A LinkedIn Company Page serves as the central hub for your brand. It’s where you establish your presence and share updates. Pages help LinkedIn users learn more about your business or school, brand, products and services, and job opportunities.
You must have a LinkedIn profile to create a Page. You can then designate anyone affiliated with the organisation as an administrator or editor of the Page.
LinkedIn’s user agreement requires that a company represent itself using a page, not a profile – such a profile could be restricted. Whether you are an individual, perhaps a freelancer or contractor, a small business, an educational institution, a public sector entity or an enterprise organisation, you should have a Company Page on LinkedIn.
If you need help with your LinkedIn Company Page, including how to get your colleagues involved, get in touch.
Optimising Your LinkedIn Company Page
Here are the key sections that need to be completed on your Company Page:
- Logo and Banner Image: Use high-resolution images to create a professional first impression and brand your page
- Company Name and Public URL: Choose a URL that reflects your brand name for easy searchability (e.g., linkedin.com/company/yourcompanyname).
- Tagline: Prepare a 120-character tagline that communicates your company’s mission or key value proposition. Ensure that it is meaningful to your target audience and includes keywords to support discoverability.
- Description: You have 2,000 characters to describe what your company does, its mission, and what sets you apart. Again, this is a good place to include relevant keywords to improve discoverability.
- Company Information and contact details: Add your website URL, industry, company size, type, phone number, and year founded.
- Specialities: Highlight up to 20 specialities that describe your company’s products, services, and expertise.
LinkedIn Showcase Pages
LinkedIn’s Showcase Pages allow companies to create dedicated pages for specific products, services, or initiatives. They are an extension of your Company Page and can be used for segmenting different aspects of your business (eg products or services) to reach to varied audience interests.
Best Practices for Showcase Pages:
- Focus on one aspect of your business.
- Regularly update content to keep it relevant.
- Engage with the audience by highlighting success stories, case studies, and product updates.
However, managing Showcase Pages requires additional time and resources. They also don’t have all the features of a main company page, and individuals cannot link to a Showcase Page from their personal profiles, which can limit their usefulness, especially for smaller organisations.
LinkedIn Premium Pages
LinkedIn launched Premium Company Pages in June 2024, priced at $99 per month, offering advanced features designed to enhance engagement, credibility, and conversion on the platform. These are available to all administrators of a Page.
- Dynamic cover images: Add up to five images to appear as a slideshow at the top of your page
- Custom Call-to-Action (CTA) Buttons: Custom CTA buttons allow you to guide your prospects toward a specific action, such as visiting your website, contacting your team, or learning more about your services. These buttons appear prominently at the top of your Page, in LinkedIn search results, and alongside your posts, making it easier to drive traffic and conversions directly from your Company Page.
- Who’s Visited My Page: This feature enables you to see which eligible members have visited your Page each week, offering you insights into your audience.
- Custom Testimonial Display: Showcase a client testimonial along with a relevant image directly on your Company Page to build credibility and trust.
- Credibility Highlights: This feature allows you to highlight your company’s achievements, such as awards, certifications, and notable news features, within your Page’s About section and search results.
- AI-Powered Post Writing Assistance: LinkedIn’s AI-powered writing assistant helps you craft content for your posts, optimising engagement and clarity.
- Auto-Invite Engaged Members to Follow Your Page: This feature allows you to automatically invite people who have engaged with your content to follow your Page.
- LinkedIn Premium Logo: A gold LinkedIn Premium logo appears at the top right of your Page, signalling that your business is using Premium Company Page features.
LinkedIn Career Pages
Career Pages are an additional premium feature that allows you to enhance your employer brand and attract potential employees. They include a specific ‘Life’ tab on your Company Page, offering deeper insights into what it’s like to work at your company.
- Life Tab: Showcase your company culture, values, employee stories, and workplace environment (on-site, hybrid, or remote). Companies like Microsoft, Salesforce, Innocent Drinks and PwC all have LinkedIn Career Pages
Pricing for Career Pages varies based on the number of employees and expected page visitors, making it a scalable solution for businesses of all sizes. To speak to LinkedIn about upgrading to a Career Page, complete the contact form on this page.
What Should I Be Posting on My LinkedIn Company Page?
There are various different content types you can prepare for your LinkedIn Company Page.
Content Types
- Posts: Share a mix of content types, including images, videos, polls, and documents. Visual and interactive posts tend to generate higher engagement.
- Articles: Long-form articles are excellent for demonstrating thought leadership.
- Newsletters: Newsletters allow you to regularly update your followers with curated content. This can include company news, industry insights, or educational material.
- Events: Promote your company’s events, whether they are live streams, webinars, or in-person gatherings.
- Advertising: Utilise LinkedIn’s advertising options to boost your content, reach a broader audience, and drive targeted traffic to your Page or website.
To learn more about advertising on LinkedIn, take a look at my online workshop hosted by the Direct Marketing Association of Northern California. You can join a live session or watch on demand. Find out more, here.
Showcase Your Company Culture
LinkedIn Company Pages are the ideal place to communicate your employee brand. Share content about:
- People: Highlight the human side of your business by sharing stories about new starters and internal employee events
- Successes: Celebrate promotions, awards, and milestones.
- CSR activity: Share content about your participation in local community events or fundraising activities
Content Your Colleagues Will Share
When employees of an organisation complete the experience section of their personal profile, they will ‘connect’ themselves to your Company Page, and by default start following the page to receive updates in their newsfeeds.
You can (and should) encourage your colleagues to share content that resonates with their own networks. When employees share company content, it expands your reach significantly and adds a layer of authenticity to the message. Ensure the Company Page content is relevant and valuable to them so that they feel motivated to share it.
LinkedIn Company Page Analytics
LinkedIn’s Company Page Analytics offers insights into:
- Page Follower and Visitor Demographics: Analyse follower and visitor details by job function, company size, industry, location, and seniority.
- Content Performance: Track the performance of your content to understand what resonates with your audience.
- Newsletter Metrics: Track the performance of your LinkedIn newsletter, including subscriber demographics, email sends, email open rates and engagement
- Competitor Analytics: Compare your page’s performance against competitors to identify areas for improvement.
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