In essence, a LinkedIn company page helps you get found, gets clicks from your employees profiles, make a great professional impression, and stand out. It tends to rank highly in search results.
A LinkedIn company page is for businesses that want to:
- Strengthen your brand and tell your company story
- Create a content marketing hub
- Spread awareness and increase the know, like and trust factor
- Attract potential clients
- Strengthen your employer branding
- Attract new talent
- Get more reach
- Build relationships with followers
- Communication with their employees and stakeholders
- Promote events or exhibitions
- Get Analytics and performance and how it’s impacting the goals
- Use it for advertising
Did you know that there are more than 50 million LinkedIn company pages?
When people look at your LinkedIn profile, it does not look good to have a blank green logo box on the experience section of your business. It makes your organization look small, brand new, or simply not a real business yet. Visitors may not take you seriously and see you as a professional business.
Did you know that every two employee shares on LinkedIn result usually in a Company Page view? Employee Advocacy and Influencer Marketing on LinkedIn is very powerful and underestimated.
People expect you to have a company page.
I’ve trained more than 400 executives to create or optimize their personal profiles. A few of them were frustrated because they worked for companies, even some large corporations, that did not have a company page. It demotivated them. I encouraged them to get in touch with their current or previous employer to motivate them to create a basic company page.
Check out my Kessler Social Media company page and follow if you like LinkedIn news, advice, behind the scene and events.
Here are 5 Reasons why every mid-size SME or organization needs a company page:
1. Get Found on LinkedIn Search
Professionals, potential clients, investors, business partners, or job seekers are typing your company name into the LinkedIn search field. LinkedIn is a search engine and grabs keywords from the company description. You are missing opportunities if your organization isn’t shown with a company page.
2. Strengthen your Brand
Show your brand on the employee profiles. The logo represents your company and gets into the mind of professionals. Put a smile on your employees face instead of demotivating them with a grey book as shown below. Check on mobile how it looks to have 1, 2, or even 3 green boxes. The first impression isn’t as strong as it should be.
3. Post Relevant Content and Attract Your Target Audience
So many think about talent on LinkedIn—it’s a much wider audience than that.
Visitors could be a potential client, a business partner, an investor, a sponsor, or even someone looking for a public speaker. On your company page, share insights into your company culture, highlight your employees, and make it human. Share a mix of content and add your voice.
Consider sharing videos, graphics, event pictures, blogposts, or an article with advice, a new product or service, an exhibition—or even the CEO or an employee introduction. There are many possibilities.
Important: Stand out with professional graphic design and hire a graphic designer who is specialised in LinkedIn.
4. Get Reach and Exposure
This is underestimated. In every company, there are employees who are brand ambassadors and influencers. They like to share company posts such as the next exhibition where they will attend or a job ad. This gives the brand reach in the employee’s network. The target group trusts the people they know the most. Influencer Marketing is what helps organizations to support their goals.
From my experience, especially in Switzerland, most employees are not trained, they are afraid that they might get in trouble when they like, comment, or share a post. This is why every SME or organization needs Social Media Guidelines.
When they are sharing they usually don’t add information about why they are sharing. Organizations are missing the most valuable power of employee advocacy. Employees need to be trained so that they feel safe to promote their employer and are motivated to do so more often. It also needs a content marketing strategy as well as one personal topic which has nothing to do with the employer.
5. Build Relationships with Followers or New Visitors
It does not matter if you are building brand awareness, want to attract potential clients, business partners, or new talent—building relationships is key to success.
Give each comment at least a like. That’s a good start.
A more powerful way to build relationships is to engage with the people commenting or sharing your company page content. At the very least say, “thank you.”
Treat any comments as you would in real life. This is what I teach everyone and is part of all my speaking engagements.
I see many positive comments, such as “great new product. Where can I buy it?”, “congrats on your store opening”. Oh… there is no answer from the company. I sometimes almost cannot believe it. The administrators are even getting notifications, but nobody replies to possible business opportunities.
So it’s simple. Keep the conversation and ask a question. You never know if that person will be your next client or apply for a job. That’s an opportunity—make it awesome.
You now can see how follows your company page. Use this feature ethically and strategically for Marketing, Sales and Human Resources.
“A LinkedIn business page tends to rank highly in search results.“
If you have a LinkedIn company page, what’s important for you? What is your challenge? Do you have a success story? Please write me an e-mail. Thank you.
I’m the founder of Kessler Social Media. I’m a LinkedIn marketing strategist, trainer, lecturer and international speaker. I empower and consult CEOs, business people, companies in Switzerland and English speaking countries to boost influence, earn more business, identify potential clients, and find top talent using LinkedIn marketing.