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How To Create an Effective LinkedIn Company Page

A photo of the LinkedIn logo on the window outside their office headquarters.

Most businesses today take advantage of social media platforms to reach new audiences. But, many companies don’t have LinkedIn pages, even though it is built specifically for them. 

Your company can benefit from having a LinkedIn page by establishing your business as part of the industry and promoting yourself to its more than half a billion users. Through this platform, you can watch competitors, seek out new employees, and share the milestones your brand reaches.

In this blog, we’re going to cover how to create a LinkedIn company page and begin promoting your business on the platform.

What is LinkedIn?

LinkedIn is a social networking platform that focuses on professionals and businesses. For those unfamiliar with the site, it’s like Facebook, but instead of family and friends, you connect with coworkers and follow brands that you’re interested in.

LinkedIn is the most popular platform that is designed for professionals. In fact, the platform has over 700 million users as of this year. Among the hundreds of millions of users are CEOs, workers, university students, recruiters, and more.

Through profiles, users can showcase their skills, interests, education, and of course, whether they are currently employed or seeking employment. Thanks to this, LinkedIn has become one of the most effective ways for users to find employment, and for businesses to advertise their job openings.

LinkedIn is also a valuable inbound marketing channel.

To get a more in-depth look at LinkedIn, check out this blog post.

How To Create an Effective LinkedIn Company Page 1

LinkedIn Profile and Banner Images

The first thing any user will notice when they look at your company’s LinkedIn page is your profile and banner pictures.

Similar to how your logo should embrace what your company stands for, your profile picture should invite audiences into your page and make them want to learn more about your company.

Picking out your profile photo is simple. It should always be your company’s logo, just resized to fit LinkedIn’s requirements:

  • PNG File Format
  • 300 x 300 Pixels, in a square shape
  • No more than 8 MB in size

When uploading your logo to your LinkedIn page, make sure it is high quality and looks professional. Your profile picture makes the first impression on your audience, and if you don’t put in a lot of effort, it will show.

Choosing the right banner photo to go on your LinkedIn page can be a bit more difficult. The banner image is larger than the profile picture, which gives you more leeway to be creative. Here are the requirements for LinkedIn’s banner images:

  • PNG File Format
  • 1536 x 768 Pixels, in a rectangle shape
  • No more than 8 MB in size

There is no right or wrong banner image. As long as it has a connection to your brand and makes a good impression, it can be a great addition to your profile. In the end, almost any banner image is better than using the default one that LinkedIn provides.

If you’re struggling to find a good banner image, try out some of these ideas:

  • A photo of the end goal of your services – For example, if your business is a yoga studio, choose an image of a person in a recognisable yoga pose or meditating.
  • A picture of the city you’re located in – Showing your city’s skyline or a local landmark can create a local connection with your clients and show that you’re proud to serve your community.
  • An image of your office space – An aesthetically pleasing photo of your office will give your viewers a sense of credibility from your page.
  • A group photo of your staff – Adding faces to your business can help to create a personal and human connection with your clients.

Whatever you use for your banner photo, make sure you use your company logo as a watermark. This helps to achieve brand consistency across all of your marketing channels.

There are many other ways to add a unique and interesting banner photo to your business’ Linkedin page, but this list is a great place to start!

A map of the word showing how many users (by millions) LinkedIn has in different countries.

Create an Interesting About Section on Your LinkedIn Company Page

While good looking images are sure to draw in your audience, you still need words and information to keep them on your LinkedIn page.

The “About Us” section on your LinkedIn page is a great place to tell viewers what they need to know about your business. This section is limited to 2,000 characters, and should be used to create excitement and interest in your brand.

When writing your “About Us”, make sure to keep keywords and SEO in mind. This section should be kept simple and should answer some basic questions about your business:

  • Who are you?
  • Where is your business located?
  • What products or services do you offer?
  • Why should people choose your business?
  • How can people contact you and learn more?

People use LinkedIn to search for companies that provide specific products and services, which makes it a great inbound channel for B2B brands. This is especially true considering people typically use transactional keywords – meaning the person is searching for what they are searching for because they’re in the market to buy something.

