If you’re not active on LinkedIn, let me remind you it’s 2025. It’s free (unless you have a premium account, which I have because I am a heavy user of the platform), it’s portable (I interact with it mainly on my cell phone), it’s easy to use (in five minutes, I can teach you everything you need to know) and it’s something you can do in those few minutes of each day when you’re waiting for something or between tasks.
Why LinkedIn? Because your potential referral sources and clients are on LinkedIn. Because it is a safe space, largely free of flamethrowers and trolls. Because you can build a tribe there that will support you and walk with you on your legal journey. No other platform is better suited for professionals communicating with other professionals.
Let me briefly share my LinkedIn journey. I joined in 2008. Then it was essentially a resume-sharing site. I didn’t really know what to do with the platform. I re-engaged in 2011. Again, it hadn’t evolved much, and I was still confused by what value it offered me (unless I was looking for a job). In 2016, I wrote my second book, The Associate Handbook, and re-engaged with LinkedIn to promote the book. And I committed that year to post every day, forever. And I have, including weekends and holidays. And for nine years, that’s what I have done, growing my following from a few hundred members to close to 80,000.
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During that time, I have read every book and listened to every podcast episode I could on LinkedIn and realized that succeeding on the platform is simple – find a topic or topics you enjoy, preferably your primary areas of practice, and post about it every day forever, and engage with those who engage with your posts. That’s it. It’s that simple. Do that, and you will benefit from LinkedIn.
There are no secrets about LinkedIn. There are no magic potions, silver bullets, or shortcuts. Post every day on a topic that means something to you. You will build a following, a tribe, and a group that will get to know, like, and trust you and will send you work or will help in another way (offer speaking or writing opportunities, offer you a job, or offer you something else you want or need).
But, you say, how do I post every day? Let’s assume your primary practice area is AI. I regularly post about AI. It’s easy to share a recent decision, order, regulation, or article with your hot take. That takes a few minutes a day. It’s easy to share information about the latest platform, lawsuit, or issue related to AI. If you’re in that space, you have no shortage of content. Likewise, if you’re a trial lawyer, you can discuss every aspect of trial over hundreds of posts. If you handle employment, there is no shortage of information to share. The only thing that prevents you from posting every day is you. You know what you do, and there is enough content to post every day for a lifetime and not run out of content.
And yes, you need a good headshot, a background image, a clever tag line, and a bio that is in plain English, preferably in the first person, and all the other things to make your landing page look and appear captivating. But to succeed on the platform, you need to create content that others will be interested in, read, consume, and associate you with, and think of you when they have a given type of case in your neck of the woods.
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I know a lawyer who specializes in writing only on insurance coverage and receives referrals as a result. I know someone who writes about non-competes and receives cases as a result. I know someone who writes on data privacy and gets data privacy cases. Write about what you know every day, and never plan on stopping, and it will pay off. Too often, I see folks drop off the platform after a few weeks or months, because they haven’t gotten any cases. Give it time. If you build it, they will come.
You don’t need to hire a LinkedIn guru for hundreds or thousands of dollars to maximize your presence on the platform. Update your profile page, pick one or two topics to write about, write on those topics every day, and engage with those who engage with your content. Do that consistently, and it will pay off. It’s a simple formula that produces favorable results.
Frank Ramos is a partner at Goldberg Segalla in Miami, where he practices commercial litigation, products, and catastrophic personal injury. You can follow him on LinkedIn, where he has about 80,000 followers.