6 Easy Ways to Optimize Your LinkedIn Company Page
LinkedIn is the worldâs largest and most active professional networking platform, with over 13 million companies vying for the attention of more than half a billion users. As such, your LinkedIn Company Page represents a huge opportunity to establish your brand as an industry thought leader and attract top talent.
Here are seven steps you can take today to optimize your business page and improve your presence, authority, and recruitment prospects on the platform. If youâd like to learn how to setup your Company Page, our definitive guide to using LinkedIn for business has those step-by-step instructions.
Bonus: Download a free guide to discover four time-saving tools to help you grow your LinkedIn network faster. Includes one tool that lets you schedule a weekâs worth of LinkedIn updates in just three minutes.
6 tips for creating a compelling LinkedIn Company Page
1. Update your profile image and banner
Your profile image is first thing people searching for your company on LinkedIn will see, so make a good impression. Company Pages with profile pictures get six times more visitors than those without.
Choosing a profile image is straightforward: take your company logo (the same one youâre using on your other social media channels) and resize it to fit with LinkedInâs requirements.
Ideal LinkedIn profile image specs
The profile banner above your company logo offers a bit more room for creativity, as there are no hard-and-fast rules for using this space (other than some sizing requirements).
Ideal LinkedIn profile banner specs
How you choose to hang your Company Profile banner is up to you. Here are two completely different examples of company profile banners, and why theyâre successful.
Sephora: simple, sleek and stylish
Even a simple graphic can add some much-needed flair to LinkedInâs standard template. Sephoraâs banner displays the clean black and white stripes that frame many aspects of their branding, both in-store and online.
Air Canada: active, engaging and actionable
Air Canadaâs banner takes a more actionable approach, advertising their involvement in the 2018 Seoul Winter Olympics. It includes bilingual hashtags for a current social media campaign and reps Canadian colors, driving social engagement.
2. Write a compelling âAbout usâ section and include relevant keywords
Carefully-selected images will hook a prospect, but it takes words to reel them in.
A well-optimized âAbout usâ section on your company page is a tightly worded paragraph (2,000 characters or less) telling visitors everything they need to know about your company. Use simple, accessible language informed by keyword research to outline your business goals in words anyone will understand.
Like your other social profiles, the âAbout usâ on your Company Page should answer six basic questions (which Iâve adjusted slightly for the LinkedIn platform):
To see an âAbout usâ done right, look at Shopify. Their bio accurately describes the scope of their main product without ever slipping into yawn-inducing wordiness.
My favorite part is how they snuck in âBeing awesomeâ as one of their specialties. This is how you have fun with LinkedIn while keeping things professional.
Remember, LinkedIn is a professional space, and like every social media platform, it has its own set of unwritten rules. Donât be the company sharing memes from five years ago in an effort to market to Generation Z.
Tailoring your content to a business-minded audience doesnât mean it has to be boring; just read the room, and plan accordingly.
3. Create Showcase Pages
If the Company Page is a birds-eye view of your business and its core values, then Showcase Pages zoom in on your day-to-day activities.
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These highly-customizable pages are essentially tailored news feeds on specific aspects of your organization. Depending on their interests, visitors might come here for content about your companyâs individual brands and product ranges, ongoing charity efforts and sponsorships, or regularly occurring events like meetups, conferences, and expos.
Post, post, post
Real talk: Showcase Pages require upkeep. They have their own distinct sets of followers, separate from your Company Page. If you want these pages to be successful (and stay that way), ensure theyâre regularly populated with articles, videos, slide presentations, and any other content that provides your followers with significant, long-term value.
Showcase Pages are a great place to share Sponsored Content and get more value from targeted advertising.
You can target your posts by location and a recommended number of two other fields, including: industry, company, job type, seniority, group, school, and more. Because people following your Showcase Pages have already shown an active interest in that area of content by subscribing, theyâre more likely to read it and share among their networks.
Hereâs one last secret about Showcase Pages: theyâre surprisingly underused. Capitalize on this! Even one Showcase Page puts you a step ahead of the competition, but you can have up to 10âenough to give you a serious advantage.
4. Build a career page
Glassdoor reports that 69 percent of job seekers are more likely to apply to a company that makes an active effort to promote its culture online. LinkedIn Career Pages are an amazing way to bolster your recruitment efforts by showing your company culture in its best light.
Located under the âLifeâ tab, Career Pages feature customizable modules where you can display high-quality images, videos and articles about the day-to-day at your organization. Try to include a URL in every post: LinkedIn reports that posts with links get 45 percent more engagement.
Consider employee perspectives
If youâre looking for ways to frame your company as a think-tank for fresh ideas, look to the Career Pages âEmployee perspectivesâ section, where you can publish thought leadership articles written by employees.
According to a survey by Jumpstart HR, the vast majority of job seekers value personal growth opportunities over anything else when considering a new workplace. By sharing content produced in-house, youâre showing your current employees that their perspectives are valued, and telling future talent that thereâs plenty of room for recognitionâand the opportunities that come with it.
Explore other features
The Careers Page has a ton of other features, too many to list out in one blog post. Here are the major ones you should be aware of:
Like Showcase Pages, you should update your Careers Page regularly. This is a space to proudly represent your company as a hub of excellence and new ideas, so post whenever you can; the goal is to have people clamoring to work for you.
With a good enough Careers Page, you might even win over a few employees from the Dark Sideâ¦I mean, your competitors.
5. Collect and give endorsements
More than a billion peer-to-peer endorsements have been given on LinkedIn, the platformâs most powerful (and sometimes controversial) form of social proof. Gather recommendations whenever possible, and donât be shy to ask for themâitâs almost always mutually beneficial.
If your employees havenât connected with your Company Profile, encourage them to do so, and be sure to write them a great recommendation from your personal profile in return. Your employeesâ networks will be notified of work anniversaries, new job opportunities, and other updates about your business. When they share content to their own networks, itâll also appear with your company name attached.
Some of the most valuable endorsements will come from your B2B interactionsâ76 percent percent of B2B buyers prefer to work with recommendations from their professional network.
Whenever you have a positive interaction with another company, whether thatâs a vendor, an account manager, or someone you met at a networking event, reach out to them for a connection and recommendation, and offer one in return.
This âI scratch your back, you scratch mineâ approach almost seems like cheating, but itâs a perfectly valid way to cement business relationships and grow your network. Just make sure youâre following endorsement etiquette by only endorsing people and businesses you have actually interacted with, for skills you can honestly attest to.
Another way to build your brand and gather recommendations is to engage directly with customers and followers. If someone comments on an article youâve shared on your Company Page, or messages you with an inquiry, use it as an opportunity to create a dialogue and win an endorsement.
Similarly, if a customer posts about a positive experience they had with your company on another social media platform, you could message them privately and ask if theyâd endorse your LinkedIn Company Page, too. Even if you donât get the endorsement, the positive public interaction is its own form of social proof.
6. Keep tabs on the competition
LinkedIn publishes an annual list of the 10 best Company Pages. Visit every one of those profiles and study how theyâve optimized their pages, especially if theyâre direct competition.
Once your Company Page is set up, optimized and delivering a steady stream of content that follows these simple guidelines, youâll be well on your way to networking greatness.
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June 15, 2018 at 08:33AM