LinkedIn allows both individual professionals and organizations to create profiles and engage with the platform. While individuals typically use LinkedIn to network and market themselves, organizations can also leverage LinkedIn in a variety of ways.
Creating an Organization Profile
On LinkedIn, organizations can create Company Pages to establish their presence, showcase their brand, and attract talent. Here are some key things to know about creating an organization profile:
- Any verified company can create an official Company Page on LinkedIn.
- Pages can only be created and managed by an employee with an administrative or social media role at the company.
- Company Pages have dedicated sections for showcasing products/services, employee insights, jobs, company culture, and more.
- Organizations can publish content, follow other companies, and engage with LinkedIn members through their Page.
So in summary, LinkedIn allows organizations of all types and sizes to create verified Company Pages through which they can build their brand, showcase their culture, attract talent, and connect with professionals on the platform.
Benefits of a Company Page
There are many potential benefits for organizations that establish Company Pages on LinkedIn:
- Recruitment – Attract active and passive job seekers by showcasing your employer brand and promoting job openings.
- Brand awareness – Increase awareness of your products, services, mission and values through compelling company content.
- Thought leadership – Position your organization as an industry leader by sharing valuable insider perspectives.
- Lead generation – Engage your target B2B audience and generate new business leads.
- Market intelligence – Gain useful insights into your industry, competitors and audience through data and analytics.
- Employee advocacy – Mobilize your workforce to share and engage with company content to extend your reach.
In today’s digital landscape, an impactful presence on a platform like LinkedIn is vital for organizations looking to connect with the professional community.
Best Practices
To maximize the impact of your LinkedIn Company Page, keep these best practices in mind:
- Craft an informative, engaging “About” section that tells your brand story.
- Showcase your culture by sharing photos, videos, employee spotlights and testimonials.
- Post a variety of compelling updates regularly (2-3x a week at minimum).
- Leverage hashtags, @mentions and other features to increase engagement.
- Monitor comments and respond promptly to replies and messages.
- Analyze follower demographics, engagement and clicks to refine your content strategy.
- Promote your Page and relevant content across other marketing channels.
- Build an employee advocacy program to extend your reach.
Creating a vibrant Company Page requires dedicating sufficient resources. Have a cross-functional social media team in place to implement your LinkedIn strategy.
Company Page vs. Personal Profile
Whereas individuals on LinkedIn have personal profiles, organizations create Company Pages. Here are some key differences:
| Company Page | Personal Profile |
|---|---|
| Represents an organization and its brand | Represents an individual professional |
| Managed by appointed company admins | Managed fully by the individual member |
| Focused on company-related updates, products, jobs, etc. | Focused on the individual’s background, skills, experience, etc. |
| Analytics focus on company engagement and brand metrics | Analytics focus on individual engagement and networking |
So while both serve important purposes on the platform, Company Pages speak for the organization as a whole rather than any one employee.
Company Page Management
For organizations with LinkedIn Company Pages, it’s important to have a strategy for managing the Page, including:
- Assigning Page Admins – Select employees to be responsible for Page management and content publishing.
- Setting Publishing Guidelines – Establish processes, approval workflows, branding guidelines.
- Creating an Editorial Calendar – Plan and schedule content across themes, campaigns, product launches.
- Monitoring Comments & Messages – Timely responses to followers.
- Measuring Performance – Page views, followers, engagement, clicks, conversions.
- Allocating Budget – Commit adequate resources for content creation and promotion.
- Reviewing Analytics – Identify best-performing content for insights.
Well-managed Pages follow a thoughtful strategy and governance model that balances company brand standards with staying relevant, engaging and timely.
Compliance Considerations
When managing a Company Page, organizations should ensure proper compliance with the following:
- LinkedIn Terms of Service – Follow all LinkedIn user terms and Page guidelines.
- Company Social Media Policy – Align with your organization’s documented social media policies.
- Industry Regulations – Understand regulations for your industry, e.g. FDA for healthcare.
- Copyright/Trademark Laws – Only share and use content you have rights to use.
- Corporate Governance – Secure any needed leadership review and approvals.
- Legal Disclaimers – Include necessary legal and liability disclosures.
Violating LinkedIn’s terms or applicable laws can jeopardize your Page. Ensure appropriate management oversight for compliance.
Conclusion
In summary, LinkedIn enables organizations to establish official Company Pages to engage professionals, promote their brand, share business insights, and attract talent. By dedicating sufficient resources to manage a Company Page thoughtfully, organizations can leverage the platform to support key business goals. Compliance with LinkedIn policies and all applicable laws is essential.