Your very first post on the LinkedIn company page sets the tone and shapes the perception of your brand. Most users and prospective customers will likely see your company page for the first time when they come across that initial post in their feed. Therefore, it is crucial to make a great first impression and showcase your brand in the best possible light.
When creating the inaugural post for your LinkedIn company page, follow these best practices:
Highlight your purpose
Quick answer: Introduce who you are, what you do, what makes your company unique, and how you help customers or clients.
Your first post is a chance to clearly communicate your company’s purpose, mission, values and competitive advantage. Avoid generic messages and instead craft an authentic, compelling introductory post that gives readers insight into your brand identity and ethos. Share your origin story, how the company got started, and what motivates you. Let your passion and purpose shine through.
Engage your audience
Quick answer: Ask a question, share an interesting fact/statistic, start a conversation about your industry.
Don’t just broadcast generic messages on your LinkedIn company page. Foster engagement and relationship-building from the very first post. You can spark discussion by asking an interesting question related to your field, sharing an intriguing fact or statistic, or prompting readers to share their experiences. The goal is to get your audience commenting, liking and sharing that inaugural post to maximize its reach.
Showcase expertise
Quick answer: Share tips, how-tos, trends or insights that highlight your industry knowledge and thought leadership.
Your first post is a great opportunity to establish your company and employees as experts in your field. Provide value by educating your audience on relevant topics and trends. For example, you could share tips, how-tos, listicles, infographics, videos, slides, etc. that provide solutions to common customer pain points and demonstrate your industry acumen. Position your brand as a trusted leader that readers can rely on.
Announce news
Quick answer: Share company milestones, new products/services, major partnerships, awards/accolades etc.
Your debut post is the perfect place to highlight notable company news and achievements to create buzz. Announce a new product/service launch, office expansion, major hire, milestone achievement, award win, partnership deal, etc. Make sure the news you share is relevant and valuable to your audience. Time your first post to coincide with a major company announcement for maximum impact.
Preview content
Quick answer: Share a sneak peek of an upcoming webinar, ebook, research report, event etc.
Generate excitement by using your first post to give audiences a teaser of upcoming content assets like webinars, ebooks, videos, research reports, events, etc. Share key details, give a preview of what readers can expect, and let them know how/where to access the full content. This is a great way to promote future content and get readers looking forward to engaging with your brand.
Run a contest/giveaway
Quick answer: Offer an incentive like a prize, gift card, free trial, sweepstakes entry etc. to increase engagement.
Contests, giveaways and special offers are fantastic ways to interact with your audience and get them engaging with your page starting with your very first post. Offer an attractive prize or exclusive incentive like a gift card, free trial, sweepstakes entry, special discount, etc. Set clear rules and make it easy to enter. This strategy can help you attract new followers and encourage shares, comments, likes, etc.
Welcome visitors
Quick answer: Greet new visitors to your page and thank those who started following your company.
Craft a warm, inviting message in your inaugural post to create a welcoming first impression. Thank those who have already started following your page and greet any new visitors checking out your brand. Let them know how frequently you will post content and give them a reason to stick around, like upcoming webinars, events, special offers etc. Extend a personal invitation to engage with your company.
Tell your brand story
Quick answer: Share your origin story, founding team/leadership, evolution, successes, values, community impact etc.
Your first post is the perfect opportunity to tell your company’s origin story in an engaging way. Share details on how the business was founded, by whom, what motivated its creation and future vision. Highlight milestones, successes, values, social impact, and everything that makes your brand story unique. Let readers get to know the faces behind your brand and what you collectively stand for.
Introduce leadership
Quick answer: Profile the executives, leaders and decision-makers at your company.
Since your initial post will help shape first impressions, it’s a strategic move to use it to highlight your leadership team. Share a brief overview of the executives, founders, directors, etc. along with their headshots, titles, backgrounds and achievements. This gives followers insight into who steers the ship and the expertise/experience they bring to the table.
Spotlight culture
Quick answer: Give a glimpse into your work environment, values, people and personality.
Your first post is a great opportunity to pull back the curtain and give audiences a feel for your company culture. Share photos/videos of your office, work events, employees at offsites, community service activities, etc. Showcase what makes your work environment and culture unique through images, quotes, anecdotes and concrete examples that bring your brand personality to life.