Unfortunately, there are no LinkedIn keyword research tools, so you cannot work out how often someone searches for keywords specifically on LinkedIn. Instead, we have to use data from normal keyword research tools that are used for Google. 

This means that LinkedIn keywords aren’t an exact science, but if a keyword is popular on Google, the chances are that the keyword is also popular on LinkedIn. 

The SEO rules for LinkedIn also aren’t as established as for traditional SEO. Marketing professionals don’t know what the LinkedIn algorithm is looking for as much as we do for Google. The best way to make use of keywords on LinkedIn is to include them into headlines, bios, company info, job history, and any other relevant fields on your page.

While this may seem like a downside to using LinkedIn to promote keywords, this also helps your company page to show up in Google searches, so it’s actually a win-win.

Once you fill out your company’s “About Us” section and add in your keywords, viewers will be able to learn more about you, what you can offer them, and most importantly, how to connect with you.

Add Important Information to Your LinkedIn Page

Even though your “About Us” section should cover most of the basic information about your company, there’s still more that you need to make accessible to your visitors.

To fully optimise your LinkedIn page for SEO and keywords, your page should have the following information:

  • Your URL – Make sure this is front and center so your audience can easily find your site.
  • Your Address – This information lets your visitors know where to find you. It’s important for this to always be up-to-date.
  • Where you’re located and what communities you serve – Are you a local business? Do you have clients across the world? Make sure your viewers know what communities you serve.
  • Your Industry – Your industry helps to define your brand and what you offer for clients.
  • How big your company is – Let your visitors know how many employees you have.

Adding this information to your LinkedIn page will make your page more accessible to visitors and make your brand more noticeable through LinkedIn’s search functions.

A photo of a man scrolling through LinkedIn on an iPad.

Create a LinkedIn Career Page

LinkedIn Career Pages help you to promote your company culture. Company culture is your values, goals, and practices that define your brand. Netflix is well known for their company culture, which includes constant feedback from coworkers and higher ups alike on projects.

Your Career Page can feature videos, photos, and articles that highlight a day in the life of your employees. These are a great way to improve recruitment because they show potential employees what they have to look forward to if they work for you.

The Career Page section has many other features to offer, so make sure you look through them! These include:

  • Employee testimonials and perspectives
  • Lists of causes you and your employees care about and support
  • Lists of spoken languages that can showcase the diversity of your business
  • Virtual “Meet the Team” sections with employee profiles

By adding these sections to your LinkedIn business page, you can help your page to rank better for SEO and show up higher on searches from potential employees and customers.

Connect with Employees

If you haven’t connected with employees yet on LinkedIn, encourage them to do so! When your employees connect with your business page, their networks are notified of the connection and may be suggested to follow your page as well. 

Another benefit of connecting with employees is that they can share company news. This means that updates, hiring opportunities, and positive news about your company can be shared to entirely new audiences, with your company’s name and page attached.

Sharing your target keywords with your employees will also help boost your LinkedIn page’s effectiveness. Again, if someone is making a search on Linkedin, they are most likely looking to buy a particular product or service, and are trying to find the right brand to buy from.

If your employees also use your keywords in their bios, work history, and about sections, there is a better chance that they will also show up on LinkedIn search results. If your company page and employees show up in the search results, you’re going to make a good impression on users.

How To Create an Effective LinkedIn Company Page 2

Start Posting on Your LinkedIn Page

No matter what social media platform you promote your company on, they all need to be consistently updated and posted on. 

 If you want your LinkedIn page to be successful and reach new audiences, make sure to follow these tips and keep them up-to-date. Once your page is complete and full of information, your visitors will know who you are, what you offer, what communities you serve, and will be more likely to reach out to your business.

 In addition to posting on your own LinkedIn page, posting on specific groups relevant to your industry will also improve your effectiveness. For example, a graphic design company can post into PhotoShop or other editing pages to reach a new audience. By posting quality content onto different pages, you can expand your reach and build your network quickly. 

To learn more about how to boost your online presence, contact ProfileTree today.

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