LinkedIn has more than 575 million subscribers and more than 260 million active users each month. It is the biggest professional social network in the world.
A LinkedIn company page can be a helpful resource if you run a business because it gives people access to information about you and your business while also serving as a central hub for job opportunities. This article explains a step-by-step guide on how to create a company page on LinkedIn.
Why a LinkedIn Company Page is Important for Your Business
You might be thinking, why bother creating a company page on LinkedIn, given that people only spend 17 minutes per month (on average) using the social network.
The three main reasons are as follows:
Lead generation
LinkedIn is a wonderful resource for connecting with potential customers.
HubSpot claims that LinkedIn generates leads 277% more effectively than Facebook and Twitter.
Unsurprisingly, marketers who are into B2B affiliate marketing programs say that LinkedIn generates 80% of their social media leads. 79% of marketers also rate LinkedIn as an “excellent source of leads.”
Recruitment
It makes sense that everyone from Forbes to Inc to Entrepreneur is all talking about hiring top talent.
After all, one of the most challenging aspects of running a business is finding and keeping exceptional people, and the stakes are very high.
Now, think about this: What is the best approach to get in touch with a professional who has impressed you but whom you do not personally know?
You probably guessed it. LinkedIn.
If you email someone, they will want to look you up on LinkedIn anyway, so why not save them the time and reach out to them there?
In this manner, people can quickly verify your credibility with one click and determine whether you are a serious individual.
And with one more click, they can go on your company’s page to see if it seems like a place they would like to work.
What about those who are actively seeking their next career opportunity?
They do, however, also search through job advertisements on LinkedIn. Even if they have never heard of your company, they can come across your job posting through their network.
In other words, you must have a company page on LinkedIn if you want to draw in top talent (In fact, the absence of one might repel excellent candidates since it appears suspicious).
Publicity
Most likely, you wish to appear in the media. Who doesn’t appreciate free publicity, right?
So, to maximize the likelihood of that happening, you must understand how it works:
- An editor gives a writer a task that includes mentioning a business operating in your industry.
- The writer chooses to mention your company.
- To find the information they require, they visit the company’s website.
But if they can’t find what they need on your website, they move on to LinkedIn.
What if they are unable to find it on LinkedIn as well?
Simple. The writer decides against mentioning your business and chooses one of your rivals instead. Therefore, ensure your company has a fantastic website and a strong LinkedIn page.
How to Create a Company Page on LinkedIn
Thankfully, setting up a LinkedIn company page is easy, and you can do it right now.
But before you start, keep in mind that you must already have a LinkedIn account and create your company page using the desktop version of the website (rather than the mobile app).
To create a company page, you also need to have “enough” connections (In essence, LinkedIn wants to ensure sure your account is active) and a verified email address (otherwise, you will be prompted to confirm one).
Additionally, your page’s URL cannot contain back-to-back hyphens, must have at least one non-numeric character, and cannot be used on any other page.
In light of that, this is what you’ll need to do to create a company page on LinkedIn:
Step #1.Log into your account at linkedin.com.
Step #2. In the top-right corner of the screen, click the “Work” icon and choose “Create a Company Page” by scrolling to the bottom of the pop-up.
Step #3. Choose the business category for which you wish to create a page. Depending on the size of your company, choose between the “Small business” option and the “Medium to large business” option.
Step #4. Add information about your company or institution, the page’s name, and other profile information.
Step #5. Check the verification box to verify that you have the power to create and claim ownership of the page.
Step #6. Click “Create Page.”
You can add extra information to your company page once it has been created.
To accomplish that, click “Start building your page!” You can include a logo, a more detailed description, and directions.
How to Make the Most of Your LinkedIn Page
The five-step procedure for developing your LinkedIn company page is just the beginning; if you want to see results, you must optimize that company page.
To accomplish this, the following issues need your attention:
Create a Captivating LinkedIn “About” Page
When a person clicks on your company’s profile on LinkedIn, the first page they see is the “About” page.
