LinkedIn company pages are profiles created specifically for businesses and organizations to establish their professional presence on LinkedIn. Just like individual member profiles, company pages showcase useful information about a business to connect with customers, clients, and partners. Company pages serve as a hub to attract new opportunities, highlight accomplishments, promote content, advertise job openings, and more.
Why should a company have a LinkedIn page?
Companies should have LinkedIn pages for several key reasons:
- Establish brand presence – A company page gives businesses an official presence on the world’s largest professional network. This allows organizations to stand out and be discovered by LinkedIn’s 740+ million members.
- Attract new customers – Company pages expand visibility and allow businesses to connect with potential new customers. Pages can be optimized to drive website traffic and generate new leads.
- Reinforce company reputation – Pages provide a platform for businesses to share company news, accomplishments, CSR initiatives, awards, and thought leadership content. This reinforces a positive brand image.
- Showcase company culture – Businesses can give insights into company culture by sharing photos, videos, employee spotlights, and open position listings.
- Generate passive candidates – Active company pages attract qualified candidates interested in openings without active recruiting efforts. 75% of people interested in new job opportunities are passive candidates.
- Market brand as an employer – Company pages showcase employer brands to attract qualified candidates in competitive talent markets by promoting company culture, benefits, and career growth opportunities.
What are the key sections of a LinkedIn company page?
LinkedIn company pages include several key sections to showcase useful information to visitors:
- Overview tab – The overview tab prominently displays core company details like description, headquarters location, industry, company size, website URL, and founding year.
- Life tab – The life feed shares company status updates, articles, images, videos, and employee spotlights.
- About tab – The about section conveys company details through the story, mission, products/services, specialties, and employee stats and insights.
- Jobs tab – Active job listings are displayed to attract interested candidates to open positions.
- People tab – Current employees can be showcased to humanize the company. Alumni can also be displayed.
- Videos tab – A videos section makes it easy for visitors to browse relevant brand videos uploaded to the page.
- Pages tab – Related company pages can be linked like regional offices, brands/divisions, or subsidiaries.
What options are available to create and manage a LinkedIn company page?
There are a few options businesses can use to set up and manage their LinkedIn company pages:
- LinkedIn admin – Have an appointed LinkedIn company page admin create and manage the page through their personal LinkedIn account. Multiple admins can be assigned.
- LinkedIn sales navigator – LinkedIn Sales Navigator offers enhanced analytics and management capabilities through premium paid plans.
- Third-party apps – Apps like Dux-Soup, EveryoneSocial, and Hootsuite integrate with LinkedIn to assist with posting, analytics, ads, and more.
- Agencies – Social media and marketing agencies can be hired to handle setup, posting, ad management, and optimizations.
Most companies start by having an internal employee create and maintain a LinkedIn page as the page administrator through their personal LinkedIn account. As pages become more established, third-party apps or agencies may be leveraged to open additional capabilities.
What are best practices for optimizing a LinkedIn company page?
To maximize the impact of a LinkedIn company page, here are some key best practices:
- Completely fill out the overview tab – Provide details on company description, size, headquarters, founding year, industry, website URL, and specialties.
- Upload a cover image and logo – Visually represent your brand by uploading branded cover and logo images to the page.
- Showcase employees – Adding team members and company leadership gives a face to the brand. Share employee spotlights too.
- Post regularly – Consistently publish helpful and engaging updates to the Life tab feed to generate interest.
- Use analytics – Review page analytics to identify visitor demographics and consumption trends to improve content.
- Promote content – Share blog posts, videos, ebooks, and other media to provide value. Drive traffic to the company website.
- Advertise open roles – List job openings on the careers tab to attract active and passive candidates.
- Follow related pages – Follow partners, affiliates, alumni companies, and relevant industry voices to build community.
- Monitor notifications – Regularly check page notifications and respond promptly to messages and comments.
Implementing these best practices helps create an informative, engaging LinkedIn page that humanizes the brand and attracts new opportunities. Staying active with fresh content and listened to followers and visitors is key.
How are LinkedIn company pages different from individual profiles?
There are some key differences between LinkedIn company pages and individual profiles:
- Intended audience – Company pages target an external audience while individual profiles interact with a networked community.
- Custom URL – Company pages get a unique vanity URL. Individual profiles use a URL with a member ID.
- Admin tools – Page admins have tools to post as the company and see visitor analytics. Profiles don’t have these capabilities.
- Advertising – Only company pages can run LinkedIn ad campaigns and sponsor content.
- Showcase employees – Companies can showcase employees profiles on their pages. The opposite isn’t possible.
- Metrics – Pages have access to follower demographics, engagement rates, visitor metrics and lead generation analytics.
The core differentiator is that company pages are outward facing while profiles interact within the LinkedIn network. The tools, analytics, and capabilities of pages serve to promote the company externally vs profiles which focus on professional networking.
What types of companies or organizations should create a LinkedIn page?
Nearly every type of business or organization can benefit from creating a LinkedIn company page. Here are just some examples of entities that should establish their brand presence on LinkedIn:
- Commercial businesses – Retailers, restaurants, manufacturers, professional service firms, tech companies, etc.
- Non-profits – Charities, foundations, associations, social good organizations, etc.
- Educational institutions – K-12 schools, universities, vocational programs, etc.
- Healthcare providers – Hospitals, physician practice groups, senior living, medical clinics, etc.
- Government agencies – Federal, state, county, and local municipalities, police, fire departments, etc.
- Religious institutions – Churches, temples, mosques, religious non-profits, etc.
- Event venues – Conference centers, hotels, wedding venues, convention halls, etc.
- Media publishers – Newspapers, magazines, radio stations, online publications, etc.
- Cultural institutions – Museums, zoos, historical sites, public gardens, etc.
Essentially if an organization has employees, serves customers, engages with any external audience, or wants to be discoverable online – it should establish a presence on LinkedIn to broaden visibility and exposure. The professional nature of LinkedIn creates opportunities for entities that may not focus on other social networks.
Conclusion
Overall, creating and maintaining a LinkedIn company page offers tremendous benefits for organizations looking to promote their brand, connect with new audiences, attract talent, and establish credibility in the professional community. By publishing valuable content and engaging visitors, LinkedIn company pages become digital hubs that provide helpful resources and humanize an organization. With over 740 million members, LinkedIn company pages empower businesses to put their best face forward and achieve their marketing and recruiting objectives. The professional nature of LinkedIn and the powerful analytics available on company pages make it an essential platform for organizations both large and small.