Having a company LinkedIn page is one of the best ways for businesses to establish their brand, attract talent, engage with customers, and drive sales. Unlike personal LinkedIn profiles that represent individuals, company pages allow businesses to promote their products, services, culture, and job openings across LinkedIn’s platform.
The short answer is – yes, any company can create a LinkedIn page. LinkedIn offers two main types of pages for organizations: Company Pages and Showcase Pages. Here’s an overview of what each entails:
Company Pages
A LinkedIn Company Page represents an entire business or organization. It’s designed to share news and updates, promote products/services, highlight the company culture, and recruit new employees.
Any legally registered business can create a Company Page on LinkedIn. The page administrator must use a registered business email address when setting up the page. Features of a Company Page include:
- Overview tab to showcase products/services, culture, specialties, etc.
- Life tab to share company photos, videos, announcements, etc.
- Jobs tab to post and promote openings.
- Analytics to track page views, follower growth, content engagement.
- Ability to publish long-form and short-form posts.
- Options for followers to like, comment, and share posts.
Company Pages have high visibility and appear in LinkedIn’s search results. They can help businesses improve their SEO and get discovered by more potential customers. Pages also enable targeted advertising opportunities on LinkedIn.
Showcase Pages
A LinkedIn Showcase Page highlights a specific brand, business unit, or initiative within a larger organization. For example, a software company could have an overall Company Page plus additional Showcase Pages for each product line. Here are some key features of Showcase Pages:
- Focused on promoting a specific product, brand, or initiative.
- Streamlined profile with overview, posts, and analytics.
- Followers receive updates just for that brand or division.
- Operate independently from parent Company Page.
- Managed by admin of Company Page or other designated employees.
Whereas Company Pages represent the business as a whole, Showcase Pages let you segment audiences and distribute targeted content. They are ideal for large enterprises with multiple brands or departments.
Page Creation and Management
Setting up and managing a LinkedIn page for your company is easy and free. Here are some tips to get started:
- Select either a Company Page or Showcase Page based on your goals.
- Use a business email address during the page creation process.
- Fill out the company overview, description, locations, website links, etc.
- Upload a cover image, profile logo, and other branding assets.
- Share status updates, articles, images, videos, and job postings.
- Engage followers by liking and replying to their comments and messages.
- Designate additional administrators and editors to help manage page content.
- Monitor page analytics to identify high-performing posts and growth opportunities.
Maximizing your LinkedIn presence takes consistent effort, but the payoff in brand visibility, recruiting, and lead generation is immense. Here are some best practices for managing a successful company page:
Best Practices for Company Pages
- Post regularly – Share a mix of industry news, thought leadership content, and company updates.
- Respond promptly – Engage followers by replying to comments and messages within 24 hours.
- Use multimedia – Incorporate videos, images, polls, links to drive higher engagement.
- Promote employees – Feature new hires, employees of the month, Q&As, etc. to humanize your brand.
- Highlight company culture – Give inside looks at events, office spaces, community involvement, perks, etc.
- Share job openings – Utilize the jobs tab and posts to promote openings and attract candidates.
- Run sponsored posts – Invest in targeted LinkedIn ads to reach more of your audience.
- Use Showcase Pages – Consider additional pages for individual brands, locations, or divisions.
- Analyze data – Review follower growth, engagement, clicks, and other metrics to fine-tune your strategy.
Benefits of Company Pages
Here is a summary of the many advantages LinkedIn Company Pages offer businesses and organizations:
- Enhanced brand presence – Showcase your products, culture, values, and story to 800+ million LinkedIn members.
- Increased awareness – Appear higher in LinkedIn search results and tap into extensive professional networks.
- Customer engagement – Directly communicate with your target B2B and B2C audiences.
- Thought leadership – Position company leaders as industry experts by sharing content.
- Recruitment – Promote open positions and connect with high-quality candidates.
- Lead generation – Grow your pipeline by engaging decision-makers and prospects.
- Market insights – Gain valuable data on your followers and their demographics, interests, and habits.
- SEO boost – Improve website search rankings by linking to your site and sharing optimized content.
The visibility and credibility a LinkedIn presence offers can be game-changing for reaching goals from recruitment to revenue. But it requires investing time in creating a robust, well-managed page and compelling content strategy.
Key Takeaways
- LinkedIn Company and Showcase Pages enable businesses to establish their brand, share news, and promote their organization.
- Company Pages represent the business as a whole, while Showcase Pages focus on specific brands, units, or initiatives.
- Creating and optimizing a company page helps boost brand awareness, recruitment, customer engagement, and lead conversion.
- Posting regular updates, responding promptly, using multimedia, and analyzing data are best practices for managing pages.
- The enhanced visibility and credibility of a LinkedIn presence can significantly impact marketing, sales, HR, and SEO success.
FAQ
What’s the difference between a Company Page and a Showcase Page?
A Company Page represents the entire business or organization. A Showcase Page spotlights a specific brand, product line, business unit, or initiative within a larger company.
Can I have multiple Showcase Pages for one company?
Yes, businesses can have multiple Showcase Pages in addition to their main Company Page. For example, a software company could have Showcase Pages for each of its products.
Who should manage our LinkedIn company page?
Typically a marketing, PR, HR, or recruiting team member serves as the page administrator. But you can also designate additional employees as editors to help post content and respond to followers.
How often should we post on our company page?
Best practice is to post at least 3-5 times per week to maintain engagement. Mix company news, industry articles, employee spotlights, job listings, and other content.
What type of content performs best on company pages?
Followers tend to engage most with multimedia posts (videos, images), polls, spotlights on employees or culture, and articles focused on tips, industry news, and thought leadership.
Conclusion
Maintaining a Company Page or Showcase Page on LinkedIn offers tremendous opportunities to boost brand awareness, reach customers and prospects, recruit talent, and analyze valuable data. But it requires an investment of time and resources to cultivate an audience and consistently share engaging content. Companies that optimize their LinkedIn presence can gain competitive edge and support key business objectives.