LinkedIn and Social Media to   Power Your Job Search
2009
2009
Three Commandments
Three Commandments• You are your brand• Zealously protect  your brand value• Promote your brand
Personal Branding 101  Recent job applicant at a law firm:
Personal Branding 101
Personal Branding 101
Personal Branding 101  A full 70% of surveyed HR  workers in the U.S. admitted to  rejecting a job applicant because  of h...
Personal Branding 101  A full 70% of surveyed HR  workers in the U.S. admitted to  rejecting a job applicant because  of h...
What should I do?
Control and Create Your Brand                    • LinkedIn                    • Groups                    • Alumni Pages ...
LinkedIn
135 Million Users
Benefits of LinkedIn
Benefits of LinkedIn  Build relationships with potential employers 
Benefits of LinkedIn
Benefits of LinkedInCreates a community of like-minded professionals
Benefits of LinkedIn
Benefits of LinkedInSpread your content and prove you’re a thought leader
Benefits of LinkedIn
Benefits of LinkedInStay in touch with what’s happening in your specialty
LinkedIn: Your Resume
LinkedIn: Your ResumeDo complete your profile
LinkedIn: Your Resume
BPC §6157     Legal Advertising     “(c) ‘Advertise’ or ‘advertisement’     means any communication. . . directed     gene...
Profiles are Subject to Rule 1-400
Profiles are Subject to Rule 1-400• You can’t solicit• It can’t be misleading (Rule 1-400(D)• Your online profiles are adver...
LinkedIn: Capture your URL
LinkedIn: Capture your URL
LinkedIn: Your Resume
Linkup After In-Person Networking
Don’t Do The Default Request
Don’t Spam The World
Join Legal Groups
Join Alumni Groups!
Post Law-Related StatusUpdates
Post Law-Related StatusUpdates
Follow Law Firm LinkedIn Pages
Recommendations
LinkedIn           Recommendations for John Q. Attorney           Owner           Law Offices of John Q. Attorney
LinkedIn           Recommendations for John Q. Attorney           Owner           Law Offices of John Q. Attorney          ...
RPC §1-400     Legal Advertising     (2) A "communication" which     contains testimonials about or     endorsements of a ...
Recommendations for John Q. Attorney           Owner           Law Offices of John Q. AttorneyLinkedIn            I hired J...
Recommendations for John Q. Attorney           Owner           Law Offices of John Q. AttorneyLinkedIn            I hired J...
Endorsements
Card Munch
Card Munch
Card Munch
Card Munch
Twitter
Twitter
TwitterFollow law firms, attorneys, and law firmmarketing companies
ADVERTISING
@GreatAttorney John C. SmithJust received $8 million dollarverdict.
BPC §6158.3     Legal Advertising
WARNINGThe advertisement must adequately disclose the “factual and legalcircumstances that justify the result portrayed in...
Email: morgan.smith@cogentlegal.com         Twitter: @cogentlegal         Phone: 510-350-7616Please follow our company pag...
LinkedIn for Lawyers
LinkedIn for Lawyers
LinkedIn for Lawyers
LinkedIn for Lawyers
LinkedIn for Lawyers
LinkedIn for Lawyers
LinkedIn for Lawyers
LinkedIn for Lawyers
LinkedIn for Lawyers
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LinkedIn for Lawyers

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Cogent Legal's Morgan C. Smith gave this Keynote presentation on Nov. 3, 2012, to students and recent graduates at Pacific McGeorge School of Law. This slideshow demonstrates ways that attorneys can use LinkedIn and other social media to power their job search and grow their practice. It also addresses important ethical concerns that all attorneys must consider when using social media. Please be sure to read the "notes" section under the slides for captions that explain the slide content.

