Building a Legal Networking Strategy

If you’re a lawyer and you’re not using LinkedIn, you’re missing out. I’ve seen firsthand how this platform can open doors—internships, mentorships, speaking opportunities, and even clients. But most lawyers don’t use it effectively. They either post once in a blue moon or treat it like a resume dump. Here’s what’s worked for me (and can work for you too): 1. Optimize your profile like a pitch, not a CV ➜ Your headline should tell people what you do, not just your job title. ➜ Your ‘About’ section should explain how you add value. ➜ Keep it client-friendly. 2. Post valuable content (without sounding like a textbook) ➜ Share legal insights in plain English. ➜ Talk about what you’re learning, mistakes you’ve made, or industry trends. ➜ No need to sound formal. Conversational writing is more engaging. 3. Engage like a real person ➜ Thoughtful comments on others’ posts bring more visibility than passive scrolling. ➜ Follow and interact with lawyers, entrepreneurs, and professionals in your niche. ➜ Build actual relationships 4. Connect with intent. Don’t send blank requests. ➜ A simple “Hey [name], I liked your post on [topic]” can start a great conversation. ➜ Be consistent (without burning out) ➜ Post once a week. Comment daily. That’s enough to stay top of mind. I’ve used LinkedIn to grow my network, find great mentors, and create career opportunities—without spamming or self-promoting. If you’re a lawyer trying to stand out, start showing up. Your future self will thank you. :) #lawyers #networking #linkedinforlawyers

He wasn’t convinced that being active on LinkedIn would be helpful. 30 days later? Strategic LinkedIn networking brought in 2 new clients (estimated to be worth more than $100k in legal fees). The backstory: ⇒ Litigation partner in a mid-sized law firm. ⇒ Skeptical that LinkedIn could be used to network for business. ⇒ No time for writing or doing traditional “thought leadership”. Despite his doubts, he was willing to give LinkedIn a try. We put a simple strategic LI networking plan together that felt doable for him. Here it is: 1️⃣Identify (& then connect with/follow) 6-10 relevant people. These folks must: ✓ Be active on LinkedIn. ✓ Post about issues relevant to your ideal clients. And no, they don’t need to be competitors or attorneys (but they CAN be - don’t be afraid to follow and engage with those folks!). 2️⃣Set aside 15 minutes per day to review their posts and strategically comment (on any that are relevant to your audience). When commenting, don’t say “great post” or “thanks for sharing”. Instead, add value by: >>> Validating their point with specifics. >>> Adding a new perspective or insight. >>> Asking a question to deepen the discussion. 3️⃣Connect with people you engage with. LinkedIn is a networking tool. Use it that way! Any time someone you aren’t already connected to likes one of your comments or (even better) engages with it, reach out to them to connect. And then, DM them to say “hello” and take the discussion (already started in the comments) further. Yes, that's it. Here’s why this simple formula is so effective: ⏩ It's an easy way to showcase your point of view (and way of lawyering/thinking), which attracts better-fit people into your LI universe. ⏩ It shows your credibility and expertise (in a service-based, non-salesy way). By doing something that takes little time. ⏩ It builds authentic relationships. With people you probably wouldn’t meet in person. Stop thinking of LinkedIn purely as social media. Use it as the networking tool (it actually is). Now, the elephant in the room…Posting your own content. Yes, this will help. But it’s not necessary. If you don’t have the time right now (or are a bit shy about putting your own posts/articles out there), this is a great strategy to lead with. Ready to get started (now)? Do this: 1. Find 1 thought leader in your niche. 2. Make a thoughtful, strategic comment to one of their recent posts. 3. Connect with anyone who likes or engages with your comment. XO, Heather ~~~ P.S. Season 5 of Life & Law podcast is BACK. And this is exactly what we’re covering today. Dive deeper into how to use LinkedIn for networking by listening to Episode 204 (see my Featured Section at Heather Moulder to go directly to the podcast).

