Posted by Dan Hodges, head of account management and marketing services at Legal Futures Associate Conscious Solutions
Hodges: Employee content generates more engagement
According to The Harris Poll, nine in 10 executives believe thought leadership is critical to building authority, yet only a quarter feel they have implemented a robust strategy.
This shows that most industry leaders understand how important it is to share insight, demonstrate expertise and lead conversations in their sector.
What is less clear is how to do this in a way that feels consistent and credible.
With 94% or more of law firms having a website and 90% running a blog, according to Taylor Scher, content is everywhere.
The issue is that much of it feels repetitive. When audiences see the same themes and messages repeated, even well-written content becomes easy to ignore.
This is where employee-driven thought leadership comes into play. It adds authenticity, creates scale and helps firms stand out.
In this blog, we will explore why thought leadership matters and how to empower your team to become visible experts, showcasing their skills and experience, supported by data.
Why thought leadership matters
The Edelman-LinkedIn 2024 B2B Thought Leadership Impact Report found that 61% of decision-makers said thought leadership directly influenced their buying decisions. At its core, this comes down to trust, which is especially important for law firms.
If clients do not trust their legal advisers, even strong advice can struggle to land. Progress slows, confidence drops and in many cases firms never reach the point of meaningful engagement. Converting interest into instruction is difficult for everyone but, without trust, it becomes far more challenging.
Thought leadership also plays an important role in shaping reputation. It strengthens both the firm and its people and can support premium pricing.
The Harris Poll reports that 77% of individuals in senior positions believe they can charge more as a result of being recognised as thought leaders.
Despite this, many firms fail to activate their strongest untapped asset: their employees.
The untapped potential of employee voices
Between 66% and 70% of people say that most thought leadership looks the same and describe it as predictable and inauthentic, according to The Harris Poll.
Originality is closely tied to credibility. By putting employees at the forefront and allowing them to speak in their own words, firms surface real experience rather than generic commentary. Individual perspectives add depth and nuance that brand-led content often lacks.
LinkedIn’s 2024 Employee Advocacy Guide found that content shared by employees receives twice the engagement of content shared by brand accounts. This means wider reach, stronger interaction and a higher likelihood of meaningful enquiries.
Employee thought leadership is also a resource most firms already have. Everyone brings a different perspective, and sharing insight from across the business demonstrates expertise at every level. It shows potential clients that knowledge is embedded throughout the firm, not concentrated at the top.
There are internal benefits too. According to VouchFor, 62% of job seekers check a company’s online reputation before applying. When employees share their expertise publicly, they help build a credible employer brand that feels natural rather than manufactured.
Encouraging employees to contribute strengthens external perception while also supporting a more confident internal culture.
How do you encourage employees?
A clear, step-by-step approach helps employees recognise how they already are, or could become, thought leaders in their specific areas of law.
Providing structure and guidance gives people the confidence to contribute. Below is an example pathway that can be adapted to suit different firm cultures and priorities.
1. Identify natural storytellers
Not everyone needs to be involved. Most firms already know who their natural champions are. At the same time, quieter voices should not be overlooked. Some of the most valuable insight comes from those closest to the work.
2. Offer support
Employees often know what they want to say but feel unsure about how to say it. Pairing them with confident writers, offering workshops or providing templates can remove this barrier. Looking at strong industry examples can also help set expectations.
3. Build frameworks
Alongside support, clarity matters. Guidance on compliance, brand voice, tone and topic areas helps employees understand what good looks like, while still giving them room to contribute in their own way.
4. Amplify new and existing content
Encourage social sharing and make better use of what you already have. Existing blogs, case studies and testimonials can often be repurposed into new formats, as long as the information remains accurate and relevant.
5. Measure success
Use a mix of external and internal metrics. External measures might include reach, engagement, inbound leads and pricing power. Internally, track participation, engagement, talent attraction and retention.
In 2023, a CMI Europe survey found that 62% of firms that track employee-driven thought leadership saw measurable increases in inbound leads within 12 months.
6. Reward contributions
Recognise contributors for their effort and impact, and link thought leadership to progression where appropriate. When contributions are valued properly, participation increases without undermining credibility.
Is thought leadership a priority for your law firm?
The return on investment (ROI) for thought leadership is well established, and employee voices play a crucial role in delivering it.
They offer a practical route to authenticity, reach and cultural strength without adding unnecessary complexity as to how firms operate. When employees are encouraged to talk about what they know, and supported in doing so, thought leadership becomes more than a marketing activity; it becomes a firm-wide advantage.
Get employees talking about their expertise and make sure someone is listening. As confidence grows internally, external audiences tend to follow.
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