LinkedIn Company Pages: Best Practices For 2024

LinkedIn Company Pages: Best Practices For 2024

Believe it or not, as of mid-2023, there are over 58 million company pages on LinkedIn. That means over 58 million companies deem it suitable to be present on the platform. So, if your company is not yet one of them, then you are definitely missing out!

 

Fret not, it’s not too late yet. You can always start today. This article will help you not only with the steps to create a LinkedIn Company page but also will enlist some of the best practices for company pages recommended by leading B2B marketing experts across the globe. Needless to say, these practices are also relevant to companies that already have a LinkedIn page and want to enhance it for better marketing results.

 

So, let’s begin a step-by-step ride to making an exemplary LinkedIn Company Page.

Steps to Create a LinkedIn Company Page

Here are 7 quick steps to create a complete LinkedIn Page in a jiffy!

Step 1: LinkedIn Account

First, you need to have a LinkedIn account. If you don’t have one already, don’t worry, it’s easy to create one. Just go to the LinkedIn homepage and follow the prompts to set up your profile. Once you’re done with that, come back here and we’ll continue.

 

Step 2: Company Page

Now, it’s time to create your company page. Go to the LinkedIn homepage and click on the “Work” dropdown menu, then select “Create a Company Page.”

 

Step 3: Page Type

Choose the type of company page you want to create. LinkedIn offers four options: Small Business, Medium to Large Business, Showcase Page, and Educational Institution. Select the option that best fits your company.

 

Step 4: Compay Information

Fill in the required information. This includes your company name, a logo, a brief description, and your company website URL. Make sure everything is accurate and up-to-date!

 

Step 5: Cover Image

Add a cover image. This is your chance to make your page look visually appealing and showcase your brand. Choose an image that represents your company and aligns with your brand values.

 

Step 6: Publish

Publish your page! Once you’ve completed all the required information and added your cover image, hit the “Publish” button to make your page go live.

 

Step 7: Optimization

Optimize your page. Now that your page is live, it’s time to make it shine. Add more information about your company, share updates, and engage with your audience. Remember, LinkedIn is a social network, so it’s important to be active and engaging.

 

While the first six steps are quite straightforward, the last step is an ongoing one. You have to continuously update and enhance your LinkedIn page to keep it relevant and engaging for your audience.

 

Now is the time to unlock how you can optimize your page to stay relevant and in sync with the best practices for 2023!

LinkedIn Company Page Best Practices

1 – Check for existing pages

Before creating a LinkedIn company page, it’s important to make sure one doesn’t already exist for your company. There may already be a page created by a former employee or a fan. If you find one, try to claim it and update the information to make it your official page. If you can’t claim it, then you can create a new page and report the duplicate page to LinkedIn.

 

LinkedIn recommends the practice of joining the existing page instead of creating a new one as it can help you avoid having multiple pages for your company on LinkedIn, which can confuse members.

 

2 – Make your About section engaging

A lot of companies put little or no effort into their LinkedIn About section – it’s usually bland and too technical. Your About section is one of the first things people will read when they visit your page, so make it count! Be sure to include a clear and concise description of what your company does and why it matters. Use keywords and phrases that are relevant to your industry and target audience. Also, consider adding a call-to-action to encourage visitors to engage with your page.

 

Let us take the example of Hubspot’s About description. It says:

HubSpot's LinkedIn

“HubSpot is a leading CRM platform that provides software and support to help businesses grow better. Our platform includes marketing, sales, service, and website management products that start free and scale to meet our customers’ needs at any stage of growth. Today, thousands of customers around the world use our powerful and easy-to-use tools and integrations to attract, engage, and delight customers.

 

HubSpot was named Glassdoor’s #4 Best Place to Work in 2021, and our award-winning culture has been recognized by Great Place to Work, Comparably, Fortune, Entrepreneur, Inc., and more. We build connections, careers, and employee growth by creating a workplace that values flexibility, autonomy, and transparency. You can learn more about our commitment to creating an inclusive and diverse workplace in the HubSpot Culture Code.

 

HubSpot is a hybrid company with employees working fully remotely, from an office, or a mix of the two. We are headquartered in Cambridge, MA with offices in Dublin, Ireland; Singapore; Sydney, Australia; Tokyo, Japan; Berlin, Germany; Paris, France; Bogotá, Colombia; Ghent, Belgium; San Francisco, CA; Portsmouth, NH; London, UK; Toronto, Canada.

 

To learn more about HubSpot, visit www.hubspot.com

and to join our team, visit www.hubspot.com/careers

 

The description has been dextrously divided into 4 pillars- where the first para talks about the company’s offerings, the second para conveys the culture, the third explains the company’s operations and the final bit has CTA for prospective customers and employees respectively. While you can use different formats, tonality and styles to convey your company, it should essentially include these four pillars.

 

3 – Add your employee list to the page

As the adage goes, your employees are your best brand ambassadors – so why not let them be known on LinkedIn? Including a list of employees on your LinkedIn company page helps to humanize your brand and build trust with your audience. It also allows visitors to connect with individuals at your company, which can be a valuable networking opportunity.

