A LinkedIn Company Profile is a great way for businesses to establish their brand, attract talent, and connect with customers on LinkedIn. With over 722 million members worldwide, LinkedIn is the largest professional social media platform and a key place for companies to have a presence.
However, creating a compelling Company Profile that stands out takes time and effort. With over 58 million Company Pages on LinkedIn, the competition for attention is fierce. You need to optimize your LinkedIn Company Profile by showcasing what makes your business unique, sharing helpful content, and enabling employees to represent your brand.
Follow these tips to make your LinkedIn Company Profile shine:
Completely Fill Out All Sections
The first step is to fully complete your LinkedIn Company Page. Many businesses have incomplete profiles, which looks unprofessional and prevents you from standing out.
Be sure to fill in the following key sections:
– Company description – Use keywords people would search to describe your business and highlight what makes you special.
– Company size – Specify the number of employees so people understand the scale of your organization.
– Company type – Select whether you are a public, private, nonprofit, or government entity.
– Industry – Choose the industry/categories that best represent your business.
– Company logo and cover image – Upload branded visuals that reflect your company culture.
– Contact info and website – Provide details on how people can get in touch and link to your site.
– Careers and Jobs pages – Engage prospective employees by showcasing open positions.
Completing all Company Page sections shows you invested time in your presence and helps people learn about your organization.
Optimize SEO
Ensuring your LinkedIn Company Profile is optimized for SEO enables you to get discovered by people searching for businesses like yours.
Here are some key SEO tips:
– Include your target keywords naturally throughout your description and other fields. Don’t keyword stuff.
– Craft compelling headlines for your Company Page, Career Pages, and Life sections that include keywords.
– Add alt text with keywords to your images and videos to improve accessibility.
– Link out to your website and blog content to boost domain authority.
– Ensure your website has LinkedIn metadata tags to facilitate sharing.
Optimizing for SEO helps your Company Profile appear in LinkedIn search results and Google searches related to your business. Driving organic traffic enables you to continually attract your target audience.
Showcase Your Company Culture
LinkedIn is a professional social network, but people still want a peek behind the curtain. Showcasing your company culture helps make your business relatable and attractive to potential employees.
Ways to highlight your work environment include:
– Photos and videos from company events, celebrations, and day-to-day office life.
– Employee spotlights and Takeovers featuring individual team members.
– Content about your mission, values, diversity, and what makes your culture unique.
– Company updates announcing new hires, milestones, and achievements to foster community.
– Encouraging employees to engage with your Page by liking, sharing, and commenting.
Giving an authentic view into your culture makes your Company Profile more vibrant and human. People get a better sense of what it would be like to work at your organization.
Curate Helpful Content
Your LinkedIn Company Page provides a platform to share valuable content that establishes your brand as an industry thought leader.
Types of helpful content to post include:
– Blog articles and news updates relevant to your customers.
– Infographics, ebooks, whitepapers, and other resources.
– Videos like product demos, customer testimonials, behind-the-scenes footage, and expert interviews.
– Polls and discussions to engage your followers.
– Company news including new products, expansion plans, awards, and milestones.
– Job openings, career advice, and workplace spotlights.
Posting regular, high-quality content positions your company as a trusted resource. The content marketing attracts your target audience and helps convert them into customers.
Get Leaders and Employees Active
The more human voices that interact on your Company Profile, the better. Activating participation from leaders and employees makes your Page feel authentic.
Ways they can get involved include:
– Executives and subject experts publishing posts and engaging in discussions.
– Employees sharing company content to their own networks.
– Team members commenting on and reacting to your Page posts.
– Featuring diverse employees via spotlight profiles.
– Letting individual contributors take over your Page for a day.
– Employees answering questions and replying to comments from followers.
When your people share stories and participate as brand ambassadors, it brings your Company Profile to life. Your authentic brand becomes tangible through real employees.
Advertise Open Positions
With over 690 million members in the LinkedIn talent pool, actively advertising open positions attracts qualified candidates to your Company Profile.
Best practices for promoting your job openings include:
– Creating and optimizing dedicated Career Pages on your Page.
– Sharing new job posts on your Company Page and employees’ profiles.
– Using LinkedIn Recruiter to source candidates.
– Working with staffing agencies that leverage LinkedIn Jobs.
– Paying to boost job posts to reach more potential applicants.
– Offering a referral bonus to motivate employees to share openings.
Proactively managing your LinkedIn recruitment presence secures your Company Page as a go-to talent destination and top-of-mind employer brand.
Stay on Top of Messages, Reviews and Mentions
It is important to diligently monitor messages, reviews, and mentions related to your LinkedIn Company Profile. This enables you to maintain open communication and address any issues.
