A LinkedIn company page is no longer just a nice-to-have for your business. It is a dynamic digital storefront with the potential to improve brand visibility, attract leads and talent and build thought leadership.

But without the right approach and strategy, your company page is only as good as a blank billboard. Visible, but failing to create the right impression on their audience. And in this blog, we tell you how to avoid this and build a well-curated LinkedIn company page your audience can't ignore.

Here, we discuss the ins and outs of creating a LinkedIn page, from its benefits and perfect time to create one to a step-by-step guide and best practices with examples.

Why should you create a LinkedIn Company Page?

Here are 3 major reasons why you should create a LinkedIn company page and post content regularly on it:

1. Everyone's on LinkedIn, why aren't you? Expand reach and visibility

LinkedIn is a professional platform used by almost 1 billion people and 67 million companies. Around 65 million people use LinkedIn weekly for job searches. 73% of buyers check out a brand and consider buying from it if they get reached out via LinkedIn.

In short, LinkedIn is where your partners, prospects, and potential employees hang out. By creating a dedicated company page and creating content on it, you increase your chances of getting discovered by them.

2. To build brand credibility, you need to be heard where it matters

An active LinkedIn company page that posts regular content and engages with its audience is the best way of showing that your company is authentic, people-driven, and approachable. When you post high-quality, valuable content like case studies and employee spotlights, you give proof of your offerings' worth and the employee-centered work culture you foster.

3. To be on top of what's happening in the industry with your competitors

Creating a LinkedIn business page is the quickest way to keep track of your competitors' moves. LinkedIn's competitive analytics feature helps you track the follower count, content frequency and top-performing posts of your competitors on LinkedIn.

This is a goldmine for brands wanting to double down on their LinkedIn marketing for expanded brand reach. With this intel, you can map out new strategies and make tweaks to existing ones for better performance.

When is the right time to set up a LinkedIn company page?

There's no right or wrong time when it comes to creating a LinkedIn business page. But here are some points of consideration.

1. You plan to expand your team

LinkedIn is inarguably the best platform for talent acquisition. According to recent studies, over 87% of recruiters use LinkedIn for hiring, and around 7 people get hired every minute on LinkedIn.

So, if you have plans to double down on hiring, start by creating a LinkedIn company page and posting job listings on it. Next, use dedicated sections like 'Life' on your LinkedIn company page to highlight your company culture through pictures and videos, employee testimonials and spotlights. This step is important to attract top talent because most job seekers factor in company culture alongside pay while deciding to join an organization.

2. You aim to amp up your brand reach

For early-stage startups, a good time to start a LinkedIn company page is after you get your first set of clients through pilot programs. You can use the 'Product' section on your LinkedIn business page to showcase reviews and testimonials and post bottom of the funnel content like case studies. This helps build social proof and attract a wider but targeted audience.

3. Your employees are already active on LinkedIn

According to Kfir Shapira, a LinkedIn SEO expert, another best time to start a LinkedIn page is "after your brand has been maximizing the potential of personal profiles of employees." This means if a good number of employees are already building their brand on LinkedIn, you can use the opportunity to piggyback on their efforts.

Most often, you only need one or two employees who have positioned themselves as an industry expert on LinkedIn to spearhead this initiative. You can easily tap into their audience and gain their trust this way.

Will GPT, co-founder of Lavender, the sales email writing tool, does this the best. He strategically incorporates their product in his LinkedIn posts and reposts Lavender's company posts to drive the audience to it.

5 steps to set up a LinkedIn company page

You can set up a LinkedIn company page only through a LinkedIn personal account. If you don't have a personal account yet, set it up first and have at least one connection. Next, head to LinkedIn and search for your company name to ensure there aren't any existing pages for your company.

Once you check these boxes off, you can start setting up your LinkedIn company page in 6 easy steps:

1. Head to your LinkedIn profile, click 'For business' from the navigation bar and select 'Create a Company Page' from the pulldown menu.

2. Choose 'Company' from the options given. If you are looking to create a subpage for an already existing company page, you can pick 'Showcase page'.

3. Add your company name details, including name, custom company URL, a high-resolution 300x300 px logo and a tagline under 120 characters.

4. Preview the top card of your page. Make tweaks to the logo and tagline till you are satisfied with the results.

5. Confirm you are an employee of the organization and have the right to manage this page by checking off the box. Click 'Create Page'.

Best practices to make your LinkedIn Business Page stand out

1. Take time to complete your company profile

Once you press 'Create Page,' you will be redirected to a new page, which is your company profile page. Take time to fill out the details, as LinkedIn claims fully optimized company pages get 30% more weekly views than incomplete ones.

Here are the sections you need to edit for a fully optimized LinkedIn company page that can garner the attention of both potential customers and employees:

• About: Use this section to give visitors an idea about your offering and how it can help them. Try to keep this section concise and provide only the most compelling information in a jargon-free language.

For example, instead of going at length about your company history, mission statements and values, talk about the key features of your product in a benefit-driven way.

Lavender.ai does this the best in their LinkedIn 'About' section. In 105 words, the brand calls out to its audience and lists down its key features in an easy-to-understand language.

• Products: Even though it looks like a tab on the LinkedIn company page, the 'Products' page is a subpage of your company page where you can list up to 35 products. Fill this section as you would fill a listing in a B2B Marketplace with all the information prospects need to make a buying decision.

Below are some best practices to keep 'Products' pages tight and persuasive. Here we've used Apollo's LinkedIn product page as an example, as it checks all the boxes.

• Call out your target audience by listing the direct users of your products. This way, prospects can easily figure out if the product is for them.

• Add customer reviews and testimonials for social proof. You can populate these sections by linking your G2 profile if you have already listed on it.

