Having an engaging and informative LinkedIn page for your company is crucial for establishing your brand presence and attracting new customers and employees. But with limited space, it can be challenging to determine what content to prioritize. Here are some key elements to include on your company LinkedIn page.
Cover Photo
Your cover photo is one of the first things people will see when visiting your page. Make sure it aligns with your brand identity and captures attention. Some ideas for eye-catching images include your office space, products/services, team events, graphics with inspiring quotes, or infographics highlighting company stats.
Company Logo
Upload a high-quality version of your logo to brand your page. Your logo should be recognizable, on-brand, and look crisp and clear at small sizes. Consider adding your slogan or tagline in the logo image as well.
Company Name, Industry, and Description
Make sure your company name, industry, and description fully communicate what your business does. The industry should be specific (e.g. Software Development instead of Technology). Get creative with the description to summarize your mission, competitive advantage, and company culture.
Location
Your locations communicate where your company has brick-and-mortar offices. Listing multiple locations can help establish your geographic reach. You can specify addresses or just cities and countries.
Company Size
Specifying your company size (number of employees) gives visitors context around the scope and scale of your operations. However, only share this if you feel comfortable making it public.
Company Type
Clarifying that you are a public, private, nonprofit, or government entity provides transparency. This gives people more insight into your business structure and ownership.
Founded Date
Including the year your company was founded emphasizes your experience and heritage. If you have a longstanding brand, feature this to highlight your legacy.
Specialties
The specialties section allows you to specify the products, services, areas of expertise, and capabilities that set your business apart. Focus on what makes you unique.
Website URL
Add your company website so visitors can seamlessly navigate to your site for more information. Make sure the URL is clickable.
Call to Action Buttons
Insert clickable buttons that lead visitors to key landing pages like “Contact Sales,” “Schedule Demo,” or “Shop Now.” This makes it easy for interested prospects to convert.
Media Gallery
A media gallery with photos and videos brings your page to life while portraying your brand personality and work culture. Showcase products, team events, office spaces, community involvement, and anything visually engaging.
Company Updates
Post regular status updates sharing company news, achievements, events, job openings, and industry insights. These updates display in the Recent Updates section and follower news feeds.
Detailed About Us Page
Expand your company description into a full About Us page using the Pages feature. Go in-depth on your history, mission, values, leadership team, culture, and anything that tells your unique story.
Employee Spotlights
Showcase individual employees through Spotlight posts published on your page. This puts faces to your company and lets team members share their voices.
Customer Testimonials
Featuring raving customer testimonials builds credibility through social proof. Seek reviews from long-time clients who can vouch for your products or services.
Company Blog Posts
Publishing blog content directly on your LinkedIn page provides helpful tips, insights, and thought leadership content for your followers. Offer value-add content that aligns with your expertise.
Rich Media Content
Incorporate visually engaging content beyond text such as infographics, charts, photos, presentations, videos, and more. This captivates visitors with different mediums.
Analytics and Insights
Monitor page analytics to see your follower growth, post reach, website traffic, and visitor demographics. Gathering these insights helps optimize your content strategy.
Advertising and Sponsored Content
Invest in LinkedIn advertising and sponsored content to expand your reach, visibility, and engagement. Use targeted promotions to get your content in front of your ideal audience.
Groups and Channels
Join relevant groups and channels in your industry to connect with an active community of peers, partners, and prospects. Engage in discussions and share content.
Career Pages
Build out dedicated Career Pages for open roles, Company Pages for each office location, and University Pages for campus recruiting. Strengthen your employer brand and talent pipeline.
Showcase Pages
Leverage Showcase Pages to highlight your products and services in more detail with photos, videos, demos, and expanded information. Dedicate a page to each major offering.
Hashtags
Incorporate relevant hashtags in your posts to tap into larger conversations and increase discoverability for others searching those tags. Popular options include #industry, #product, #companyculture.
Embedding Content
Embed webpages, presentations, videos, and other content into your posts so visitors can engage with the media without leaving LinkedIn. This creates a more immersive experience.
Keywords
Include strategic keywords throughout your profile that your target audience would use when searching on LinkedIn. This helps you come up in relevant searches.
Cross-Promotion
Promote your LinkedIn page and content across other marketing channels like your website, email, social media, and ads. Make it easy for all audiences to find you.
Conclusion
Optimizing your LinkedIn presence is an ongoing initiative, but incorporating these best practices can help you stand out and effectively attract customers, talent, and partners. Focus on developing comprehensive, engaging, and valuable content that brings your brand to life while establishing trust and credibility.
Frequently Asked Questions
Should I have a personal or company LinkedIn page?
