A platform with more than 700 million members, LinkedIn connects you with an expansive network of professionals throughout the world.
For businesses, this digital network serves as a channel to discover potential hires and viable leads as well as nurture relationships. So you can’t really afford not to maintain your presence on the platform through a LinkedIn company page.
At the same time, it isn’t enough to just create a company profile on LinkedIn and leave everything else to luck. With the platform having 50+ million companies competing for attention, you should focus on creating a page that stands out.
That’s why we’re here. We’ll show you how to create a LinkedIn business page that gets noticed and helps you win over prospective clients and employees alike.
Before you start, make sure you’ve nailed down the basics so you have no difficulty creating your LinkedIn company profile.
Consider these LinkedIn company page best practices:
Once you’ve confirmed there isn’t an existing page for your business, you can start with the process of creating one. Here are the detailed steps on how to create a company profile on LinkedIn:
Click on the “Work” button at the top right-hand corner of your homepage. This will open up the option to “visit more LinkedIn products.”
Scroll down and select “Create a Company Page.”
Select the type of page you’d like to create. You can create a LinkedIn company page for small businesses, medium to large businesses or educational institutions. The same step also gives you the option to create a Showcase Page for an existing page (more on this later). For this example, we’ll choose to create a LinkedIn page for a small business.
Fill out the essential details about your page, such as the page name, public LinkedIn URL, industry, company size and company type. You also have optional steps to add your website URL, upload your logo and write a tagline. Alternatively, you can skip these steps for now and complete them at a later stage.
Check the box agreeing to the additional terms for LinkedIn pages, then click on “Create page.”
That’s it. You’ve created a LinkedIn page for your organization. After this, LinkedIn will provide you with a button to start building your page so you can optimize it to stand out. We’ll cover this in the following steps.
When people search for your company page on LinkedIn, your profile image will be the main thing that separates you from companies having the same name. For people already familiar with your company, it’s easy to tell which page belongs to your organization based on the logo on your profile image.
Let’s say you’re searching for the LinkedIn company page for “Penguin,” with the intent of finding the publishing house. Based on the profile images alone, you instantly can tell that the first few results aren’t relevant to your search.
If you scroll a bit further down, you can see 2 pages for Penguin – one for Penguin Random House, the multinational conglomerate, and one for Penguin Publishing Group, a subsidiary. Even if you can’t tell which page is more relevant to your search based on the page name alone, the profile image should be able to give you some idea.
You don’t necessarily have to create a new profile image just for LinkedIn as you can always use your company logo. Make sure you resize it to fit the LinkedIn image specifications so there aren’t any distortions. Your profile image shouldn’t be smaller than 300 pixels by 300 pixels.
As for your cover image, LinkedIn gives you some room for creativity as long as you maintain the minimum size specification of 1192 pixels by 220 pixels. Make the most of this space to showcase your brand personality and visual identity. Alternatively, you can also use it to promote your latest products and/or campaigns.
Here are a few LinkedIn profile examples showcasing different uses of cover images.
Netflix uses its LinkedIn company page mainly to attract prospective employees, highlighting employee stories and job postings. Naturally, the use of a cover image to showcase its company culture makes a lot of sense.
For Kantaloupe, marketing and branding are central to the business. So it makes sense to use a cover image that’s consistent with the marketing company’s color scheme and visual identity.
HubSpot uses its LinkedIn cover image to share a message about its support for the Black Lives Matter movement. Similarly, this space can provide you with the perfect opportunity to instantly highlight your company’s values.
Ahrefs uses a cover image that illustrates what the company does, which is designing search engine optimization (SEO) analysis software. The illustration depicts helpful robots carrying a stretcher and rushing toward a computer that’s displaying red error alerts, signifying that the company helps fix issues.
While your cover image helps people get a feel of what your company’s all about, your “About” section confirms those assumptions.
It’s the very thing that helps your target audience learn more about your company, what you do and what you stand for. So it could help prospective clients discover why they should choose your products or services and potential hires understand why they should work for you.
It’s crucial to write a compelling description of your company if you want to create a LinkedIn business page that gets noticed. To get the most out of your “About” section, include the following key details about your company:
To strengthen this section, make sure you use a simple and straightforward language that everyone can understand. You don’t want to end up confusing your target audience with jargon and overcomplicated sentences. More importantly, make sure you write it in your brand voice to showcase your brand personality.
