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Personal Branding Essentials for Lawyers
Published on 22 March 2016
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Ashleigh Beecham, a Career and Recruitment Consultant at Evans Petersen Legal, spoke to Insights about her observations and advice about personal branding. Ashleigh presented at the College of Law Queensland Alumni Event: Tips to Build Your Personal Brand, which was held on 22 March 2016.
Lawyers often overlook their online presence, observed Ashleigh. “LinkedIn is important but also be aware of other social media platforms. You need to set yourself apart from everyone else with a Law degree,” said Ashleigh. “Invest some time developing your LinkedIn presence. Follow relevant companies and firms in your industry, use a clear, professional photo, and explain what you do and why you do it. If this is too hard or you don’t have enough time, there are plenty of companies now that solely look after this element of personal branding for you.”
Networking is an essential skill too easily postponed to developing when you are seeking a senior role. “Networking is a skill that takes time to develop,” said Ashleigh. “You need to start from day one. Sure, it’s expected as a Senior Associate…but if you ask any Partner when they started developing client relationships and honing their business development skills, the vast majority will tell you they began as a junior solicitor.”
For younger lawyers, Ashleigh advises that it may be worth cleaning up the digital projected versions of their physical selves. “Expect that people in the legal industry will want to find out more about you via every means available to them,” said Ashleigh. “If you want your peers to view you as a professional, your online presence needs to reflect this. It might be time to take down your old MySpace page. Think you’re invisible? I haven’t met a lawyer yet who I haven’t been able to find an image of online.”
Ashleigh encourages lawyers to identify their strengths early. Although it is by no means a new concept, she observed lawyers generally fall into 1 of 3 categories: Minders, Grinders and Finders.
“That’s not to say that you should ever focus on one skill at the expense of developing another, but it’s important to be self-aware. I know plenty of lawyers on fast-tracked paths to promotion and/or Partnership who are the first to admit they aren't brilliant technical lawyers, but are amazing with winning business.”
“There are so many different types of lawyers and paths within the law, so be careful not to ‘fall into’ what’s available,” said Ashleigh. “I’ve met many lawyers who have become pigeon-holed as a certain type of lawyer (e.g. tax lawyer, banking recoveries lawyer, workers’ compensation lawyer) and as they gain more PAE, find it difficult to switch practice areas. Similarly, just because you are working in a law firm now doesn't mean that’s your destiny. There are many challenging and rewarding places for lawyers to work that aren't law firms. The reality of legal practice can be entirely different to your impressions.
“I’ve met a growing number of lawyers around the 5yr PAE mark who have decided for a variety of reasons (working hours, family commitments) that private practice is not for them. While there are certainly paths in law firms for lawyers who don’t want to become Partners, it can be a shock to many what Partners actually do and earn. Just because it’s the ‘top job’ doesn't mean it’s what you should be striving for or would even want. In my experience, lawyers who have had pre-admission experience, or have completed rotations across a range of practice areas, industries and environments tend to know with more certainty where and in what area they want to ultimately practice, and can set their desired career path in motion at an earlier stage.”