LinkedIn is Evolving :: It’s Time to Adapt

By Kelly Caldwell

I have long emphasized the power of LinkedIn for building and strengthening professional connections. For years, my advice to clients has been simple: focus on small, daily habits – liking, commenting, and making new connections.

Engagement over posting has been my mantra, and frankly it has been very well received by our lawyer clients, who are pressed for time and often struggle with ideas for content creation.

But LinkedIn is evolving, so if you want to maintain visibility and credibility on that platform, you’re going to have to start going beyond just interacting. Posting content on a weekly or bi-weekly basis has become increasingly important.

Now, I’m well aware that this might sound overwhelming, but it doesn’t have to be. Here’s how you can make LinkedIn work for you without it consuming too much of your time.

The New Rules of LinkedIn

For many lawyers, the idea of posting regularly feels daunting. Between client work, business development, and firm responsibilities, who has the time? Plus, what should you post?

The good news is, you don’t need to post constantly to succeed on LinkedIn. The key is engagement, not frequency. I’m sure the algorithm will change again but, as of early 2025, here’s what works (and what doesn’t):

What Works:

✅ Prioritize engagement over posting – Meaningful comments on others’ posts are more impactful than posting constantly. Thoughtful engagement will build your presence and and your credibility.

✅ Use high-performing content formats – Carousel posts, text + visuals perform best - especially when short and insightful.

✅ Experiment with vertical video – While not essential for lawyers, short videos explaining legal insights or answering FAQs can boost engagement.

What Doesn’t Work:

❌ Text-only posts – These no longer grab attention in the fast-moving LinkedIn feed.

❌ Over-reliance on scheduling tools – LinkedIn’s algorithm favours real-time, organic interactions over automated posts.

❌ Posting without engagement – Simply sharing content won’t get you noticed. Engaging with others’ content is crucial.

A Simple Weekly Strategy for Lawyers on LinkedIn

Time is precious, and you likely don’t want to spend hours on LinkedIn. The good news is, just 45 minutes per week can make a significant impact if you focus on the right activities.

Here’s a sample plan:

🕒 15 Minutes – Plan a Simple Post

Share a quick insight from your workweek or answer a common client question.
Pro Tip: Use a simple Q&A format: “One question I hear often is ____. Here’s how I approach it…”

🕒 20 Minutes – Engage with Others

Comment on posts from clients, colleagues, or industry leaders.
Go beyond “Great post!”—add insight or ask a thoughtful question to spark discussion.

🕒 10 Minutes – Connect and Follow Up

Send personalized connection requests.
Respond to DMs and keep conversations going.

Content Creation for LinkedIn Made Simple

Struggling with ideas about what to post? Here are three easy ways to generate content ideas:

Answer Common Client Questions
- What are your clients frequently asking? Turn these into quick, informative posts.
- Example: “Many clients ask me about ____. Here’s a simple breakdown…”
Use AI Tools for Inspiration
- Platforms like ChatGPT, Perplexity, or Google Trends can help identify trending industry topics.
- Example: “What’s a recent legal update that could impact your clients? Share a quick take.”
Simplify Visuals
- Tools like Canva offer easy templates for creating polished graphics without the need for a designer.

Final Thoughts

You don’t need to post often to make an impact. When you do post, make it meaningful. In between posts, focus on building relationships by engaging with your network by liking and commenting on their posts.

The LinkedIn rules have changed, so it’s time to adapt. Shift from passive scrolling to strategic engagement and you’ll strengthen your reputation, attract referrals, and open doors to new opportunities.