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  • \n
  • I practiced complex litigation in San Francisco for about 17 years, and we would generally overwhelm the other side’s visuals and exhibits, and the juries responded appreciatively because they could understand the case. \n
  • I then made the decision to travel around the world with my family and with my children.\nI made the decision not to return to litigation directly to start something new. \n
  • I decided to found Cogent Legal to focus on the creative aspect of litigation and visualization to work with other attorneys and help them with that process. I’ve now got a team of designers and we’re going strong. We specialize in many various types of litigation graphics from construction litigation, 3D modeling graphs, charts and interactive pieces\n
  • The primary social media marketing source I use is my blog that I promote through Linkedin, Twitter, JD Supra and other sources. \n
  • While the primary source of referrals to the blog are from Google, the LinkedIn referrals are simply more valuable and much more likely to lead to potential business since they primarily come directly from attorneys. \n
  • Just as Apple guards its brand identity like crazy, you need to have the same devotion to yours. You are the only you that you’ve got so think about it in those terms. \n
  • Just as Apple guards its brand identity like crazy, you need to have the same devotion to yours. You are the only you that you’ve got so think about it in those terms. \n
  • Just as Apple guards its brand identity like crazy, you need to have the same devotion to yours. You are the only you that you’ve got so think about it in those terms. \n
  • Just as Apple guards its brand identity like crazy, you need to have the same devotion to yours. You are the only you that you’ve got so think about it in those terms. \n
  • We all, of course, know the downside risks of social media when applying for a job. \n
  • I doubt any of you would be thoughtless enough to allow pictures you would not want your grandparents to see to be posted of you in social media where employers will look. \n
  • I doubt any of you would be thoughtless enough to allow pictures you would not want your grandparents to see to be posted of you in social media where employers will look. \n
  • I doubt any of you would be thoughtless enough to allow pictures you would not want your grandparents to see to be posted of you in social media where employers will look. \n
  • I doubt any of you would be thoughtless enough to allow pictures you would not want your grandparents to see to be posted of you in social media where employers will look. \n
  • I doubt any of you would be thoughtless enough to allow pictures you would not want your grandparents to see to be posted of you in social media where employers will look. \n
  • \n
  • In terms of Social Media for job search, what should you do? \n
  • \n
  • \n
  • Article today said they are growing at 2 new users per second, which equals 172,000 per day worldwide. Job searches do not have to be local, and providing a way to plug into an international job market is a key benefit. \n
  • But the best way to use LinkedIn is to move relationships from online to in-person. Fostering\nconnections in person is still the best way to get a job.\n
  • Utilizing LinkedIn allows you to start becoming one of the thought leaders in your area of legal specialty. You can become part of the conversation and get yourself on the radar screen with others. \n
  • The web is an extremely hungry beast for constant new content, and developing and distributing your own content increases the likelihood of getting known in community of professionals you are targeting. Make good content, and distribute through LinkedIn and Twitter. \n
  • Not only does it help with you becoming connected to like-minded professionals, you learn from what they are posting and commenting on as well, and that helps you become an expert in that field. \n
  • The important thing to understand is that unless you claim your “personal brand” online, it will exist anyways, but not necessarily in a form you want. Take the time to capture any place your name shows up and fill it out, such as your LinkedIn profile, your AVVO profile or anywhere else you may already show up on line. \n
  • No substitute of doing this well. While a written resume may be the first document a prospective employer may get from you, the second they will likely check is your LinkedIn profile. Make sure it is accurate, 100% complete and persuasive. \n
  • Do remember that as an attorney everything you put online is potentially subject to the Rules of Professional Responsibility. As to your Linkedin profile, it is clearly holding yourself out as available for legal employment under the rules. \n
  • Do remember that as an attorney everything you put online is potentially subject to the Rules of Professional Responsibility. As to your Linkedin profile, it is clearly holding yourself out as available for legal employment under the rules. \n
  • Do remember that as an attorney everything you put online is potentially subject to the Rules of Professional Responsibility. As to your Linkedin profile, it is clearly holding yourself out as available for legal employment under the rules. \n