Preview upcoming initiatives
Quick answer: Share a roadmap highlighting goals, programs, partnerships, events etc. you have in the pipeline.
Build anticipation in your introductory post by giving your audience a sneak peek at what’s ahead. Outline some of the key initiatives, campaigns, events, content, tools, and platform enhancements you have in the works. Get readers excited about what’s to come. Just be sure not to overpromise – only preview what you know for certain can be delivered.
Thank early supporters
Quick answer: Show appreciation to those who believed in you and helped get the company off the ground.
Use your first post as a chance to express gratitude to those who helped make your company possible in the early stages, such as investors, partners, early customers, friends/family, mentors etc. Recognize their contributions and thank them publicly for their support and trust. This is a great relationship and trust-building move.
Inspire and motivate
Quick answer: Share an inspiring quote, message or experience that energizes readers.
Set an uplifting, positive tone in your debut post by sharing something motivational and inspiring. This could be an inspiring leadership quote, a heartwarming customer success story, an “aha moment” that led to your company’s founding, or a passionate reminder of the importance of your mission. Share something that resonates on an emotional level and gets readers feeling uplifted.
Be helpful and informative
Quick answer: Provide tips, how-tos, stats, checklists etc. that solve problems for your audience.
While you want to introduce your brand in your first post, you also want to be helpful to your audience. Include something of tangible value like a tip sheet, how-to guide, checklist, or other useful resources tailored to your industry. Offer solutions to common pain points faced by your audience. Demonstrate your commitment to informing, educating and assisting readers.
Start a conversation
Quick answer: Ask an open-ended question that prompts discussion and learning.
Don’t just broadcast content on your company page. Facilitate genuine conversations by posing an intriguing question or debate topic related to your industry. Ask readers to weigh in, share experiences and discuss amongst themselves. This helps foster engagement and learning on both sides. Make sure to chime in and interact as the discussion unfolds.
Examples of Great First Posts for LinkedIn Company Pages
Here are some real examples of stellar inaugural posts from brands on LinkedIn that you can model:
Slack
Slack’s first post on its company page featured a fun video introducing the characters of its iconic logo. This offered personality and backstory in a playful, engaging way:
InVision
InVision announced joining the LinkedIn platform and thanked its employees, customers and partners in its initial post:
Lyft
Lyft’s first post highlighted milestones like completing 1 million rides. It also established the brand as a thought leader by sharing findings on trends reshaping urban transportation:
HubSpot
Hubspot co-founder Dharmesh Shah welcomed new visitors and shared the company’s purpose in its first post. The friendly, authentic tone aligns well with the brand’s identity.
Salesforce
Salesforce introduced its LinkedIn presence by highlighting how its solutions empower companies to connect with customers in new ways:
Best Practices for Formatting Your First Post
How you format and structure your debut post can optimize its impact. Here are some top tips:
Lead with an eye-catching headline
Quick answer: Use emotional language, numbers, or content types (like “checklist” or “guide”) to create an intriguing headline.
Don’t rely solely on your brand name to capture attention. Craft a compelling headline that creates curiosity and compels people to read more. Use emotional trigger words, survey data, content formats (like “checklist”),Numbers (i.e. “5 Ways to Boost Productivity”), or challenges addressed (like “Struggling With Leads? Here’s How We Can Help”).
Open strong
Quick answer: Start with your most important information/message to draw readers in upfront.
Don’t bury the lede. Hook readers immediately by leading with your core value proposition, most newsworthy update, emotional brand story, etc. Place secondary points lower down. If your intro doesn’t quickly convey value, people may never make it to the rest of your post.
Use visuals
Quick answer: Include relevant photos, videos, graphics, GIFs etc. to add visual interest and storytelling.
Boost engagement by incorporating visual elements like photos, infographics, pie charts, videos, GIFs, etc. Images and videos can enhance storytelling and convey key messages in more memorable ways. Just ensure your visuals directly relate to and support the core content.
Break up text
Quick answer: Use short paragraphs, bullet points, numbered lists etc. to make long posts skimmable.
Avoid big chunks of dense text. Break up your post into short paragraphs, bullet points, numbered lists, subheadings, etc. to make it easy to skim and digest. This improves readability and retains attention, especially on mobile.
