Why having a strong company page matters
Having a robust and engaging LinkedIn company page is crucial for brands looking to stand out and connect with their target audience on the platform. With over 800 million members worldwide, LinkedIn provides unparalleled access to professionals and decision-makers across industries. A complete and optimized LinkedIn company page enables businesses to showcase their products/services, culture, and career opportunities to this vast network. It helps drive brand awareness, recruiter engagement, lead generation and overall credibility for your organization. Research indicates that 57% of LinkedIn members have decided to buy from a company after engaging with their LinkedIn page. Clearly, investing time into curating an impactful company presence here should be a priority.
Tips to improve your LinkedIn company page
Here are some tips to help enhance your brand’s LinkedIn company page:
Craft an informative “About” section
Your LinkedIn About section is key real estate for communicating what your company does, its mission, values, and impact. Be sure to succinctly get across your core offerings, differentiators and reason for being in business. Back up claims with specific facts, data and client examples. Include keywords that prospects may use when searching for your products or services. The About section should be optimized to best speak to your target personas and customer pain points.
Showcase your brand personality and culture
Today’s consumers and talent want to engage with brands that have a clear voice, personality and cultural identity. Your LinkedIn page is a chance to give insider glimpses into your brand’s environment, perks, leadership principles, diversity, community involvement and more. Share photos, videos, employee spotlights and content that brings your ethos to life. Users will feel more connected to brands they can relate to.
Spotlight employees and career opportunities
LinkedIn company pages prominently feature tabs for Career Pages, Life and Jobs sections. Leverage these to promote your employer brand, highlighting company values, career paths, open positions, workplace culture, benefits and more. Featuring employee testimonials and spotlights makes recruiters feel closer to your team. It helps recruit top talent by conveying why your company is a desirable place to work.
Publish regular, engaging updates and content
Posting frequent updates showcases your brand as active, credible and invested in the LinkedIn community. Share company news, industry insights, thought leadership content, infographics, behind-the-scenes photos, event promotions, recognition and awards. Encourage employees to like, comment on and share posts to increase visibility. Consider going live on LinkedIn to engage followers in real-time. Value-add content builds authority and gets more eyes on your brand.
Curate a robust Showcase Page
The Showcase Page lets you highlight your portfolio of products, services, case studies, customer stories and projects under neat tabs. Include videos, images, descriptions and calls-to-action to showcase your work to prospects. Current clients can be directed here when asking “What do you do?”. The page acts like a virtual brochure for your capabilities.
Leverage employee advocacy
Encourage your employees to follow, engage with and share content from your Company Page. This helps expand reach. Consider launching an employee advocacy program with incentives. Employees are viewed as more authentic brand ambassadors. Their personal networks will be more receptive to content.
Monitor analytics for impact and insights
Analytics on your LinkedIn Page provide valuable data on follower growth, post reach, engagement, website clicks, talent pool size and more. Study the metrics to identify what content resonates best with your audience. Double down on what works. Continuously optimize to maximize impact. Integrate with marketing automation and CRM tools for greater visibility.
Network with partners, investors, alumni
Connect with strategic partners, alumni, vendors, investors and other stakeholders to grow your community. Engage them by tagging in relevant posts and sharing their content. Being connected on LinkedIn fosters closer business relationships.
Best practices for an optimized LinkedIn company page
Here are some top best practices to follow as you enhance your LinkedIn presence:
- Craft a succinct, memorable tagline for your brand
- Use high-quality cover images and visuals that capture attention
- Ensure branding is consistent with website and assets
- Spotlight leadership team profiles, with headshots and rich bios
- Publish new posts at least 3X a week for engagement
- Respond to all comments and messages received
- Include clickable links to your website, offers and contact pages
- Follow industry hashtags and engage with your community
- Curate content tailored to personas, including video
- Collaborate with employees, executives and partners on content
Typical LinkedIn company page sections
Here are the key sections that brands should focus on populating for a robust LinkedIn presence:
| Section | Description |
|---|---|
| Cover image | Hero banner conveying your brand. Can be changed seasonally. Include value proposition, offerings, location, etc. |
| About | Overview of what you do, origins, mission, competitive differentiators, achievements. |
| Products and Services | Detailed descriptions and visuals of key offerings. Can link to your online store. |
| Career Pages | Communicate open roles, workplace culture, benefits, hiring process, employer brand content. |
| Life and Jobs | Photos, videos, testimonials and content around your work environment and culture. |
| Showcase Pages | Portfolio highlights of case studies, projects, customer stories and product demos. |
Measuring success with key LinkedIn metrics
Track these vital LinkedIn analytics to benchmark and optimize your company page’s performance:
| Metric | Definition |
|---|---|
| Follower growth | How many new followers you gain weekly/monthly |
| Post engagement rate | Likes, comments, shares per post as % of followers |
| Content clicks | Click-through rate on links/CTAs in posts |
| Audience demographics | Follower titles, industries, locations, companies |
| Website visits | Traffic driven from LinkedIn to your website |
| Talent pool reach | How many and what types of people are viewing your Career Pages |
Conclusion
Optimizing and actively managing your LinkedIn company page is a valuable way to boost brand visibility, highlight your culture, attract talent and connect with customers. By crafting compelling content tailored to your buyer personas, engaging followers and measuring performance, brands can stand out on the world’s largest professional platform. Focus on conveying your unique value, identity and purpose. Consistency, quality content and community interaction will organically grow your presence over time.