LinkedIn allows users to create two types of additional pages beyond their main profile page – affiliated pages and showcase pages. These pages serve different purposes and have different capabilities.
An affiliated page represents an organization or business that a LinkedIn user is affiliated with in some way. It could be a company they work for, own, volunteer with, etc. A showcase page highlights a user’s skills, talents, experience and accomplishments. Both page types allow users to provide more in-depth information than what their main profile allows.
What is an Affiliated Page?
An affiliated page on LinkedIn allows a user to represent an organization, business, or cause that they are officially associated with. Some key things to know about affiliated pages:
- Affiliated pages operate independently from a user’s main profile.
- They have their own customizable URL on LinkedIn.
- Users can post content, news and job openings as the official page owner.
- Other LinkedIn members can follow affiliated pages to get updates.
- Affiliated pages support up to 100 admins.
- Page analytics provide data on followers and content engagement.
Some examples of entities that commonly have affiliated pages on LinkedIn include:
- Companies – Created by employees to represent their employer.
- Non-profits and charities – Developed by volunteers, employees or Board members.
- Schools and universities – Managed by faculty and staff as the official page.
- Sports teams – Maintained by front office employees as the team’s presence.
- Political parties – Used by staffers and members as the party’s public page.
Essentially any organization that has employees or members with LinkedIn profiles could benefit from an affiliated page. It provides an official presence on the platform to extend reach and engage with LinkedIn members.
Benefits of Affiliated Pages
There are several advantages to creating an affiliated page for an organization or business on LinkedIn:
- Increased visibility – An affiliated page gives an organization more visibility in LinkedIn search results and to members browsing content.
- Centralized presence – It creates a centralized place to represent the organization vs. individual employee profiles.
- Credibility – Affiliated pages add legitimacy when officially managed by organization representatives.
- Shareable content – News, articles, images, videos and job postings can be published and shared.
- Follower engagement – Page followers receive updates which nurtures ongoing relationships.
- Company growth – Active affiliated pages attract new customers, recruits, donors, etc.
For many organizations, an active and optimized affiliated page is a key component of their overall LinkedIn marketing and engagement strategy.
How to Create an Affiliated Page
Here is an overview of how to create an affiliated page on LinkedIn:
- Have a Company, Showcase or Open Profile account on LinkedIn. Affiliated pages can only be created by these account types.
- Go to the LinkedIn homepage and click on “Work” at top of page.
- Select “Create a Company Page” – even if representing a non-profit, school etc.
- Choose to create page from scratch or convert existing Showcase/Open Profile.
- Select “Affiliated Organization” page type when prompted.
- Enter requested information on organization and reviewers.
- Click “Create” and page will be submitted for LinkedIn review.
- Once approved, can edit with name, images, content etc. and publish page.
- Add admins to help manage affiliated page.
It is free to create and maintain an affiliated page on LinkedIn. The review and approval process usually takes a few business days. Then the page admins can begin populating it with content, connecting with other organizations and promoting it to gain followers.
What is a Showcase Page?
A LinkedIn Showcase Page allows a user to highlight their professional skills, experiences, accomplishments, credentials and more. It operates independently from their main profile. Some key things to know:
- Showcase pages have their own customized URL.
- Users can include media samples, publications, presentations, certifications etc.
- Other LinkedIn members can follow and share showcase pages.
- Showcase pages are publicly viewable by anyone.
- Profile & activity updates are not duplicated from main profile.
- Analytics provide follower and content engagement data.
Showcase pages present information in a dynamic, portfolio-style format. They allow LinkedIn members to provide a level of detail that a standard profile does not accommodate.
Some examples of how showcase pages are utilized on LinkedIn:
- Photographers – Display galleries of their best work.
- Consultants – Highlight specific projects and expertise.
- Programmers – Showcase apps and software they have developed.
- Writers – Share a portfolio of published articles and writing samples.
- Creatives – Exhibit illustrations, designs, recordings, crafts and more.
