A company LinkedIn page serves several important purposes for businesses and organizations. At a high level, a LinkedIn page allows a company to establish its presence on the world’s largest professional network, connect with customers and partners, attract talent, share news and insights, and build its brand.
Establishing a Presence on LinkedIn
Having a Company Page on LinkedIn is vital for establishing a presence on the platform, which now has over 722 million members worldwide. This allows your business to be discoverable and connect with LinkedIn’s large user base of professionals.
According to LinkedIn, there are over 50 million Company Pages on the platform. Not having a presence puts your business at a disadvantage compared to competitors who are leveraging LinkedIn to connect with customers and talent.
Connecting with Customers and Partners
A LinkedIn Company Page allows businesses to connect directly with their target audience in a professional context. You can join relevant industry groups, share content, and interact with customers and partners through messaging, posts, and more.
This direct access to customers and partners on LinkedIn is invaluable for building relationships, generating leads, and driving engagement with your brand.
Attracting Talent
LinkedIn Company Pages showcase useful information for job seekers like company culture, career opportunities, employee testimonials, and open positions. This allows you to attract qualified candidates for open roles.
With LinkedIn’s large user base of professionals, a Company Page is an important part of your recruiting strategy and talent brand. You can connect with prospective employees and build relationships well before the hiring process begins.
Sharing News and Insights
Your Company Page serves as a channel for sharing the latest news, product updates, events, company milestones and industry insights. This allows you to build thought leadership and inform customers, partners, and talent.
For example, you can publish blog posts, share links, post videos, and make announcements through long-form and short-form posts. LinkedIn is a powerful tool for content distribution and building brand awareness.
Building Your Brand
A Company Page brings all your branding elements together in one place for consistency across LinkedIn. This includes your logo, colors, messaging, images, and more. Properly optimizing your page helps establish brand recognition and trust.
Visitors to your page should get a good sense of your brand identity and key differentiators. A complete and optimized page enhances your credibility and professional image on LinkedIn.
Best Practices for Company Pages
Here are some best practices for optimizing your LinkedIn Company Page:
Complete key sections
Fill out all relevant sections like About, Careers, Products, Life and Culture. This gives visitors a comprehensive view of your company.
Optimize SEO
Include keywords in your title, description, and content. This helps your page appear in LinkedIn search results.
Engage followers
Post regular updates, respond to comments and messages, and encourage sharing/liking of posts to build an engaged audience.
Add rich media
Use images, videos, presentations, and documents to make your page more visually appealing and informative.
Promote your page
Share your page URL, showcase the LinkedIn follow button on your website, and promote it in email signatures and other materials.
Analyze performance
Utilize LinkedIn’s analytics to get visitor demographics and track follower growth, post engagement, website referral traffic, and more.
Interact with employees
Encourage employees to engage with your Company Page by liking, sharing, and commenting on content.
Examples of Great Company Pages
Here are some examples of brands with excellent LinkedIn Company Pages:
Microsoft
Microsoft’s Company Page has extensive sections highlighting its products, culture, and careers. The “Life At Microsoft” section gives great behind-the-scenes content.
Salesforce
Salesforce uses employee spotlights, lively imagery, and content covering hot topics like NFTs, metaverse, and sustainability.
Oracle
Oracle keeps visitors engaged with a visually appealing page, workshop videos, interactive demos, and bite-sized tips.
Adobe
Adobe shares useful tips, inspirational customer stories, and thought leadership content to connect with professionals.
IBM
IBM’s page includes sections like “Voices” and “Innovation” that provide insights directly from employees and thought leaders.
Measuring Impact and Success
To determine if your Company Page is achieving its purpose, focus on tracking these key metrics and KPIs:
Follower growth
Followers indicate your ability to attract your target audience. Set monthly/yearly follower growth goals.
Engagement rate
Calculate engagement by dividing post reactions by follower count. Benchmark vs. competitors.
Website traffic
Monitor website visits driven from your LinkedIn page using analytics tools.
Leads/sales generated
Track leads and customer acquisitions from LinkedIn. Measure the value derived.
Employee engagement
Calculate how many employees actively engage with your page through likes, shares, comments, etc.
Talent brand lift
Use surveys and polls to determine improvements in talent brand recognition and recruitment effectiveness.
Content reach
Evaluate social reach, impressions, and engagement for your LinkedIn posts.
Conclusion
In summary, a company’s LinkedIn presence serves multiple strategic objectives of connecting with customers, attracting talent, building the brand, sharing insights, and driving website traffic. Companies should optimize their Company Page, post high-quality content regularly, interact with followers, promote the page, and analyze key metrics.
With 722 million users, LinkedIn is a vital platform for brands to establish themselves professionally and build relationships with target audiences. Setting up an optimized Company Page with an active presence delivers huge value in reaching business goals.