It's Time To Stop Ignoring LinkedIn Company Pages

by Harry Hoover on Jan 27, 2012
By Harry Hoover of My Creative Team

LinkedIn Marketing seems to be an afterthought among the other high profile social networks like Facebook, Twitter and Google+.

But there are some good reasons that your company should set up – and keep current – your own free LinkedIn Company Pages.

LinkedIn calls the Company Page a company’s profile of record AND a powerful way to speak to millions of professionals through word-of-mouth recommendations and trusted testimonials.

It’s essentially a LinkedIn profile for a company.

Why Does Your Company Need One?

Think of it this way, the Company Page helps humanize your organization.

It allows the page visitor to look behind the curtain, to learn about the people behind your brand.  In fact, you already may have a default page automatically generated by LinkedIn. If your employees have LinkedIn profiles using email addresses from your company domain, chances are you have a Company Page.

How do you find out if you already have one?

Use this LinkedIn company search.

LinkedIn Company Page Benefits

The LinkedIn Company Page can be a potent force to help you build your brand with a professional audience. It’s your hub on LinkedIn that allows you to:

  1. Build credibility
  2. Bring your brand to life
  3. Activate your employees and customers as brand ambassadors
  4. Boost your recruiting efforts
  5. Share customer recommendations and testimonials
  6. Update followers about corporate happenings
  7. Promote your products, services and corporate content
  8. Measure engagement

Convinced you need a LinkedIn Company Page?

Well, let’s take a look at the features and how to set up one.

Features

There are four tabs – three public – on your Company Page.

The overview tab gives you an opportunity to introduce people to the human side of your company. Visitors to the overview see your blog posts, Twitter feed and who in their network works at your company.

The career tab offers you a great opportunity to promote your job openings to the 120 million users currently signed up on LinkedIn. If you upgrade from the free page, you  are able to deliver much more content about jobs, your brand and your employees.

The products and services tab is a powerful feature, allowing you to promote your most important or newest products and services. Additionally, customer recommendations and testimonials about your products appear here, too. So, it’s a good way to virally spread the word about what your company does well.

Finally, we have the private analytics tab.  It is visible only to you and designated page administrators. Here you can see your page views and unique visitors benchmarked against similar companies.

Build Your Page

Now, let’s build out our Company Page. You can start here, if you didn’t find a page in the aforementioned Company Page search.

Gather up all the information you’ll need before you start filling out the profile. This includes:

  • An email address in your personal profile that is linked to your company domain
  • Your company name (be sure to use exactly the same company name as the one listed in your personal profile. For example, My Creative Team and My Creative Team LLC would be seen as two different companies.)
  • Names of page administrators
  • Logo
  • Corporate information such as:
    • A minimum of 250 characters describing your company
    • A list of specialties – keywords and phrases describing your product/service strengths
    • Blog RSS feed and Twitter account
    • Company size/type
    • Web URL – allows you to list your website or blog domain
    • Industry, operating status, year founded
    • Products or services, as well as people who would provide recommendations or testimonials

Fill out the Company Page profile as completely as possible, and once this is done click “Publish.” After the page is published you will be able to add careers, as well as edit your products and services tab.

Now, you are ready to promote and activate your page.  More on that and a look at some companies using pages effectively in our next installment.

Additional Resources:

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  • http://www.commandpartners.com/ BrandonUttley

    Harry, thanks for the tips! LinkedIn definitely gets overlooked by too many people, yet it is one of the most powerful networks for professionals.

  • Miguel

    Harry – good tips. I think LinkedIn is consistently over looked, yet one of the best ways to connect with decision makers.

    handleMYsocial.com recently had a post titled “Leveraging LinkedIn Business Pages to Connect with Decision Makers”  please feel free to check it out!

    http://handlemysocial.com/2011/11/16/leveraging-linkedin-business-pages-to-connect-with-decision-makers/ 

  • http://www.mindcomet.com/ Mark Krupinski

    Great post and totally agree that the majority of companies completely miss on this resource. 

    I’d take this post further and really put an emphasis on:

    - Proper keywords usage on Leadership Profiles to help drive search results and traffic to the Company Page. 
     
    - How vital it is to secure testimonials for each “Service” offering (e.g. assists in LinkedIn search results). Another great example is Dell Company Page.
    Cheers,

    Mark

  • http://www.CoreyCreed.com Corey Creed

    Great information, Harry.  Thank you.  I bookmarked this and will get on it one of these days soon.

  • http://twitter.com/MyCreativeTeam Harry Hoover

    Miguel, thanks for your comments. Nice information in your piece on Leveraging LinkedIn Business Pages.

  • http://www.facebook.com/profile.php?id=1283833032 Juergen Klein

    To check if your company is in fact listed (your link) you first need to sign up for an account — not really a straight up SHORT process, so I backed out… It wouldn’t be up to me to create an account at LinkedIn, as I’m only managing the social media in our business; the owner should hold these accounts.
    Why do so many web sites make it way more complicated than it has to be?
    Only for the sake of collecting as much data as possible, and to pester people with more emails (which don’t get read due to lack of time)? I reject this business model!

  • Veronica

    In the blog/rss feed, I don’t see how to add our twitter feed. I only have the option for a blog/rss feed. anyone know what gives?

  • http://www.symbyoz.com/ Joel Cheuoua

    Absolutely true … LinkedIn business pages are a hidden gem. I only recently started to really use them, and realize how much potential they have. And I know they’re looking forward to make it even better. 
    The only fear I have is user engagement on LinkedIn. It’s clearly not as good as on other social platforms. Most people use LinkedIn to find or post a job, not – yet? – to connect with businesses or brands as a customer/consumer.

  • http://www.connectioncafe.com/authors/cheryl-black.html Cheryl

    Agreed. It’s easy to overlook LinkedIn but it can actually be done with a fairly small time commitment. A few months ago I wrote a blog post on it. While it’s targeted at nonprofits, the tips are pretty universal: http://www.connectioncafe.com/posts/2011/07-july/linkedin-step-it-up.html

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  • http://www.facebook.com/SMtalkingfinger William DeRosa

    Even with the new enhancements, the pages still get the absolute lowest engagement levels of the social networks. Not that this is the only metric you should go by, but it is the most glaring. I agree every company should have the best page they can muster, and use it to engage and inform, but in reality they should not expect it to give the return of Facebook, utube, pinterest, instagram, G+ (to a degree lol), Twitter or even Empire Avenue for that matter! 
    People on LInkedIn, I feel after being on it almost since inception are more apt to engage one on one and build relationships on a personal level in groups and introductions rather than engage with a page. That *could* change in time, but it will take a fundamental shift in the user base and behavioral patterns that are so engrained.