Q2 2025 Q&A
When did you decide to start to use LinkedIn to share posts and why?
I have been on LinkedIn for over 10 years.
Initially I saw it as a recruitment site. Then I saw it as a way of keeping track of people moving jobs.
About 5 years ago it became a key place for sector knowledge and updates.
About 18 months ago, I realised the potential power that it held for profile-raising and personal branding. I never saw the point of lawyers being on Twitter/X.
Selling law has changed and if you aren't known, it is more difficult to sell. LinkedIn is profile-raising central.
Simples.
Why do you think your posts encourage your followers to comment and engage?
We all have our niches.
Above all, I am a serious planning lawyer in a serious outfit.
I want to be known for the quality of my thought leadership and people do, I hope, respect what I have to say about renewable energy, policy and land use.
If I can package that up with a bit of humour and a bit of rock n roll, then I am happy.
I have always been legal 'Marmite' and have never been short of work.
So I must have been doing something right for 25 years.
How do you keep thinking of new things to share about?
Planning law is a fast-moving sector; there are always new policy documents, interesting decisions or schemes to talk about.
I travel all over the country, looking at landscapes or historic places or destinations of interest.
That provides a natural source of content.
I like being able to introduce people to things that they may not know about.
Most of my posts have a basic educational element to them.
Have you had any breakthrough results as a result of using the platform? Hires? Client wins? Introductions?
It is hard to attribute particular revenue streams to LinkedIn, but it has definitely opened a door to jobs.
People know who I am and know that I know my stuff.
I very rarely have to set out my professional track record any more, because they say 'We have read LinkedIn, 'nuff said'.
As with any lawyer, it then comes down to whether a client likes you as an individual.
Clients get to choose their weapon.
Has the firm been supportive of what you’re doing and – assuming it has – what lessons could other law firms learn?
Agnostic is how I would describe it.
LinkedIn lies in that transition zone between corporate messaging and personal social media.
The biggest benefits of LinkedIn are being able to move fast, share your views and show your personality.
That is what clients want to see.
Formal outputs from big firms, polished as they are, take a long time to put together, often miss the key window of interest and lack personality.
That is fine, but I am going for something different.
Lo-fi, lean and mean is the way to be.
What would you say to firms/leaders/business professionals?) that are hesitant about getting going on LinkedIn?
LinkedIn is generally a supportive platform, so have some confidence in taking your first steps.
Find a niche and stick to it.
Don't just repost material that others will have seen or know about already.
Think about what it means for those involved in your area of law.
Add some spin to the tennis ball.
Be more Rafa.
Do you get involved in training others on how to use the platform?
Nothing formal, but I can see that happening.
I am asked by individuals for help and guidance on an ad-hoc basis and am happy to assist.
I always say that I am no guru and am still learning myself.
There are plenty of experienced trainers out there if you want to find them.
Half the fun, I would say, is having a go.
Look at what works and how you can build your own lane, and just press the 'Post' button.
Who should we keep an eye out for in future? Do you have any future social media stars in the making?
Yes we do.
I am going to make a case for an Apprentice called Sophie Lee, who has got the interest and skillset.
James Horton always has a good musical reference.
Which creators would other legal sector professionals be wise to follow?
Well, Helen Pamely has been great to me and she is brilliant on the pathway-to-partnership stuff.
Patrick McCann radiates kindness and support; he has to be on any young lawyer's list.
Simon Ricketts is at the learned end of what I do in planning law.
And this may surprise you, but I would recommend linking with the big sets of Chambers in your field.
Some of them produce great materials and updates on relevant case law.
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