A recent study conducted by TBD Marketing has revealed that trainees at Freshfields Bruckhaus Deringer and Slaughter and May are among the least likely to use LinkedIn. The research ranked leading law firms based on how often their trainees utilized their LinkedIn profiles to share posts, ranging from career updates to personal reflections on working in the legal industry. While some firms have implemented programs to connect with potential clients through online networking sites, others are debating how to assess prospective junior hires based on their online presence.
Interestingly, the data shows that mid-tier trainees are more active on LinkedIn compared to those from the top firms. The magic circle firms, including Slaughter and May, Freshfields, and Allen & Overy, rank at the bottom of the list with the lowest percentage of trainees actively sharing posts. In contrast, Clifford Chance stands out as an exception, with a higher percentage of trainees engaging on the platform. According to TBD Marketing, the content shared on a firm’s corporate accounts can influence the behavior of its junior employees.
Among the firms with trainees actively posting on LinkedIn, Irwin Mitchell and Mills & Reeve take the lead, with a significant percentage of their cohort sharing updates. Irwin Mitchell trainees have been using the platform to showcase their progression through training contracts, thank colleagues, and share personal reflections on their legal careers. The firm emphasizes the importance of training its juniors on using social media effectively, balancing personal branding with client and reputational considerations.
The study also highlights the use of best practices for gaining traction on LinkedIn, such as using emojis, hashtags, and engaging visuals. Irwin Mitchell’s head of talent acquisition, Mark Gilbertson, emphasizes the firm’s commitment to helping trainees develop their social media skills and use platforms like LinkedIn appropriately for their roles. Overall, the findings suggest that firms with a B2C client base tend to have a higher percentage of trainees posting on LinkedIn, reflecting a trend towards personal law, personal injury, and private wealth practices.
In conclusion, the research sheds light on the varying levels of LinkedIn engagement among trainees at different law firms. While some firms are embracing online networking as a tool for personal and professional development, others are more cautious about their trainees’ activity on social media. As the role of social media in legal training continues to evolve, firms will need to strike a balance between encouraging online engagement and safeguarding their reputation in the digital age.