LinkedIn is the world’s largest professional network with over 800 million members. As a platform primarily focused on professional networking and career development, LinkedIn Company Pages serve as a way for businesses to establish their presence, promote their products or services, attract talent, and connect with customers.
Why have a LinkedIn Company Page?
There are several key benefits to having a Company Page on LinkedIn:
- Increased visibility and reach – A Company Page gives your business a presence on a platform with hundreds of millions of professionals. It allows you to get your brand and content in front of a massive audience.
- Recruitment and talent branding – LinkedIn is the #1 platform used by talent. A Company Page shows candidates what it’s like to work at your company and helps attract high-quality applicants.
- Lead generation – Company Pages let you share content, promote products, and interact with prospects. This supports lead gen by positioning your company as an authority and destination for solutions.
- Brand building – Company Pages establish credibility and trust by highlighting your products, mission, culture, leadership team, awards, and customers.
- SEO value – Pages help boost your search visibility and ranking for industry keywords. They also give you another property to build domain authority and backlinks.
In summary, a LinkedIn Company Page generates brand exposure, engages your target audience, supports recruitment, facilitates lead generation, and contributes to SEO efforts.
Step 1 – Create a LinkedIn business account
To create a Company Page on LinkedIn, you first need to have a business account. Here’s how to set one up:
- Go to LinkedIn.com and log into your personal account.
- Click on the “Work” tab in the top menu bar.
- Under “Admin Tools”, click “Create a Company Page.”
- Enter your business name and email address.
- Choose between a “free” or “premium” page. Premium offers more customization and insights.
- Agree to the terms of service and click “Get Started.”
You now have a business account on LinkedIn. This serves as the foundation for your Company Page.
Step 2 – Build out key sections
With your business account created, it’s time to start developing your Company Page. Here are the key sections to focus on:
Profile photo
Upload your business logo or another professional image to represent your brand. Use a high-quality, high-resolution image for best results.
Cover photo
The cover photo appears at the top of your page. It’s a good idea to use this space for an eye-catching image that represents your company culture, values, or mission.
Company details
Thoroughly fill out details like company name, size, industry, type, website, and description. This info gives site visitors a quick snapshot of your business.
About tab
The about section allows you to tell your company’s story. Share details on your history, founders, values, community involvement, and anything else that captures your brand ethos.
Careers tab
This tab lets you showcase your workplace, open positions, employee benefits, and more. It supports talent recruitment by showing candidates why your company is a great place to work.
Step 3 – Optimize with keywords
Keywords are critical for getting your Company Page found. Here are some tips for effective keyword optimization:
- Include your most important keywords in the page title and description fields.
- Work target keywords into the about, products, and careers tabs.
- Leverage keywords in content you publish through posts, links, photos, and videos.
- Use keywords that are relevant to your industry and match searcher intent.
- Perform keyword research to identify popular and high-volume terms.
- Avoid overstuffing with keywords. Write for readers first, then strategically work in keywords.
Step 4 – Connect social media accounts
Linking your social media accounts like Twitter, Facebook, Instagram, YouTube, and Glassdoor to your Company Page provides site visitors with a more holistic view of your brand. It also facilitates cross-promotion across networks. Here’s how to connect accounts:
- From your Company Page, click “Manage” in the top admin bar.
- Select “Products and Services” from the left menu.
- Click the “Social Links” tab.
- Enter the profile URL for each account you want to connect.
- Click “Apply Changes.”
Step 5 – Personalize the URL
LinkedIn assigns a unique URL to every Company Page. But you can customize this link to be more user and SEO-friendly:
- Go to your Company Page and click “Manage” in the top bar.
- Select “Company Settings” from the left menu.
- Under “Website”, click “Edit.”
- Enter your desired URL in the “Customized URL” field.
- Click “Save.”
Aim for a URL that’s short and contains your company name and keywords.
Step 6 – Share status updates
Posting regular status updates is a great way to engage your LinkedIn followers. Use these updates to share things like:
- Industry news and insights
- Company announcements
- Links to new blog posts
- Upcoming events and webinars
- Photos and videos
- Employee spotlights
- Awards and achievements
Post consistently, be helpful and authentic, and leverage hashtags and keywords in your updates. Polls, questions, and live videos can also help drive engagement.
Step 7 – Follow and interact with members
Following and connecting with other members builds relationships and gets more eyeballs on your Company Page. Here are some ways to interact:
- Follow professionals, influencers, partners, and clients in your industry.
- Like and comment on posts from prospects and customers.
- Share or react to content published by leaders at partner companies.
- Respond to discussions happening within relevant LinkedIn Groups.
- Endorse connections for their skills to establish your credibility.
Focus on quality over quantity and foster authentic connections. Don’t spam or overly self-promote.
Step 8 – Share job openings
The LinkedIn Jobs feature allows you to publish open roles directly on your Company Page. You can include details on responsibilities, requirements, benefits, and more. To post a job:
- Go to your Company Page and click “Manage” in the top bar.
- Select “Careers” from the left menu.
- Click the green “Post a Job” button.
- Enter all job details then click “Post Job.”
Active job listings will appear on your Careers tab. You can also promote openings by sharing them in status updates.
Step 9 – Analyze Page analytics
Under the “Manage” section of your Page, you can view key analytics like:
- Followers
- Post impressions
- Engagement
- Page views
- Website clicks
- Job views
Study these metrics to get insights on your followers and content performance. Identify what resonates so you can refine your Page strategy.
Step 10 – Promote your Page
Here are some final tips for amplifying awareness of your LinkedIn Company Page:
- Link to your Page from your website, email signatures, and other marketing materials.
- Encourage employees to follow, engage with, and share your Page.
- Publish LinkedIn posts that link back to your Page.
- Promote your Page in relevant LinkedIn Groups and discussions.
- Use paid LinkedIn ads to get your Page in front of more of your target audience.
- Pitch your Page via outreach to partners, press, and influencers.
Conclusion
Creating a highly optimized LinkedIn Company Page takes time but delivers immense value. Follow this step-by-step guide to publish an effective Page that represents your brand, engages your audience, boosts recruitment, generates leads, and supports your overall marketing strategy.
Consistently maintain and promote your Page. Monitor performance analytics so you can refine your content and approach for maximum impact. With a strong Company Page, LinkedIn can become one of your most powerful platforms for achieving business objectives.