  • Therefore, you cannot use your LinkedIn account to directly solicit new business (i.e. sending direct messages to potential clients offering your services), and you cannot be misleading. \n
  • Therefore, you cannot use your LinkedIn account to directly solicit new business (i.e. sending direct messages to potential clients offering your services), and you cannot be misleading. \n
  • Therefore, you cannot use your LinkedIn account to directly solicit new business (i.e. sending direct messages to potential clients offering your services), and you cannot be misleading. \n
  • Claim your own URL. That way your URL is nice and tidy rather than having long string of numbers.\n
  • Do proofread everything you post, and if you are not a good proofreader, get some who is to do it for you. Employers have 10s if not 100s of applicants for a job, and any little error may be enough to put into the “No” pile. \n
  • If you are going to an event to meet people, it is a good practice to immediately follow up with a LinkedIn request where appropriate. \n
  • If you do make such a request, I strongly recommend not doing a default request, but making it personal and explaining when you met and why you want to connect.\n
  • People do not like random attempts at connecting without any prior relationship, so focus on those connections that you really do have some relationship with. \n
  • Groups are a fantastic way meet others, and to share your ideas. Become known in your “Groups” by submitting or answering questions, helping others by posting job links or industry articles, or by joining discussions.\n
  • Law School alumni pages are another great way to keep in touch, find out about job opportunities and make connections. \n
  • Post items of interest to the legal profession, events you are attending, cases you\nare reading. Use it to announce good news such as winning your moot court argument.\n
  • Law Firm company pages are very new and only a few have really claimed this territory yet. However, definitely look to see if law firms you are interested in working for have a page, and if so, follow them. \n
  • Recommendations are important as visible testimonials of your work, especially at individual positions. They’re sales testimonials in the best possible way, a way that highlights what you can do and what results you’ve generated in the words of others.\n
  • Also, if you stake out a profile page in an online directory, you can be held accountable for the truthfulness of what reviewers say about your services. If a consumer, for example, writes about a particular result of their case, you as the attorney may have a duty to remove it since it might violation RPC 1-400. \n
  • An express disclaimer is required, which does not really work with a recommendation on LinkedIn\n
  • An express disclaimer is required, which does not really work with a recommendation on LinkedIn\n
  • An express disclaimer is required, which does not really work with a recommendation on LinkedIn\n
  • State Bar decisions have found ethical violations of quid pro quo. \n
  • Endorsements are important, especially as part of the skills and expertise section, because LinkedIn’s tie-ins with corporate HR systems allow hiring managers to rapidly search profiles for needed skills. The fact that people can now vote for your skills likely adds some additional back-end data to those enterprise systems. \n
  • \n
  • Card Munch is a great app that allows you to take a picture of any business card and within a few minutes have all the information digitized in the right categories, with a button to connect with that person on LinkedIn. \n
  • This is a great way following in person networking to keep a copy of all the data of who you meeting and potentially link in with them. \n
  • \n
  • Post your LinkedIn updates to Twitter to increase the amount of people that may see them, and any content you are sharing. \n
  • The first question is how the rules of Professional Responsibility apply to social media. \n
  • Like any other social media for attorneys, be careful of the State Bar rules. \n
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  • \n
  • Since any report of a result may require a lengthy warning that is impossible on social media, you are probably prohibited from posting such Tweets or Posts. \n
  • \n
  • LinkedIn for Lawyers

    1. 1. LinkedIn and Social Media to Power Your Job Search
    2. 2. 2009
    3. 3. 2009
    4. 4. Three Commandments
    5. 5. Three Commandments• You are your brand• Zealously protect your brand value• Promote your brand
    6. 6. Personal Branding 101 Recent job applicant at a law firm:
    7. 7. Personal Branding 101
    8. 8. Personal Branding 101
    9. 9. Personal Branding 101 A full 70% of surveyed HR workers in the U.S. admitted to rejecting a job applicant because of his or her Internet behavior - 2010 Microsoft Privacy Study
    10. 10. Personal Branding 101 A full 70% of surveyed HR workers in the U.S. admitted to rejecting a job applicant because of his or her Internet behavior - 2010 Microsoft Privacy Study
    11. 11. What should I do?
