Quick Answer
Yes, companies can create LinkedIn groups. LinkedIn groups allow companies to build communities around their brand, products, services, or industry. Companies use LinkedIn groups to share content, find new customers, get feedback, and build relationships. Any LinkedIn member can create a group, including company pages.
What are LinkedIn groups?
LinkedIn groups are online communities within LinkedIn focused on a common interest or goal. Groups allow members to share content, discuss topics, post and view jobs, make announcements, and network with other professionals in the group.
There are several types of LinkedIn groups:
- Open groups – Anyone can join, visible in search results
- Closed groups – Users must request to join, not visible in search results
- Company groups – Created and managed by companies to engage employees, customers, etc.
Groups can be created around:
- Industries
- Professions
- Companies and brands
- Topics and interests
- Alumni groups
- Employee resource groups
Why do companies create LinkedIn groups?
There are many benefits for companies that create LinkedIn groups:
- Build brand awareness and credibility
- Establish a company as an industry thought leader
- Generate leads by engaging professionals in the industry
- Promote products and services
- Drive traffic to company website and pages
- Recruit new employees by reaching passive candidates
- Engage customers and get feedback
- Answer common customer questions
- Provide customer support at scale
- Gather insights through group discussions and polls
- Announce company news and events
Overall, LinkedIn groups allow companies to build online communities that help support their business goals. By facilitating valuable discussions and sharing relevant content, companies can strengthen relationships with both customers and professionals in their field.
What types of companies use LinkedIn groups?
All types of companies across every industry leverage LinkedIn groups to connect with their target audiences. Some examples include:
- Technology companies sharing industry trends, product updates, and build user communities. For example, Dell has a “Dell Technologies Customers” group.
- Consulting firms establishing thought leadership and identifying leads. Bain & Company’s group shares insights and engages professionals.
- Consumer product companies gathering customer feedback and promoting new releases. Coca-Cola’s group engages fans of their brand.
- Financial services firms promoting webinars and advisor thought leadership content. Merrill Lynch hosts virtual events and shares market perspectives.
- Healthcare providers driving engagement among physicians and medical professionals. The Mayo Clinic shares medical education in its group.
Additionally, many companies create internal or private groups to engage employees. These facilitate collaboration, knowledge sharing, and strengthen company culture.
How to create a LinkedIn group as a company
Here is an overview of how to create a LinkedIn group for your company:
1. Go to LinkedIn Groups and click “Create Group”
This is found in the Discover menu under Groups. You must be logged in to your company’s LinkedIn page account to access group creation.
2. Select group settings
Choose between an open or closed group. Closed groups require approval to join. Also indicate the intended group audience.
3. Set up the group
Give the group a unique and descriptive name. Add a photo and description to introduce members to the group’s purpose.
4. Customize member guidelines
Establish rules and post guidelines tailored to your group. Limit promotions and keep discussions on topic.
5. Manage notifications
Select email and in-app notifications to keep members informed of new posts and activity.
6. Extend member invitations
Leverage your company page’s current followers as the initial member base. You can also invite connections.
Once created, routinely post content and engage with the group to encourage ongoing participation. Monitor discussions to ensure valuable dialogue.
Best practices for company LinkedIn groups
Here are some top best practices for companies managing LinkedIn groups:
- Post new discussions weekly and share relevant articles, images, and videos.
- Leverage employees and influencers to generate conversations as group managers.
- Create polls and questions to gather member feedback and insights.
- Share company and industry news updates relevant to the group.
- Respond promptly to member comments and inquiries.
- Send welcome messages to new members and highlight key group resources.
- Analyze group analytics to optimize engagement and reach.
- Promote the group across other company channels and invite partners to join.
- Consider a mix of open and closed groups based on the target audiences.
- Establish rules for respectful conduct and constructive dialogue.
With thoughtful content and moderation, company LinkedIn groups can become vibrant communities that provide value for both members and brands.
Conclusion
LinkedIn groups offer tremendous opportunities for companies to build connections, increase brand visibility, and engage professionals within their industry. By creating tailored groups aligned to business goals, companies can leverage these communities to support marketing, sales, customer service, recruitment, and more. Taking the time to manage groups effectively and provide a constructive forum will ensure maximum impact.