4 Ways to Leverage LinkedIn Company Pages

Picture of Aliza ShermanAliza Sherman is a web pioneer, author, and international speaker. Sherman is the author of 8 books about the Internet including The Everything Blogging Book, Streetwise Ecommerce, The Complete Idiot's Guide to Crowdsourcing and Social Media Engagement for Dummies.

4 Ways to Leverage LinkedIn Company Pages

LinkedIn continues to lead the pack as the B2B social media platform where professionals and business owners create a profile and build their networks. A LinkedIn profile is a calling card for businesspeople to showcase their resumes, projects, accomplishments and awards. For business owners, LinkedIn provides a free opportunity to create a presence for their companies through LinkedIn Company Pages.

A LinkedIn Company Page is similar to a Facebook Page in that it is a promotional presence for companies and nonprofit organizations, brands and personalities, and anyone with something to market and sell. LinkedIn Company Pages are more limited in features and design flexibility than Facebook Pages, but they can serve a purpose if you are looking to:

  • Establish your company or brand to a B2B audience
  • Distribute your marketing messages to a different audience than on Facebook – typically older, more business-oriented, and seeking to do business.
  • Build credibility with a B2C audience

Here are four ways you can leverage your LinkedIn Company Page:

1. Post Relevant Information to Your Page

Share information about your company and engage with the LinkedIn users who follow your page. Post company news, job opportunities, industry trends, information about your products or services, relevant events and other topics that will attract attention and interest. You can monitor and post to your Page using the LinkedIn website or through the LinkedIn mobile app for iOS and Android.

2. Post Job Openings to Your Page

You can post a job opening for free on your LinkedIn Company Page and tap into a pool of professionals, many of whom are using LinkedIn to find a job. LinkedIn job listing tools put your job opportunity in front of potentially qualified candidates using their fee-based advertising tools. Once people begin applying, you can review, rate and prioritize applicants.

3. Sponsor Content on Your Page

Like Facebook Pages, you are able to boost or “sponsor” posts that you’ve published on your LinkedIn Company Page. LinkedIn gives you a list of options for your ad objective:

  • Brand awareness
  • Website visits
  • Engagement
  • Video views
  • Lead generation
  • Website conversions
  • Job Applicants

You can then target the audience for your ad using the following criteria:

  • Locations
  • Audience attributes like the company where they work, their job experience and education, and other basic demographics and psychographics
  • Custom audiences you can create

Only admins are able to sponsor a post and access the LinkedIn Campaign Manager. You can choose an existing post on your Page to promote as a “LinkedIn Page Update.” You can also create Direct Sponsored Content using an image, video, a carousel of images or a job ad.

4. Customize Your LinkedIn Company Page

Even though you are limited in terms of how you can customize your LinkedIn Company Page, you do have a few options. You are able to change the following:

Header – this is the larger banner image that appears across the top of your Page

Logo image – this show up as your Page’s profile image when you post

Page name – this is your company’s name

Tagline – this helps people understand what your company does

Custom Button – you can add a call-to-action button on your page to generate leads including: Contact us; Learn more; Register; Sign up and Visit website.

The rest of the “look and feel’ of your LinkedIn Company Page is depends on your posts and the images included in those posts so keep in mind the overall design of your post images and your use of images and video overall.

While not as fancy or feature-rich as Facebook Pages, LinkedIn Pages offer a straightforward way to reach a business-minded audience. Leveraging some of LinkedIn Page features will help you build an audience and a stronger online presence for your company.