LinkedIn has become an essential platform for businesses to establish their online presence, connect with professionals, and showcase their brand. Creating a LinkedIn company page is a crucial step in building your company’s digital footprint and reaching your target audience. In this article, we will walk you through the process of setting up your LinkedIn company page, along with tips to make it stand out from the competition.
Step 1: Check your eligibility
Before you can create a company page on LinkedIn, you must have a personal LinkedIn account with a confirmed email address and a profile strength of at least ‘Intermediate.’ Additionally, you need to be a current employee of the company and have your position listed in the ‘Experience’ section of your personal profile.
Step 2: Create the company page
- Log in to your LinkedIn account and navigate to the ‘Work’ icon at the top right corner of the homepage.
- Click on ‘Create a Company Page’ and choose the appropriate category for your business, such as ‘Small Business,’ ‘Medium to Large Business,’ ‘Showcase Page,’ or ‘Educational Institution.’
- Fill in the required information, including the company name, public URL, website, industry, company size, and company type.
- Upload your company logo and add a tagline that encapsulates your brand’s value proposition.
- Read and agree to LinkedIn’s terms of service, then click ‘Create Page.’
Step 3: Optimize your company page
Now that your company page is live, it’s time to optimize it for maximum visibility and engagement.
- Add a compelling cover image: Choose a high-quality, visually appealing image that represents your brand and aligns with your company’s identity.
- Write a captivating ‘About’ section: Describe your company’s mission, values, products or services, and unique selling points in a concise and engaging manner. Include relevant keywords to improve your page’s search visibility.
- Include important company details: Ensure your contact information, website, industry, company size, and location are accurate and up-to-date.
- Feature relevant hashtags: Include up to three hashtags related to your industry or niche to increase your page’s visibility in search results and topic feeds.
Step 4: Publish engaging content
With your company page set up, it’s time to start sharing content that resonates with your target audience. Publish a mix of company updates, industry news, original blog posts, case studies, videos, and other relevant content to showcase your brand’s expertise and engage your audience. Be sure to post regularly and maintain a consistent tone and style that reflects your brand identity.
Step 5: Promote your company page
To grow your following and increase engagement, promote your LinkedIn company page through various channels:
- Invite your personal connections to follow your company page.
- Share your company page on your other social media platforms, website, and email signatures.
- Encourage your employees to add the company to their personal profiles and share company updates with their networks.
- Engage with relevant industry groups and participate in discussions to increase your company’s visibility and credibility.
Posting Content on a LinkedIn Company Page
A LinkedIn company page is an excellent platform for companies to showcase their brand, culture, and expertise, as well as engage with their target audience. Here are some examples of content a company can publish on their LinkedIn company page:
- Company news and updates: Share important announcements, achievements, milestones, and product launches to keep followers informed about the latest developments within the company.
- Industry news and insights: Curate and share relevant industry articles, trends, and insights to position your company as a thought leader and resource for your audience.
- Blog posts and articles: Share original content from your company blog, or write LinkedIn articles to showcase your expertise and provide value to your audience.
- Job postings: Advertise open positions at your company to attract top talent and increase visibility for your job openings.
- Employee highlights: Showcase your employees by sharing their accomplishments, career milestones, or personal stories. This can help humanize your brand and create a sense of community among your followers.
- Case studies and success stories: Share real-world examples of how your products or services have helped customers succeed to build trust and credibility with your audience.
- Webinars and events: Promote upcoming webinars, conferences, or other events your company is hosting or attending to engage with your audience and encourage participation.
- Videos and multimedia content: Share engaging videos, infographics, or presentations that provide valuable information, entertain, or showcase your company culture.
- Industry partnerships and collaborations: Announce partnerships or collaborations with other companies or organizations in your industry to demonstrate your commitment to growth and innovation.
- Community involvement and corporate social responsibility: Share your company’s philanthropic initiatives, volunteer activities, or sustainability efforts to show your commitment to making a positive impact on society.
Remember to tailor your content to the LinkedIn audience, focusing on professional topics and engaging with users in a meaningful way. Regularly updating your company page with a variety of content types can help keep your audience interested and encourage them to interact with your brand.
Tips and Best Practices
While it is generally acceptable to share the same content across a company’s LinkedIn page, group page, and the employees’ personal profiles feed, there are a few factors to consider to ensure maximum effectiveness and avoid over-saturating your audience:
- Context and relevance: Make sure the content is relevant and appropriate for each platform. Company pages are best suited for sharing professional updates, industry news, and company-specific information. Group pages should focus on content that fosters discussion and engagement among group members, while personal profile feeds can showcase a more personal touch or thought leadership from the owner.
- Frequency and timing: To avoid overwhelming your audience, consider staggering the posting times across the different platforms. This can help maintain a fresh and varied content feed for your audience while ensuring that your message reaches a wider range of people.
- Tailor the messaging: While the core content can remain the same, consider adjusting the messaging or post captions to suit each platform’s audience. For example, you could adopt a more informal tone for the personal profile feed and a more professional tone for the company page.
- Monitor engagement: Keep an eye on the engagement levels (likes, comments, shares) for the shared content on each platform. If you notice that engagement is consistently low on a particular platform, consider adjusting your content strategy or sharing frequency for that platform.
- Encourage interaction: When sharing content across different platforms, encourage your audience to engage with the content by asking questions, sharing their thoughts, or tagging relevant connections.
To share the similar content across different LinkedIn platforms, it is essential to tailor the messaging, frequency, and context to maintain audience interest and maximize engagement.
Creating a LinkedIn company page is a powerful way to showcase your brand, connect with professionals, and engage with your target audience. By following this step-by-step guide, you can build a compelling and effective company page that will help your business thrive in the competitive digital landscape. Remember to regularly update your page with engaging content and actively promote it to maximize its potential.