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I L T A W H I T E P A P E R | K N O W L E D G E M A N A G E M E N T & M A R K E T I N G T E C H N O L O G Y 68 E ver since we heard the words "LinkedIn", we've paid attention to the platform with varying degrees of enthusiasm. In the early 2000's, many of us rushed to the dot com, created a profile, and listed all of our schools, positions, and accolades with pride. Some of us finally came around years later, with a sigh and a, "Okay, okay, what am I supposed to do?" And then there are the rest who feign a little ignorance and say, "LinkedIn? Never heard of him." But today, amid COVID-19, competition around every corner, lateral hires threatening our business and waiting for the next merger or acquisition to be announced, all of us know that to truly beat the odds and grow our practices, we must begin a proactive approach towards how we win business. Our days of growing existing business and awaiting referrals are still here, but with the competition so fierce, so are the days or proactive growth rather than reactive waiting. So, where to begin? Looking to Drive New Business? Time To Get Serious About LinkedIn by Samantha McKenna

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