I learned more about building a legal career from 75 one‑on‑one conversations than from any course outline or book. Last August I barely had a network in Toronto. So I set a personal challenge: speak with 75 lawyers and record what actually helps a career move forward. I stopped tracking job titles and started tracking sentences that changed how I work. Here are 9 that reshaped my habits. I grouped them so you can act on them right away. 1. Reputation “Reputation compounds. Protect it more than a single win.” If a tactic helps you win once but costs quiet trust, skip it. 2. Communication “Your emails are your reputation.” Write like the other side, a client, or a judge could read it tomorrow. 3. Initiative “Stop waiting to be invited to lead. Lead by organizing the next step.” Own loose ends. Summaries. Debriefs. Next-action lists. People remember who brings order. 4. Relationships “Law looks transactional from the outside. It is relational from the inside.” Track touches. Send follow ups. Remember small facts. That is how work finds you later. 5. Learning “Do a short 'post-mortem' after every file.” What went well. What went poorly. What will I do different next time. 90 seconds. Massive payoff. 6. Focus “Early in your career you think speed is value. Clarity is value.” Pause before you respond. Confirm the real question. Then answer it cleanly. 7. Boundaries “You teach people how to treat your time.” If you always reply in 2 minutes, that becomes the expectation. Set a sustainable rhythm now. 8. Resilience “If you feel like you are drowning, call someone who has already survived that wave.” Isolation makes problems bigger. One candid conversation shrinks them fast. 9. Courtesy “Say thank you to everyone. Even opponents. Especially opponents.” The profession is smaller than it looks. Courtesy is strategic endurance. These are not slogans. They became small daily filters I (try to) use before I hit send, say yes, or move on. Which one hits you hardest right now. Or drop the single best line of advice you have received so another student or junior lawyer can use it. Save this if you want a quick reset checklist later. Share it with someone starting out next month!

Acquaintances don’t become advocates by accident. (Here’s how to make it happen on purpose:) Most professionals meet someone promising. Exchange cards. Maybe grab coffee. Then the relationship stalls. Not because the fit wasn't there. But because they didn't know what to do next. Strong client relationships follow a pattern. And top performers know exactly how to climb it. Here’s the 10-step ladder from acquaintance to advocate: 1. Start With Research → Check for recent hires, launches, or shifts → Skim their LinkedIn posts to spot what they’re proud of 2. Ask About Their Priority → Try “What's keeping you up at night?” → Listen for what they mention second 3. Follow Up With Value → Send one relevant case study within 48 hours → Explain briefly why you thought of them 4. Make a Strategic Introduction → Connect them to someone who solved their problem → Brief both parties before the intro 5. Share Relevant Experience → Pick a story where the solution wasn't obvious → End with the lesson, not the sale 6. Create a Quick Win → Offer a free audit that saves them time → Make it actionable immediately 7. Become a Thought Partner → Schedule monthly strategy conversations → Bring trends and ask their perspective 8. Expand the Network → Ask who else should join the conversation → Invite colleagues to build shared context 9. Deliver an Experience → Send a handwritten note with specific details → Reference something personal they shared 10. Ask for the Partnership → Frame your proposal around their goals → Be clear and ready to hear “not yet” Here’s the truth: Most professionals stop after the first follow-up. ❌ They wait. ❌ Wonder. ❌ Hope. Top performers, on the other hand, keep climbing. The Relationship Ladder isn’t complex. But it does require intention. So—what’s your next step? ♻️Valuable? Repost to help someone in your network. 📌Follow Mo Bunnell for client-growth strategies that don’t feel like selling. P.S. Are you an LMA member looking to grow your legal practice? On October 15, Legal Marketing Association (LMA) is hosting a free session: The Best BD Strategies That Aren't Common In Law (Yet). I’ll join a cross-industry panel to reveal proven BD strategies, and show how to spark growth inside your firm. Register here: https://lnkd.in/ewD7i8T8 

