LinkedIn is a popular social network for job seekers and the B2B sector; if you operate in the business world, it is a must-have platform. While it may not be the largest network or offer the broadest reach, it still plays a central role among social platforms and serves today as a powerful tool for brand building, lead generation, B2B work, and talent acquisition. One of the top features LinkedIn offers is the Company Page, which lets you generate business leads, recruit employees, boost company awareness, and more.
Why Do You Need to Build a LinkedIn Company Page?
LinkedIn is the largest and most active professional social platform in the world, with millions of companies on the platform competing for the attention of more than a billion members. A LinkedIn company page represents a massive opportunity for businesses and organizations to establish their brand as an industry leader, offering several major advantages along the way:
- Leads – Brand or product exposure on LinkedIn helps boost user purchase intent by double digits. Beyond the massive business audience on the platform, LinkedIn also hosts many consumers interested in products, services, SaaS software, investments, and a wide variety of other fields.
- Employee Recruitment – On average, three people are hired worldwide every minute through LinkedIn. If you are a company looking for top talent, this is the place to find candidates, and if you are skilled and seeking your next workplace, LinkedIn is a highly recommended platform to search on.
- Brand Awareness – In addition to acquiring customers and hiring talent, LinkedIn is an excellent place to gain recognition for your achievements and what your company does. Through the company page, users can learn about you, the company, innovations, and more.
- Social Media Presence – Every startup, clothing brand, digital marketing agency, or SaaS company has corporate profiles on social networks. This signals to Google and the world that users interact with your business outside of your website or physical location, providing you with essential social proof.
How to Create a LinkedIn Company Page?
If you haven’t created a personal LinkedIn account yet, now is the time, as you cannot set up a LinkedIn Company Page without one. Log into your LinkedIn account and complete the following steps:
- In the LinkedIn menu on the right, click the Create a Company Page button.
2. Next, click on Company.
3. Fill out your company details as thoroughly as possible. Include: your brand’s website URL, and if available, use the same handle/username and info found across your other social media channels.
4. Upload your company logo and add your tagline. While this step is optional, skipping it is not recommended since complete company profiles gain more views.
5. Finally, click Create Page.
6. It’s time to finish setting up your page with extra details once created — be sure to write a compelling description with relevant business keywords, and enter an exact address along with your website URL.
7. Next, add a custom call-to-action button, post updates to the company page, include relevant hashtags, and upload a cover photo.
8. Invite your network connections to follow the page and steadily grow your audience.
Setting up and launching your company page is only the first step for your business on LinkedIn. If you truly want your page to maximize LinkedIn’s potential and help you source and hire top talent, continue reading the tips in this article to achieve the best results.
Tips for Properly Building a Company Page to Recruit Quality Employees
To ensure you attract top potential candidates to your company, you need to build your company page properly so it communicates who you are, what you do, what kind of people you hire, and more. Review these four tips to build a quality company page that attracts high-caliber candidates:
1. Upload a Profile Picture and Banner That Represent You
Your profile picture is the first thing people see when searching for your company on LinkedIn. Company pages with a profile picture receive 6x more visitors than pages without one, making it an essential asset. It is recommended to use your company logo as the profile picture (make sure your logo is properly sized for LinkedIn’s profile image dimensions). The banner above your profile picture allows for more creativity since there is no single standard recommendation, and it can vary depending on each company. For example, Mailchimp used a customized cover banner featuring one of the company’s slogans.
2. Invest in About Us Content, Including Keyword Optimization
While your profile picture and cover banner will draw potential candidates to your company page, quality content will clearly convey who you are and what you’re looking for. The About Us section (labeled Description in the picture) allows you to describe your company in a paragraph of up to 2,000 characters, giving visitors all the essential information about your business. Use simple, accessible language informed by keyword research for your industry to outline your business goals. Ultimately, your About Us section should tell the company story and help users understand your value and offerings. The information on your LinkedIn company page should answer these questions for visitors:
- Who are you?
- Where are you located?
- What do you offer?
- What added value do you provide?
- How can they contact you?
3. Publish Posts on the Company Page Regularly
LinkedIn statistics show that companies posting weekly see at least a 2x increase in engagement on their company page, which is why it is recommended to post content regularly. On LinkedIn, there are several types of content that you can share:
- Articles – LinkedIn is a social network that displays long-form articles in an optimal way. Inside posts, you can embed images, links, and quotes to create a richer reading experience than just a large block of text dumped on the platform.
- Images – Images generate 2x more comments than text-only posts. LinkedIn encourages the use of images and recommends including 3-4 images per post. You don’t need to be photography or design experts to incorporate relevant media into your LinkedIn company page posts. It’s enough to visit free stock photo websites to find an image that fits your content.
- Videos – Video content receives 5x more engagement than static content on LinkedIn, and live video streams receive 24x more engagement. Video content will significantly increase the number of visitors to your company page, and today some companies choose to post only video content to their page.
- PDF and PowerPoint files – You can upload documents and slide decks directly to LinkedIn to accurately present what your brand does or showcase interesting ideas you have.
- Employee relations – Using this LinkedIn feature, also known as Employee Spotlight, you can publicly welcome new team members, highlight employee achievements, celebrate company work anniversaries, and more. This option lets you show prospective candidates how you treat your staff and how company employees feel at work.
4. Grow Your Company Page Audience
There are several ways to grow your company page, which will help you increase page traffic, attract better recruitment candidates, improve conversions, and build a strong reputation that will make you an authority in your industry. You can increase page traffic in the following ways:
- Invite your network – You can invite all your personal LinkedIn connections to follow the company page.
- Target your posts – Optimize your post content for organic reach to target it effectively toward the relevant audience.
- Paid Advertising on LinkedIn – You can boost the reach of the company page or individual posts using paid promotions through LinkedIn’s advertising platform.
- Use hashtags – Follow active hashtags in your industry to comment as the company page in relevant discussions and gain extra exposure.
- Work as a team – Enable company page notifications for your employees so they can engage with and share new content as soon as it goes live.
Conclusion
There are many ways to recruit quality staff for your business using LinkedIn. A high-quality company page helps prospective hires understand who you are, what your business does, and whether they would be a great fit for your team. To attract top talent, set up your company page following this guide and build it effectively using the four tips shared here.
About the Author
Dvir Naaman, 27, graduate of the Digital Marketing program at HackerU College. Experienced in WordPress site building and paid advertising across Google, Facebook, YouTube, and TikTok. Specializes in Search Engine Optimization (SEO) at Fialkov Digital. Holds extensive experience in eCommerce and dropshipping, and is the owner of Merchant Center – an informational hub on eCommerce systems and advanced marketing tools designed to boost business conversions, with a focus on eCommerce store sales.