Look at how Apple uses a simple but compelling language that not only reflects the brand’s personality but resonates with its target audience. Because the company uses its LinkedIn page mainly to connect with prospective employees, the description also focuses on highlighting its values and why people should work for them.
Don’t forget to optimize your “About” section with relevant and popular LinkedIn keywords. This could improve your chances of showing up in relevant searches and connecting with people whose values align with that of your company.
Depending on your location, 4ocean PBC might be one of the first company pages that show up when you search for “sustainable lifestyle.”
If you look at the company’s “About” section, you can see that the company used several keywords related to sustainability and sustainable living.
Once you’ve nailed these sections down, complete your LinkedIn company profile by providing other key details about your business. LinkedIn will provide you with a few action cards to finish building your page. On the top of those action cards, you’ll see a meter indicating how close you are to completing your page.
Completing your profile is crucial. That’s because complete company pages see 30% more page views on a weekly basis, according to LinkedIn. So you get better visibility, meaning your page is more likely to attract the right people.
If you’re creating a LinkedIn company page mainly to attract prospective employees, make sure you create a Career Page as well. LinkedIn Career Pages allow companies to really exhibit their company culture and highlight the most interesting aspects of working there. This makes it a critical feature to employ for your employer branding efforts.
You can showcase the details most important to you using customizable modules that will show up under the “Life” tab.
This tab allows you to give a more detailed insight into your company’s core values and what you stand for. As you can see below, Slack uses its “Life” tab to list its core values and explain the company’s focus on diversity and inclusion. You can customize these modules to highlight the things that are most important to your company.
You can further use this tab to provide snapshots of the work culture through photos and videos as well as employee-generated content under “Employee perspectives.” This module lets you showcase LinkedIn articles in which employees tell their personal stories of working with your organization. You could use this section to explain important details such as your onboarding process or how working at your company can change people’s lives – all from the perspective of your employees.
It even lets you showcase employment opportunities within your organization, which then allows you to attract the right prospects. Moreover, you can display employee testimonials that can add credibility to your claims and value to your company page as a whole.
LinkedIn doesn’t specify the cost of creating a Career page, but negotiates rates on a business-to-business basis.
As mentioned earlier, LinkedIn gives you the option to create Showcase Pages in addition to your main company page. These are pages dedicated to other aspects of your organization such as different product ranges, initiatives, individual brands, events and more. You can create them for free and they will show up under your “Affiliated Pages.”
They still remain affiliated to the main company page, but provide users with different channels to keep up with content and updates more specific to their unique needs and interests. For example, the main LinkedIn company page has Showcase Pages for its different product offerings such as LinkedIn Marketing Solutions and LinkedIn Learning.
Showcase Pages have their own pool of followers unique to them and separate from your main LinkedIn company page. For example, someone following the LinkedIn Learning page doesn’t necessarily have an interest in the main LinkedIn page nor the offering under LinkedIn Marketing Solutions.
That means you won’t have to publish content related to a specific product offering under your main company page in the hopes that the right people will see it. Instead, you can create a Showcase Page just for that specific product offering and use it to attract people who are interested in said offering.
In other words, they give you the opportunity to segment your audience into different interest groups. This makes it easier to create highly targeted content strategies and advertising campaigns.
At the same time, it can be time-consuming to maintain these pages separately. You’ll need to regularly update each of your Showcase Pages with relevant content to engage your followers and provide value in the long run.
While the above steps are essential to create a LinkedIn business profile that stands out, you should prepare for the upkeep that will help you sustain the visibility. This involves maintaining a regular publishing schedule, which will allow you to engage your audience and continue attracting even more relevant users.
It also involves regularly tracking your performance and making optimizations to gain better visibility. At some point, you might even need to invest in paid LinkedIn ads to promote and scale your page.
If this seems like too much work, leave it to Kantaloupe to build a solid marketing strategy for your LinkedIn business page.
Jacqueline Zote is a digital marketing and entertainment writer who makes regular contributions to Sprout Social and Soda.com. She also writes fiction and her short story has been published by HarperCollins Publishers and Zubaan Books.
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