For companies and business professionals seeking to see and be seen, LinkedIn is the place to be.
The social platform has reached a count of 1.2 billion members across 200 countries and regions, with more than 243 million in the U.S. Somewhat surprisingly, more members hail from Europe and the Asia-Pacific region than North America.
Every minute on LinkedIn, more than 9,500 members apply for jobs, 17,000 connections are made, and 148 hours of learning content is consumed, according to the company.
While most professionals today have created and are maintaining our personal profiles with job-related news and accomplishments, marketing and communications workers may also be asked to take on the responsibility of managing company pages.
Company pages are very similar to personal pages in that page owners share relevant news and updates, connect with other people and companies, and enhance brand awareness. A well-managed company page can offer numerous benefits, helping organizations connect on a human level by celebrating employees, attracting talent, and spotlighting products and services.
However, careful planning and execution are needed to develop and maintain a successful LinkedIn company page. Following are four tips for creating a LinkedIn company page that attracts the attention of important stakeholders such as partners, prospects, applicants, and team members.
Select the administration team: Admins are the people who keep LinkedIn company pages running smoothly. Their responsibility is to make sure every post reflects your brand’s voice and quality standards. LinkedIn offers several admin types (Super Admin, Content Admin, and Analyst) each with different responsibilities. While one admin can do the job, having a few trained backups helps keep things on track when someone’s out of office.
Post at least once per week: Develop a content calendar to help keep the admin team on track with LinkedIn posts to help maintain a relatively consistent schedule for the frequency of messages. What’s the right frequency? At least one per week, and maybe one or two more if the quality of the content justifies it. Every day is too often.
In terms of topics, virtually anything business-related is fair game: product announcements, new hires, job openings and employee events, and the like. A quick word of warning: For the sake of the rest of us on LinkedIn, please don’t make every post about yourself.
Instead, follow the 80/20 rule; 80% of posts should contain general industry content and news with just 20% focused on promotional content. Don’t be afraid to humbly boast. Just do it judiciously: Audiences exposed to brand and acquisition messages on the platform are six times more likely to convert, according to LinkedIn.
Show some love to your partners: Give a little public affection to your partners, such as customers, development collaborators, and industry groups, by offering a shout out to their company pages when they hit important milestones. Often, it’s as easy as reposting a partner’s original post about a customer win or other accomplishment and adding a short affirmation like “Awesome work!” or “Love this!” Posts such as these serve as co-marketing opportunities that can build awareness of your own brand with your partner’s audience, and vice versa. Shine a light on your partners, and they’ll help you shine, too.
Engage your most loyal audience — your employees: Whenever a post goes live on your company page, send out company-wide emails and Slack messages to encourage engagement such as likes and comments. Publicly celebrating employee and company accomplishments creates a sense of team spirit and also keeps team members up-to-date on the latest news. Additionally, these types of posts are helpful to prospective employees by offering insights into company culture.
A strong LinkedIn company page can help organizations build credibility, attract talent, and strengthen relationships with customers and partners. By choosing capable administrators, posting consistently with balanced content, celebrating partners, and engaging employees, businesses can maximize their reach and impact. With thoughtful management, a company’s LinkedIn presence can become a powerful extension of its brand.