How Lawyers Can Effectively Promote Their Chambers and Other Legal Guides Rankings on Social Media

I keep seeing lawyers post on LinkedIn about their recent Chambers rankings, and while there’s nothing wrong with posts like these, especially because we like to cheer on others’ successes, the mistake I see a lot of lawyers make in these posts is that they come off sounding boastful, formulaic and formal.

Not to mention, they all sound the same, (which is a common problem in our industry when it comes to content such as bios).

They start with “I’m honored to be ranked by. Chambers…“ I’m once again ranked in Chambers…” or “I’m proud to be included in Chambers…”

The issue is that these are all about YOU. Your posts should be client-centric even when the focus is on YOUR accomplishments.

With posts like these I like to invoke the “humblebrag approach.” This involves citing the achievement while also not sounding too boastful and thanking your colleagues, clients and others who helped make it possible.

I also recommend you share the post mentioning your honor from your firm’s LinkedIn company page – it seems less self-promotional when you share it from a third-party.

So what if you told a story about one of the significant matters over the year that helped you become Chambers ranked? (You don’t have to name actual client names of course).

Or the teamwork that was involved in a deal getting done collaboratively?

Or the Herculean efforts of a round the clock support team during the pandemic that enabled you to seamlessly complete a big matter?

These are the kinds of stories that resonate. Remember you don’t have to tell anyone how great you are. It is implicit. The idea is to show versus tell.

Another idea is to talk about why you became a lawyer or someone who influenced your career and helped you along the way. Discussing your background enables your connections to get to know you on a deeper level and enables you to stand out.

Another idea is to talk about why you became a lawyer or someone who influenced your career and helped you along the way. Discussing your background enables your connections to get to know you on a deeper level and enables you to stand out. Authenticity is key to being successful on LinkedIn.

So congrats to all of the Chambers ranked lawyers and the legal marketing professionals who tirelessly put together those submissions – it’s no easy feat! I celebrate all of you.