When setting up a company page on LinkedIn, there are a few key things to keep in mind regarding ownership and administration. LinkedIn provides companies with an opportunity to establish an official presence on the platform, share company updates, advertise open positions, and connect with professionals in their industry. However, determining who should have access and editing rights for the page is an important consideration.
Who can create a LinkedIn company page?
To start, any employee of a company can create a LinkedIn company page if one does not already exist. However, best practice dictates that the page be created and managed by an employee who serves in a marketing, communications, or recruiting capacity at the organization. This helps ensure the tone and messaging align with the company’s goals for establishing a presence on LinkedIn.
When setting up a company page, the individual creating it is automatically assigned as an administrator. This gives them full editing and management capabilities for that page. Additional administrators can be added later through the page admin tools.
Types of LinkedIn company page roles
There are three main roles for LinkedIn company pages:
- Administrator – Has full editing access and can manage all settings and features of the page. There is no limit on the number of administrators a page can have.
- Editor – Can edit certain aspects of the page like the overview tab, life tab, and jobs tabs. But they cannot access admin settings or analytics.
- Analyst – Can view page analytics and insights but cannot make any edits to the page content.
When creating a LinkedIn company page, it’s important to add multiple administrators so there are always enough people who can manage the account. Relying on just one administrator creates a single point of failure risk.
Changing page ownership
The administrator who originally created the LinkedIn company page is marked as the owner of that page. If at any point that individual leaves the company, the ownership can be transferred to another employee.
To change the LinkedIn company page owner, an existing administrator must follow these steps:
- Go to the LinkedIn company page and click Admin Tools
- Select Edit page owners and managers
- Click the dropdown next to the current Owner and select Make inactive
- Search for the name of the employee who should become the new Owner and make them active
- Click Save changes
The new owner will now have access to all page settings and analytics. It’s important to update the company page owner when necessary so that LinkedIn page management transitions smoothly between employees.
Adding and removing page administrators
In addition to the main page owner, companies can assign other employees as administrators to help manage content and activity. To add a new admin:
- Navigate to the LinkedIn company page
- Click Admin tools and choose Edit page owners and managers
- Enter the name of the employee to make an admin and select Make active
- Click Save changes
Conversely, admins can be removed by following the same steps but instead clicking Make inactive next to their name. There is no limit on the number of admins a LinkedIn company page can have. It’s recommended to assign several admins so that responsibilities can be shared.
Giving employee access to post as the company
Companies can expand their LinkedIn presence by allowing employees to publish posts that display as being shared by the company’s official page. This helps increase engagement and showcase employees. To enable this access:
- Go to the LinkedIn company page and click Admin tools
- Select Edit social advertising settings
- Under Who can publish as your company? choose the option to enter employee names
- Enter the LinkedIn profile names of employees you want to give access to post as the company
- Click Save changes
With this permission, designated employees will see an option when creating LinkedIn posts to publish as either themselves or as the official company page. This allows a wider range of employees to engage the LinkedIn audience under the company’s brand.
Restricting former employee access
When administrators or employees with access to LinkedIn company pages leave the organization, it’s important to restrict their access. Former employees should not have the ability to manage, post, or edit a LinkedIn page for a company they no longer work for.
To remove a former employee’s admin access:
- Go to the LinkedIn company page and click Admin tools
- Select Edit page owners and managers
- Locate the name of the former employee and click Make inactive
- Click Save changes
For former employees who had posting access, follow the same steps for social advertising settings and remove their name from the list of permitted profiles. Conducting regular audits of who has access to the LinkedIn company page will prevent any unauthorized changes or posts.
LinkedIn company page visibility settings
Administrators can control the visibility of their LinkedIn company page. This determines who is able to view the page content:
- Public: Visible to anyone on LinkedIn
- Visible to members of your LinkedIn networks: Only connections of the company page admins and employees can see the page
- Private: Only members explicitly granted access can view the company page
Public pages help maximize the company’s reach while private pages keep the content exclusive. Page visibility can be adjusted under Admin tools > Edit page settings depending on the organization’s preferences.
Analytics available to page owners
LinkedIn provides robust analytics to help page administrators measure engagement and track how well content is performing. Owners and admins have access to the following insights:
- Post analytics – Likes, comments, clicks, impressions, engagement, etc. for each update
- Follower demographics – Location, industry, job function, seniority level, company size, etc. of followers
- Page visitors – Visitors, visitor locations, referral sources, and visitor jobs/industries
- Updates – Total number of posts and post categories over time
- Followers – Follower growth over time
- Recommendations – Suggestions to boost engagement and followers
Reviewing these analytics on a regular basis enables owners to optimize content and engagement on the LinkedIn company page. The insights are available under the Page Analytics section of Admin Tools.
Best practices for ownership
To keep a LinkedIn company page optimized, it’s important to follow these best practices related to page ownership and access:
- Designate a primary owner from marketing/communications/HR to oversee the strategy.
- Add several secondary administrators to help manage daily content and activity.
- Grant posting access to a diverse mix of employees to showcase different perspectives.
- Keep visibility public or limited to LinkedIn networks to maximize reach.
- Review analytics regularly and make changes to boost engagement.
- Promptly remove former employees’ administrative and posting permissions.
Conclusion
LinkedIn company pages provide excellent exposure and networking opportunities. But without proper ownership and governance, they can become difficult to manage. Setting clear roles, adding backup administrators, granting selective employee access, limiting former employee permissions, and regularly analyzing performance are best practices to operate a successful LinkedIn presence.