LinkedIn company pages allow LinkedIn members to discover and follow companies, learning about their brand, products, services, and job opportunities.
The purpose of company pages is to give companies the ability to communicate simply and directly with their audience. The business page also allows for the creation of new business connections, gathering followers, finding employees and customers, promoting conferences and events, and more.
How to Set Up a Successful Company Page?
Company Overview and the Foundation of the Company Page
It’s very important to ensure that all the information about the company on the page is up-to-date – email or phone number for contact, link to the company website and other social media (if any), an updated company logo, declarations, and texts.
The same goes for the company website – make sure there is a link leading to the LinkedIn company page. Additionally, when new job opportunities are opened, make sure that the information and dates are updated. If the position is no longer relevant, it’s crucial to remove the post to prevent candidates from sending resumes unnecessarily.
LinkedIn provides several features to help define and categorize the company – number of employees (according to LinkedIn’s different tiers – 1-10 employees, 11-50, and so on), industry type, whether the company is private or public. Updating these details is important for potential clients or employees searching for a company that meets certain criteria to find you through search engines.
Another important element is the “About Us” text – it’s crucial to draft a short and precise text describing the company, the services or products it offers, its market differentiation, capabilities, team, and any other noteworthy information.
Employees
Ensure that employees add the correct company page to their personal profiles. When users click on the company logo in the employee’s personal profile, they will be directed to the company page.
Whether for recruitment, sales, or business opportunities, asking employees to link their profiles to the company page can help with exposure and lead to new connections.
When navigating to the company page, LinkedIn allows viewing other employees in the organization, which has several advantages:
- Future employees can see who they will be working with and maybe find acquaintances in the crowd.
- Clients and candidates are exposed to existing job positions in the company.
- Interested parties can find the best person to contact for various reasons.
- One can learn about the company size, its employees, and their experience.
Content, Content, and More Content
Similar to a personal profile, the company page also has the option to upload posts, images, videos, and other forms of content.
As with other social media, to stay updated, it is recommended to upload posts regularly – at least once a week.
To help those who struggle to keep up with posting, LinkedIn has introduced a new feature that suggests content to share from the page.
Users can choose and filter articles and posts by industry and country, showing the “estimated audience size” – the number of unique users filtered by the selected criteria.
How to Gain Followers?
After refreshing the page, ensuring all employees have updated their profiles to reflect their work at the company, and posting content regularly – what next?
LinkedIn has made it easy for us. Instead of waiting for followers to come to you, there is an option to invite followers to the page.
Make sure the people you invite to follow the page are relevant and that the content you post will interest them.
If your company deals with SaaS for recruitment and onboarding, it makes sense to invite roles like HR, Recruiter, Headhunter, CFO, Chief of Staff, rather than programmers and lab researchers. The goal is to provide relevant content to spread the word and create business opportunities.
Recently, LinkedIn introduced the option to filter existing connections to reach the most relevant people. You can filter by country, industry, current company, and even academic institution – all to ensure that the invitation reaches the precise target audience.
Conclusion
LinkedIn is well-established in its position – it is the most popular social channel for business people worldwide. It is the most common site for creating B2B connections. It has infiltrated our business lives just like other social media, and as a result, about 60% of consumers rely on the brand’s social media for the most up-to-date information about it.
Additionally, LinkedIn understands very well who its users are and how they differ from other media. You can see the accessibility and simplification LinkedIn creates to facilitate content uploading and brand awareness creation.
The user does not need to be a social media star or learn a specific algorithm for their company page to succeed and gain exposure.