Best Practices for Your LinkedIn Company Page

Use your LinkedIn company page dashboard to share page posts, edit content, invite followers, and more.

A LinkedIn company page gives you a free way to showcase your organization on the world's largest business network. It also lets you connect your page to your profile and other employees' profiles so prospects can learn more about your company and its products and services. 

If you haven’t created a company page yet, click the “For Business” icon and select "Create a Company Page." Complete the form and add your logo. Link the page to your profile by going to the relevant work entry on your profile's Experience section, retyping your organization's name into the company name box, and selecting your company's name/logo from the list that pops up. After that, the logo will show next to your work entry, and people can click the logo to visit your company page. And good news for solopreneurs and very small businesses: You don't have to include a street address or website.

But what do you do once you've established your company page?

Maximize the 2,000-character Overview section to let prospects know why they should benefit from your organization.

Add as many products and services as possible into the Specialties section. Use keywords (aka Search Engine Optimization -- SEO-- phrases) that people tend to use to find your company. The form says you can add up to 20 specialties, but you can actually add many more. Adding specialties helps prospects find your company when they search for such areas of expertise. Pro tips: Use capital letters to start each word in your specialties (it helps with search results). Spell specialties correctly because LinkedIn will let you include anything in your specialties, even typos.

Post several articles to make your company page look active and worth following.

Ask employees to link to the page through their profile's Experience entries. Train them to regularly and positively comment on and like page posts. Also, enlist “ringers” such as loyal customers and business partners to comment.

Have each page administrator invite up to 100 of their connections per month to follow the company page to grow your following.

Share at least 12 engaging posts per year from the LinkedIn home page by clicking “Start a post,” and then selecting the down arrow to post as a representative of your company. Or, visit your company page to post directly there. You can get to your page easily by clicking the logo next to your work entry on your profile. You must be a page administrator to post as a representative of your company page.

·   Don’t worry about impressions or clicks to your page. No one but page administrators sees these statistics! Instead, focus on getting comments to impact your page’s reach.

·   Send employees timely industry news and stories to share. Also, train them to positively comment on customers’ and prospects’ posts. Whether they comment as themselves or as a company representative, such activity leads more people to your company. 

    Consider upgrading to a premium company page to auto-invite engaged prospects, invite followers of similar pages, and increase your page's reach across LinkedIn. Learn more on LinkedIn. 

The bottom line: Don’t just create a company page. Work it to lead prospects to your business.

_______________

WiserU, the publisher of the WiserUTips.com blog, provides LinkedIn and career training and services for individuals and organizations. Visit WiserU.com for details.

 

• Businesses hire Kathy Bernard to maximize their use of LinkedIn for
• sales, marketing, and fundraising through expert LinkedIn training and services.  Learn more  
• The unemployed and miserably employed hire WiserU for LinkedIn training, career coaching, and LinkedIn profile and resume services. Learn more 
• Colleges and universities hire Kathy to train their students and recent college graduates on how to land great jobs. Contact WiserU to learn more.