What does a general counsel find when they search your partner?
Every business day, our people post, comment, and reach out in each partner's voice, under your ethics review, so general counsel and referring lawyers know them before the meeting.
What a general counsel's search turns up today
Mid-market work arrives through other lawyers, clients, and bankers, and a partner gets searched at every one of those moments. Too often what comes up is old.
A bio nobody has touched
The profile shows a title, a law school, and nothing about the matters or issues the partner follows now.
Silence when the trial date arrives
Billable hours win every time. A deposition calendar swallows the weeks when a referring lawyer should have heard from them.
A lateral partner the market never met
You hired for a practice that fits your clients. Six months in, few in-house counsel know the partner is there.
What comes up when in-house counsel searches your partners
How it runs under your ethics review
We write, comment, and make new connections in each partner's voice. Your ethics partner sets the review, and every item follows it.
General counsel and referring lawyers see your partners week after week, even through trial season. Your market decides which of them become engagements. We do not promise matters, and we do not give legal advice.
- A profile that says what each partner does and for whom
- General counsel and CFOs see practice leaders weekly, in a voice that sounds like a lawyer
- A lateral partner is introduced to the network in the first weeks, with your approval
- Real messages from in-house counsel reach the right partner within one business day
- Each partner gives about 15 minutes a week between matters
What your partners can talk about
Topics come from each partner's interview, and nothing about a client or a matter goes out unless your ethics partner clears it in writing.
- Commentary on a court decision or regulatory change, in general terms
- Questions general counsel are asking in your practice area
- What a practice group sees across the market, with no client named
- Lateral partner arrivals and promotions, in your wording
- Bar section, ACC chapter, and CLE event notes, before and after
- Thanks to referring lawyers and colleagues, where the rules allow
- Hiring posts for associates and staff
- Community and pro bono work, with the people involved named
Where your advertising rules draw the line
Groundwork gives no legal advice. Posts speak in general terms and stay inside your state's attorney advertising rules, at the review level your ethics partner sets.
- Nothing goes out without a named approving lawyer, and no reply never means yes
- Every item is logged with who drafted it, who approved it, and when
- Posts, comments, and messages all follow the same review path
- Items held for ethics review are never counted as a miss on our side
- No client names, matters, outcomes, or settlement figures unless cleared in writing
- No testimonials, superlatives, or specialty claims your state does not allow
- The firm keeps the full archive, and every draft is yours if you leave
- 12posts a month for each partner, all approved before they go out
- 10comments a business day on posts from in-house counsel, CFOs, and referral sources
- 160new connection requests a month to the in-house counsel and referral sources you name
- 30minutes a month to review the log with your team
Who this suits and who it doesn't
A good fit
- Partners own the client relationships, and referrals matter more than ads
- Matters run for years and a general counsel and a CFO weigh in
- Your ethics partner will review every item at the level you set
- A lateral hire, a new practice group, or a retiring rainmaker makes this the year to be seen
Probably not a fit
- A firm that will not review posts, comments, and messages
- Partners who cannot agree on who is featured
- A practice built on high-volume consumer intake
- You want a promised number of new matters
What partners ask before they sign off
Does a LinkedIn post count as attorney advertising?
In many states it can. That is why every item goes through your ethics partner's review before it publishes, and why we keep the log.
Our best work comes from referrals. Why LinkedIn?
Because the person who gets a name usually looks it up. We keep your partners current and in front of referring lawyers between matters.
Can the posts sound like a lawyer and not marketing?
They start from a 60-minute interview, and the partner approves each one. If it does not sound like the partner by day 30, they can cancel and pay nothing for that month.
How do you protect client confidentiality?
We do not name clients or matters without written clearance. Most posts work from general questions and market patterns, which need no client detail.
Let your partners be known before the call
Book a 20-minute call. We walk through the review path and the approval log, and your ethics partner is welcome to join.
Book a strategy call