 

According to a study by LinkedIn, “When an employee shares content from their employer, the reach is 561% higher than when the company shares the same content.” By showcasing your employees on your LinkedIn company page, you can encourage them to engage with your content and help spread the word about your brand.

 

4 – Add important Page Admins

Often overlooked, but another important practice to ensuring that your company page does well is by adding key admins to the page. You should always designate multiple employees who will be responsible for managing your LinkedIn company page. These individuals should have access to edit the page, post updates, and respond to messages (depending on access). Having multiple admins ensures that your page is consistently managed, even if one person is out of the office or leaves the company. LinkedIn interestingly allows multiple types of admins to manage the page, so you can stay in control even after delegating work to others.

 

Here are the main types of admins that you can have for a LinkedIn company page:

LinkedIn Page Admin
  • Super Admins: Super Admins have full control over the company page and can manage all aspects of it, including editing the page, adding and removing other admins, and posting updates. There can be multiple Super Admins for a single company page. This access should be restricted to management, heads or founding members of the company

 

  • Content Admins: Content Admins can create and edit posts on the company page, as well as view analytics and manage comments. They cannot, however, edit the page itself or add or remove other admins. Relevant people from the marketing and sales teams can be given this role.

 

  • Analysts: Analysts have view-only access to the company page’s analytics and cannot create or edit posts or make changes to the page. This role is relevant for SEO experts, Business development offices and others to understand customer response and engagement.

 

  • Sponsored Content Posters: Sponsored Content Posters have permission to create and post sponsored content on the company page. If you’re hiring external help or keeping a separate person for LinkedIn advertising, they should be given this role.

 

  • Job Posters: Job Posters have permission to post job listings on the company page. This role is excellent for relevant Talent Acquisition and HR team members.

 

5 – Share engaging content with your followers at least once a week

 

Given that LinkedIn is a social network, you have to be active on it as a company to not only keep your existing followers engaged but also to engage new followers. To begin with, you can start with posting at least once a week, and then try to increase the frequency gradually. You should also make sure the content you share is relevant, interesting, and valuable to your target audience.

 

According to LinkedIn, “Companies that post at least once a week see a 2x lift in engagement with their content.”  While every company is different and the content they produce is also different, there are certain common types of content that are always safe to post from a LinkedIn company page. These include:

 

  • Industry News and Insights: Share relevant news articles, reports, and insights from your industry to demonstrate your expertise and keep your audience informed.

 

  • Company Updates: Post updates about your company, such as new product launches, awards, and achievements. This helps keep your followers informed about what’s happening with your business.

 

  • Employee Stories: Share stories and updates about your employees to help humanize your brand and showcase your company culture.

 

  • Thought Leadership: Share your own insights and perspectives on industry trends and topics to establish your company as a thought leader.

 

  • Events and Webinars: Promote upcoming events and webinars that your company is hosting or participating in to engage with your audience and drive attendance.

 

  • Visual Content: Include eye-catching visual content, such as photos, videos, and infographics, to make your posts more engaging and shareable.

 

  • Job Openings: Post job openings to help attract potential candidates and showcase your company’s career opportunities.

 

  • Content from Content Suggestions: Content Suggestions is a feature on LinkedIn that provides personalized recommendations for content to share with your audience. This feature can save you time and help ensure that the content you’re sharing is high-quality and relevant to your followers.

 

  • Partners and other companies’ content: Sharing content from partners and other companies can help build relationships and increase your reach on LinkedIn. It’s also a great way to provide your followers with a wider range of content and perspectives.

 

6 – Customize your call to action

 

LinkedIn company pages allow you to add a call-to-action button to encourage visitors to take a specific action, such as signing up for a newsletter or visiting your website.

 

If you are looking to customize your LinkedIn Page’s CTA, you need to click “Edit page” on your admin view. You will get a pop-up box which will have different sections. Under the Header section, click “Buttons.” Make sure the “Custom button” option is turned on.

 

Depending on what your marketing goal is, you need to choose a button name from the drop-down menu and enter a URL. Use this setting to direct followers to your website, landing pages, event registrations, and more. The options available to you are:

 

  • “Contact Us”: This CTA is typically used on the About section of your company page and encourages users to get in touch with your business for more information.

 

  • “Learn More”: This CTA is typically used in conjunction with a post or update that highlights a new product, service, or initiative. It encourages users to click through to your website or landing page to learn more.

 

  • “Register”: This CTA is used in conjunction with events or webinars and encourages users to register for the event.

 

  • “Sign Up”: This CTA is often used for newsletters, podcasts or company channel subscriptions that you may have.

 

  • “Visit Website”: This CTA is essentially used when you want to drive traffic to your website.
Customized CTA on LinkedIn

Summing It Up

 

Your LinkedIn Page is your company’s most crucial digital social presence. Make sure you built it right by following these best practices. All said and done, it all boils down to how transparent, involved, and interactive you are on LinkedIn – the more your interact, the more your followers, prospects, and customers will engage with you.