your Job

You are achieving your goals, meeting targets and enjoy life where you work. There may be elements of your work life that you feel could be better, but they aren’t big enough of a negative to make you consider working elsewhere. However, we suggest you don’t let complacency set in, as being in your comfort zone for a certain period of time can sometimes lead to that and prove counterproductive to your progress in the long run. If you find that despite being happy with where you are in your career, you haven’t taken any major steps forward in the last year or two, then a fresh challenge could be the jumpstarter you need.

Hopefully this checklist has prompted you to think harder about your career goals – and whether or not you are on track to achieve those with your current employer. If the final score however has intimated a change may be afoot, your next wise move is to call on the expertise of a recruitment specialist who can further challenge those thoughts; find out exactly what you are looking for from an employer and uncover the potential reasons you are ready to look at new opportunities in the market.

At Clayton Legal, we have been committed for the past 20 plus years to helping legal professionals build a career they can be proud of, whatever stage of their journey they might be at. If you are at a point where that next step in your legal career is unclear going into the new year, then we can give you the guidance you need to make your start in 2024 the strongest possible one. Give our team a call today on 01772 259 121 or contact us here.

As a legal professional, you take your career seriously.

You may well already have a personal brand that you’ve spent time developing. Mapping it out will have made you more self-aware and knowledgeable, as well as signalling to Senior Partners and Managers that you are the ideal candidate for the next promotion opportunity.

Establishing yourself as a go-to for specialist legal knowledge has made you the person everyone looks to for advice. Your brand indicates your strengths, capabilities and enables you to stand out above the competition.

In short, few things are more critical to building a successful legal career than having a strong personal brand.

So, what could go wrong?

Sometimes, your personal brand can slip and work against you, preventing you from moving forward in your career. So, it’s wise to look out for these tell-tale signs that your brand is failing – and how you can rectify it before any damage occurs.

1. Your Goals Are Too Vague

Why are you building your brand? What are your end goals?

A vague “I want to become a leader” isn’t clear enough. You need to have a definite goal in mind. Be it achieving a Senior Partnership, Managerial role or Senior Solicitor within your Law Firm, having a clear objective will help you focus and plan on how exactly you’re going to get there.

And understanding why you want to develop your personal brand will keep you on track too.

2. You’re Neglecting ‘Real’ Interactions

Blogging and vlogging may be all the rage, but are you neglecting the more traditional channels of communication?

It’s tempting to follow the herd, and there’s nothing wrong with having an online presence it’s essential (more on this later), but it’s also worth considering other ways to get your brand across.

Keynote speaking at law events, networking at conferences or writing a guest piece for a legal publication – all these can help establish your personal legal profile. Face to face interactions have a lot more impact than online relationships – so make sure you utilise both well for maximum impact.

3. You Don’t Practice What You Preach

While we’re talking about interactions, considering your interactions with your team in the workplace is crucial to maintaining your personal brand. Having one persona for the outside world and another in the office isn’t going to cut it.

How you treat your legal team is going to directly affect how they view you. Consistency in your communication, from important meetings to casual chats in the hallway, is crucial.

Be aware of your communication style, actively listen and make time for your staff. They are the ones who will bolster your position and recommend you to others, thus building your credibility.

4. It’s All About You

Hopefully, you don’t have any controversial tweeting habits, but when online it’s ideal to mix promotion of yourself with legal industry knowledge that conveys your expertise without it seeming as though you are endlessly indulging in ‘over the top’ self-promotion. In other words, the Goldilocks effect: not too much, not too little.

Ideally, 10 per cent of your posts should be about you (for example, recent achievements or awards) and the rest should highlight current legal news and trends, provoking discussion and sharing your perspective on things that are happening in the legal world.

And it goes without saying – keep your private life private, and your professional life professional online. Mixing the two is inviting trouble.

Be mindful that it may not be something you write on your personal feed that will damage your reputation, but it could be a controversial response from a friend; from political comments to excessive personal information – keep it off your professional profile.

5. You Don’t Stick to Your Promises

If you promised to appear as a speaker at an event, you wouldn’t not show up, would you?

Similarly, if you guarantee an in-depth article to your online followers every week, you need to ensure its there. If you fail to keep your promises, even at this level, you will lose the trust of followers and damage your brand.

So, think carefully before you promise articles, videos and twitter posts and ensure that you can fit them into your schedule.

6. You Don’t Follow Up

Credibility is built on consistency, so being constantly mindful of behaviour is critical.

Putting your brand ‘out there’ but failing to keep consistency is going to damage your brand. You’ve got your LinkedIn profile updated and your articles written for your blog posts – what else can you do?

Just as you would if you were marketing your law firm, you need a marketing strategy for your brand (remember the goals we talked about earlier?) Consistent messages and actions keep your sense of identity and credibility going and help power you towards those goals.

Maintaining your identity online and in-person will add value to your propositions and opinions.

That way, you will establish your professionalism and earn the trust of peers, colleagues and industry professionals to build authenticity and make the most of your personal brand.

Next Steps

If you’re reading this article because you are looking for the next move in your legal career, call one of the Clayton Legal team on 01772 259 121 and let’s have a conversation to explore your options. With our help, your transition can be smoother and quicker.

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.

If you would like to know more about recruiting trends in the legal sector this year, download our latest guide here.