Having an official LinkedIn page for your business or organization is a great way to establish your professional brand, connect with potential customers and partners, share company news and job openings, and attract talented candidates. Here is a step-by-step guide to creating an effective LinkedIn page that properly represents your company.
Choosing the Right LinkedIn Account Type
The first step is deciding what type of LinkedIn account to create. There are three main options:
- Personal account – For individual users to manage their own professional profile and connections. Not suitable for official company pages.
- Company page – For businesses and organizations to share information about their company, post jobs, interact with followers. This is the best option for an official presence.
- Showcase page – For promoting a specific brand, business unit, or initiative within a larger company. Good for highlighting a specific product or campaign.
In most cases, you’ll want to create a LinkedIn Company Page to act as your official presence. This allows you to publish content, communicate updates, and engage with other professionals and prospects as your business brand.
Setting Up the Company Page
To create a LinkedIn Company Page:
- Go to LinkedIn.com and login to your personal account (you need a LinkedIn profile to administrate a Company Page).
- Click on “Work” from the top menu bar and select “Create a Company Page” from the dropdown menu.
- Search for your company name – LinkedIn will check if a page already exists for your company.
- If no page exists, click “Create a new Company Page”. If a page already exists, you can request to manage it.
- Select your company name, industry, size (number of employees), and location.
- Agree to LinkedIn’s terms of use and click “Create Page”.
Once your Company Page is created, you can begin personalizing it by adding a logo, images, company details, job listings, and more.
Completing the Company Page Profile
Here are some tips for filling out your LinkedIn Company Page profile:
- Logo – Upload a professional logo that represents your brand. Square images work best.
- Cover image – Select a banner image that captures your company’s mission, products, culture, or team.
- About – Use your company description, tagline, products/services, mission statement, and history.
- Website – Link to your official company website.
- Industry – Select the industry or category that best fits.
- Company size – Share the number of employees to showcase your reach.
- Headquarters – List your main office location.
- Company type – Public, private, nonprofit, government, etc.
- Founded – Year your company was established.
The more details you can provide, the better. This gives people a good overview of your business when first visiting your page.
Encouraging Followers & Engagement
Once your Company Page is set up, focus on attracting followers and engaging with them. Here are some tips:
- Promote your page through emails, websites, business cards, and other marketing channels. Make it easy for people to find and follow you.
- Post interesting company updates, industry news, links, images, and videos regularly to provide value to your followers.
- Respond to all comments and messages in a timely manner to build relationships.
- Send Connection Requests to partners, customers, employees, and influencers who should be following your company.
- Engage with your followers by asking questions, running polls and contests, and participating in Groups related to your industry.
- Use LinkedIn’s analytics to see which types of posts and content resonate most with your followers.
Building an engaged follower base takes consistency, but pays off in terms of brand visibility, trust, and inbound leads.
Posting Job Listings
One of the main benefits of a Company Page is the ability to post job openings that will be visible to LinkedIn’s huge professional audience. To post a job:
- From your Company Page, click on “Post a Job” on the left side of the page.
- Choose if you want to post a single job or multiple jobs using LinkedIn Recruiter.
- Enter the job title, location, description, responsibilities, qualifications, and other details.
- Specify if the job is full-time, part-time, internship, etc.
- Set the application method (LinkedIn, external site, email address, etc.)
- Choose a payment plan for premium job ads and targeting options.
- Preview your listing and publish once it’s ready!
Posting jobs on your Company Page makes it simple to attract great candidates already connected to your company on LinkedIn.
Promoting Your Company Page
Here are some additional tips for maximizing the visibility and reach of your LinkedIn Company Page:
- Include a link to your page in your email signatures.
- Showcase the follower count on your website to demonstrate your LinkedIn authority.
- Run sponsored content campaigns to get your page and posts in front of more of your target audience.
- Ask happy customers or partners to share your page with their own networks.
- Repost great third-party content and tag the original creators to build relationships.
- Participate actively in relevant LinkedIn Groups and discussions to highlight your page.
Analytics & Insights
LinkedIn provides excellent analytics to help you assess the performance of your Company Page and fine-tune your content strategy. Track key metrics like:
- Follower growth over time
- Follower demographics and locations
- Post reach and engagement
- Website referral traffic
- Page visitor metrics and trends
- Job listing performance
Use these insights to determine what types of posts, topics, and media your audience responds to best. Test different posting strategies and timings to see what works.
Conclusion
Creating an official, polished LinkedIn Company Page is a powerful way to represent your brand online. By publishing helpful content, engaging with your followers, posting jobs, and driving website traffic, a Company Page can significantly boost brand awareness, recruitment, and inbound leads.
Focus on completely your page profile, attracting relevant followers, posting regularly, responding promptly, and leveraging analytics. With consistent, strategic effort, your LinkedIn Company Page can become a pillar of your digital marketing presence.