You need both – they serve different purposes. Have a personal profile to build your professional network and brand. Have a company page to market your business to corporate prospects.
What’s the ideal length for the company description?
Aim for 2-3 paragraphs or 250-500 words. Be concise but include key details on your products, mission, values, and culture.
How often should I post company updates?
Post 1-2 times per week to stay active and engaged without overwhelming followers. Vary content format between articles, videos, images, and more.
What types of media should I share on my company page?
Photos and videos perform best. Show products, office spaces, events, employees, user-generated content, and anything visually engaging. Infographics and presentations also stand out.
What makes a good call to action button?
CTAs should be clear and action-oriented, like “Get a Free Consultation.” Include them prominently on your cover image, page banner, and key posts.
Section | Recommended Content |
---|---|
Cover Photo | Branded graphics, office spaces, products, infographics |
Page Banner | Company logo, contact info, chatbot |
About Tab | Company description, specialities, location, # employees |
Recent Updates | Thought leadership articles, company news, job posts |
Media Gallery | Photos, videos, presentations |
Pages | Detailed About Us, Careers, Products, Services |
Analytics | Followers, engagement, clicks, demographics |
Should I pay to advertise our LinkedIn page?
Yes, investing in LinkedIn ads and sponsored content is highly recommended to boost awareness beyond your direct network. Target by location, industry, job role, and interests.
How can I make our company page stand out?
Creative visuals, unique content formats, spotlighting employees, sharing behind-the-scenes content, responding to comments, and optimized SEO will make your page shine.
Tips for Optimizing Your Company LinkedIn
Here are some additional tips to take your company’s LinkedIn presence to the next level:
- Choose an eye-catching and professional cover photo
- Keep your logo and icon consistent across platforms
- Refresh cover/banner images frequently to stay fresh
- Showcase your products or services visually
- Embed videos and presentations to make content interactive
- Monitor post analytics to see what content resonates
- Join industry-related groups and discussions
- Publish helpful thought leadership content consistently
- Promote employee achievements and events
- Give behind-the-scenes looks at your company culture
- Respond to comments and messages promptly and professionally
- Utilize hashtags and keywords for search optimization
- Tag relevant employees, partners, and authors
- Keep all bios, job descriptions, and employee spotlights up-to-date
- Promote content across other marketing channels
- Send invites and messages to connect with prospects
Key Metrics to Track
Monitoring performance metrics helps you continually refine your LinkedIn strategy. Pay attention to:
- Follower growth over time
- Engagement rate on posts
- Click-through rate on links/images
- Website referral traffic from LinkedIn
- Prospects generated and sales influenced
- Follower demographics and role breakdown
- Views and clicks on Sponsored Content
- Company page vs. competitor benchmarking
Integrations and Advertising Options
Boost your LinkedIn presence by connecting it with other tools and investing in promotions:
- Integrate with your website, CRM, or social media dashboards
- Leverage analytics platforms like Google Analytics
- Use social listening tools like Hootsuite to monitor brand mentions
- Incorporate LinkedIn messaging into sales outreach cadences
- Publish blog content simultaneously across website and LinkedIn
- Sync employee profiles with HR systems to populate bios
- Invest in Sponsored Content and Text Ads
- Retarget website visitors through LinkedIn pixel
- Partner with influencers and employees to expand reach
LinkedIn Company Page Checklist
Here is a checklist to ensure you optimize the key elements of your company’s LinkedIn presence:
Element | Completed? |
---|---|
Professional cover photo | [ ] |
Recognizable logo | [ ] |
Concise, engaging company description | [ ] |
Key locations, # employees, founding year | [ ] |
Specialties that highlight expertise | [ ] |
Website URL | [ ] |
Clickable call-to-action buttons | [ ] |
Media gallery with visual assets | [ ] |
Regular interesting updates | [ ] |
Detailed About Us and Products/Services Pages | [ ] |
Employee spotlights with profiles | [ ] |
Customer testimonials | [ ] |
Blog content | [ ] |
Relevant hashtags and keywords | [ ] |
Conclusion
A compelling and robust LinkedIn presence is critical for any company’s brand awareness, lead generation, recruitment, and thought leadership. Prioritizing rich multimedia content, spotlighting employees, sharing company news updates, using strategic keywords, engaging followers, advertising open roles, and running targeted campaigns will ensure your LinkedIn marketing is working hard for your business.
The foundation is built on an informative, eye-catching company page that tells your brand story and convinces visitors to learn more. With a sound content strategy and optimization best practices in place, your LinkedIn presence will become a valuable asset driving measurable results.