Using LinkedIn company pages correctly

09/18/2023

Presenting your company in an appealing way on LinkedIn... is that even possible? Yes—and companies looking to recruit new employees should definitely address this issue. But there are also other good reasons for creating a company page with wow factor...

Company pages on LinkedIn are a complex topic. They are often created simply to ensure that the company can be found on LinkedIn. However, even for companies that are active on LinkedIn, they often do not play a particularly important role. They are a hygiene factor: it is necessary to have them, and they should not look disastrous, but they are not really the focus of attention. In this blog post, you will find out why companies should not neglect them and how you can get the most out of them.

What is a company website and what are its benefits?

First things first: what exactly is a LinkedIn company page? Specifically, it is a special profile page that companies and organizations can create on LinkedIn. It represents your online presence on LinkedIn, where you can interact with your community, communicate important topics, and post job ads and general ads on LinkedIn.

Company pages offer many specific advantages:

Expand your brand presence: Without a company page, it's as if your company doesn't exist on LinkedIn. With a page, you can act as a company, communicate, and generally have a much stronger presence.
Services and products: In addition to basic information about the company, such as locations, history, contact details, etc., you can also advertise your services and products directly on LinkedIn. You can read about the best way to do this here.
Updates, newsletters, and other content: In addition, the company page offers a relatively easy way to keep interested parties and clients fully informed about news, updates, and similar information. This can be done easily via content publishing and also allows your target group to respond and comment directly.
Employee search: You can also share job vacancies on your company page to attract qualified professionals. The company page will serve as an additional point of contact for applicants, where you can also communicate your corporate culture and similar information. The career page (LINK) offers additional options for this.
Statistics and analytics: Similar to your personal profile, LinkedIn provides companies with insights into the performance of their company page, including data on follower growth and interactions.
Advertising and targeting: To enter the exciting world of LinkedIn Ads, you need a company page. Whether you want to introduce new users to your brand on LinkedIn, actively promote your services and products, or something else entirely, you need a company page!

WHO BENEFITS FROM A COMPANY WEBSITE?

Simple question, not quite so simple answer: not just for companies! Every company—from corporations to start-ups—should have a company page on LinkedIn. But beyond that, it also makes sense for many other groups, such as associations, networks, spin-offs from companies, universities, colleges, and other educational institutions, as well as media formats, to create their own company page or focus page (more on this later) in order to reach users on LinkedIn.

On the one hand, the page helps you with external communication and, more specifically, with advertising and PR, but also – and this is where LinkedIn originally comes from – with recruiting new employees for you and your company. This is an issue that should not be underestimated, especially in light of topics such as the shortage of skilled workers.

CAREER PAGE INSIGHT: THE PORSCHE OF TALENT ACQUISITION

69 percent of job seekers are more likely to apply to a company that actively promotes its corporate culture online. In the battle for talent, it is therefore extremely important to present your corporate culture in a transparent, appealing, and prominent way on your company website! LinkedIn now offers special career pages where you can present your corporate culture in a more visually appealing way than with simple posts.

At the same time, these pages allow you to place your job offers more prominently and thus find the right talent for your company. This is a great tool, especially for your HR or recruitment team. However, these pages are not a standard feature, but a paid add-on package from LinkedIn. You should therefore contact the LinkedIn sales team and weigh up your options.

HOW DO I CREATE A LINKEDIN COMPANY PAGE?

Want to get started right away and create a page for your company? No problem! LinkedIn has made creating company pages relatively simple, so you don't have to worry about making any serious mistakes. All you need to get started is a LinkedIn profile. Now just log in, click on Products in the navigation bar at the top, and then click on “+Company Page.” You're already halfway there! LinkedIn will guide you through the rest and help you lay a solid foundation for your company page.

However, creating a really great company page that fits you and your brand, appeals to your target audience, and attracts new applicants with relevant content such as commitment, company culture, insights from the team, etc., requires a little more work and, in particular, great graphics such as an eye-catching banner, great photos, and the like. If you need help with this or are looking for a good sparring partner for LinkedIn in general, feel free to contact us.

FOCUS PAGES: THE RIGHT CONTENT FOR THE TARGET GROUP

Does your company have many different product lines, brands, and formats, or would you like to give individual divisions more space, but don't want to create a separate company page for each one? No problem! LinkedIn has been offering so-called focus pages or showcase pages for some time now. These are essentially lightweight company pages that you can collect under your umbrella company page, making them easier to manage.

This is particularly useful if your brands have very different target groups that may not be interested in information about your other brands. This way, they only receive information that is relevant to them and are more likely to derive added value from it. However, it is important not to segment your target group too artificially. The more focus pages you have, the more effort it takes to build a good community.

HOW DO I BUILD REACH WITH MY COMPANY WEBSITE?

You can read about how to build your reach on LinkedIn in general here. The same recommendations apply to company pages. Post regularly (2-3 times a week), offer your target group concrete added value on your page, comment on market competitors and, if relevant, important industry voices on LinkedIn, and respond to comments from your users.

However, you should keep in mind that users on LinkedIn generally respond much less to posts from companies than to posts from other users. People prefer to follow people rather than brands! But there are a few good tips and tricks you can use to transfer followers or contacts from your own profiles. For example, you can invite your network to follow your company page as well. It also helps to mention your company page on LinkedIn in your own posts. Share posts from your company page regularly on your personal account. This way, your company page will benefit from your own networks and get a boost in growth, especially in the beginning.

AND NOW? GET THE RIGHT DRIVE FOR YOUR LINKEDIN!

As with everything related to LinkedIn, there is a lot to consider when it comes to LinkedIn company pages. Even though there isn't much you can do wrong, it's still not that easy to stand out from the crowd. If you need help or have any further questions, feel free to contact us and we'll be happy to help! Whether you need the right strategy, the right content, the right ads or help with your company page. We have been working with LinkedIn for some time now and advise and support our clients on all topics related to LinkedIn.