Yes, companies can post in LinkedIn groups as their company page. LinkedIn offers companies the ability to create branded company pages to establish their presence on the platform. Once a company page is created, the admin can post content and engage with LinkedIn groups as the company.
Posting in LinkedIn groups as your company allows you to increase brand awareness, network with professionals in your industry, share company news and job openings, and participate in relevant discussions. It’s an effective way to leverage LinkedIn groups for marketing and recruitment.
Requirements for Posting as a Company
To post as your company in LinkedIn groups, there are a few requirements:
Have a Company Page
First, you need an official LinkedIn company page, not just a personal profile. Company pages have additional features for promoting your business, including the ability to post in groups.
To create a company page, go to the LinkedIn website and click on “Work” at the top of the homepage. Then select “Create a company page” and follow the steps to build your page.
Join Relevant Groups
Search for and join groups that are relevant to your industry, products/services, target audience, and goals. Look for active groups with engaged members.
As a company page admin, you can join up to 100 groups. Take the time to find the best ones aligned with your business needs.
Have Admin Access
Only company page admins can post on behalf of the company. Make sure you have admin access for your company’s LinkedIn page.
If you need admin access, contact the current admin or LinkedIn customer service. Admins can add and remove other admins as needed.
Best Practices for Posting as a Company
When posting in LinkedIn groups as your company, follow these best practices:
Provide Value
Don’t just spam groups with promotional messages. Offer valuable insights, news, and resources relevant to the group. Share content that starts meaningful conversations.
Follow Group Rules
Review and follow all group rules before posting. Some limit self-promotion or require approval. Make sure your posts meet guidelines.
Engage Community
Comment on discussions, answer questions, and interact with members. Don’t just drop links. Build relationships within groups.
Post Consistently
Post regularly, but not too frequently. 1-2 times per week is a good goal. Be active in a few targeted groups versus all groups.
Monitor Discussions
Check back on posts and discussions. Reply promptly to comments and feedback. Stay involved in conversations.
Types of Content to Share
Here are some ideas for great content to post as a company in LinkedIn groups:
Industry News
Commentary and insights on recent news related to the group’s industry. Offer your company’s perspective.
Thought Leadership
Position company leaders as industry experts by sharing articles they author.
Behind-the-Scenes
Photos, videos, and updates giving a “behind-the-scenes” look at your company.
Events
Promote upcoming webinars, conferences, and other events relevant to the group.
Job Openings
Post job openings at your company targeted for the group’s members.
QA’s
Answer common customer questions related to your products or industry. Provide helpful information.
Polls and Surveys
Engage members by posting polls and surveys to spark discussion.
Infographics
Share infographics with statistics and visuals relevant to the group’s interests.
Case Studies
Detailed stories demonstrating how your products/services solved real customer problems.
LinkedIn Group Posting Strategy
Developing a posting strategy will help maximize the impact of your LinkedIn group engagement. Here are some tips:
Define Goals
Be clear on what you want to achieve – brand awareness, leads, recruiting, etc. This focuses your efforts.
Target Groups
Identify and prioritize 5-10 key groups aligned with goals. Don’t spread yourself too thin.
Plan Content
Brainstorm 2-3 months of post ideas and create an editorial calendar. Mix up formats and topics.
Post Consistently
Post 1-2 times per week per group. Consistency keeps you top of mind. Vary weekday and time.
Analyze Performance
Track engagement – clicks, comments, new followers. Learn what content resonates to inform future posts.
Refine and Expand
Remove or add new groups as needed. Test different content types and topics. Continuously optimize approach.
Tips to Get Noticed
It can be challenging to get attention and engagement on posts in busy LinkedIn groups. Here are some pro tips:
Catchy Headlines
Use interesting but honest headlines that grab attention like news articles.
Visual Content
Posts with images, infographics, and videos tend to perform better.
Ask Questions
Pose thoughtful questions to encourage responses vs. just stating something.
Share Early
Posting early when members are most active improves visibility.
Localize Content
Relate post topics specifically to the group’s location if applicable.
Tag Influencers
Mention and tag industry influencers in relevant discussions.
Follow Up
Circle back on posts and re-engage people who commented.
Use Polls
Interactive poll posts spark interest and responses.
Share Value
Offer members exclusive discounts or content as incentive to engage.
LinkedIn Group Posting Examples
Here are a few hypothetical examples of good company posts in LinkedIn groups:
Asking for Feedback
As a software company in a tech group: “We’re looking for beta users to test our new [software]. It aims to help teams collaborate more efficiently. If you’re interested in becoming a beta tester, please DM me! We’d love to get your feedback on the product before launch.”
Starting a Discussion
As an HR consulting firm in a recruiting group: “What interview questions do you find most effectively reveal a candidate’s skills and fit? We’re compiling a list of top questions to ask. Please share your favorites!”
Sharing Industry News
As a digital marketing agency in a marketing group: “New report finds 63% of marketers struggle to connect data from different channels and platforms. How are you tackling data fragmentation in your organization?” [Link to report]
Promoting an Event
As a food service equipment company in a restaurant industry group: “We invite LA-area restaurant professionals to our upcoming demo day on 5/20 featuring the latest innovations in commercial kitchen tech. Limited spots available – RSVP here for the event!” [Event details]
Publishing a Case Study
As a consulting firm in a small business group: “We helped this 10-person startup increase revenue 29% in one year by revamping their digital marketing strategy. Read the full case study for their approach and results.” [Link to case study]
Dos and Don’ts
Keep these dos and don’ts in mind when posting as a company in LinkedIn groups:
| Do: | Don’t: |
| – Review group rules and guidelines | – Spam or over-promote |
| – Engage with other members | – Just share links without context |
| – Follow posting frequency limits | – Post irrelevant or off-topic content |
| – Provide valuable and relevant info | – Use false or misleading headlines |
| – Post consistently but not too often | – Neglect or abandon groups after joining |
| – Use images, polls and videos | – Re-share content across multiple groups |
Conclusion
Posting in LinkedIn groups as your company page is an impactful way to achieve business goals by engaging your target audience. By providing value, starting discussions, sharing company updates, promoting events, and following best practices – groups allow you to build relationships, increase brand awareness, generate leads, and highlight expertise.
Focus on a few niche groups closely aligned with your goals, engage members with high-quality content, participate actively, analyze performance, and optimize your approach for best results. Avoid blatant self-promotion and sales pitches. With a thoughtful LinkedIn group strategy, companies can leverage these communities to grow their brand and business.
