LinkedIn Company Pages

Setting Up Your Company Page

Setting up a Company page for your business or organisation is quick and easy – and anyone can do this regardless of level of profile you have. Here’s how:

  1. Click the Work icon in the top right corner of your LinkedIn homepage.
  2. Click Create a Company Page.
  3. Select the Page type you’d like to create from the following options:
    • Small business
    • Medium to large business
    • Showcase page
    • Educational institution (high school or university/college)
  4. Enter your Page identity, Company or Institution details, and Profile details information.
  5. Check the verification box to confirm you have the right to act on behalf of that company or school in the creation of the page.
  6. Click Create page.

Building your Company Page

Pages with complete information get 30% more weekly views.

LinkedIn

Logo and Cover Image

Add your organisation’s logo and a cover image to bring your Page to life. Bear in mind that this will appear quite small, so if your logo is quite long it may be difficult to read. It may be better to use an icon or symbol that is part of your logo instead.

Overview

This is an opportunity to explain clearly to your audience what it is you do and why it should matter to them. Lead with relevant terms and phrases that describe your organisation’s mission and purpose. LinkedIn members can search by keywords so make sure this reflects the rest of your marketing messaging.

Organisation info

Input your website URL and location and select your industry and company size.

Call-to-action Button

This doesn’t just have to be a website link. Customise your button to align with your goals and track who has clicked in the admin view or in visitor analytics. You may wish to direct people to a specific landing page on your site or event page.

Enhancing Your Content

Companies that post weekly see a 2x lift in engagement with their content. LinkedIn posts are not as short lived as ‘tweets’ or Instagram posts. A great post should last at least 2-3 days before activity starts to drop. Follow the tips below to make sure your content is effective and purposeful.

Images

Images typically result in a 2x higher comment rate (see our guide to graphics for help creating great images).

Video

Video gets 5x more engagement on LinkedIn, Live video gets 24x more, so if you have existing video content, make sure you post these on your LinkedIn page too.

Documents

LinkedIn is one of the few social platforms where you can add Word Documents and PDFs to your posts. You can easily create slideshows by saving PowerPoint presentations to PDF format and adding these to posts where relevant.

Content Suggestions

There is a tab on your LinkedIn page when you are in admin view with ‘content suggestions’ which highlights relevant stories and articles from around LinkedIn that may be relevant to your page. This is based on the information you provide on the page yourself, so another reason to complete and look after your page information.

@mentions

If there is someone you are referencing, quoting or referring to in a post, use the ‘@’ icon to give them a mention. As you start typing their name, suggestions will appear, simply click on the right person and their name will appear in bold, showing you that you have done this correctly.

Hashtags

Add hashtags that are relevant to your audience. Although they may not be used as prolifically on LinkedIn as in say Twitter or Instagram, they will still help to flag your content for those who may be interested.

Linking from Your Personal Profile

Even if your business isn’t particularly active on LinkedIn, many people will look to find out more about it by following the link in your employment history in your personal profile. Without a company page, you’re missing the chance to offer potential customers the opportunity to learn more about you. Once you’ve set up your LinkedIn company page, head over to your personal profile and associate with your current place of employment, as below:

  1. Click the Me icon at the top of your LinkedIn homepage.
  2. Click View profile.
  3. Scroll down to the Experience section and click the Edit icon next to the position you want to update the company for.
  4. Click into the Company text box and type in the name of the correct company, university, or high school.
  5. Select the company, university, or high school from the dropdown menu that appears.
  6. Click Save in the bottom right corner of the page.

Increasing Your Followers

Luckily, LinkedIn is continuing to add new features that enable you to grow your follower base on LinkedIn company pages. A few of these options are shown below:

  • Follow” button – perhaps the most straightforward and obvious. When you link to your page, encourage visitors to follow you when you have directed them from elsewhere.
  • Employee Notifications – If you have staff in your businesses and they have listed your page as their place of employment, you can notify them of new posts. Some businesses even have specific policies that encourage or even reward their employees for sharing and engaging with company page content.
  • Invite to Follow – A fairly new feature of LinkedIn pages, the ‘Invite to Follow’ button. This allows you to add up to 100 of your connections per month to follow your page. It can be found down the left hand side and in the admin menu.

Page Analytics

Understand how well your content is performing and whether you are reaching the right audience by regularly reviewing your analytics. To find out more on this, visit our article on LinkedIn Analytics.

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