Best Practices for Developing an Engaging LinkedIn Company Page

In our last blog, we covered some top tips to help you create an effective LinkedIn personal profile. Now we’ll focus on best practices for developing an engaging LinkedIn company page (also called LinkedIn Pages). Whether you’re using LinkedIn to generate leads, search for potential employees or promote content, it’s essential that you put your best (digital) foot forward.

1. Ensure Your Page Profile is 100% Complete

This first tip should be common sense, but you’ve probably come across companies on LinkedIn with blank header images or empty description boxes. This is the quickest way to have someone close out of your page.

When it comes down to it, your company has its own social media identity (just like you), so many of the tips for individual profiles apply to company pages as well. But you don’t have to take our word for it — LinkedIn states that businesses with complete information on their profiles get 30% more weekly views on their page than those that are incomplete. 

Here’s everything your business page should have:

  • Description
    • Tell people what your company is all about, making sure to include relevant keywords and phrases that describe your business, expertise and industry focus
    • It’s important to have the right keywords and phrases because the description section is SEO friendly both on and off LinkedIn 
  • Page images
    • Profile picture: Your profile photo is often the first thing people see, so make sure it’s a good representation of your brand. Stick to a clean, high-quality image of your logo.
    • Header image: The banner on your page is valuable ad space and it allows for more creativity, so take the opportunity to show people what your company stands for. Don’t be afraid to switch it up too. New product? Upcoming event? Create a temporary header for promotions.
  • Company info
    • Input your website URL, location, industry and company size to help build a robust company page

2. Don’t Forget the Details

Now that your company page has everything it needs, it’s time to make it stand out. With over 26 million companies on LinkedIn, the bare minimum just won’t cut it. Make LinkedIn work for you and help people find your company by customizing everything available and relevant to your business.

  • Customize your call to action
    • Every company page has an option to add one custom button next to the “Follow” button. Use it to send visitors to your website, encourage users to sign up for a newsletter, promote event registration and more.
  • Create showcase pages
    • While your company page is an overview of your business, a Showcase Page is an extension of your company page that allows you to promote different brands or initiatives. For example, The Walt Disney Company has Showcase Pages (also called Affiliated Pages) for Walt Disney World, Disney Cruise Line, Pixar Animation Studios, Marvel Entertainment and more.
  • Optimize LinkedIn for your business goals
    • There are a number of things you can do to refine your LinkedIn company page depending on your business goals. Are you a global organization? Do your operate in different parts of the world? Manage your page language for accessibility in relevant locations. Are you looking for potential employees or actively recruiting? Consider creating a Career Page. No matter your business goals, there is bound to be a LinkedIn feature to help support them.

3. Use Multimedia Elements

Every year, LinkedIn releases a list of Top 10 Company Pages and the winners provide plenty of inspiration. Take a cue from last year’s winners and get creative with the visuals you use on your company page. Check out the top takeaways from LinkedIn’s 2018 awards and you’ll be on your way to competing with the best.

  • Pictures are the new header
    • When you post updates, keep the accompanying text succinct and use your visuals to add to your message. If the relevant info is already in the image, there’s no need to repeat it within the caption.
  • Branded imagery gives your posts a slick and consistent look
    • Stand out from the crowd by customizing your photos with brand elements. Put your stamp on images using the company logo or create graphics with your brand color scheme.

  • Take advantage of LinkedIn’s native video functionality
    • If you’re trying to market to executives in the C-suite, video is the way to go. A report from Forbes Insights shows that 80% of top senior executives are watching more online video than ever before.

4. Engage Your Employees

According to LinkedIn, employees typically have 10x the social reach of their company. If you can encourage your employees to share posts about their work, you can leverage their networks to help build brand awareness. Employees are your best advocates, so make sure they’re as engaged online as they are in person.

Engage your employees and increase your reach by:

  • Highlighting the best of your brand
    • Employees often post about professional accomplishments on their personal profiles. Amplify their success and highlight the best of your brand by sharing their posts!
  • Encouraging employees to fill out their profiles
    • If they haven’t already, encourage your employees to put their current role and company name on their profiles. This will help make your company more visible in search results both on and off LinkedIn.
  • Leading by example
    • Show employees how it’s done by making sure company leaders are active on social media and engaging with your company. Some employees may be hesitant to post about work, but a socially engaged leadership team can help shift their mindset.

TLDR: Key Questions

  1. Is my company page 100% complete?
  2. Have I taken the time to customize my page with LinkedIn’s various features?
  3. Am I using rich media and being mindful of the visual elements on my page?
  4. Am I engaging with my employees?

Now go forth and make your LinkedIn company page shine! If you’re looking for tips on creating an effective personal profile, visit our previous blog here.

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