The landscape of networking has shifted significantly in recent years, driven in large part by the pandemic. This period has accelerated changes that were already underway, such as the rise of virtual meetings, remote work, and technological advances. I recently had the opportunity to present to legal professionals in legal aid, and I’m sharing the suggestions that I offered to them – but this transformation presents challenges and opportunities for all legal professionals. Adapting networking strategies to fit the current environment is key to staying effective and connected.

The Importance of Planning

A successful networking strategy always starts with a clear, measurable goal. Whether you’re aiming to build relationships with new potential clients, expand your practice area, or build your reputation as a thought leader, setting realistic and achievable goals is crucial. A written plan, regularly reviewed, can help keep you on track. The addition of an accountability partner further strengthens this process by providing external motivation to stay focused on your goals.

Understanding Your Audience

To network effectively, you need to understand where your audience is. Whether they are in-house counsel, HR directors, CEOs, referral sources, event managers, or editors of publications, knowing their preferred platforms and gathering places will inform your networking tactics. This step ensures that your efforts are aligned with the right channels, whether that’s in online spaces or in their favorite trade publication.

Crafting an Effective Elevator Speech

An impactful elevator speech goes beyond just saying, “I’m a lawyer.” It should address the value you bring to your audience. For instance, instead of saying, “I’m a corporate lawyer” or even “I do M&A.” you might say, “I help businesses navigate complex mergers and acquisitions, ensuring that deals are structured to maximize value and minimize risk. Whether it’s buying, selling, or merging companies, I guide my clients through each stage of the transaction, from due diligence to contract negotiations, ensuring they achieve their strategic goals while safeguarding their legal interests.” Personalizing your elevator speech in this way makes it more memorable and engaging for your audience, leading to stronger connections.

Networking Happens Everywhere

One of the most important realizations for legal professionals is that networking can happen anywhere, not just at formal events. From chatting with fellow parents at your kids’ sports games to meeting someone at a local park, every interaction is a potential networking opportunity. This more informal approach can make networking feel less intimidating, especially for introverts.

Leveraging Social Media

Social media remains a powerful tool for legal professionals to build relationships and establish their reputations. Engaging in online discussions, participating in groups, and creating valuable content can all support your networking goals. For more specific information on how to leverage social media, check out the most recent post I wrote on this topic here.

Continuous Learning and Consistency

The best networkers are always learning. By staying informed about the latest trends and developments in the legal industry, you can provide more value to your connections and stay relevant. Consistency in both learning and networking is key to maintaining relationships over the long term.

Conclusion

Navigating the post-pandemic era requires legal professionals to adapt their networking strategies, embracing a combination of traditional and modern approaches. By setting clear goals, knowing your audience, and taking advantage of every networking opportunity, you can build meaningful relationships that support your personal and professional growth.