Does your company have a LinkedIn page? 

Although your company may dismiss LinkedIn as just another social media platform like Facebook or Twitter, that’s not really the case.  Unlike those other platforms, LinkedIn offers many benefits that individuals and organizations can use to their advantage. 

In recent years, established professionals and job-seeking individuals have learned to harness the power of LinkedIn profiles.  Many professionals use LinkedIn to connect with others in their industry to build a better network of colleagues. 

Instead of relying solely on their resume when searching for new opportunities, job seekers use their LinkedIn profile to paint a better picture of their qualifications and professionalism. 

Yet, professionals and job seekers are not the only ones who can benefit from having a LinkedIn page.  Companies can also make new connections and inroads by creating and optimizing their LinkedIn page. 

Below, we’ll demonstrate some of the best practices for managing your company's LinkedIn page.

Use Your LinkedIn Page To Build Brand Awareness 

If your company does not currently have a LinkedIn page, you’ll want to create one.

Once your page is created, you’ll want to make sure it's optimized to attract attention on the LinkedIn platform - and search engines. 

For the profile name section, use your company name.  Then add your business/industry and location.  These steps let visitors know where you’re located and what product or service you provide (this is helpful if your company name does not clearly define your business type). 

While individuals use a headshot as their profile image, your company can use its logo.  Then in the banner area, choose an image that complements your business.  For example, if you are a pharmaceutical manufacturer, you could use an image of your processing center.  Just make sure the image is cropped and formatted correctly so it fits the banner area’s dimensions. 

Next, add a detailed description of your company in the “About” section.  Similar to an “About Us” section of your business website, this is the area where you give visitors and search engines an overview of your organization. 

For best results, open this section of your page with a brief two-three sentence summary of your company.  When visitors first land on your page, the profile format only displays the first few sentences of the “About” section.  Then it prompts visitors to click a “see more” call-to-action link.

By writing a really good brief summary, visitors have a clearer understanding of your organization.  If this summary relates to their search or professional interest, they’re more likely to click “see more” to learn more about your company. 

Be sure to include phrases that are relevant to your business or industry.  Adding these relevant words helps your profile achieve better results when professionals conduct searches related on LinkedIn and Google.  

Below the summary, you can offer a more in-depth description of your company’s history, mission and culture.  This is also a great opportunity to highlight any honors or awards your company has achieved. 

You can also use this section to highlight some other key points of your company, such as number of employees and specialties. 

By completing these sections of the profile with information about your industry, location, website address, company size, and more, you’ll have a page that:

• Offers a clear and concise overview of your company

• Attracts relevant professionals on LinkedIn and search engines

Once your company profile is complete and optimized, it’s time to create content that informs and engages visitors. 

Use Your LinkedIn Page To Publish Content And Engage Audiences 

Press releases, blogs, white papers or other forms of content are wonderful ways to connect with interested audiences. 

The LinkedIn audience, unlike other social media platforms, use this social platform to learn more about their respective industries and professional interests.  This makes LinkedIn the perfect platform to share your company’s content.

Whether your company is announcing a new product, welcoming a new client, or promoting a blog post on a trending industry topic, you’ll reach the right audience on LinkedIn. Professionals who are searching LinkedIn for keywords and topics related to your industry are more likely to discover your content than they would on other platforms. 

Audiences who are already following your company’s LinkedIn page are more inclined to visit your page more often if it offers content that they find interesting and helpful.

The keys to using content to attract and engage your target audience are:

• Post quality content - This is content that is relevant to your industry, highlights a new product or service that can benefit the audience, offers a solution to their pain points, highlights a new trend and more. 

• Post content consistently - Audiences are more inclined to follow your page if you post content on a regular basis.  For example, if your company offers a monthly blog, try to post the blog around the same time each month.  That way the audience knows when to expect it. 

• Post engaging content - Audiences like to be included in the conversation.  To keep your audience interested, post content that compels them to participate.  Start the week by posing a question.  Ask them to participate in a quick poll in the middle of the week.  Wind down the work week by sharing a fun fact related to your industry or a current trend. 

By posting quality content on a consistent basis, you’ll not only attract new visitors  to your LinkedIn page, you’ll retain them and build your audience. 

Plus, your content encourages your audience and your team members to share these articles, updates, polls and facts with others in their individual communities and networks.  This in turn helps build your awareness and your audience. 

Use Your LinkedIn Page To Attract New Talent 

In addition to building your awareness and sharing content, your LinkedIn page is a great outlet to attract new talent to your team.

Aside from posting articles and updates to your profile page, you can also inform your audience of immediate opportunities with your organization. 

By posting this information, you connect with established professionals and relevant job seekers who are familiar with your company, and compel them to take action.. 

Learn More Way To Connect With Qualified Candidates 

Creating, optimizing and managing a company LinkedIn page helps your organization build awareness, connect with relevant audiences, and attract new talent to your business. 

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