• List out key features and integrations offered by your products. This is especially useful in the B2B SaaS space.

• Add product tutorials and visuals to educate the audience and make them take action.

• Choose an actionable CTA from the 6 options LinkedIn offer: 'Download Now,' 'Get Started,' 'Request Demo,' 'Try Now,' 'Contact Us,' and 'Learn More.'

• Jobs: While you can't post job listings directly on a company page, all the job listings posted by you or other employees of the company through their personal profiles appear here.

• Life: The 'Life' tab is where you showcase glimpses of life at your organization to reel potential employees in. Some of the items you can add to this tab include employee spotlights, employee testimonials, photos and viral content from your employees. Gong is one of the few brands that are doing it well. The brand's 'Life' tab is curated to give potential employees a peek into their supportive, inclusive and growth-oriented workplace culture.
   

• People: This section automatically pulls details of employees who have listed your company as their current organization in the 'Experience' section of their profile. It also gives you a graphical breakdown of employees by geographical location, educational qualifications, and skill sets.

2. Ensure your LinkedIn business page is SEO-optimized

An SEO-optimized company page increases your chances of getting discovered by prospects and potential employees on LinkedIn and Google. For instance, a prospect looking for project management software products will find and check out your product if your company page is optimized for the keyword' project management software' and its related keywords.

Here are some tips to ensure your LinkedIn business page is SEO-friendly:

• Add keywords related to your product in the headline, 'About' and 'Product' tabs. Adding them organically in the first 100 words is generally considered a good practice.

• Find 3 broader hashtags related to your offering and add them to your company page. This increases the chances of getting discovered through posts and other conversations.

For example, some relevant hashtags for a project management software would be #collaborationtools, #workflowmanagement, #projectmanagement, etc.

3. Create content that stands out

Yes, it is a truth universally acknowledged that posts from a company page get much less engagement when compared to those from personal profiles. A comparison study by Beatrice Rochetti, a LinkedIn personal branding expert, confirms this. She notes that company posts receive 50% less engagement than posts from personal profiles.

Dig a bit deeper into these numbers, and you will understand the real reason for this disparity in engagement. Most brands create boring, personality-less content that fails to cut through the white noise out there. They follow cookie-cutter templates and create content just for the sake of it.

Fixing this simple mistake by daring to be authentic can bring you to the spotlight and garner more engagement. Here are some tips featuring brands already killing it out there with their quality, one-of-a-kind content.

• Let humor take the wheel at times

Be brave to go against the tide and show your brand's quirky side on LinkedIn. This may come across as a breath of fresh air for your followers tired of the overly sanitized corporate jargon used by most brands.

Plum, an employee insurance company, nails this by personifying their office pets. The brand takes workplace diversity to the next level by assigning job titles to their pets and creating LinkedIn accounts for them.

Hiranyakashipu, fondly known as Ships, Chief Cat Officer and the most popular among Plum's pets, frequently appears in the brand's posts to lighten the mood and delight its followers through his tongue-in-cheek comments.

• Offer value, but in bite-sized portions

LinkedIn is no longer a text-only platform. Nor does your audience have the patience to read huge chunks of text. So, instead of cramming a blog post worth of value in one LinkedIn post, use it to drive traffic to your blog by highlighting the most impactful takeaway or section.

Gong is a brand that excels at this. A good number of their LinkedIn posts are bite-sized versions of their blog content. They take a single idea, talk about it in short, jargon-free language and end each post with a CTA for audience interaction.

• Make it a habit to interact with your audience

 Most brands overlook responding to comments further solidifying the idea that company pages can't build genuine connections. So, break the norm and make it a habit to respond to post comments. Brands like Canva excel at this with their witty comebacks. Here's an example:

How to make the best out of your LinkedIn company page?

An active and well-maintained LinkedIn company page helps you stand out from your competitors and generate consistent leads for your business. But to get the most out of it, create and embed a LinkedIn company page feed on your website. With these feeds, you can turn passive website visitors into LinkedIn followers, increasing the chances of them engaging with your content. Salespeople can then use this as a touchpoint to find quality, high-intent buyers.

You can do this using a social media aggregator like Flockler in 3 easy steps. All you need to do is pull content from LinkedIn, select a layout for display, and copy and paste the embed code into your content management systems. To know more about embedding LinkedIn feeds in different CMS platforms, check out this blog.

FAQs

1. Can you create a LinkedIn company page without a personal LinkedIn account?

No, it is not possible to create a LinkedIn company page without a personal LinkedIn account. Only those with personal LinkedIn profiles with at least 1 connection and verified emails can create business pages on LinkedIn.

2. How to deactivate a LinkedIn company page?

Only admins with 'Super Admin View' can delete LinkedIn company pages. To delete a page, log in to LinkedIn through the desktop and go to 'Super Admin View.' Click 'Settings' from the left menu and click the 'Deactivate Page' option. Check the box to confirm you are aware of the implications of page deletion and click 'Deactivate'.

3. Can you reactivate a LinkedIn company page?

Yes, it is possible for 'Super Admins' to reactivate a LinkedIn company page through the email they received upon deactivation of the LinkedIn company page. Click on the 'Reactivate' option in the email to restore your page.

4. How to add LinkedIn feeds to your website?

You can add LinkedIn feeds to your website in 3 easy steps using Flockler:

1. Gather content from LinkedIn by connecting your personal account. Flockler will automatically fetch the pages you manage. Choose the page and specific location (if location targeting is enabled) from which you wish to take content.

2. Once you select the posts, decide on the layout for your display. Flockler offers 4 kinds of layouts: Carousel, social wall, slideshow and grid.

3. Copy and embed Flockler's code to CMS platforms like WordPress, Squarespace, Wix, Webflow, etc.