Seven 7 tips for creating a compelling company page on LinkedIn

LinkedIn is the world's largest and most active professional networking platform, with more than 13 million companies competing to attract more than half a billion users. That's why your LinkedIn page is a great opportunity to establish your brand as an intellectual leader in the field and attract the best talent.

Here are seven steps you can take today to improve your business page and improve your presence, authority and employment opportunities on the platform. If you want to know how to set up your company page, our full guide to using LinkedIn business contains these step-by-step instructions.

1. Update your profile picture and cover image.

Your profile picture is the first thing people looking for your company see on LinkedIn, so make a good impression. The company's pages with profile photos get six times as many visitors as they don't.

Choosing a profile picture is simple: take your company logo (the same logo you use on other social media channels) and resize it to suit LinkedIn requirements.

Perfect profile picture specs on LinkedIn: 300 × 300p – PNG format

Maximum 8 MB – Square Layout

The rear wall image above your company logo has a little more room for creativity as there are no strict and fast rules for using this space (other than some size requirements).

The perfect LinkedIn profile banner specifications (wall image):

• 1128 × 191xp
• PNG format
• Maximum 8 MB
• Rectangular layout

The way you choose to hang a company profile sign is up to you. Here are two very different examples of the company's profile signs and why they work.

Sephora: Simple and stylish

Even a simple drawing can add some taste. The Sephora sign displays clean black and white lines that frame many aspects of its brand, both in store and online.

Air Canada: Crowded, attractive and easy to implement

The Air Canada banner takes a more actionable approach, announcing its participation in the 2018 Seoul Winter Olympics. It includes bilingual classification marks for an current social media campaign and representatives of Canadian colours, leading to social participation.

2. Type "About Us" and include relevant keywords:

Carefully selected images will attract the potential customer, but words are required to suit them.

The well-improved "About Us" section of your company's page is a tightly written paragraph (2,000 characters or less) that tells visitors everything they need to know about your company. Use simple, accessible, informed language by searching for keywords to set your business goals in words that anyone understands.

Like your other social profiles, a "profile" on your company page should answer six basic questions:

Who are you? Where do you live? What do you offer? What's his value? What is the sound of your brand? How can people contact you to learn more?

To see a properly executed "Profile of Us", see Shopivay page, the popular online store creation platform. Their cv describes accurately and professionally:

My favorite part is how they got to "be great" as one of their specialties. This is how you enjoy with LinkedIn while keeping things professional.

Remember that LinkedIn is a professional space, and like every social media platform, it has its own unwritten set of rules. Don't be the company that's been sharing "Comedy Publications" for five years trying to market generation Z! Don't be on LinkedIn!

3. Fill the other main fields.

According to data analysis from LinkedIn's Hotsuit, the company's completed pages generally receive twice as many visitors as incomplete pages. To improve your LinkedIn profile, make sure your page contains the following information:

1- Company Link: Make sure that people can find your business website by including a URL on your company page.

2. Company address: Make sure it has been updated.

3.Country of Headquarters: Is your brand global? Select on your page where your headquarters is, if you are only online, you can choose: Internet Company.

4. Industry: Another basic information that people will want to know at first glance.

5. Company size: Let people know how many employees you have in your business.

Having a complete profile will make your profile more discoverable for people looking for brands like yours on LinkedIn.

4. Create display pages: If the company page is a comprehensive view of your business and its core values, zoom in on your daily activities. These highly specialized pages are basically news feeds dedicated to specific aspects of your organization. Based on their interests, visitors may come to your page to get content about your company's individual brands, product offerings, ongoing charitable efforts and sponsorship, or regular events such as meetings, conferences and exhibitions.

Publish and write, write, publish, write and publish

Display pages require maintenance. They have their own distinct groups of followers, separate from your company page. If you want these pages to be successful (and stay that way), make sure they're regularly published with articles, videos, slideshows, and any other content that provides your followers with great, long-term value.

Screenshot of Amazon's LinkedIn views

Display pages are a great place to share supported content and get more value than targeted ads.

You can target your posts by location and recommended number from two other fields, including industry, company, job type, seniority, group, school, and more. Because people who follow your display pages have already shown active interest in this area of content by subscribing, they are more likely to read and share it between their networks.

Here's a recent secret about the display pages: it's amazing that they're being used inadequately. Take advantage of this! Even one display page puts you at the forefront of the competition, but you can get up to 10 — enough to give you a serious edge.

5. Build a functional page

Jobs and corporate evaluation website Glassdoor reports that 69 percent of job seekers are more likely to apply to a company that is actively promoting its online culture. LinkedIn's job pages are a great way to boost recruitment efforts by showing your company's culture at its best.

Located on the Jobs tab, job pages feature customizable modules where you can view high-quality photos, videos, and articles about your organization's daily business. Try including the URL in each post: LinkedIn reports that posts with links get 45 percent more.

According to a Jumpstart HR poll, the vast majority of job seekers value personal growth opportunities over anything else when thinking about a new workplace. By sharing content produced internally, you show your current employees that their views are appreciated, and tell future talent that there is great room for recognition – and opportunities that come with it.

Discover other features in LinkedIn

The jobs page contains a lot of other features, which cannot be included in a single blog post. Here are the most important things you should be aware of:

Create a virtual "meet the team" section of employee profiles

Collecting and sharing employee certificates

List the reasons your employees care about and support them in their profiles

Promoting diversity by listing spoken languages within the work environment

Track your recruitment analytics to improve your recruitment process

Like display pages, you should update the jobs page regularly. This is a space to proudly represent your company as a center of excellence and new ideas, so publish whenever you can;

6. Collect and give endorsements

More than a billion people-to-person approvals have been granted to LinkedIn, the most powerful (and sometimes controversial) form of the platform's social directory. Collect recommendations and nominations from friends, former clients and former employees whenever possible, and don't be ashamed to ask for them – it always benefits both parties.

Ask the staff

If your employees are not connected to your company's profile, encourage them to do so, and make sure you write them a great recommendation from your profile in return. Your employee networks will be notified of business anniversaries, new jobs and other updates about your business. When they share content on their own networks, they will also appear attached to your company's name.

Ask colleagues

Some of the most valuable endorsements will come from B2B interactions – 76 percent of B2B buyers prefer to work with recommendations from their professional network.

When you have a positive interaction with another company, whether it's a supplier, an account manager or someone you met at a network event, contact them for a connection and recommendation, and make one in return.

Ask customers

Another way to build your brand and collect recommendations is to interact directly with customers and followers. If someone comments on an article you've shared on your company page, or sends you a query, use it as an opportunity to create dialogue and lobby.

Similarly, if a customer posted about a positive experience they've had with your company on another social networking platform, you can email them in particular and ask if they're sharing on your Company's LinkedIn page as well. Even if you don't get support, positive public interaction is its own form of social evidence.

7. Keep up the competition.

LinkedIn publishes an annual list of the top 10 pages for 10 companies. Visit each of these profiles and study how they have improved their pages, especially if they are a direct competition.

 

This article is sponsored by Hootsuite