What is recommendation for company page on LinkedIn?

A company’s LinkedIn page serves as its professional online presence and profile. An optimized, complete company page acts as a hub for your brand on LinkedIn, enabling you to attract prospective customers and talent, build relationships, and engage with your target audiences. Just as your personal LinkedIn profile allows you to establish your professional brand, your company’s LinkedIn page presents your business to the LinkedIn community.

Complete your LinkedIn Company Page

To create an effective LinkedIn presence for your business, it’s important to thoroughly complete your company page. A bare bones or sparse page looks unprofessional and will not encourage LinkedIn members to engage with your brand. Here are key sections to focus on:

• Company description – Use this space to briefly explain what your company does, highlighting your products/services, mission, values, and competitive differentiators. Aim for 2-3 concise paragraphs that capture your brand essence.
• Company details – Fill in all fields including company name, size, industry, type, website, headquarters location, and founding year. Providing complete details lends credibility.
• Specialities – Select up to 3 specialties from LinkedIn’s options that best characterize your business offerings. This helps users understand your focus areas.
• Company updates – Share company news, events, achievements, job openings, and other updates to engage visitors and build a following.
• Media – Add company photos, videos, presentations, brochures, and other visual media that brings your brand story to life.

In addition, you can showcase company culture through the Life and Careers pages. A complete, vibrant company page signals professionalism and gives site visitors plenty to explore and connect with.

Optimize SEO on your Company Page

Implementing search engine optimization (SEO) best practices on your LinkedIn company page can help dramatically improve discoverability and traffic. Here are key optimization tips:

• Include primary keywords in the company description – Work in the core products, services, industries, and functions relevant to your business.
• Leverage all available fields – Maximize search visibility by filling in company name, description, location, specialties, and all other fields.
• Update content regularly – Refresh updates, images, videos, and other media on the page to give search engines new content to crawl.
• Insert links – Reference your website and other online properties to build authority and associate your brand with those domains.
• Use high-quality media – Ensure all visuals are optimized for web with relevant file names, titles, captions, and descriptions.

Optimizing for search helps your LinkedIn company page rank higher in results when professionals search for businesses offering your products and services. This increases discoverability and inbound traffic to your page.

Engage your Target Audience

One of the primary benefits of creating a LinkedIn company page is the ability to actively engage your target B2B and B2C audiences. Here are impactful ways to connect with prospects and customers:

• Share valuable updates – Post regular company news, thought leadership content, tips, promos, and other updates your audience finds interesting.
• Monitor comments and messages – Be responsive to all mentions, comments, posts, and messages on your page to foster engagement.
• Leverage employees as advocates – Encourage employees to share company page content to their own networks to expand reach.
• Run sponsored content campaigns – Serve relevant page posts as sponsored content to targeted audiences to boost visibility.
• Use Showcase Pages – Curate products, services, projects, content, and jobs on distinct Showcase Pages to share.

Interacting regularly with your target audiences humanizes your brand and helps build meaningful connections that inspire engagement on LinkedIn and beyond.

Attract the Right Talent

LinkedIn’s massive professional network presents an unparalleled opportunity to promote your employer brand and recruit top talent. A polished, intriguing company page plays a central role in your talent attraction strategy. Tactics to attract candidates include:

• Highlight company culture – Give potential applicants a feel for your work environment through Life page content.
• Feature open positions – List job openings and use Recruiter to source qualified candidates.
• Promote EVP – Share total rewards, benefits, development opportunities, and other compelling elements of your employee value proposition.
• Build a Talent Brand – Craft a distinct, recognizable employer brand identity that resonates with your ideal candidates.
• Get social – Promote your careers content across other social platforms to widen your reach.

An excellent LinkedIn presence enables you to connect with demand-fit talent, convey your unique workplace culture, and drive interest in career opportunities at your organization.

Generate Leads and Sales

While LinkedIn began as a platform for professionals, it has evolved into a powerful venue for B2B lead generation and driving sales. Tactics to generate pipeline include:

• Share gated assets – Provide premium content offers (ebooks, whitepapers, templates, etc.) in exchange for lead contact info.
• Advertise – Use LinkedIn’s self-serve, highly targeted ads to deliver relevant messages to your buyer personas.
• Retarget website visitors – Upload your site visitor list to serve ads to past visitors across LinkedIn.
• Sponsor relevant content – Pay to amplify posts and content to broader, targeted audiences.
• Utilize Lead Gen forms – Collect lead details without leaving LinkedIn via embedded Lead Gen forms.

With over 675 million members, LinkedIn provides unparalleled access to engage professional buyers where they work and connect. A thoughtful inbound strategy leverages your Company Page and other tools to drive marketing qualified leads.

Build Brand Awareness

From an overall marketing perspective, a primary objective for your LinkedIn presence should be building awareness for your brand, offerings, and reputation. Elements that boost brand building include:

• Showcasing company culture, values, and mission
• Humanizing your brand through employee spotlights, events, and updates
• Sharing thought leadership content like whitepapers, ebooks, and videos
• Featuring case studies, customer success stories, and user generated content
• Publishing your latest news coverage and announcements
• Highlighting awards, certifications, accolades, and milestones

Executing a diverse content strategy centered around your Company Page nurtures familiarity with and affinity for your brand over time. This expands your reach, awareness, and perception among target audiences.

Conclusion

A complete, optimized LinkedIn Company Page is invaluable for brands aiming to connect with professionals and talent, generate leads, and build awareness. Invest the time to thoughtfully craft your page, implement SEO best practices, actively engage your target audiences, attract great candidates, and convey compelling brand attributes through content and media. Treat your Company Page as your flagship LinkedIn presence and the hub for all your marketing and communication initiatives on the platform.

Executing on these best practices for your LinkedIn Company Page facilitates meaningful engagement with prospects, customers, and talent. This strengthens your brand, generates inbound interest, and supports your broader organizational goals through LinkedIn.