Why Add Specialties to Your LinkedIn Company Page?
Adding specialties to your LinkedIn company page allows you to highlight your business’s areas of expertise. This helps customers and potential employees understand what your company does best and what makes you stand out from competitors. Showcasing specialties makes your LinkedIn page more robust and appealing.
Some key benefits of adding specialties include:
- Attracting qualified candidates – Specialties help job seekers identify companies hiring in their field.
- Reaching more customers – Specialties make it easier for prospects to find you when searching LinkedIn.
- Building credibility – Specialties reinforce your status as an authority in your niche.
- Shaping your brand image – Specialties communicate what you’re about as a company.
- Standing out – Specialties differentiate you from generic profiles.
Overall, adding specialties provides clarity around your business focus that can help attract talent and customers.
How to Add Specialties
Adding specialties to your LinkedIn company page is easy and straightforward:
- Go to your LinkedIn company page and click “Edit page” in the top right.
- Scroll down and click on the “Specialties” section.
- Start typing a specialty for your company and select from the dropdown options.
- Continue adding specialties until you have listed all relevant areas of expertise.
- Reorder specialties by dragging and dropping as desired.
- Click “Save” at the bottom when finished.
Your specialties will now appear prominently on your company page.
Tips for Choosing Specialties
When selecting specialties, keep these tips in mind:
- Pick 5-15 specialties. Too many become overwhelming.
- Focus on core competencies and services.
- Use keywords prospects would search.
- Get specific instead of generic descriptors.
- Leverage specialties competitors don’t use.
- Regularly review and update specialties.
Choosing the right specialties takes some strategic thought. Brainstorm a list of potential options and narrow it down to the terms that best convey your most important capabilities.
Examples of LinkedIn Company Specialties
To get an idea of how other businesses are using specialties, here are some examples:
IT Company
- Cloud Computing
- Cybersecurity
- Data Analytics
- Software Development
- Mobile App Development
Digital Marketing Agency
- Search Engine Optimization
- Pay-Per-Click Advertising
- Social Media Marketing
- Content Marketing
- Web Design
Accounting Firm
- Tax Preparation
- Auditing
- Bookkeeping
- Financial Reporting
- Business Advisory
As you can see, specialties follow a similar format across industries – they communicate specific service offerings rather than vague claims.
Optimizing Specialties for Maximum Impact
To get the most value from specialties, incorporate these best practices:
- Place your most important specialties at the top.
- Remove irrelevant or outdated specialties.
- Use keywords professionals search for.
- Test different terms and track results.
- Align specialties with your website and job posts.
- Add or remove specialties as your business evolves.
Actively managing your specialties ensures they accurately represent your current business focus and capabilities.
Using Specialties for Recruiting
In addition to attracting customers, specialties can also help with recruiting by signaling the types of professionals you seek.
For example, an engineering firm could include specialties like:
- Mechanical Engineering
- Electrical Engineering
- Civil Engineering
- Structural Engineering
- Chemical Engineering
Engineers browsing jobs on LinkedIn could easily identify this firm as a potential fit based on the specialties.
You can even test different specialties and see which generate the most applicant interest over time.
Specialties Compared to Industries
LinkedIn company pages have separate sections for industries and specialties. So what’s the difference?
Industries are broad categories that classify your overall business field, like:
- Information Technology
- Health Care
- Finance
- Marketing
- Construction
Specialties are specific services, products, skills and focus areas within your industry.
So your industry might be “Information Technology” but specialties would be things like “Cybersecurity” “Cloud Infrastructure” and “Software Development.”
Using both helps fully convey who you are and what you do to visitors.
Show Off Your Company’s Special Sauce
Specialties allow you to showcase niche capabilities that set you apart. For example, a marketing agency could selectively highlight:
- Influencer Marketing
- TikTok Advertising
- LinkedIn Ad Management
- Facebook Messenger Marketing
Whatever your “special sauce” is, specialties enable you to prominently flaunt it to prospects browsing your page.
Integrate Specialties With Other LinkedIn Features
To maximize impact, align specialties with other LinkedIn company page elements:
Company Industry – The industry sets overall context for your more specific specialties.
About Us section – Support specialties by describing capabilities in more detail.
Updates – Share content demonstrating your specialty expertise.
Jobs – Specialties attract suitable candidates for open positions.
Sponsored posts – Target specialties when promoting updates.
Niche hashtags – Include hashtags representing key specialties.
By integrating specialties across your page, you reinforce what makes your business unique while reaching the right audiences.
Align with CM, CRM, JOB category
- CM = Content Management
- CRM = Customer Relationship Management
- Job category = Marketing, IT, Finance
To maximize the impact of your LinkedIn Company Page specialties, make sure they align with your content management (CM) strategy, customer relationship management (CRM) system, and specific job categories.
For example:
Content Management
| Specialty | Content Focus |
|---|---|
| Social Media Marketing | Social media strategy, trends |
| SEO | Keyword research, metadata |
| Email Marketing | Email campaigns, automation |
CRM
| Specialty | Customer Interaction |
|---|---|
| Customer Support | Support tickets, chat, phone |
| Customer Success | Onboarding, training, guidance |
| Client Advisory | Strategic consulting, insights |
Job Categories
| Specialty | Job Title |
|---|---|
| Mobile Development | iOS Developer |
| Data Analytics | Business Intelligence Analyst |
| Machine Learning | ML Engineer |
Ensuring alignment across these areas reinforces coherence, reaches the right audiences, attracts suitable candidates and builds authority around your chosen specialties.
Conclusion
Adding thoughtful specialties to your LinkedIn company page provides a strategic opportunity to communicate your differentiators while attracting quality talent and customers. To maximize impact, choose specialties carefully, optimize them over time, integrate them across your profile, and ensure alignment with other elements of your digital presence. With the right specialties in place, you can convey your unique value and strengthen your brand on LinkedIn.