Pose a question
Quick answer: End your post with an open-ended question to spark discussion in comments.
Prompt readers to engage by closing your post with a broad question related to your content. This could be a call for feedback on a new product, soliciting use cases, or simply asking what resonated with them about your message. Make it conversational and inviting.
Add a clear call-to-action
Quick answer: Close with a specific CTA like “Register here” or “Email us” so readers know your desired action.
Guide readers on how to continue engaging with your company by ending your post with a clear call-to-action. This could be to register for an event, download an asset, contact sales, visit your site, etc. Be specific on the action you want readers to take.
Check spelling, grammar and formatting
Quick answer: Proofread carefully and run through spell/grammar checkers to prevent mistakes.
Typos, grammar mistakes and sloppy formatting can undermine your company’s image and professionalism. Before publishing your first post, carefully proofread and run it through spelling/grammar checkers as a final quality check. Refine anything that looks amateurish.
Tag strategically
Quick answer: Tag relevant employees, partners, influencers etc. to expand reach. But don’t overdo it.
Tagging relevant profiles like employees, influences, partners, investors etc. in your post can help amplify its visibility. But be strategic and don’t overdo it. Stick to those with direct relevance like your leadership team, post author, strategic partners etc.
What to Avoid in Your Debut Post
When planning the all-important kickoff post for your LinkedIn company page, there are some common pitfalls to sidestep:
Avoid hard sells
Quick answer: Focus on audience value, not sales pitches or promotions. Those can come later.
While you want to highlight your offerings, avoid coming on too strong with hard product pitches or obvious sales plugs in your first post. Keep the focus on introducing your brand, values and purpose in an authentic way. Build trust and rapport first before selling.
Don’t make it all about you
Quick answer: Make the reader the hero by focusing on how you can help them.
Rather than boasting about your features, accolades or achievements, put the spotlight on the reader. Focus your post on communicating what kind of value you provide and how you solve problems for customers.
Don’t use jargon
Quick answer: Explain terminology simply. Don’t assume readers know your niche acronyms.
Even though you’re posting on your company page, avoid relying on industry jargon and niche terminology. Explain concepts clearly and concisely in simple, accessible language that is inclusive of readers from varying backgrounds.
Don’t lack direction
Quick answer: Have a clear objective and calls-to-action so readers know any desired next steps.
While you want to spark discussion in your debut post, also provide some direction by including a specific call-to-action. This gives readers clarity on desired next steps, whether it’s requesting a demo, registering for an event, or downloading content.
Don’t make it your only post
Quick answer: Follow up consistently with fresh, regular content to build engagement over time.
Don’t go silent after your first post. Have a content calendar and strategy prepared to ensure you post frequently after your initial debut. Consistency and relevance build authority and trust.
Key Takeaways
Here are some top tips to recap on crafting a stellar first post:
- Introduce your brand purpose and story
- Highlight your competitive differentiator
- Announce news and upcoming initiatives
- Engage readers with questions and polls
- Avoid hard sells and jargon
- Incorporate visuals and video
- Use clear calls-to-action
- Check formatting, grammar and spelling
Frequently Asked Questions
How often should you post on LinkedIn after the first post?
Quick answer: 1-2 times per week is ideal. Post consistently without overposting. Monitor engagement and refine your cadence as needed.
Should your first post be written in first person?
Quick answer: Either first or third person works. First person can create a more conversational, engaging tone. But third person also works well for a more formal introduction.
How long should your debut post be?
Quick answer: 2-5 well-crafted, scannable paragraphs are ideal. Avoid extremely long posts, but make sure to include enough detail.
Should you promote your first post with LinkedIn ads?
Quick answer: Promoted posts can help expand your reach. But organic engagement should be your initial focus for that first post.
What’s better, a picture or video for your first post?
Quick answer: Either can work well! Videos often perform better, but compelling photos are effective too. Test different options and see what resonates most.
Conclusion
Your first post serves as your brand’s introduction and sets the stage for ongoing engagement. By highlighting your purpose, showcasing expertise, and connecting with audiences in authentic ways, you can start building relationships and trust immediately. Lay the groundwork for fruitful connections by crafting debut content that provides real value. Listen to your followers, refine based on insights, and maintain consistent posting cadence after that vital first impression.