Why should you build your brand as an in-house counsel?

A general counsel recently said to me that although GCs are great at putting out fires, they often feel that they’re just doing their job so don’t publicise it.

When in private practice, you’re selling your services as a lawyer so it’s an obvious choice to shout about your success. And should you be a shy lawyer, you’re aptly supported by the firms PR & Comms teams.

So for the In-House Counsel, the first step is getting over the embarrassment of putting yourself forward for opportunities. I know it feels super cringy but I promise, no one will judge you for putting your achievements out there. And I’m not saying that you need to be posting X amount of times or rushing to download TikTok so don’t panic!

Before getting to the how to boost your brand, I wanted to start with the why.

Why is it important to push that cringe to one side and put yourself out there? Here are a few of my thoughts…

·??????When you need help or advice, people know who you are and are more likely to take the time to help you.

·??????If you’re looking for a board position, you come up more in Google searches that the board will do. No longer the anonymous lawyer but an impressive industry leader.?

·??????Looking for a promotion? The industry celebrating you is an asset.?If your company sees the appreciation of you from the industry, it could help them appreciate you more. And have them worried about someone else snapping you up!

·??????Looking for your next role? The more senior you get, the less opportunities. But your interviewer will likely Google you and press/awards will come up in that search. Additionally, recruiters will remember you and approach with opportunities. Front of face, front of mind.

·??????Looking to change career? PR exposure will be an asset when someone thinks you're just a lawyer. Roles like COO and CEO require this presence that you should have in your arsenal if that's what you want. If you’re thinking of returning to the dark side, by which I mean private practice and no offense intended, then you’ll be required to put yourself out there.

·??????Looking to hire? In a competitive?market, candidates will want to know they're going somewhere with drive and passion and will support them in their development and help to make them shine.?Seeing you promote your views and your team’s success could be the deciding factor between several offers.

·??????You could be a role model to people. This is especially important for in-house who often feel alone, or daunted, or unable to see the best place to start with something.

·??????Looking to get the job title you deserve? No names but I’ve seen it happen where the “GC” of a company was not actually called the GC. Why not enter an award that celebrates that role and ask why your company doesn't see you in the same light as the industry.?

·??????Look at your counterparts in ops, finance, HR, marketing they're all doing it. And look at your colleagues in private practice who dominate the legal news.

·??????It’s good exposure for your company and good exposure for you within your company.?

Make yourself indispensable, desirable, appreciated.?Share your successes, along with the challenges you faced achieving them, to help others.

These are just some of the thoughts that I’ve had and I’d love to hear from you about why you think it’s important too!

I’ll post my advice next week on the how but feel free to reach out if you’d like to chat more. Please feel free to send me a message, book a slot in my diary here: https://calendly.com/emma-heriotbrown/30min or call me on 07946 181 069.