The benefits of LinkedIn company pages
Unsure whether your company needs a LinkedIn company page? We’ve outlined what they are and their benefits, as well as our top tips to make your LinkedIn company page a success.
LinkedIn is the world’s largest professional network with more than 830 million users around the world. It’s primarily a career-focused platform for industry networking, recruiting and driving professional development. LinkedIn’s impact for businesses is continuously positive, having effects from improving employee engagement to generating sales leads.
What is a LinkedIn company page?
You may be familiar with LinkedIn profiles – these are created to introduce yourself, your individual skills and career experience (learn how to optimise your personal profile for performance and engagement here), whereas a LinkedIn company page will help you to build your business on the network. There’s scope to promote your products and services, recruit new talent, and share important and interesting updates with your followers.
What are the benefits of a LinkedIn company page?
58 million businesses are currently active on LinkedIn, but if that sheer figure isn’t enough to convince you of a LinkedIn company page, we’ve outlined some of the benefits below.
Increase brand awareness
LinkedIn as a professional platform only continues to rise in popularity, so businesses are being judged on their presence on the network. People will actively search for your company on LinkedIn. Be ready for this by having a fully optimised LinkedIn company page. As an admin, you’ll have full editorial rights to your business profile, meaning you have control of the overall perception of your brand. Keep your page on-brand by including aligned creative assets and your own tone of voice. You have the opportunity to tell your story, embody your values and show up exactly how you want to.
Showcase your products and services
Of course, you’ll want to showcase your specialist services or products, informing your audience about what you do and what you can offer them. Organic posts act as a free form of marketing where you can educate your followers on your unique selling points and easily provide signposts for them to find out more. By including a natural link to your website you’ll help to drive more traffic off the back of any interest you get on the platform.
PR opportunities and amplification
Using LinkedIn company pages presents an opportunity to shout about any business updates that may have once relied upon traditional media. If a LinkedIn member chooses to follow your company page, it suggests they have an interest in your company and the industry sector you operate in. This gives you a platform to showcase news about new hires, events, successes, case studies and company milestones as an additional public relations technique. On top of this, you can use the platform to amplify any press features you do get as a company: your audience and employees can share on their own channels, as well as being able to interact with source and partner accounts to make the piece travel even further.
Reaching your target markets
Speaking of reach, with LinkedIn’s global community of professionals, access to a large pool of potential business leads is relatively simple. Through the medium of your LinkedIn company page, you can seek potential prospects through networking, connecting, building business relationships and interacting at a high level without the need for physically meeting.
When you share an update from your company page you also have the option to either share it with all your followers or a targeted selection of your audience. Simply select the target audience from the drop-down list when creating an update – here, you can choose from a range of demographic points.
Improve your search rankings
Google and other search engines rank LinkedIn pages and posts highly in their results, meaning having an active LinkedIn company page will positively impact your SEO. Simply put, your company page has a high likelihood of appearing in Google search results as it is also made public by default. It’s therefore essential to craft your business profile with this in mind. When writing the description or any copy, look to use relevant industry keywords, like you would on your website. Of course, as with your website, you’re required to post updates regularly if you want to be successful – proving you’re active and providing regular content to your followers.
Build a community
Posting valuable content consistently will give you the best opportunity to build a loyal community around your business and brand. In 2022, LinkedIn saw a 22% increase in engagement on the channel, proving your efforts can be immensely fruitful. By sharing updates about your people, your company, your industry and wider you can prove you are absolute experts in your field and industry thought leaders. As with any other content or social media strategy, your LinkedIn posts should hit your audience clusters with varying goals and purposes. A fresh feed offering a diverse range of topics will encourage a faithful following and nurture an environment for sharing thoughts, ideas and facilitating discussion.
Gain leads and conversions
Having a LinkedIn company page can be particularly beneficial for B2B businesses. Your potential customers are going to be active on the platform and may become aware of your products or services through the channel. You then become top of mind when they’re searching for a partner or supplier – turning your LinkedIn followers into real life paying clients (in the simplest of terms).LI BLOG 6LI BLOG 6
You can also look to increase lead generation from your company page by using lead generation forms. This involves paying to boost the visibility of your updates in conjunction with a call to action. Handily, LinkedIn lead gen forms automatically populate a form that a user can submit with one click. This simplified mechanic has shown 3x higher conversion rates than other major ad platforms.