- Coaches – Demonstrate methodologies, achievements and client wins.
Any LinkedIn member can create a showcase page to complement their personal profile and expand their professional presence.
Benefits of a Showcase Page
There are many potential advantages to having a showcase page on LinkedIn:
- Deeper demonstration of skills – Ability to extensively exhibit work samples, media and achievements.
- Increased discoverability – Pages can be found via LinkedIn search and Sitemap.
- Customizable platform – Flexible templates and multimedia options.
- Ongoing updates – News feed allows real-time sharing of new projects and accomplishments.
- Credibility and exposure – Showcase pages add legitimacy and allow broader sharing.
- Networking opportunities – Followers and visitors can connect for career prospects.
For freelancers, contractors, artists and consultants active on LinkedIn, a compelling and current showcase page is an essential asset.
How to Create a Showcase Page
Here is an overview of the steps to create a showcase page on LinkedIn:
- Must have a LinkedIn member profile in order to start process.
- Go to the LinkedIn homepage and click on “Work” then “Create a Company Page”.
- Select “Create a Showcase Page”.
- Choose to build a new Showcase Page or convert existing Student/Open Profile.
- Enter name, photo and description for the Showcase Page.
- Select a template and themes that fit your niche or industry.
- Add introductory content then click “Publish”.
- Continue enhancing page with personalized sections, media, articles etc.
- Invite connections to follow and share your new Showcase Page.
LinkedIn Showcase Pages are free to create and use with no limits on followers or content. The setup process is simple and pages can quickly be populated with engaging and informative content.
Key Differences Between Affiliated & Showcase Pages
While Affiliated and Showcase pages on LinkedIn have some similarities, there are important differences between the two:
Factor | Affiliated Page | Showcase Page |
---|---|---|
Purpose | Represents an organization or business | Highlights an individual’s professional brand |
Admins | Up to 100 affiliated with organization | Individual member only |
Content Focus | Company news, initiatives, jobs | Skills, accomplishments, projects |
Audience | Followers, potential recruits, clients | Followers, network connections |
Account Needed | Company, Showcase or Open Profile | Personal member profile |
Use Cases
Some examples of appropriate use cases for each page type:
- Affiliated Page – Official company presence, non-profit groups, sports teams, political parties
- Showcase Page – Freelancer portfolio, designer portfolio, programmer app showcase, consultants project page
While there can be some overlap, deciding whether an Affiliated or Showcase Page best fits the goals for an organization or individual is important in maximizing LinkedIn presence.
Best Practices for Affiliated & Showcase Pages
To help affiliated pages and showcase pages achieve optimal visibility and engagement on LinkedIn, here are some top best practices:
Affiliated Pages
- Claim existing company page if already on LinkedIn to become official admin.
- Leverage all sections of page – Company Info, Careers, Products etc.
- Share company news links, images, videos regularly.
- Engage and respond to followers and comments.
- Use targeting tools to reach relevant audiences with updates.
- Partner with employees to publish content and share page.
- Monitor analytics for follower growth and content performance.
Showcase Pages
- Create a memorable, searchable page name.
- Showcase best work samples, media galleries, publications.
- Update regularly with news feed posts, articles, images.
- Personalize design with branded colors, logo and header image.
- Use calls-to-action to have visitors contact you.
- Invite connections to follow page and share updates.
- Review analytics to identify highly engaged visitors.
Optimizing both page types with compelling content that engages followers is key to success on LinkedIn.
Conclusion
LinkedIn affiliated pages and showcase pages provide users with the ability to extend their professional presence and share in-depth insights beyond a standard profile.
Affiliated pages allow official representation of an organization or business to promote its initiatives, brand and job opportunities.
Showcase pages give individuals a customizable platform to highlight their professional skills, accomplishments and talents through a portfolio-style format.
Understanding the best practices for effectively leveraging these two page types based on objectives can increase impact and visibility on the world’s largest professional networking platform.