There are three things you must do in it:
1. Tell Your Story
Remember how you used to memorize dates for history tests in high school just to forget them as soon as you left the classroom? It was difficult to remember those dates because humans are not evolved to remember facts but rather stories.
But how does this relate to your LinkedIn profile? If you give visitors to your company page a list of facts, their eyes will glaze over, and they won’t remember much information after leaving the page.
However, if you tell a story, people will remember it for a very long period if well told. And your company will stick in their minds.
2. Promote Your Products or Services
No, it doesn’t mean you should go about begging people for cash in return for products or services. It entails describing the benefits of the product or service you’re selling.
Here, it’s critical to understand the distinction between features and benefits:
- A feature is a property of a good (for instance, “This wristwatch is waterproof”).
- A benefit is a value your buyer will receive from that product (for instance, “You can go swimming without removing this wristwatch!”).
In copywriting, a saying goes, “Features tell, but benefits sell.”
It’s crucial to realize that, even while outlining a product’s key features can be helpful, you must always sell on benefits.
Tell customers how your product will improve their lives, not just what it does.
3. Provide Social Proof
We are social beings. When unsure of what to do, it has become natural for us to turn to others for guidance.
Social proof is crucial in this regard. Nobody wants to be the first to use a brand-new product.
Okay, that’s not accurate; early adopters do exist and tend to want to try everything under the sun.
However, that is not how most people are. Most consumers are reluctant to gamble on an unproven company. They seek a guarantee.
Furthermore, showing social proof might aid decision-making for potential clients who are still debating.
It’s okay if you’re just starting and lack social proof at this point. You just have to make an effort to get some!
But once you do, you must post it to your “About” page, whether it’s a client testimonial, a media mention, or a feature in a reputable publication.
An excellent method to present your business to potential customers is with an “About” page that shares your story, sells your product, and offers social proof.
Provide an Employee List
You could be a little apprehensive about giving a list of employees.
But it serves as social proof for those who could be interested in working for your business because it demonstrates that you are a legitimate company and not some sketchy place where employees are so ashamed of working there that they won’t even put it on their LinkedIn profiles.
An employee list is also helpful for writers because it enables them to swiftly verify the organizational structure, comprehend who is responsible for what, and get in touch with the appropriate individual.
For instance, a writer can simply approach your marketing representative on LinkedIn if they have questions about your marketing strategy.
This is crucial because, as your business expands, your workload will increase and you risk missing a significant media opportunity if you don’t have time to check your mailbox.
While this is happening, your staff members will likely be more accessible than you are, so it makes sense to give writers a means to get in touch with them directly.
Maintain Regular Page Updates
Your page shouldn’t appear to be abandoned. What should you post, though?
Abide by the 4-1-1 rule, which was developed by TippingPoint Labs and Content Marketing Institute Founder Joe Pulizzi:
“For every ONE self-serving tweet, you should retweet ONE relevant tweet and most importantly share FOUR pieces of relevant content written by others.”
Although the 4-1-1 rule was initially developed for Twitter, you may also use it on LinkedIn.
Share four pieces of relevant content created by others for every promotional update and one relevant post from a thought leader in your industry.
In this way, your followers will continue to follow you if they see that you continuously deliver value.
Describe the Qualities that Make Your Company a Great Place to Work.
Think about the qualities that make your company a great place to work. Be sure to then mention it on LinkedIn.
Discover what is appealing. It may be a hip office setting. Perhaps it’s the flexible work hours. Or maybe it’s the possibility of working remotely. Make sure to highlight it on your company page and prioritize it in your job ads.
Keep in mind that when it comes to top talent, you and they are evaluating each other, so do your best to win them over.
Conclusion
Creating a company page on LinkedIn is vital for your business because your company will gain more exposure.
Professionals use it to find their next job opportunity, while journalists research a company they plan to feature in an upcoming article.
Business executives also use it to confirm the legitimacy of a company they are considering doing business with.
Don’t make the mistake of ignoring LinkedIn because you don’t check it daily. Get started by setting up your company page right away!
