As a business looking to establish a presence on LinkedIn, one of the first steps is to create a LinkedIn Company Page. This provides a hub for your business where you can share updates, media, job postings and more. When setting up your Company Page, LinkedIn allows you to assign various levels of admin access to employees so they can manage and post content to the page.
Overview of LinkedIn Admin Levels
There are four main admin levels you can assign to employees on your LinkedIn Company Page:
- Admin
- Content Manager
- Content Creator
- Analyst
The admin level determines what type of access and functionality a user has for managing your Company Page. Here’s an overview of what each admin level can do:
Admin Level | Permissions |
---|---|
Admin | Full access to edit all Company Page settings and manage all content |
Content Manager | Can edit Company Page settings, publish content, and view analytics |
Content Creator | Can create and edit Company Page updates, articles, images, etc. but cannot publish or view analytics |
Analyst | Can only view Company Page analytics and insights data |
Admin
The Admin role has complete access to all Company Page settings and content options. They have full permissions to:
- Edit the Company Page profile (description, website, locations, etc.)
- Change the Company Page URL
- Add or remove admins and adjust other users’ permission levels
- Publish, edit, delete, and otherwise manage all posts, articles, images, videos, and other content
- Respond to and delete comments and posts from others on the Company Page
- Access Company Page analytics and insights data
- Advertise jobs and make other monetization settings
- Manage Company Page groups and events
Essentially, Admins have complete control over every aspect of the Company Page. They can fully customize the branding, messaging, content strategy, audience engagement, and analytics tracking. Most small businesses will only need 1-2 Admin roles assigned. But larger brands may have several marketers or social media managers that require Admin access.
Content Manager
The Content Manager role has permissions to publish and manage content, in addition to viewing analytics. Content Managers can:
- Publish, edit, delete, and otherwise manage posts, articles, images, videos, and other Company Page content
- Respond to and delete comments and posts from others
- Access Company Page analytics and insights data
- Advertise jobs and make other monetization settings
However, Content Managers are restricted from changing core Company Page settings like the profile, URL, or Page admins. They are primarily focused on developing and distributing content. This role is good for social media specialists or marketing associates that need to frequently post content from the brand. But you don’t necessarily want them adjusting global settings.
Content Creator
As the name suggests, the Content Creator role is limited to just creating and editing Company Page content. Content Creators can:
- Create, edit, and delete posts, articles, images, videos, and other content
However, Content Creators cannot publish content directly to the live Company Page. Their content drafts must be approved and published by an Admin or Content Manager. Content Creators also cannot access analytics, make monetization settings, or manage comments.
This role is ideal for writers, designers, videographers, and other content development staff that supply content for your Company Page. But you don’t want them to post live or make big picture changes.
Analyst
The Analyst role has read-only access to Company Page analytics and insights. They can:
- View followers, post reach, website clicks, job views, and other key metrics
- Access demographic data on followers
- See content and post performance analytics
Analysts cannot create or manage any Company Page content. They’re strictly limited to consuming analytics data. This role is useful for data-driven marketing analysts or social media analysts that need to report on LinkedIn marketing campaigns and results.
How to Add Admins on LinkedIn
Adding admins to your LinkedIn Company Page is easy. Just follow these steps:
- Go to your Company Page and click “Admin Tools” on the top right
- Select the “Manage admins” tab
- Enter the name, LinkedIn profile, or email address of the user you want to add
- Choose which admin level to assign them: Admin, Content Manager, Content Creator, or Analyst
- Click “Add” to send them an invite to manage your Company Page
You can add as many admins as you need. It’s also possible to change a user’s permission levels or remove their access at any time. Be thoughtful about who gets what level of access, and tweak as needed.
Best Practices for LinkedIn Admins
When setting up admins for your LinkedIn Company Page, keep these best practices in mind:
- Start with just 1-2 Admins to maintain control over the overall strategy and branding.
- Add Content Managers as needed to distribute the workload of creating and publishing content.
- Bring on Content Creators to develop content at scale but limit their publishing abilities.
- Assign the Analyst role sparingly to prevent analytics data from leaking too widely.
- Reassess admin levels quarterly as your marketing team and needs evolve over time.
- Don’t overwhelm your followers by having too many voices post content from the Page.
- Have a social media policy to define what types of content admins should and should not post.
Frequently Asked Questions
How many admins can a LinkedIn Company Page have?
There is no definite limit to the number of admins a LinkedIn Company Page can have. You can assign the four admin levels to as many employees as you need. Though in general, balance having enough admins for your workload without diluting your brand voice and messaging.
Can I change someone’s admin level later on?
Yes, you can edit an admin’s permission level at any time. On the Manage Admins page, click the “…” next to a user and choose Edit to change their admin role. You can also remove their access completely if needed.
Who sees the Content Creators’ draft posts?
Only Admins and Content Managers can see and access posts drafted by Content Creators. Content Creators can see their own drafts, but they remain unpublished until approved and posted publicly by Admins or Content Managers.
Can I allow employees to post without making them admins?
Yes, you can enable social sharing permissions for all employees in your Company Page settings. This lets any employee share Company Page posts on their own profile. But they won’t have access to post directly to the Page unless assigned an official admin role.
Are all Page followers able to comment and post?
No, by default only your 1st degree LinkedIn connections can comment and post on your Company Page. But you can change this setting to allow comments and posts from all followers if you want an open community forum.
Conclusion
Setting up and managing admin roles is crucial for maximizing your LinkedIn Company Page. The four levels (Admin, Content Manager, Content Creator, Analyst) allow you to provide appropriate access to teammates based on responsibilities and trust levels. Take the time to set admins correctly from the start, review periodically, and adjust as your marketing strategy evolves.