Dear law students, network now, often and never stop. What kind of networking did I do while in law school?” The honest answer? Not nearly enough. If I could go back, here’s what I wish I had done (and what I recommend to every law student now): Join and show up to local bar association events (even as a student member—they want to meet you!). Attend Kiwanis, Rotary, Toastmasters and Chamber of Commerce meetings—because these are the people who refer cases and shape your community. Volunteer for legal clinics, expunction fairs, and pro bono events. Ask practicing attorneys for coffee—not for a job, just to learn their story. Keep in touch with classmates in other areas of law or different cities. Say yes to invitations, even when I felt out of place or “not ready”. Join Facebook groups, local legal Listservs, or online forums where lawyers help each other. Follow up after networking events—not just meet people, but stay connected. Treat every class, internship, and job like a long-term relationship—not just a grade or a paycheck. I used to think networking was something you start after you pass the bar. But the truth is: networking starts the day you decide to go to law school. To any current law student reading this: You don’t have to wait until you feel confident. Just show up. Ask questions. Take interest in others. That’s how real networking begins. If you’re a practicing attorney, what’s something you wish you’d done earlier in your career?

Your personal brand and network are your two most powerful tools as you grow in your career. Yet, they are the most overlooked, especially in the legal profession. Often, even when people want to start networking and branding themselves, they overthink the “how”. But as with most things in life, step 1 is always to just start! So here’s a no-nonsense guide to get you started – whether you’ve got 10+ years of experience under your belt or contemplating your path after graduation. ❗️𝗙𝗶𝗿𝘀𝘁, 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲𝘆 𝗿𝗲𝗮𝗹𝗹𝘆 𝗮𝗿𝗲 🙋 Your personal brand = your work experience + how you show up in your career (as an employee, a colleague, a manager/leader, and as an expert in your field). 👥 Your network = your personal reach + the reach of your brand. It’s a multi-layered ecosystem of relationships that you can tap into, and that can tap into you.  There must be mutual tapping! 𝗛𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝗴𝗲𝘁 𝘀𝘁𝗮𝗿𝘁𝗲𝗱? 💡 Start where you are In the class I teach to 1L law students, we talk about the importance of building a network right from law school – with classmates, bar associations, professors, etc. You don't have to wait until you're an established lawyer to start building connections. In fact, it’s tough to be one WITHOUT connections.  This applies to college students and other professions just as much. 💡 Know what fires you up By the time you start working, you likely know who you are and what you care about. Tap into those passions, issues, and beliefs, and think about what matters most to you as you’re building your brand. 💡 Keep it consistent Whether you’re posting online, speaking at a seminar, or writing an article, stick to your key messages and show up consistently in line with your values. Integrity goes a long way towards building a personal brand. 💡 Make connections count Networking isn’t just collecting “connections” – it’s about cultivating genuine relationships. Check in with your contacts, help out where you can, and exchange ideas and resources. This is how you build a network that gives back. 💡 Evolve as you go As your career grows, your interests might shift. That’s normal. Regularly take stock of your brand, update it as you grow, and let your network know about these changes. Stay relevant to yourself first and you will remain relevant to others. If you’re a legal ops professional or lawyer who’s been waiting to start building their brand or network, this is your sign to start today. And I’m curious – what steps have you taken recently to enhance your personal brand or expand your network? #legalnetworking #personalbranding #careerdevelopment #inhouselawyer

The #1 skill lawyers aren’t taught in law school? Marketing. And I say this as a lawyer too. Because a few years ago, being a lawyer online meant one thing: • Posting about case wins. • Sharing legal jargon. • Maybe a stock photo of a gavel. But something’s changing. I’ve been connecting with a lot of lawyers lately, and they’re doing something different. They’re not just practicing law. They’re building brands. • They’re learning marketing. • They’re improving their sales skills. • They’re figuring out where their ideal clients hang out. Because knowing the law is only half the battle. The other half is getting clients. And the best lawyers I know don’t sit around waiting for business to magically appear. They build systems to attract it. • They put themselves out there. • They share their expertise. • They show who they are beyond the courtroom, beyond the contracts they draft. Because in this field, your network is everything. And if people don’t know you exist, how will they ever hire you? And let me in you a secret. The best way I network is by speaking to people without expecting anything in return. It means: • No pitching left or right. • No forcing sales into conversations. • If the context calls for it, then politely ask if they need what you do. Because ultimately: • The more people respect you. • The more your network grows in the right market. • The more chances you have of getting your ideal client. And all this is connected with your brand. So start building that today. And this advice is not coming from a personal brand expert, it's just coming from another lawyer like you. --- ✍ Question: How are you positioning yourself to attract the right clients?