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How to Make Friends and Influence People...

Social media is one of the most powerful influences in the world today. It dominates our time; literally hours are spent watching crazy dance routines, make up tricks or how to wear a skirt ten different ways. But, increasingly, it is also becoming a very potent platform for shaping how we see the world and in forming our political views. Influencers have become the new gurus; revered and trusted.

Influencers have dominated platforms like Instagram and TikTok for around two decades now. Superstars like Ariana Grande have over 510 million followers on Instagram but now unknown people are choosing to make careers from being influencers and are racking up a very impressive number of people who hang on every post or story.

This world seems a million miles away from the legal profession which, historically, has enshrouded itself in privacy and an air of mystery. Lawyers, a bit like the Royal Family, do not comment publicly on anything. But as young people, who have grown up with social media being an integral part of their lives enter our profession, inevitably they are bringing social media into law firms with them, so forcing change.

Maia Crockford is a trainee solicitor on the apprenticeship scheme at an international law firm. She is also a highly successful influencer with around 26,000 followers on Instagram and over 56,000 on TikTok. And far from being two separate strands of her life, they are inextricably linked.

How did she find herself in these two seemingly polar opposite roles?

Maia was educated in a state school and did her A levels at college. She wasn’t sure what she wanted to do as a career but, having a really creative side to her, found the prospect of journalism appealing. But then she discovered the study of Law (one of her chosen A level subjects) and absolutely loved it. Her college was pushing her to go to university - as, indeed, were her family and she didn’t see that there was any other option. Then, one day, she received a random email from her tutor about the legal apprenticeship scheme whereby you could join a law firm immediately after A levels, get your degree while working and do your training contract there; it was an all-inclusive programme where you get paid a salary, there is no student debt and your exams are paid for. When Maia read this, “something just clicked” and she knew, straight away, this is what she wanted.

The words ‘legal apprentice’ were almost a magnet.

Maia faced a lot of adversity over her choice; from her peers who were all going to university and who thought apprenticeships were “lesser than”. From her parents who were set on her being the first in the family to go to university and saw that as a measure of success. And even from the tutor who had initially sent the email.

As a compromise, Maia applied for both, even though her heart was with the apprenticeship scheme. She had offers both from her first-choice university but also to be an apprentice and, as difficult as it was for her to ignore the advice of everyone around her, she followed her heart.

At the time, the legal apprentice scheme was relatively new. There was nobody who had yet qualified as a solicitor and nowhere really to look for information. Maia realised there was a huge gap here that needed to be filled so that others looking at the scheme would have more access to knowledge from first-hand experience than she did. She wanted to help and inspire others to be in a position to take control of their career paths and to be equipped to make informed decisions. And so @mylegalcareer was born.

“I was really open with my posts about how to become a legal apprentice. And about what life is actually like being one. Basically, filling in all the information that I could not find when I was applying. I had this gut feel that apprenticeship was right for me, but I didn’t have the facts to back that up - which was why it was hard to convince those around me. I wanted to empower others to be able to make the choice by giving them as much information as possible so they have answers not just for themselves but also for their peers and family who may be more doubtful. I didn’t want others to face the tough time I had simply because the facts and experiences were not out there and accessible”.

Lawyers, a bit like the Royal Family, do not comment publicly on anything.

“The apprenticeship scheme really is a no brainer when you think about it. When you say things like ‘free law degree’ people are really interested and they are hungry to find out more. The people I wanted to target were the ones doing A levels at college and in sixth forms and they are all on TikTok so, as well as Instagram, I started an account there too”.

Maia uses the two platforms, Instagram and Tiktok for different audiences and different types of messaging. Instagram is more polished and gives the ability to write long captions whereas TikTok is short, snappy, hook content.

Because Maia’s social media is so closely linked to her career, as she progresses her legal journey, her content adapts accordingly.

“The hot topic at the moment is the SQE, the examination I have recently sat. I answer questions about it on TikTok, I share snippets of my day as someone studying for the SQE. Again, this provides valuable information that otherwise would simply not be around.”

When Maia started her social media, there was barely anyone else in the profession doing the same but so many others have followed her lead, sharing experiences and information in order to make a career in the Law more accessible.

“Normally when you think of social media, you don’t necessarily think career but rather lifestyle; a glamorous aesthetic we look up to. Career is something that is so important but there was a huge gap in that there just didn't seem to be any aspirational career content. That is really changing now. There are a lot of people talking about legal apprenticeships and about SQE. People in the Law are starting to feel a lot more comfortable in using these platforms to discuss these types of subjects.”

As a forerunner in bringing the legal profession into the world of social media, how did Maia’s law firm initially react to her online presence?

“They have been very supportive. They trust me to train as a junior lawyer so therefore they can trust me to know the boundaries and limits of what I can tell and show. I was initially worried about what colleagues may think because the profession has always been so closed. And because I talk about stuff that doesn’t involve the Law, like workwear for example, I thought they may find it a bit cringe. But as it is becoming a norm, I am becoming more comfortable. Professionalism and a social media account are not mutually exclusive - I am trying to show you can have both.”

Indeed she is. Step aside Ariana, there is someone hot on your heels! ■