TBD Marketing has unveiled its latest Q4 Legal LinkedInfluencer Report, the tenth edition of the deep dive of LinkedIn in the legal sector. The report provides an in-depth analysis of the most influential voices on LinkedIn from the UK’s top 200 law firms and highlights the seismic shift towards individual influence over traditional corporate accounts.
Since starting the LinkedInfluencer regular analysis it has become clear personal branding is becoming an essential tool for legal professionals to stand out in a competitive market. Among the top-performing lawyers, engagement rates often surpass those of their firms’ official LinkedIn pages. The data shows that at 22 of the top 100 law firms, individual LinkedInfluencers generated more significant engagement than their corporate counterparts. Authentic and relatable voices resonate more with audiences than traditional, often impersonal, firm-led accounts.
This quarter sees 27 new entrants in the top 100, including:
- David James Lister, Actons Solicitors
- Nic Elliott, Actons Solicitors
- Eloise Butterworth, Lester Aldridge
- Jayne McGlynn, Stewarts
- Daniel Herman, Stewarts
- Victoria Quinn, Wilkin Chapman
- Laura Hartigan-Pritchard, CMS
- Sian Jackson, Higgs LLP
- Joanna Gosling, Higgs LLP
Other key findings include:
- 72% of the Top 100 (and 70% of the Top 20) scored higher than the prior quarter.
- Only one new person cracked the Top 20 (Juliet Schalker), but 27 new people made it into the Top 100.
- The Top 10 individuals’ Power Scores rose from 322,980 in Q3 to 387,062 in Q4, showing stronger performance among the leading influencers.
- The Top 100 LinkedInfluencers work at 67 different law firms, highlighting the diversity of legal voices on LinkedIn.
- Comments continued to rule, explaining why individuals consistently outperform firms on social media. The vast majority of law firms treat LinkedIn as a broadcast channel, missing the opportunity for genuine engagement.
- Established lawyers and future lawyers are present on the platform. However, from trainee to PQE+5, very few lawyers are active enough on LinkedIn to make the Top 100.
Charlie Moore, Senior Paralegal at Kingsley Napley LLP rose five places to number 35 and says:
“Being recognised as part of the LinkedInfluencer community is a testament to the power of authenticity in building meaningful connections online. The LinkedInfluencer report has been an invaluable tool in helping me stay true to my voice while fostering real conversations that resonate and inspire. LinkedIn has and will continue to be a powerful platform for authentic connection and meaningful dialogue.”
One standout from the report is Jen Shipley, Senior Associate Solicitor at Irwin Mitchell, who has been named the top LinkedInfluencer for Q4 – the second time she’s ranked so highly. Her authentic approach and ability to connect with her audience drove over 10,200 comments this quarter alone. Her posts, often touching on personal and professional challenges, have not only amplified her voice but also reshaped how legal professionals view LinkedIn as a platform for meaningful engagement.
Simon Marshall, founder of TBD Marketing, says:
“Q4 2024 was a defining period on LinkedIn for the legal sector, where the established voices cemented their positions, and a wave of new entrants boldly stepped into the spotlight. While breaking into the Top 100 remains achievable even from scratch, the upper echelon is increasingly dominated by a select group of seasoned influencers.
Leading this pack, Jen Shipley and Sophie Wardell exemplified what it takes to stay at the top. They doubled down on their strengths, delivering content that resonates deeply with their audiences. If one word captures their success, it’s “relatable.” These two not only spark engagement but dominate it, with Sophie alone amassing over 10,000 comments in just 12 weeks – a staggering feat of interaction and influence.
For law firms around the globe, this level of engagement remains an aspirational goal, as no firm has yet come close to matching it. It’s a clear reminder of the untapped potential for human connection and relatability in the world of legal marketing. Food for thought for the industry at large.”
The findings also reveal the scale of this influence. The top 10 LinkedInfluencers generated engagement valued at £1.21 million in LinkedIn ad spend, compared to £532,000 generated by the top 10 law firm pages. This stark contrast demonstrates the effectiveness of personal branding and individualised communication in creating engagement that resonates. Comments, rather than likes, are the driving force behind this influence, indicating that deeper, more meaningful interactions are at the core of successful LinkedIn strategies.
To bring these insights to life, TBD Marketing will host a dedicated LinkedInfluencer training event at Eversheds Sutherland in Leeds. The event on 16 January 2025 is designed for aspiring and junior lawyers, LinkedInfluencers, and in-house marketing teams eager to learn how to harness LinkedIn’s full potential. Attendees will gain practical insights into building their personal brands, engaging with professional networks, and driving business results through authentic content.
The agenda includes a deep dive into the Q4 LinkedInfluencer Report, with Simon Marshall presenting key trends and strategies to replicate the success of top performers. There will also be a panel discussion featuring LinkedInfluencer leaders such as Patrick McCann, Global Head of Learning at Linklaters, and Jen Shipley, who will share their experiences of leveraging LinkedIn to advance their careers.
Patrick McCann, reflecting on his use of LinkedIn, noted,
“The platform has been invaluable for connecting with my community, fostering collaboration, and amplifying my voice in the legal sector. I’m looking forward to sharing my journey and insights at the event.”
To ensure the event is accessible to as many people as possible, TBD Marketing has introduced a travel support fund for students facing financial barriers as part of company’s commitment to social mobility and supporting the next generation of legal professionals.
