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Law firm LinkedIn rainmakers in demand as Covid-19 drives business development online



Simon Marshall, founder & CEO, TBD Marketing

Firms must identify and nurture social media ‘power users’, according to video Q&A

There has been an explosion in LinkedIn activity since the Covid-19 pandemic struck, making it even more important that law firms hone their strategy for leveraging the platform, according to a Global Legal Post video Q&A. 

Some 180 million users are now sharing an update on the social media platform for B2B professionals every week, up from just three million before Covid-19, Simon Marshall, founder of law firm marketing agency TBD Marketing explains in the video.

And while previously it was possible to share an interesting post and get 10,000 views relatively easily, such engagement is now much harder to achieve on a platform whose versatility has been underlined during lockdown.

The video was recorded to preview an interactive workshop being hosted by Marshall on 10 March, part of The Global Legal Post Masterclass series of courses specifically tailored to the legal profession.

How to Make LinkedIn Work For You and Your Firm will explore how law firms can improve all aspects of their social media strategy at a time when online networking and digital-first marketing is the only option in many parts of the world.


Marshall said he had seen a striking improvement in many firms’ use of LinkedIn during the coronavirus pandemic with some top practices achieving 20-30,000 impressions for a post.

He added that success hinged on identifying the equivalent of the rainmakers of yesteryear whose personal engagement on the network was likely to trump any output by the firm via its company page.

“Your real performers are going to be your individuals, your power users of LinkedIn. They’re the kind of people who were rainmakers in a different era, but they do it this way. As CMOs and as managing partners, we’ve got to encourage those individuals who are really good at it and are behind our strategy.” 

To watch the video click here, or for more details about the LinkedIn masterclass and to book your place click here.

Further reading

Can one post really convert LinkedIn sceptics?

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3 ways to recruit engineers who fly under LinkedIn’s radar




Sergiu Matei is the founder of Index, a platform that helps teams find and hire world-class remote software developers and be globally compliant from the get-go.

We’ve recently been bombarded with news of job surpluses, including predictions that the number of software developer roles will increase 22% by 2030. With the need for nearly a quarter more developers, recruiters are having to scale their search and look under the stones that have previously been left unturned.

It’s easy to assume in the digital age that job candidates are waiting at the end of a mouse click, but the online hiring space isn’t as encompassing as we think. Less than 10% of people on LinkedIn don’t have an education that surpasses high school, despite 87% of developers having taught themselves a new coding language, framework or tool without formal education.

People who live in emerging markets use LinkedIn less frequently, even though these locations harbor some of the world’s most promising tech talent.

Some developers choose not to have a LinkedIn account because it feels like another social media channel to maintain. This aversion makes sense considering engineers focus more on hard skills rather than their online personae.

This week, LinkedIn announced it would start offering its services in Hindi, which will allow the service to reach 600 million people globally. People who live in emerging markets use the platform less frequently, even though these locations harbor some of the world’s most promising tech talent.

Companies can’t let how they’ve hired in the past influence their approach today — doing so means missing not just the quantity of developers, but the quality and diversity of them. The remote revolution didn’t just broaden where we can recruit, it’s expanded who we can bring on board. With that in mind, these are the best ways to tap into the hidden developer gems.

Open up your content, chats and code

No recruiter should think of hiring a developer as the same process as selling a product or service. As Adam DuVander explains in “Developer Marketing Does Not Exist,” resonating with developers requires more education and less promotion than the majority of companies currently provide.

The content you publish can organically pique people’s interest, as long as it has a strategic purpose and doesn’t overly mention your brand or services; for example, blog posts about upskilling, industry trends and exclusive data insights. You could also host events like webinars, round tables, quizzes and hackathons that are less for recruitment purposes and more to showcase the team and culture. Don’t be afraid to be lighthearted with your content, either. Memes, GIFs and videos are a great way to demonstrate that you don’t take yourself too seriously. And once you remove the promotional positioning, developers in the shadows will start to come forward.

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