Your company page on LinkedIn represents your business. It serves as a point of contact for employees, customers, prospects, business partners, and candidates. Used correctly, it supports your branding, provides information, and delivers your messages to relevant audiences. Let us show you what your company page can do for your business and how to make it work for you.
What are the benefits of a LinkedIn Company Page?
You can pursue many different goals with a company page on LinkedIn. For most companies, a combination of the following has proven successful
Branding
Corporate communications
Networking
Providing content for employees
Employer branding
Advertising
The weighting of the above objectives will vary from company to company, or even from one phase of a company to another, and may change over time. The current priorities should be known by all those involved in the company. However, it is advisable to designate one person to maintain the overall view. In order to adequately cover all of these topics, you should be in close contact with the PR, social media, and human resources departments.
As you can see, a LinkedIn company page is central to your business. Here are 7 tips to help you achieve your page goals.
Tip 1: Encourage employees to connect
Employees are brand ambassadors. If your employees have a LinkedIn profile and are already actively using the platform, it is a great advantage if they link to the company page. To do this, an employee must indicate in their own profile that they work for a specific company. Often this fails because employees do not know about their own company page or do not know how to link their profile to it.
Therefore, we recommend regularly mentioning the company page at meetings and events, linking to it in internal announcements (e.g. employee newsletters, HR announcements), and actively inviting employees to connect to the company page.
It is also often helpful to provide illustrated instructions to help your own employees overcome the hurdles. Having your employees connected to your Page not only increases the reach of your posts, it is also free advertising and builds trust with potential applicants.
Tip 2: Identify Corporate Influencers
A corporate influencer is an ambassador for your company. Are there employees at your company who are very active on LinkedIn and have a large and relevant following? These employees are a valuable asset on LinkedIn and can help put your company in the right light, attract candidates, or share important news.
The first step is to identify potential company influencers and reach out to them. Of course, you will need to establish some rules of engagement, but in our experience, the best way to do this is to give them a high degree of freedom and ownership over their position as a corporate influencer. In order to build a long-term partnership, 3 things are especially important:
Give them access to important information about what's happening in your company.
Prepare content and make suggestions - but give them the freedom to edit it as they see fit.
Give them time to do this work! This last point is often underestimated. Maintaining social media profiles takes work and time - resources that need to be scheduled to be put to good use.
Especially the last point is often underestimated. Maintaining social media profiles takes work and time - resources that need to be scheduled to be put to good use.
Tip 3: Create focus pages
Focus Pages are an extension of your LinkedIn Company Page. They are used to highlight brands, business units, or special initiatives of your company. Especially for larger companies, they are a way to showcase multiple facets of the company while keeping them neatly separated.
Focus Pages are listed as "related pages" on your company page. The only downside: Employees can only connect to the main page, not to individual focus pages.
Tip 4: Use LinkedIn as an extended intranet
On LinkedIn, you can create an area that can only be used by your employees. This area can only be accessed through the company email and can be used for employee information as well as for employee to employee communication. For example, it is possible to track milestones and popular posts by colleagues and respond to their recommended content (without linking to their personal profile).
This area is especially exciting for easy dissemination of company news. Site administrators can post entire articles, image databases, or text modules that employees can easily copy and paste into their private profiles. This is a great way to motivate people who don't have the time or energy to create their own posts.
Tip 5: Find your mix of topics
On a corporate site, you usually do not have as much freedom in choosing content as on a personal site, since the content always represents the entire company. While you should be careful to put yourself in the best possible light with every post, you should also make sure that your posts are not monotonous, boring, or repetitive.
It helps to adopt topic areas and make sure you cover them in a balanced way. These may vary from company to company. For most company pages, 4 main areas can be identified:
News and information about the company
Things to know about the industry
Behind the scenes
Employees (introduction, performance, achievements, positions...)
Over time, it will become clear which topics your community responds to best and which topics need to be better prepared to reach people.
🤓 Our expert tip: Just as important as a balanced mix of topics is the variation of the post format. A mix of images, videos, carousels, etc. will make your business page more exciting and increase your reach.
Tip #6: LinkedIn is a social network
Excitingly, perhaps the most important point is the one most often forgotten by companies: LinkedIn is a social network. This means that the platform thrives on interactions. Its algorithms are programmed to reward active participation in discussions with reach. Translated, this means
Respond when you are mentioned as a company.
Mention people in your own posts and have them respond.
Comment on topics related to your industry.
Comment on appropriate posts by your employees
Leave likes on appropriate posts
On behalf of the company page, you always speak for the entire company. This makes communication more difficult, as personal opinions and heated discussions are not appropriate in most cases. However, your company does stand for certain principles that may be expressed in comments.
The motto here is: less is often more, but nothing is nothing. Read this blog post to learn more about how your company can win through active social media communication.
Tip 7: Continuous Optimization
Track your own activity on LinkedIn and see which actions have brought you the most success. Use this knowledge to refine your strategy.
Subscribe to blogs and follow expert:ins on LinkedIn to stay up to date. Often, the constant integration of small tips will help you improve your LinkedIn Company Page over time.
We are happy to offer you our TOWA LinkedIn Newsletter (in german) for inspiration.
Our conclusion
In conclusion, it's important to remember that maintaining a LinkedIn Company Page is an ongoing task. It requires regular updates, active engagement with your community, and constant review of your strategy. But if you follow these tips, you'll be well on your way to increasing your presence on LinkedIn and successfully showcasing your business.
Perhaps the most important tip is to STAY AT IT.
