Not sure if your company needs a LinkedIn company page? We’ve highlighted what it is, its benefits, and our top tips for creating a successful LinkedIn presence.
LinkedIn is the largest professional network in the world, boasting over 875 million members globally. It serves as a career-oriented platform for industry networking, talent acquisition, and fostering professional growth. The impact of LinkedIn on businesses remains overwhelmingly positive, from enhancing employee engagement to driving sales leads.
What is a LinkedIn company page?
You’re likely familiar with LinkedIn profiles, which showcase individual skills and career experiences. In contrast, a LinkedIn company page is designed to help you grow your business on the platform. It provides opportunities to promote your products and services, attract top talent, and share valuable updates and insights with your followers.
What are the benefits of a LinkedIn company page?
With 58 million businesses actively using LinkedIn, it’s clear that the platform is a hub for professional networking and brand building. If that number alone doesn’t convince you to create a LinkedIn company page, consider the opportunities it provides to boost your brand’s visibility, foster meaningful connections, and establish thought leadership in your industry. A well-managed company page can also drive traffic to your website and nurture long-term customer relationships. Below, we’ve outlined some key benefits to help you decide.
Increase brand awareness
LinkedIn’s popularity as a professional platform continues to grow, making it essential for businesses to establish a strong presence. Potential clients, partners, and employees actively search for companies on LinkedIn, so having a fully optimized company page is crucial.
As an admin, you’ll have complete editorial control over your company profile, allowing you to shape how your brand is perceived. Keep your page consistent with your brand identity by incorporating cohesive creative assets and maintaining your unique tone of voice. Use this platform to share your story, reflect your values, and present your business exactly the way you want.
Showcase your products and services
Naturally, you’ll want to highlight your specialized services or products, ensuring your audience understands what you offer and how you can meet their needs. Organic posts serve as a cost-free marketing tool, allowing you to educate your followers about your unique selling points while directing them toward more detailed information.
By seamlessly integrating a link to your website in your posts, you can effectively convert platform interest into increased website traffic and potential leads.
PR opportunities and amplification
Using LinkedIn company pages offers a powerful platform to share business updates that may have previously relied on traditional media. When someone follows your company page, it indicates genuine interest in your business and the industry you operate in. This provides an excellent opportunity to highlight updates such as new hires, events, achievements, case studies, success stories, and company milestones, serving as an additional tool for public relations.
Additionally, LinkedIn allows you to amplify any media coverage your company receives. Your audience and employees can share these features across their own networks, while you can engage with partner and source accounts to increase visibility and reach even further.
Reaching your target markets
Speaking of reach, LinkedIn’s global community of professionals provides easy access to a vast pool of potential business leads. Your LinkedIn company page serves as a powerful tool for networking, connecting, and building meaningful business relationships—all without the need for face-to-face meetings.
When you share an update from your company page, you have the flexibility to reach either your entire audience or a specific segment. By using the targeting feature, you can tailor your updates based on various demographic factors, ensuring your content reaches the most relevant audience for maximum impact.
Improve your search rankings
Google and other search engines often rank LinkedIn pages and posts highly in search results, meaning that maintaining an active LinkedIn company page can significantly boost your SEO. Simply put, your company page is more likely to appear in Google search results since it is publicly accessible by default.
Therefore, it’s important to optimize your business profile with SEO in mind. When writing your company description or any other content, incorporate relevant industry keywords just as you would on your website. To maintain visibility, it’s crucial to post updates regularly—demonstrating activity and consistently providing valuable content to your followers.
Build a community
Consistently posting valuable content offers the best opportunity to build a dedicated community around your business and brand. In 2022, LinkedIn experienced a 22% increase in engagement, highlighting how impactful your efforts can be.
By sharing updates about your team, company, industry, and broader topics, you position yourself as an expert in your field and a thought leader within your industry.
As with any content or social media strategy, your LinkedIn posts should target different audience segments with varied objectives. A dynamic feed with diverse topics will not only attract a loyal following but also foster an environment for sharing ideas, stimulating discussion, and encouraging meaningful interactions.
Attract top talent
Every week, over 50 million people actively use LinkedIn to research and apply for new job opportunities. Recruitment is likely a key part of your business strategy, and at some point, you’ll want to advertise vacancies and bring in new talent.
Your LinkedIn company page is a great platform to showcase your current employees, highlight their skills, and publicly recognize their hard work. Share posts that reflect your company culture, values, and the experience of working with your team. This helps position your business as an attractive place to work. Socially engaged companies are 58% more likely to attract top talent and 20% more likely to retain it.
Additionally, a LinkedIn company page allows you to effectively communicate your business’s vision and goals, helping you reach high-quality candidates. Think of it like a dating profile—the more authentic and clear you are, the more likely you are to attract passionate candidates who align with your mission.
Moreover, with LinkedIn, you can easily access candidate profiles, eliminating the need to chase CVs or deal with endless email exchanges. A well-maintained professional profile provides up-to-date employment details and more, giving you a clear picture of whether a candidate is a good fit for both the role and your company’s culture.
