I previously worked with a client who was setting up her own business and a new sales team. The client wanted to set up both a personal profile and a company page and asked what she should do first.

Your personal LinkedIn profile is an extension of your personal network and brand. It’s a way for you to connect on a personal level online.

A business page is slightly different. While personal profiles have connections, company pages have followers.

Simply wanting people to follow your business instead of connecting with you is counter-productive when networking and growing your business.

People want to connect with you because you’re you. It’s similar to when you’re at an event – you introduce yourself as you, not your company.

However, LinkedIn research indicates that members are 50% more likely to purchase from a company they engage with on LinkedIn. Furthermore, nearly 80% of LinkedIn members want to connect with companies in their lives. In other words, members aren’t looking for once-off help.

I think that LinkedIn company pages are generally underutilised, but there are some great reasons to consider using a LinkedIn company page. This includes:

  • LinkedIn company pages also increase visibility, are SEO friendly, and once you have 300 followers, allow you to select a target audience for your posts.
  • If you want to do an advertising campaign on LinkedIn, you will need a company page.
  • You can advertise with a paid campaign to your company page following.
  • There are in-depth data and analytics available from your LinkedIn company page, that is not available on your personal profile.
  • If you have a team, a company page, when used well will reduce your risk and allow you to develop a company branded digital asset.

To get your company page to work for you you need to create your page,
grow your audience and engage your people.

To get started on setting up a company page:

Once you are logged in to LinkedIn, it is easy to set up a company page by clicking Work from the menu and scroll down to “Create a Company Page”.

The rest is easy to follow along, and there are five essential elements of a company page.

Logo and Banner – Upload a logo image – recommended size 300px by 300px and create a banner – recommended size is 1128px x 191px.

As the logo will sit in the bottom left corner of the banner, avoid putting any essential elements of your banner in this area. Your banner can be used to convey information about your company, such as a tagline, your vision, or your contact details.

The background of the banner can be your corporate colours or an image that is relevant to your business.

Overview – The first 156 characters contribute to the search engine optimisation, so they need to be keyword rich to increase the chance of being found in search results. Your overview should be future-focussed and provide information about how you help solve problems for people and other businesses.

Organisation information – Your organisation information includes your website, industry, company size, headquarters, type of business, when founded, and specialties.

Call to action – In the top section of your company page, you can have a call to action button, for example, visit the website or contact information.

It is essential to add all the information on your company page as completed pages get 30% more weekly views.

Once you have your company page set up,
how can you grow your audience?

Interact with your followers – Share a post, and ask a question to start the conversation and if a follower comments on a post, engage with them.

Hashtags – Use hashtags on your posts to increase your chance of being seen by those following the hashtag. When you set up your company page, you can select three community hashtags that will bring you into conversations as your company page.

Connect employees – If your company has employees, connect them to your company page and get them to follow your company page, and engage with posts.

Engage with your clients – You can use LinkedIn to acknowledge new clients that you are working with and also throwbacks to previous clients, for example – it was great to work with X on X project. Make sure that your customers are ok with what you are posting.

KPIs – You will have access to analytics from the company page. Use these as a base for your KPIs.

You can also use the “Invite to Follow” feature and add a follow button to your website.

With 30% of a company’s engagement on LinkedIn coming from employees, growing your brand reputation via employee advocacy is key to engaging your people.

LinkedIn is making changes to company pages and introducing new features, so keep an eye out for updates.

Kylie Chown is a LinkedIn Coach and Trainer. She is Australia’s 1st First Certified Social Media Crisis Advisor She was named #2 LinkedIn Expert in the Asia Pacific in 2019 as well a 2020 Finalist in the Best Social Media Educator and Best Use of LinkedIn for the Social Media Marketing Institute Awards across two campaigns.