The brief
A 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. It worked, but it capped growth. The firm wanted to be findable by PE shops, corporate development teams and multinationals active in Greater China.
The senior partners had the deal experience. Their LinkedIn profiles didn't show it. One partner's profile still listed a firm he'd left four years earlier. Another hadn't logged in since 2019.
Our strategy
Three partners, three distinct angles. We specifically didn't want three lawyers posting the same type of content.
One became the voice on Greater China M&A trends, deal patterns and buyer behaviour. The second took regulatory risk: what changes in mainland China policy mean for cross-border transactions. The third focused on dispute resolution for multinational joint ventures. Each one got a rebuilt profile and a content calendar shaped around their positioning.
The hardest part of the project was getting the first posts out. Lawyers review everything. Compliance had to approve every sentence. The first round took eleven days, which would have killed any posting momentum. We built a streamlined review workflow and got turnaround down to 48 hours. It took a few weeks to get compliance comfortable with it. Once they were, the programme could actually move.
The firm page ran weekly content timed to real events. Policy shifts out of 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 pulled in 15 associates and counsel. Weekly content kits with pre-drafted posts on legal developments, firm commentary and deal milestones. A monthly review kept participation from sliding.
The result
Two new cross-border mandates in the first two quarters, attributed to LinkedIn. Not a huge number on its face. For a firm where a single mandate can run into seven figures of billings, two is significant.
The 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. The firm page grew from 600 to 1,700 followers. Advocacy participation averaged around 55%, dipped in month three when the associates were buried in a major deal, and recovered after.
"We used to need somebody to make the introduction. Now people find us, and they already know what we do before the first conversation."