LinkedIn is the world’s largest professional network with over 800 million members. It allows individuals to create profiles to network and find jobs. In addition to individual profiles, LinkedIn also allows companies to create Company Pages to promote their businesses. These pages help companies increase brand awareness, generate leads, recruit employees, and more.
Company Pages on LinkedIn come in two forms – basic and premium. Basic pages are free for any company to create. They provide basic options to showcase the company profile, jobs, products/services, and news. Premium pages offer advanced features and greater visibility. So can a LinkedIn Company Page be premium? Yes, LinkedIn offers premium upgrades for Company Pages to access more capabilities. Let’s explore what premium Company Pages offer and whether they are worth the investment.
What is a Premium Company Page on LinkedIn?
A premium Company Page on LinkedIn provides enhanced features beyond the basic free page. With a premium upgrade, companies can access capabilities like:
Increased visibility in search results
Premium pages get greater visibility in LinkedIn’s search results. When people search for keywords or companies on LinkedIn, premium pages are more likely to show up at the top of results. This helps drive more profile views and engagement.
Premium Insights analytics
Premium Insights provide analytics on who is viewing and engaging with your Company Page. You can see data on followers, page views, updates, jobs, and more. These insights help optimize your page and content strategy.
Lead generation and contact options
Premium Company Pages make it easier to collect leads and make connections. Features like contact buttons, Lead Gen Forms, and expanded Contact Info access help generate and contact prospects on LinkedIn.
Career Pages for recruiting
With Career Pages, companies can create dedicated recruitment hubs on their pages. This allows for targeted promotion of job openings to passive candidates.
Company spotlight in search
Premium pages can showcase a prominent company spotlight card at the top of search results. This branded spotlight grabs attention and gets your page noticed.
Expanded analytics
Premium provides more robust analytics like talent pool reports, visitor demographics, specific update performance, and more.
Greater profile customization
Premium unlocks more profile options like adding media modules, company hashtags, contact forms, and advanced tracking.
Feature | Basic Page | Premium Page |
---|---|---|
Search visibility | Standard | Higher ranking |
Profile customization | Limited | Expanded options |
Lead generation capabilities | Contact button | Lead forms, contact info access |
Analytics | Basic | Premium Insights |
Career Pages | Not included | Dedicated recruitment hub |
How much does a premium Company Page cost?
LinkedIn offers three levels of premium upgrades for Company Pages:
– Career – $49.99 per month
– Business – $99.99 per month
– Enterprise – Custom pricing
The Career option focuses on recruitment tools while Business unlocks the full suite of premium features. Enterprise plans require contacting LinkedIn sales for a customized quote.
In addition to monthly pricing, LinkedIn also offers annual subscriptions which provide a small discount. For example, annual Business Page premium is $899 vs. $999 if paying month-to-month.
What are the benefits of a premium Company Page?
Upgrading to a premium LinkedIn Company Page can provide several advantages:
Increased visibility and brand exposure
One of the biggest benefits is increased visibility in LinkedIn search results and feeds. Premium pages generally get 2-3x more impressions which drives more awareness.
More leads and prospects
Premium pages make it easier to collect leads through tools like lead gen forms. They also provide analytics to gain insights about visitors to optimize conversion.
Improved recruiter and candidate reach
Dedicated Career Pages allow focused promotion of openings to active and passive candidates on LinkedIn.
Richer page customization
Premium unlocks more options for customizing and tailoring your Company Page to match your brand.
Better page analytics
The expanded analytics from Premium Insights provide valuable data to fine-tune content and strategy for maximum engagement.
Differentiation from competitors
Premium pages stand out from crowded competition in search and feeds. This can help establish a presence among target B2B and B2C audiences.
What are the downsides of premium Company Pages?
While premium LinkedIn pages provide useful advantages, there are some potential downsides to weigh as well:
Cost investment
Premium pages require monthly or annual costs which can add up, especially for smaller companies with tight budgets. The costs range from $50 – $100+ per month.
Unproven ROI
The return on investment from premium features isn’t guaranteed. While premium pages provide more impressions and capabilities, it’s hard to predict whether those translate into tangible leads and revenue.
Advanced features take time
Premium provides powerful but more complex options. Companies need to invest time learning and utilizing these advanced features to maximize value.
Still competes with company ads
Even with premium pages, companies compete against LinkedIn ads. LinkedIn advertising remains the primary money-maker.
Ongoing renewal fees
Unlike a one-time upgrade, premium pages require renewing subscriptions each month/year. Letting a subscription lapse means losing premium features.
Conclusion
In summary, LinkedIn Company Pages absolutely can be premium. LinkedIn offers premium upgrades that provide advanced features, greater visibility, expanded analytics, and more.
The key potential benefits of premium Company Pages are increased brand exposure, lead generation capabilities, improved recruitment, and richer customization options.
However, premium pages also require monthly/annual costs that may not generate a proven return on investment. The costs range from $50-$100+ per month depending on the level of features.
Companies need to evaluate whether the advanced capabilities of a LinkedIn premium page are worth the ongoing investment or if a basic free page meets their current needs. Premium can help establish a stronger employer brand and presence – but the costs and effort required are key considerations.
Analyzing factors like business goals, target audience, budget, and resources can determine if upgrading to premium is a smart play. For companies focused on recruiting, lead generation, and brand visibility, premium LinkedIn Company Pages present an appealing opportunity.