Attract top talent
Over 50 million people every week are actively using LinkedIn to research and apply for their next job role. Recruitment, no doubt, is part of your business strategy, and at some point you’ll want to advertise your vacancies and take on new resources. Use your LinkedIn company page to celebrate your current employees, recognise their skills publicly and give praise for all their hard work. Let your posts explore your company culture, values and just exactly what it’s like to work for you and be a part of your team. This way, you’re showing prospective employees that you’re a desirable place to work. Socially engaged companies are 58% more likely to attract top talent and 20% more likely to retain it.
A LinkedIn company page also allows for you to accurately communicate your business’s vision and goals so you can reach this quality talent. Think of it as a dating profile – the more accurate and honest you are, the more likely you are to attract like minded, passionate candidates to reach a match made in career heaven! You also have access to their records too – so no chasing of CV’s or having to email back and forth. A professional LinkedIn profile will be up to date and include all their employment information and more so you can get a good idea of whether they are a good fit for both the role and the company’s culture.
Employee engagement and advocacy
Encouraging your employees to accurately link to your company gains an extra clickable link and visual representation of your brand on LinkedIn. When they’re engaging in discussions and actively using the platform, they take your name with them, further boosting reach and brand awareness. Enrolling your teams on LinkedIn’s employee advocacy programme is proven to build their individual professional reputations as well impacting the business they work for.
Employees at socially engaged organisations are 27% more likely to feel optimistic about their companies future and 58% more likely to feel connected to co-workers beyond their core teams. Who would have thought being active on a professional social media platform could be such a boost for team morale and colleague relationships?
Measure your success with analytics
LinkedIn company page analytics are much more powerful than the analytics data available on a personal profile. They provide you with in-depth detail about the reach and engagement of each of your updates. In addition, you can gather insights on how you compare to your competitors. By monitoring the impact of the content you are sharing, you can learn what sort of content works best, and alter your strategy accordingly.
Top tips to make your LinkedIn company page a success
1. Run an employee advocacy programme:
It’s important not to forget that people do business with people. Your LinkedIn profile and the profile of your employees will form the voices that represent the brand and direct any potential followers to your page. Surprisingly, only 3% of employees share content about their company, but they are responsible for driving a 30% increase in total engagements. Ensure your team is engaged with an employee advocacy programme and sharing content from the ‘My Company’ tab so you’re able to keep track of analytics. When an individual shares a post, it’s seen as 3 x more authentic and generates 2 x higher click through rate than when it’s shared through a company page.
2. Align with your overall digital marketing strategy:
Never neglect social media as a powerful marketing tool for your business. LinkedIn’s networking and targeting capabilities give your company’s page the platform to speak to certain individuals you may not ordinarily have direct access to.
3. Optimise your LinkedIn company page for performance:
If you don’t take the time to properly set up your brand profile, you’ll miss out on a whole range of features that are available to page owners. Always consider your LinkedIn company page as a business opportunity – offer your audience engaging content and make the most of sharing high-level updates, job opportunities and more.
4. Define your audience and targets:
Think carefully about what you want to achieve from LinkedIn – is it company engagement, recruitment or sales leads? Perhaps a combination of all three? It’s important to keep your target audience in sight to stay consistent and see a full return for your time.
5. Boost your best content with paid spend:
If you’re looking to break out into a particular sector, consider sponsoring an engaging piece of content to a targeted audience. You can use sponsored content for a number of goals, including attracting new followers, tracking leads and reaching a wider, targeted audience.
6. Publish engaging and valuable content:
Clicks, shares and comments are all signs that you have given the audience something they find interesting and valuable. Although it may be tempting to use the platform solely to sell your services or products – it is more beneficial to share content that answers questions or addresses problems for example – these will always perform better.
7. Create LinkedIn ad campaigns:
There are a number of advert options you can execute to get the most out of the platform. These include goals like brand awareness or even driving sales leads. Similar to setting up the page, it’s important to define the end goal of your advert and explore both self-service ads and managed campaigns.
8. Analyse your analytics:
Taking the time to analyse the data provided by LinkedIn analytics will mean that creating compelling content is easier. By monitoring the dashboard, you can make data-informed decisions that’ll lead to better results. Adapt your approach and strategy as you learn more about how your LinkedIn company page performs.
LinkedIn is an immensely powerful social media platform – not only for individual professionals looking to further their career or enhance their reputation, but also for businesses to drive brand awareness, engage current employees and support future growth. So if you haven’t got yourself a LinkedIn company page already, now is the time!
If you’d like to create your own LinkedIn company page but you’re unsure where to start, get in touch with us to see how we can help your business succeed on the platform.