The law firm Higgs and its people are prolific on LinkedIn, using the platform to showcase its values. The firm’s Head of Digital Marketing Michelle Hughes explains why and the impact it has had.
When I joined Higgs in early 2023, LinkedIn was there, in the background. The firm had an account. There were posts going out. It looked fine on the surface. But it wasn’t working as well as it could. Not really. Like a lot of professional services firms, it was being used as a push platform. Content was shared. Boxes were ticked. But it wasn’t connecting.
That might be enough for some. But Higgs isn’t like other firms. And neither is LinkedIn, if you actually use it the way it was built to be used. It’s not a noticeboard or an advertising channel. It’s a networking tool. And people don’t network with brands – they network with other people.
So we changed our approach. Not overnight, we took the time to do it properly. To build a digital marketing strategy rooted in what we already had: brilliant people, deep expertise, and a culture that puts trust and real voices at the centre of everything.
We made a conscious choice to focus on LinkedIn as our primary social media platform. That wasn’t just a resource decision – although with a small team, it helped to concentrate our efforts – it was also strategic. It’s where the majority of our clients are. It’s where our future colleagues are. And it’s where we could show up as people, have real conversations and not just push a polished brand.
At the time, we weren’t thinking about rankings or reach. But now, two years on, seven of our team are listed in the LinkedIn Legal Influencer Top 100. More than any other law firm. That’s not something we set out to achieve, but it’s a reflection of how well this approach is working – not just in terms of numbers, but in terms of culture, reputation and new business.
From the start, we’ve taken a people-first approach. Not everyone was instantly on board. Some were hesitant. Others weren’t sure what they could post, or whether they had anything worth saying. Some still thought of LinkedIn as a kind of online CV – all polished bios and formal updates. But that’s not what people want to see. And it’s not how relationships are built.
So we did a few simple things. We said: if you wouldn’t say it at a networking event, don’t say it on LinkedIn. But also – if you would say it, then maybe that’s the post. We offered support, not pressure. We didn’t create formal training programmes or roll out big tech tools. Mostly, we just listened. We encouraged. We came up with content ideas. We responded to Teams messages at random hours asking, ‘Can I post this about my home life?’
And the thing is – you can, because that’s how people get to know you. That’s how trust is built. And once that trust is there, they’re much more likely to work with you, refer you, or get in touch when they’ve got a problem that needs solving.
We’ve had direct enquiries from posts. Actual fees have been generated from people sliding into our DMs. We’ve been invited to speak at events, contribute to articles, join podcasts. But more than that, we’ve become known. Recognised. People now say, ‘Oh, you’re from Higgs – I’ve seen your posts.’ That matters. Because legal services are, ultimately, about relationships.
This approach has also had unexpected benefits for recruitment. Our team used to have to explain who we were to candidates. Now, they say, ‘Oh, I know Higgs.’ They’ve already got a sense of what we’re like. It’s also created a ripple effect internally. New starters – including trainee lawyers, marketing colleagues and even finance team members – now feel empowered to post too. There’s no hierarchy when it comes to showing up online. And that’s been a huge part of our success.
One of the key reasons it’s worked is culture. Higgs is a genuinely supportive place. People care. That might sound like something every company says, but it’s lived here. Our People Director, Sophie Wardell, has played a huge part in that. She’s led from the front, showing that you can be yourself online – and that you’ll be celebrated for it, not judged.
There have been a few bumps, of course. A bit of internal scepticism. But we’ve handled it by being open, using data to show what’s working, and reminding people that success doesn’t always look like going viral. It might be one really meaningful conversation in the DMs. It might be someone feeling confident enough to post their own story for the first time. We’ve made space for all of it.
So what’s next? Well, we’ve got plans to explore other platforms – maybe TikTok – but only if there’s a real reason to. We won’t jump on something just because everyone else is. We’ll ask: what problem are we solving? Who are we trying to reach? What would success look like? And then we’ll build from there.
For now, LinkedIn is still leading the charge for us and our digital marketing strategy. Not because it’s trendy, but because it works. It works when it’s used by people who are trusted to be themselves. It works when there’s a genuine sense of team, not just a top-down comms plan. And it works when you stop worrying about impressions and start focusing on conversations.
If you’re in a professional services firm and thinking about how to get started – my advice would be to start small. Start with the people who are up for it. Offer them support, not pressure. Celebrate their successes. And give it time.
You don’t need a campaign. You need a culture.
And that’s what makes it stick.
Michelle Hughes is the Head of Digital Marketing at the law firm Higgs LLP.