LinkedIn has become an invaluable platform for companies to build their brand, showcase their products and services, attract talent, and connect with customers. With over 722 million users worldwide, LinkedIn provides unparalleled access to professionals across all industries and career levels. For companies, creating and optimizing a LinkedIn company page is a must in order to fully capitalize on the many benefits this platform has to offer.
Increased Brand Awareness
Having a complete and optimized LinkedIn company page is one of the most effective ways for businesses to increase brand visibility and awareness. Pages allow companies to showcase their mission, values, products, services, culture, and job openings in a professional way to the broad LinkedIn audience. Followers of company pages will organically help spread brand messaging and content across their own networks, allowing brands to reach new audiences. The more engaging the page content – through news updates, relevant articles, employee spotlights, and more – the more it will be shared and discovered.
Tips for increasing brand awareness
- Feature company descriptions, values, and story
- Highlight company news and achievements
- Share photos and videos that humanize the brand
- Publish relevant industry articles and thought leadership content
- Run corporate social responsibility campaigns
Companies that consistently maintain an active and optimized page through helpful, inspiring, educational, or entertaining content will see their brand awareness and follower count steadily grow.
Attracting Talent
LinkedIn company pages greatly support recruiting and talent attraction efforts. Pages provide candidates with a window into company culture, values, and career opportunities. Followers can easily be notified of all open positions. The Company industry, size, location, descriptions, and employee photos and testimonials all work together to communicate the employer brand. Candidates can engage directly with company representatives through messaging to learn more. Companies can also create targeted ads promoting open roles that will be shown to relevant professionals on LinkedIn based on skills, experience, location and other attributes.
Tips for attracting talent
- Feature open job postings
- Highlight employee testimonials
- Share workplace photos and videos
- Promote company culture and values
- Engage with candidates directly through messaging
- Run targeted job ads
An engaging LinkedIn presence allows companies to share their employer brand story and open roles where qualified candidates are actively searching and connecting. This supports an efficient and targeted talent strategy.
Increased Sales and Leads
Company pages allow for direct engagement and networking with LinkedIn members, supporting lead generation and sales efforts. Followers include professionals across all roles and seniority levels, including key decision makers and budget holders. Companies can share information about products and services through news updates, articles, and multimedia to organically reach and convert leads. Native LinkedIn messaging enables direct conversations with prospective customers to drive sales. Sponsored content and targeted display ads can further increase awareness and engagement. Valuable sales intelligence data is also available through page analytics.
Tips for increasing sales and leads
- Feature products and services pages or catalog
- Share customer testimonials and success stories
- Publish relevant industry content and thought leadership
- Engage with prospects through native messaging
- Run targeted ads to ideal customers
- Analyze follower demographics and engagement
With access to the world’s largest professional network, LinkedIn company pages empower businesses to organically or paidly showcase their offerings exactly where buyers are actively networking and researching.
Competitive Advantage
Given LinkedIn’s popularity among professionals and continuous user growth, not having an optimized company presence puts businesses at a disadvantage compared to competitors who are leveraging the platform. Prospects will research companies they are considering working for or purchasing from. A bare or outdated company page reflects poorly compared to competitors with complete profiles and engaging content.
Conversely, businesses who actively post news, articles, multimedia, job openings, and more differentiate themselves. They can more effectively reach, engage, and convert new customers and top talent.
| With Company Page | Without Company Page |
|---|---|
| Increased brand visibility and awareness | Limited brand visibility |
| Showcase products, services, jobs | Unable to showcase offerings |
| Direct engagement with prospects | No engagement with prospects |
| Share company culture and values | No brand storytelling |
| Increased sales leads and conversions | Limited sales leads and conversions |
| Improved talent attraction | Reduced talent attraction |
Companies should consider having an active LinkedIn presence a necessity to building brand equity, engaging customers, and attracting talent in today’s digital landscape. Failing to have an optimized profile and deliver relevant content will increasingly put companies at a competitive disadvantage.
Statistics on company page benefits:
- 86% of B2B marketers use LinkedIn more than any other social platform
- 95% of B2B buyers are on LinkedIn
- LinkedIn members are 3x more likely to share content than other social network users
- 87% of recruiters use LinkedIn to vet and source candidates
- LinkedIn pages with complete profiles get up to 30% more weekly visitors
- Sponsored content on LinkedIn pages leads to 2x more conversions than other social platforms
Enhanced Customer Engagement
LinkedIn company pages promote greater engagement with customers and prospects through native features like messaging and notifications. Followers of a page can receive email or in-app notifications whenever new content is shared, ensuring they never miss important updates. The LinkedIn messaging function also facilitates one-on-one conversations between reps and prospects to drive engagement. Companies can share multimedia content like images, videos, and presentations that followers can easily like, share, and discuss.
Tips for improving customer engagement
- Publish content consistently to keep followers interested
- Respond promptly to follower messages and comments
- Ask questions and poll followers to spur participation
- Share variety of content – articles, images, videos, presentations
- Promote engagement by liking and sharing follower content
The interactive nature of LinkedIn allows brands to move beyond one-way broadcasting and build relationships through value-added content. Companies that encourage open communication and respond quickly see greater engagement and loyalty.
Market and Competitive Intelligence
The analytics provided by LinkedIn offer helpful data to improve marketing and business strategy. Company pages provide insights into follower demographics including location, industry, job function, seniority level, and company size. This allows for better understanding target customer profiles as well as identifying where higher value prospects are coming from.
Pages also track content engagement data like views, shares, comments, and clicks. Companies can see what types of posts resonate best with followers. These learnings can inform content strategy and areas of focus that will maximize engagement. Competitor pages can also be analyzed to benchmark performance.
How to leverage LinkedIn analytics
- Review follower demographic data
- Identify high value audience segments
- Analyze content performance by post
- Determine optimal posting frequency and channel mix
- Benchmark against competitors’ pages
The insights available through LinkedIn analytics empower businesses to fine-tune their page and marketing strategy over time to drive results. Ongoing optimization is key to getting the most value.
LinkedIn Company Page Analytics:
| Metric | Definition | Use |
|---|---|---|
| Followers | Number of users following page | Measure reach and brand awareness |
| Page Views | Number of times page viewed | Gauge total traffic and interest |
| Post Impressions | Number of times posts surfaced | Assess content reach |
| Engagement Rate | Percentage interacting with posts | Benchmark engagement levels |
| Follower Demographics | Location, industry, seniority, etc. | Identify target audience |
| Content Analytics | Likes, shares, comments, clicks per post | Determine top performing content |
Conclusion
LinkedIn continues to offer unparalleled access to the world’s professionals. Company pages provide businesses with owned media real estate to cost-effectively increase brand visibility, attract talent, generate leads, and build engagement. An optimized presence, along with consistently publishing valuable and relevant content, is becoming critically important for competitive advantage.
The benefits go well beyond brand building and demand generation. Pages supply marketers with audience demographics and content analytics to sharpen strategy. With so many professionals converging in one platform, LinkedIn company pages offer efficiency, intelligence, and relationship-building on a massive scale. The potential for measurable impact across the business makes committing time and resources to a thoughtful LinkedIn strategy one of the highest returns on investment available in social media marketing.
