Are ‘legal influencers’ the future?

Professional branding is evolving

One-quarter of a century ago, Mr d’Apice recalled, the idea of a law firm having a website was “odd”, then blogs caught on 15 years ago, Facebook 10 years ago, Instagram five years ago, et cetera. Following this logic, he said, law firms will need to turn their mind to strategies for TikTok, podcast, and whatever else is on the horizon.

“From that perspective, I do not see the law firm ‘influencer’ as any different really from forward-thinking lawyers who have marketed their practices using the new methods that have become available at any time in the past,” he submitted.

There is an important role for legal influencers to play, Ms Soto argued, given their scope and reach, as the profession emerges from the global pandemic.

“Legal influencers played a key role in reaching audiences through stories of appearing in court remotely from home, for example, as most of us juggled the demands of work and parenting. Social media transcended the divide that existed when we were in lockdown and interconnected us in such a positive way,” she pointed out.

Moreover, Ms Soto went on, as we see the growth of more women start-ups in the law space and the increase of legal influencers in social media, “we will, undoubtedly, see a rise of legal professionals engaging with audiences in that forum”.

“This emerging shift is an interesting one, as the legal profession (which is enshrined in history and formality) is making space for a new generation of legal influencers who are emerging to be an important part in this brave new world,” she surmised.

Part of such a transition, Ms Scott believed, will require influencers to determine how best to pivot into the “real world” and connect in person beyond the online communities cultivated in the last two years, if they so wish, now that lockdowns are all but over in Australia.

“There is a lot more opportunity to bring people together now, and whether that connection will translate in person will be interesting to watch unfold. I am optimistic that it will,” she deduced.

Every lawyer, Mr Kalantar submitted, has a brand – whether they like it or not.

“The question is whether they are being deliberate and conscious in the way that they cultivate, prepare and promote that brand,” he said.

“Personal branding is not essential to success, but having a person be able to identify an individual and their values, competence and personality is something that humans want to do. Giving people the opportunity to do so is likely to reduce the friction in relation to them interacting with you.”

Ms Scott supported this, noting that one can think of their personal brand as being synonymous with their reputation.

“We can use modern communication tools like social media, podcasting and blogging to help craft our reputation the way that we want. Human attention has shifted online like never before, and if you have a presence online, showcasing your thought leadership and expertise in whatever it is that you want to be known for, you can harness that attention,” she outlined.

“From there, it can convert to new business, new jobs, helps with recruiting efforts and generally helps you draw attention to issues that are important to you.”

Thinking of such work as gleaning one’s reputation, Mr d’Apice noted, might be more palatable to some lawyers than “influencing” or “branding”.

“Having a reputation will continue to be as important for a professional’s success as it has always been. I say: all professionals who are reluctant to embrace that view – and the value of a brand – are putting their future success at risk,” he warned.

Ms Scott: “I think that the opportunity is too good to pass up, and all professionals should be making the most of these tools, showing up in a way that is real for them and creating their online reputation for whatever their career dreams and ambitions are.”

How others can get started

Legal professionals who wish to be more active online, to share knowledge and influence the conversation, should first ensure they find a forum that works best for them.

“Find a channel that makes sense for you. I don’t really enjoy Twitter or Clubhouse, but I know people who swear by them. The most important part is to find your own voice and create a meaningful connection with the people you are speaking with,” Mr d’Apice suggested.

Those getting started should “take baby steps”, Mr Kalantar added.

“Not many of us want to dance a ‘Have you been injured in a workplace incident?’ dance for a TikTok video, or to make an attractive image about estate disputes to publish on Instagram. A gentler introduction to the online space would be to consider liking and commenting on content relevant to them and their clients on LinkedIn or Twitter,” he explained.

“Having dipped their toe into the water ‘publishing’ in this way, confidence can be built up. This confidence can then form the foundation of an online business-building strategy.”

Lawyers should also, Ms Soto recommended, connect with like-minded individuals who share their core values in and out of the legal profession.

“It’s important to remember that being [able] to ‘influence’ is a powerful tool and can really uplift a person or enlighten a person about a particular topic and/or event. I have recently connected with lawyers overseas on the broad issue of women in the law and have come to learn that we are all working within very similar structures, despite the geographical distance between us,” she reflected.

Ms Scott warned that one should also be sure to collaborate with one’s employer on any social media presence, particularly the workplace social media policies of that organisation.

“Responsible brand management is important to maintain your integrity and not fall afoul of your employer’s wishes too. I’ve only had incredible support but I know that not every employer feels the same, which is a shame,” she noted.

“Training your employees and empowering them to cultivate an online presence in a smart way will bring untold benefit to any employer. State law societies have also published guidance on ethical social media usage that I recommend. It is common sense but good to understand before embarking on any online activity.”

And, ultimately, lawyers should be unafraid to take these steps, Ms Scott concluded.

“There is still so much space for your voice and your brand to shine; it might feel like ‘everyone has a podcast’ or ‘there’s nothing left for me to talk about’, but it’s the complete opposite. Every experience is different, and your perspective and opinion will be unique,” she posited.

“Don’t be afraid to share and connect, elevate your brand, your reputation, online and amass influence for the things that you care about and want to talk about.”