Guidelines for effectively managing incoming activity:
– Turn on notifications so you are aware of comments and messages as they come in.
– Promptly respond to all messages and comments to build relationships with followers.
– Share and thank people posting positive reviews. Politely address any negative feedback.
– Set up social listening alerts to track keywords and brand mentions.
– Assign team members to oversee messaging and review management.
– Monitor metrics in LinkedIn Analytics to assess engagement.
Staying on top of all inbound interaction provides great customer service and crucial feedback for improving your Company Page. Don’t let messages and reviews go unanswered.
Conclusion
Optimizing your LinkedIn Company Profile is an important investment for attracting customers, talent, and partners. But creating an engaging page that stands out takes time and strategy.
Focus on completely filling out all sections, optimizing for SEO, highlighting your culture, sharing great content, activating employees, advertising jobs, and managing inbound messages.
By making your Company Page a lively hub of value for your target audience, you become a sought-after brand on LinkedIn. Put in the work to build an unmatched Company Profile that delivers outstanding results.
| Section | Best Practices |
|---|---|
| Company description | – Use target keywords – Highlight what makes you unique |
| Company details | – Fill out all fields fully – Keep information updated |
| SEO optimization | – Include keywords naturally throughout – Craft compelling headlines – Add keyword alt text to images/videos – Link out to your website – Ensure website has LinkedIn metadata |
| Company culture | – Share photos/videos of events & office life – Spotlight individual employees – Post content about mission & values – Announce new hires & milestones – Encourage employees to engage |
| Content marketing | – Publish relevant blog articles & news – Share infographics, ebooks, whitepapers – Post videos including demos & interviews – Create polls & discussions – Update on new products & awards – Highlight job openings & career advice |
| Employee activation | – Executives publish posts & discuss – Employees share company content – Team members react to Page posts – Spotlight diverse employees – Let employees take over Page for a day – Employees answer follower questions |
| Job promotion | – Create & optimize Career Pages – Share new openings on Page & employee profiles – Use LinkedIn Recruiter – Work with staffing agencies using LinkedIn Jobs – Boost job posts – Offer employee referral bonuses |
| Inbound management | – Turn on notifications – Promptly respond to all messages & comments – Thank people for positive reviews – Address any negative feedback – Set up social listening alerts – Assign team members to oversee – Monitor engagement analytics |
Fill Out All Sections Fully
Completing all fields in your LinkedIn Company Page shows professionalism and helps people learn about your business. Key sections to fill out include:
– Company description – Use target keywords and highlight differentiators.
– Company size – Specify number of employees.
– Company type – Select public, private, nonprofit, etc.
– Industry – Pick relevant categories.
– Contact info & website – Make it easy to get in touch.
– Logo & cover image – Add visual brand elements.
– Careers and jobs – Engage prospective talent.
Fully optimizing all sections demonstrates you invested time in your Company Profile.
Use Keywords Naturally Throughout
When optimizing your Page for SEO, focus on organically including target keywords in:
– Headlines for your Profile, Careers, and Life sections.
– Company description and overview sections.
– Alt text for images, videos, and other media.
– Content published on your Page including articles and news.
Naturally working keywords into your Profile helps you get discovered in LinkedIn search and Google. Avoid awkwardly stuffing keywords. Quality content ranks best long-term.
Share Authentic Culture Content
Give people a peek into your company culture by sharing content like:
– Photos from company parties, events, celebrations and day-to-day office life.
– Videos of the workplace, employee testimonials, and behind-the-scenes footage.
– Spotlights on individual team members from diverse backgrounds.
– Content about your values, diversity initiatives, and what makes your culture unique.
– Company updates announcing new hires, promotions, awards, and milestones.
Authentic culture content makes your brand relatable and your Company Profile stand out.
Promptly Respond to Interactions
Staying on top of LinkedIn Company Page messages, comments, reviews and mentions enables great customer service. Make sure to:
– Turn on notifications so you see interactions when they happen.
– Assign team members to oversee inbound.
– Quickly respond to all messages and comments from followers.
– Politely address negative feedback.
– Monitor analytics to assess engagement levels.
Proactively managing interactions helps build relationships with your audience and improve your Company Profile. Don’t leave questions unanswered!
Boost Visibility of Job Postings
Promote openings to LinkedIn’s 690+ million members by:
– Creating dedicated, optimized Career Pages.
– Sharing new job posts on Company Page and employees’ profiles.
– Paying to boost high-priority roles.
– Partnering with staffing agencies leveraging LinkedIn Jobs.
– Offering bonuses for employee referrals.
Actively managing LinkedIn recruitment drives quality applicants to your jobs and Company Page.
