LinkedIn is the world’s largest professional network with over 722 million members worldwide. As such, it is an invaluable platform for establishing an online presence for your company and connecting with potential clients, partners, and employees. Having a complete and professional company profile on LinkedIn is crucial to fully utilize the platform’s marketing and recruiting opportunities. Here are some tips on creating the best LinkedIn company page.
Claim and Verify Your LinkedIn Company Page
The first step is to claim your company’s LinkedIn page if one already exists. You can do this by searching for your company name and verifying ownership through an email confirmation. If your company does not have an existing page, you can easily create one by going to your LinkedIn account settings and adding a new company page. Be sure to thoroughly complete all sections of the company profile during the creation process.
Once you have access and control of your company’s LinkedIn page, take the time to get it verified. The blue verified badge gives your page an extra level of credibility and trustworthiness. To get verified, your company needs to meet LinkedIn’s criteria around existence, being notable, and having an active account. You’ll have to provide substantial information about your business operations and possibly upload legal documentation. Verification usually takes a few weeks after applying.
Craft an Eye-Catching Headline
Your company’s headline appears beneath its name at the top of its LinkedIn page. This space should be used to briefly describe what your company does and your core differentiators. Come up with a short, memorable phrase that captures the essence of your business. Mention your industry, mission, values, or competitive advantage.
For example, Tesla Motors’ headline reads “Electric Cars, Solar Energy, Clean Energy Storage | Tesla.” This quickly tells visitors that Tesla is in the electric vehicle and clean energy space.
Keep your company’s headline under 150 characters so it does not get cut off. Also, tailor it for your target B2B audience rather than a general consumer audience. Update the headline regularly to promote new products, initiatives, or achievements.
Optimize Your LinkedIn Page URL
When you first create your company’s LinkedIn page, it is assigned a default URL with a series of random numbers and letters. To make your page URL more brand-friendly, you can customize it to include your company’s name or keywords.
For example, Tesla’s LinkedIn URL is simply:
www.linkedin.com/company/tesla-motors
A customized URL makes your page easier to find via search and looks more professional when shared. You can edit your URL directly from your LinkedIn admin settings. Just keep it concise and descriptive.
Select an Eye-Catching Cover Photo
Your cover photo appears at the very top of your company’s LinkedIn page above its profile picture. This banner-like image is one of the first things viewers will notice, so pick a high-quality, vibrant photo that represents your company.
Some ideas for strong cover photos include:
– A picture of your office headquarters or workspace.
– A photo of your whole team or leadership together.
– An image related to your industry, products, or services.
– Infographics about your company’s mission, culture, or history.
The cover image should capture attention while also conveying key information about your brand. Be sure to use a photo that is least 1536×768 pixels for optimal quality on large screens. You can upload and edit your cover photo directly through the LinkedIn admin center.
Upload a Recognizable Profile Photo
In addition to your cover photo, your LinkedIn company profile also needs a profile picture. This will appear in searches, ads, recommendations, and whenever your page is shared or engaged with.
Your logo is usually the best option for your profile photo. Having a consistent, recognizable logo will make your brand stand out in LinkedIn’s crowded newsfeeds. Just make sure to use a high-res vector version with transparent or solid color background.
If you do not have a logo, consider using an image of your office, products, or leadership team. Profile pictures should be at least 400×400 pixels. Play around with different photos and see which one generates the most profile views and engagement.
Fill Out All LinkedIn Page Sections
With your branding assets in place, it is time to complete the remaining components of your LinkedIn company page. The key sections to focus on are:
About: This tab is essentially your company’s bio and should cover your history, mission, values, leadership team, and culture. Share your “origin story” and what makes your business stand out. Integrate multimedia like photos, videos, presentations, and documents to make it visual and dynamic.
Products and services: Fully describe your product and service offerings, along with links to your website or online stores. List your core areas of expertise.
Careers: Engage job seekers by listing open positions, internships, and company perks. Promote your employer brand and workplace culture.
Life: Give a behind-the-scenes look at your company culture through photos, testimonials, awards, and events. Keep it authentic.
Company details: Provide all the key specifics – founding year, company size, locations, website URL, contact info, and social media handles.
Completing each section in detail is essential for getting the most value out of your LinkedIn presence. This information appears at the top of search results and informs viewers about your brand.
Highlight Your Company News and Milestones
One of the most powerful tools on LinkedIn is the ability to publish blog-like posts directly to your Company Page. These updates appear in the feeds of your followers and help spread news about your latest initiatives, events, content, and achievements.
Post regularly about things like:
– New product features or launches
– Major hires and promotions
– Awards and media coverage
– Corporate events and webinars
– Community outreach and philanthropy
– Employee spotlights and culture
Publishing frequent updates makes your company page more dynamic. It shows viewers that things are always happening at your company and gives them reasons to keep engaging with your brand.
Showcase Your LinkedIn Company Page
Now that your LinkedIn Company Page is polished and filled out, it is time to get it in front of the right audiences. Promote your page through various LinkedIn tools and strategies:
– Place the LinkedIn Company Page badge on your website to link back.
– Share your page URL and updates on other social media networks.
– Encourage employees to follow and share your page with their own networks.
– Run sponsored content and recruiting ads targeting your ideal B2B audiences.
– Communicate with prospects and clients through customized InMail messages.
– Engage with your followers by liking and replying to their comments and feedback.
Consistently promoting your Company Page both organically and through paid tactics will maximize the business benefits of your LinkedIn presence. Measure which efforts deliver the most followers, engagement, job applications, and inbound leads.
Analyze Performance and Doubled Down on What Works
Take advantage of LinkedIn’s built-in analytics to identify the types of content and activities that resonate most with your target audiences. Pay attention to metrics like:
– Follower growth
– Shares and reactions to your posts
– Page views and visitors
– Job applicant quality and quantity
– Inbound leads and referrals
Look for trends and patterns in your highest performing updates to inform your future content strategy. Find ways to do more of what already gets engagement through optimization and experimentation.
You can also integrate your LinkedIn Company Page with leading social media management and analytics platforms to unlock deeper insights. Many platforms provide tools for managing, publishing, and tracking performance across multiple social networks.
Maintain a Regular Presence
A common mistake companies make is allowing their LinkedIn Company Page to go dormant after the initial setup. To maximize results, you need to invest dedicated resources into maintaining your page week-after-week and year-after-year.
Set up a long-term content calendar and assign team members to handle core responsibilities like:
– Publishing blog-style posts and articles.
– Responding to comments and messages.
– Posting job openings.
– Updating company details.
– Monitoring analytics and performance.
Treat your LinkedIn page like any other marketing channel. Having a consistent presence and active engagement will ensure your brand remains top of mind with your target audience on the world’s largest professional platform.
Conclusion
Creating a strong company profile on LinkedIn provides immense opportunities to attract customers, talent, and partners. But it requires an intentional strategy and long-term commitment. Follow the best practices covered in this guide to build an optimized, professional presence that gets results. Focus on high-quality branding, content, engagement, promotion, analytics, and consistency. With the right approach, LinkedIn can amplify your brand and support critical business objectives.