    12. 12. Control and Create Your Brand • LinkedIn • Groups • Alumni Pages • Twitter
    13. 13. LinkedIn
    14. 14. 135 Million Users
    15. 15. Benefits of LinkedIn
    16. 16. Benefits of LinkedIn Build relationships with potential employers 
    17. 17. Benefits of LinkedIn
    18. 18. Benefits of LinkedInCreates a community of like-minded professionals
    19. 19. Benefits of LinkedIn
    20. 20. Benefits of LinkedInSpread your content and prove you’re a thought leader
    21. 21. Benefits of LinkedIn
    22. 22. Benefits of LinkedInStay in touch with what’s happening in your specialty
    23. 23. LinkedIn: Your Resume
    24. 24. LinkedIn: Your ResumeDo complete your profile
    25. 25. LinkedIn: Your Resume
    26. 26. BPC §6157 Legal Advertising “(c) ‘Advertise’ or ‘advertisement’ means any communication. . . directed generally to members of the public. . . that solicits employment of legal services provided by a member. . .”
    27. 27. Profiles are Subject to Rule 1-400
    28. 28. Profiles are Subject to Rule 1-400• You can’t solicit• It can’t be misleading (Rule 1-400(D)• Your online profiles are advertisements
    29. 29. LinkedIn: Capture your URL
    30. 30. LinkedIn: Capture your URL
    31. 31. LinkedIn: Your Resume
    32. 32. Linkup After In-Person Networking
    33. 33. Don’t Do The Default Request
    34. 34. Don’t Spam The World
    35. 35. Join Legal Groups
    36. 36. Join Alumni Groups!
    37. 37. Post Law-Related StatusUpdates
    38. 38. Post Law-Related StatusUpdates
    39. 39. Follow Law Firm LinkedIn Pages
    40. 40. Recommendations
    41. 41. LinkedIn Recommendations for John Q. Attorney Owner Law Offices of John Q. Attorney
    42. 42. LinkedIn Recommendations for John Q. Attorney Owner Law Offices of John Q. Attorney I hired John Q. Attorney for handling my employment discrimination case, and he was always available to talk, listened to all my concerns, and obtained a $2.3 million settlement for my case. I recommend him strongly for anyone.
    43. 43. RPC §1-400 Legal Advertising (2) A "communication" which contains testimonials about or endorsements of a member unless such communication also contains an express disclaimer such as "this testimonial or endorsement does not constitute a guarantee, warranty, or prediction regarding the outcome of your legal matter."
    44. 44. Recommendations for John Q. Attorney Owner Law Offices of John Q. AttorneyLinkedIn I hired John Q. Attorney for handling my employment discrimination case, and he was always available to talk, listened to all my concerns, and obtained a $2.3 million settlement for my case. I recommend him strongly for anyone. Assume John wrote an identical recommendation for Ruth by agreement of both attorneys.
    45. 45. Recommendations for John Q. Attorney Owner Law Offices of John Q. AttorneyLinkedIn I hired John Q. Attorney for handling my employment discrimination case, and he was always available to talk, listened to all my concerns, and obtained a $2.3 million settlement for my case. I recommend him strongly for anyone. I have known John for 20 years, while we were partners together at Big Law Firm. John is a terrific attorney and anyone would be lucky to have him as their counsel. Assume John wrote an identical recommendation for Ruth by agreement of both attorneys.
    46. 46. Endorsements
    47. 47. Card Munch
    48. 48. Card Munch
    49. 49. Card Munch
    50. 50. Card Munch
    51. 51. Twitter
    52. 52. Twitter
    53. 53. TwitterFollow law firms, attorneys, and law firmmarketing companies
    54. 54. ADVERTISING
    55. 55. @GreatAttorney John C. SmithJust received $8 million dollarverdict.
    56. 56. BPC §6158.3 Legal Advertising
    57. 57. WARNINGThe advertisement must adequately disclose the “factual and legalcircumstances that justify the result portrayed in the message,including the basis for liability and the nature of injury or damagesustained, or the advertisement must state that the result portrayedin the advertisement was dependent on the facts of that case, andthat the results will differ if based on different facts.”
    58. 58. Email: morgan.smith@cogentlegal.com Twitter: @cogentlegal Phone: 510-350-7616Please follow our company page on LinkedIn and Facebook

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