Unless you're independently wealthy or have no interest in originating new clients, you are trying to get hired. You may have job security at your current firm, but you will always be interviewing for your next client.
The preliminary phase of this job interview is happening online. Your prospective clients are doing their due diligence by reviewing your LinkedIn profile page.
According to a recent ABA article, 78% of business-decision makers look at a lawyer's LinkedIn profile before they contact them to discuss a new engagement. It makes sense—in the digital age, your LinkedIn page is your resume on steroids. It not only tells the prospect what you've done, it tells them who you know in common, who has recommended you, and which groups are of interest to you.
Follow these four steps to ensure that your profile better represents you:
1. Make sure your profile is 100% complete. If your online resume looks slapdash, why should your prospect assume that your work product would be any different?
2. Upload a recent picture. Yes, you looked great in '92, but it's time to move on.
3. If you have a specialty, underscore it in your bio. Visitors will spend only a few seconds on your profile, so don't try to provide a laundry list of all the things you can do. Instead, highlight the short list of unique capabilities that will set you apart from your competition.
4. Include multimedia on your page. LinkedIn has become a much more visually interesting platform now that you can add rich media to your profile. Stand apart from the competition with pictures, video, or a slide share presentation from your last keynote.
You will never know how many opportunities a substandard profile is costing you, but if you follow the four recommendations above, you will learn how many new opportunities your optimized profile can bring.