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In the competitive landscape of job applications, networking emerges as a vital, yet often downplayed, component that can significantly enhance your professional journey. Effective networking, particularly through platforms like LinkedIn, can open doors to new opportunities, enhance your online presence, and provide essential skills that set you apart in the job market.
Author: William Chan, Campus Ambassador 23/24 and Summer Intern
What core elements pop up in your mind when talking about someone’s competitiveness in applications? Strong academics? Positions of leadership? Numerous work experiences? Don’t get me wrong, these are all essential criteria in job applications, but perhaps there is a paramount yet overlooked element — networking.
You may say that I’m only stating this as a Campus Ambassador, and my core responsibility includes promoting the firm directly or indirectly through social media platforms and word of mouth. This is true, and yet connecting with people has so many benefits; the power of networking should not be undervalued.
‘Flexing’ indirectly: Showcase your caliber through a strong profile and a big network on LinkedIn
On LinkedIn, a network with valuable connections exposes you to a wide range of opportunities and skills. For instance, when a connection of mine likes a certain post about an event, I can learn about the opportunity despite not knowing the guest speaker or the organising bodies.
This, interestingly, echoes my research project at CUHK, where I analysed the network effects in the Belt-and-Road Initiative. It occurs when a product or service becomes more valuable by attracting more users. In the job market, LinkedIn appears to be the ‘grow product’ for professional connections.
One thing I learned while being a Campus Ambassador is this: online presence matters. When you apply for a job or internship, the employers will most likely review your LinkedIn profile in order to know more about you. Suppose you have a good profile and have been active — such as by regularly commenting on topical commercial issues — it shows that you can promote an employer reputation and have good commercial acumen.
Capitalise on your opportunities: Find the firm that suits you!
It would be hypocritical if I told others to connect without acting upon it. The opportunity came in February when I was invited to an office visit to Slaughter and May’s London Office by ranking top three in one of the first-year modules that won me an academic prize sponsored by Slaughter and May’s. It was a great opportunity to discuss my career objectives with other prize winners alongside a trainee solicitor who happened to be a Durham alum: of course I connected with all of them as well on LinkedIn!
Compared to the Ravenscroft & Schmierer office, the Slaughter and May office is of course more modern and larger in size. And if you like to connect and work with a bigger team, working at a big firm would suit you best. Otherwise, if you prefer a close-knit community, then a firm like Ravenscroft & Schmierer would be better, given the friendly and down-to-earth culture here.
A taste of the client-oriented approach — my tips for prospective applicants
What I have learned the most during this academic year as a Campus Ambassador is the importance of communication skills. To maximise the number of participants for the firm’s events, I had to reach out to different societies, students and speakers in order to increase the exposure of the firm and the events as much as possible. This includes tailoring the language and persuasively explaining the benefits derived from participating in the events.
Zooming in on LinkedIn — How to create a impressive LinkedIn profile?
One of the recurring questions that I have received from applicants is how to improve their LinkedIn profiles. My usual tip is to have a good profile picture, updated experiences, and an active engagement on LinkedIn. Rather than being a ‘box-ticking’ exercise, it serves to showcase one’s ability to capitalise on networking and connecting opportunities.
But what is active engagement? Does it mean posting frequently to simply gain attention? Such misinterpretation of active engagement may backlash and dilute the audience. Apart from updating one’s profile, it can include commenting on topical issues to showcase commercial awareness. Not only does it demonstrate your expertise with current affairs, but it also evinces your ability and confidence to voice opinions.
Lesson from the event: The importance of marketing strategies and why you should apply as well
I organised a virtual webinar event and invited Kelly and Erica, Paralegal (pending admission) and Associate Solicitor, at the firm to share their career journeys prior to joining the firm, their insights into the firm, and several tips on the PCLL conversion exam for overseas students.
Trying to maximise the number of participants is certainly easier said than done, especially when the timing of the event (10-11 am) is quite early for some overseas students. I learned that tailoring the promotional content to align with the LinkedIn algorithms, such as avoiding Canva designs, helps proliferate the post’s interactions and exposure. Moreover, it was surprising to see that only 50-60% of the sign-ups turned up at the event despite a reminder email. A clear learning: never think that you have enough participants, always keep pushing for more! Nonetheless, the event ran smoothly and participants found it helpful in terms of understanding more about the firm’s culture and work.
Ravenscroft & Schmierer is one of the most unparalleled firms in the sense that it puts great emphasis on online presence. Our marketing and branding success among others lies in its exposure through the events organised by Campus Ambassadors, YouTube videos, and the online articles, such as the one you are reading now. The skills in tailoring LinkedIn posts to accommodate LinkedIn algorithms and marketing strategies are akin to providing client services where high-quality and bespoke solutions are cardinal principles of a successful solicitor.
So what are you waiting for? Apply for the Campus Ambassador programme to gain these skills and get ahead in job applications!
For more information about our programme and about life in Durham, watch the below clip that I put together:
William Chan is currently a final-year law student at Durham University. He was our Campus Ambassador at his university in the academic year 2023/2024 and completed his internship at Ravenscroft & Schmierer in the summer of 2024.
William Chan
Campus Ambassador 23/24 and Summer Intern
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