LinkedIn® Premium – Is It Worth It For Lawyers?
March 29, 2016
There are lawyers across the country using LinkedIn’s Premium upgrade and making it work for them.
However, I train in social media and am consistently asked by lawyers and clients whether the upgraded service is “worth it.”
For the majority of law firms and lawyers using LinkedIn the answer is no. Most often, attorneys and professionals using LinkedIn’s free profile are able to use the platform effectively for marketing and networking purposes.
I have put together a few of the benefits describing LinkedIn Premium. This may help to determine why, and when, it may be beneficial to upgrade.
There are four types of premium accounts (Job Seeker, Business Plus, Sales Navigator Professional and Recruiter Lite). The best premium account for lawyers would be the Business Plus which costs $59.99 per month.
Benefit #1: More Powerful Search Tool
With a free LinkedIn account, you can do some basic searching. For example, the advanced search feature within the basic profile can be used to search a keyword such as ‘general counsel’ within 10 miles of your zip code. It will also show how you are connected to those general counsel (through a 1st or 2nd degree connection). From there, you would ask that 1st or 2nd degree connection to introduce you through LinkedIn to the desired general counsel contact.
Using the free profile, the search results are limited and are not able to narrow the search terms for a more focused target. For example, with a paid premium account you can perform a search that includes Fortune 1000 companies or get more specific and narrow it down to results for Fortune 50 companies. This reduces search time immensely and allows lawyers to search for people based on company size, seniority level and more.
Benefit #2: More Detailed Profile Information
Without a premium account, individuals will only see profile information from contacts that are 1st and 2nd degree connections. The premium account allows you to have access beyond your network to everyone on LinkedIn (not just 1st and 2nd degree connections).
Benefit #3: InMail
With a basic LinkedIn account, you can’t easily email someone beyond your network. InMail allows an individual to email any connection on LinkedIn without having a 1st or 2nd degree connection introduce them. Many job seekers find this tool essential, but it can be used to build a business network, as well.
In most cases, lawyers and firms are able to access the connections desired and find leads using the free basic LinkedIn profile. Is a permanent upgrade worth it? Answer: it depends on how the attorneys are using LinkedIn.
Since the networking platform will be around for the long haul, I would recommend keeping the free profile and upgrade when needed.
For more information or questions, please email me at firstname.lastname@example.org.