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If you’re a GC who hasn’t posted on LinkedIn yet, or you’re still working out what to say and how to say it, this report was designed with you in mind. It’s here to help everyone in our sector find someone who makes them think: “You know what? I could do that. I could say that. I could share that.”
One of the questions I get asked most often by in-house leaders
is: what should I post about? This quarter’s report makes it clear: it’s not about posting more. And it’s definitely not about posting louder. It’s about posting smarter. Maybe pick some content pillars that are important to you and stick with them for a while so that readers know what they can rely on you for.
The GCs rising up the rankings aren’t turning into marketers. They’re not flooding the feed or showing off.
They’re doing four
things consistently well:
They’re reflecting, not broadcasting. The strongest posts read like a well-made point over coffee. A moment of clarity. A sharp learning. A useful story from the boardroom or from their day. No jargon. No pitching. Just human, thoughtful insight.
They’re writing with clarity and confidence. Some use a single sentence. Others write 100 words. But the best ones say something plainly. And well. You don’t need “legalese” to sound like a lawyer. You just need to sound like someone worth listening to.
They’re consistent, not constant. You don’t need to post weekly. Some of the most visible GCs this quarter post once a month. What matters is that when they do post, they mean it. You can tell there’s intention behind it. A reason. And it shows.
They’re intentional. These aren’t generic announcements or off-the-shelf celebrations. They’re well-judged contributions to a bigger conversation. They build credibility over time. You don’t need to post often to have an impact. But when you do, it should feel like something only you could have written.
From Alana Tart at The Legal Director (who are kindly sponsoring this report) to Eunika Kurek at Unilever and Sarah McColl at the BBC, we’ve seen GCs build visibility by being more themselves, not more LinkedIn.
So if you’ve been watching from the sidelines, this is your nudge to have a go. You don’t need a hashtag strategy or a calendar full of ideas. Just start with what you know. What you’ve seen. What you believe.
This list isn’t about being popular. It’s about being useful. It’s a snapshot of what’s working, based on the real-world success of your peers. Use it to spark an idea. Try their format. Match their tone. See how it lands.
You have a point of view on your business, your team, and your profession. This quarter proves again that when GCs speak, people listen.
Let me know how you get on.
We find the top voices from GCs and Heads of Legal on LinkedIn and we count all their likes and comments. There’s no value judgement in it.
We add the likes to four times the comments – just like LinkedIn’s algorithm does – to give each post a Power Score. We then tot up the total Power Score for the quarter (1 April to 30 June) and rank everyone.
Simple but effective.
Everyone on Linkedin has a voice. What’s yours?
LinkedIn is the digital key to business success. We provide Linkedin training sessions for businesses and individuals to get the most out of LinkedIn. Whether you’re just starting out or need a helping hand in generating more reach, our programmes are designed to equip you with the skills and strategies needed to stand out in today’s competitive professional landscape.
TBD is a marketing agency that works for lawyers and law firms, offering marketing, business development and key account services.
Call us: 020 3633 0899
Email us: the.team@2bd.me
