The Brief
Hong Kong law firm. Cross-border M&A, corporate restructuring, commercial disputes with a China dimension. Credentials built over decades. Deal flow came through reputation and personal introductions, and it worked but it put a ceiling on growth. The firm wanted to be findable by PE firms, corporate development teams, multinationals active in Greater China.
Senior partners had the deal experience. LinkedIn profiles did not reflect it. One partner's profile still listed a previous firm he'd left four years ago. Another hadn't logged in since 2019.
Our Strategy
Three partners, three distinct angles. We specifically did not want three lawyers posting the same type of content.
One became the voice on Greater China M&A trends, deal patterns and buyer behavior. Second took regulatory risk, what changes in mainland China policy mean for cross-border transactions. Third focused on dispute resolution for multinational joint ventures. Each got a rebuilt profile and a content calendar shaped around their positioning.
Hardest part of the entire project was getting the first posts published. Lawyers review everything. Compliance had to approve every sentence. First round of approvals took eleven days, which would have killed any posting momentum. We built a streamlined review workflow that got turnaround to 48 hours. Took a few weeks to get compliance comfortable with it but once they were, the program could actually move.
Company page ran weekly content timed to real events. Policy shifts from Beijing. Cross-border deals reported in the news. Commentary that showed the firm paying attention to what's happening now, not recycling old analysis.
Employee advocacy brought in 15 associates and counsel. Weekly content kits with pre-drafted posts on legal developments, firm commentary, deal milestones. Monthly reviews kept participation from dropping off.
The Result
Two new cross-border mandates in the first two quarters, attributed to LinkedIn. Not a huge number. But for a firm where a single mandate can run into seven figures of billings, two is meaningful.
Three partners reached a combined 3,800 followers in four months. One post about a regulatory shift in mainland China hit 12,000 impressions and got picked up by two financial news accounts. Firm page grew from 600 to 1,700 followers. Advocacy participation averaged around 55%, which dipped in month three when the associates got busy with a major deal and recovered after.
"We used to need someone to make an introduction. Now people find us and already know what we do before we talk."