LinkedIn is the world’s largest professional network with over 690 million users worldwide. As a business, creating a LinkedIn Company Page allows you to establish your brand presence, share company updates, advertise open roles, and connect with professionals on the platform.
A common question businesses have when starting out on LinkedIn is whether they can connect with LinkedIn members as a Company Page rather than as an individual. The short answer is no – LinkedIn Company Pages cannot connect with LinkedIn members. However, that does not mean Company Pages can’t build relationships and engage with LinkedIn members.
Why Can’t Company Pages Connect with Members?
LinkedIn is set up to facilitate relationship building between professionals. Connecting on LinkedIn establishes a contact between two individual members. This allows you to message each other directly, share updates, view each other’s profiles, see mutual connections, and more.
Company Pages represent a business brand rather than an individual. As such, LinkedIn does not allow Company Pages to connect with members in the same way individual profiles connect with each other. Company Pages have different capabilities tailored to brands promoting themselves and engaging audiences.
Some key differences include:
Feed Updates
Individual members can post updates to their connections’ feeds. Company Pages do not have feeds and cannot post into the feeds of members who follow the page. However, when a member engages with your Company Page by liking, commenting, sharing, etc. an update, this activity may be published to the member’s connections.
Messaging
Connecting allows individual members to directly message each other. Company Pages cannot message LinkedIn members; the only messaging option is InMail, LinkedIn’s paid messaging service.
Seeing Profiles
Connecting gives members access to view each other’s full profiles. Fans of Company Pages have limited profile access to preserve members’ privacy. Company Pages can only see their followers’ limited public profiles.
Mutual Connections
Connecting allows members to see mutual connections with other members. Company Pages cannot have mutual connections with members.
Endorsements
Members can endorse each other’s skills and expertise. Company Pages cannot endorse or be endorsed by members.
In summary, the connecting capabilities of LinkedIn are intended for individual members networking with other professionals. Company Pages have separate features optimized for brands to market themselves and build awareness.
How Can Company Pages Interact With Members?
While Company Pages can’t connect with LinkedIn members, they can still develop relationships and foster engagement through:
Company Updates
Posting regular company updates allows you to share company news, articles, events, media, and more. Followers can interact by liking, commenting, and sharing the updates.
Sponsored Content
You can publish sponsored content and showcase pages to reach and engage LinkedIn members outside of your follower base through paid advertising.
Employee Advocacy
Encourage employees to share company content through their own personal profiles to extend your reach.
LinkedIn Groups
Join industry-related LinkedIn Groups where members congregate and participate in discussions. Contribute your expertise through posts and comments.
InMail
While Company Pages can’t directly message members, you can send personalized emails to members through LinkedIn’s InMail service.
Ads Message
This paid tool allows you to include up to 300 characters of text in LinkedIn Sponsored Content ads, facilitating more personalized communication.
Targeted Status Updates
When posting status updates, you can target them to specific audiences by selecting demographic criteria.
Content Recommendations
Upload whitepapers, ebooks, and other gated content to LinkedIn. Eligible members will receive notifications to download your content.
SlideShare
Post presentations, videos, and other documents to SlideShare which appears on your Company Page. Members who view your content can like, comment, share, and download.
Referrals
Members can refer qualified candidates to your open job postings through your LinkedIn Company Page.
Best Practices for Company Page Engagement
While you can’t directly connect with LinkedIn members as a Company Page, you can still develop meaningful engagement by:
Sharing Valuable Content
Don’t overly self-promote. Establish thought leadership by primarily sharing content that educates and helps your target audience.
Posting Conversation Starters
Spark engagement by posing questions, polls, calls-to-action, and polls to get members commenting on updates.
Responding to Comments and Mentions
Be proactive in liking member comments and responding when mentioned to foster relationships.
Using Hashtags Strategically
Include relevant hashtags to help members interested in those topics discover your content.
Running Contests and Giveaways
Encourage members to engage with your page by participating in contests to win prizes, discounts, and other perks.
Segmenting Your Audience
Tailor content for different audiences by using LinkedIn’s Company Page analytics to understand your follower demographics.
Engaging on Member Content
Like, comment on, and share content from members who are relevant to your target audience to join the conversation.
Promoting Engagement Opportunities
Highlight ways for members to get involved like events, webinars, free trials, in-person networking meetups and more.
Conclusion
While Company Pages can’t connect with individual members on LinkedIn, there are still abundant opportunities to foster engagement. Focus on sharing valuable content, responding to interactions, sparking conversation, running promotions, and segmenting your tactics to connect with the right audiences. With a strategic and member-centric approach, you can build relationships, awareness, and brand advocates.