Features and Uses for Company Pages
Your LinkedIn Company Page is your business’s space on the most popular professional social networking website. When I teach people about social media marketing, one of the first things I explain is how important it is to have a core-branded location online that all of your online activities lead back to. This is the central hub of your online presence, where you have control, and can tell your company’s complete story.
A LinkedIn Company Page is a great choice for a business’s core-branded online destination because it’s interactive and easily connected to all of your online activities. Your free Company Page can help you …
• Make your company more human through engaging content and conversations.
• Put faces to your brand by highlighting employees.
• Describe your company culture and work environment.
• Feature your products and services.
• Receive and display recommendations and testimonials.
• Announce job openings.
• Describe employee benefits.
• Publish news, product updates, and useful information.
• Share your blog posts, Twitter updates, YouTube videos, and more.
• Hype special discounts and offers.
• Promote events, conferences, and so on.
• Offer links to your company’s other websites.
• Gather analytics about people who visit your Company Page.
• Compare your Company Page to similar pages.
Your LinkedIn Company Page is primarily an indirect marketing tool, but by using specific features, you can also use it for direct marketing such as promoting events, announcing sales, and so on. However, as with your personal LinkedIn profile and efforts, the vast majority of the activities on your Company Page should offer useful, meaningful information rather than sales pitches.
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Your LinkedIn Company Page is divided into four specific parts identified by tabs: Overview, Careers, Products & Services, and Analytics. Each part offers different ways for you to publish content, engage with visitors, and share useful information.
Overview: The Overview section of your LinkedIn Company Page is your welcome page. Here you can:
• Describe your company.
• Identify your company’s industry, location, revenue, size, website, and date founded.
• Display your blog and Twitter feeds.
• Share news about your company.
• Highlight your company’s LinkedIn activity feed.
• Display your employees and new hires.
Careers: The Careers section enables visitors to research your company for potential employment. With a free Company Page, you can display open job opportunities.
Products & Services: The Products & Services section allows you to tell more of your company story. You can …
• List and describe your products and services.
• Publish videos and images.
• Request and display recommendations.
• Promote special offers.
Analytics: The Analytics section is only visible to your page’s administrator(s) and allows you to gather metrics related to your free Company Page’s performance. You can …
• Track the number of followers your Company Page has.
• Identify what your visitors click on your page.
• Track page views and visitors.
• Compare your page’s performance to similar companies’ page performance.
You can set up a skeleton LinkedIn Company Page in just a few minutes and add to it at any time. A Company Page can only benefit your company in terms of spreading awareness and boosting word-of-mouth marketing, so if you don’t have a Company Page already, you should create one as soon as possible.