Eric GoldscheinFrom employee highlights to engaging content, your LinkedIn page should be working overtime to attract the best employees.
While most businesses understand the power of social media from a branding and marketing perspective, many of their LinkedIn pages end up as little more than a glorified “About Us.”
LinkedIn may not be as colorful as Instagram, or as ubiquitous as Facebook, but it is a dynamic platform with plenty of options for building media-rich and informative pages that make an impact on visitors’ views of your company.
If your goal is to attract top-level talent, impress potential customers, and drive conversations important to your business—a compelling LinkedIn company page is a must-have. The question is, how do businesses create better LinkedIn pages?
Here are seven ways to improve your company’s Linkedin presence:
1. Cover the page basics
Before you go too far, make sure your page has all the basic information in place to make it a valuable marketing channel for your company. That means including the:
- Company name and URL
- External website link
- Company details including industry, company size, company type
- Logo (300×300 pixels is recommended) and tagline
- Company description (250-2,000 characters), utilizing industry keywords.
A LinkedIn page without this information will feel incomplete—and according to HootSuite, completed Company Pages receive twice the number of visitors of those with incomplete pages. These pages are better optimized for search as well.
2. Populate your updates with branded imagery
You’ve spent time and money creating a visual brand for your business—show it off. Consistent use of your logo and colors within your updates gives your page a professional look and helps you stand out among the 30 million other pages on LinkedIn.
3. Use Showcase pages to highlight recent work
Whatever new projects, products, or campaigns your business is working on, use Showcase Pages to provide them their own voice. This not only gives your LinkedIn a larger digital footprint, but it ensures that each initiative has a dedicated page that you can use to target specific audiences—particularly helpful when recruiting talent for a particular role or team.
You can promote and optimize these pages with keywords, just as you do with your main page.
4. Use Career pages to appeal to great talent
LinkedIn as a whole can be used for a number of purposes—but Career Pages are now specifically where businesses can promote their company culture and newly opened roles. Use Career Pages to share the story of your company through videos, photos, and employee-created content. Pages like these will help potential hires understand who your business has already hired, and why.
5. Decide on a branding strategy for your page
If the content for your LinkedIn is all over the place and you can’t seem to get consistent engagement, first settle on a branding strategy. The strategy for establishing thought leadership—sharing perspectives on industry news and trends, product how-to’s, articles that reflect your mission—is different than the strategy for lead generation—sharing upper funnel and lower funnel content like tip sheets and case studies.
You can always change your strategy over time as your objectives shift, but don’t try to do everything at once.
6. Write short and “spicy” updates
LinkedIn recommends you keep your updates “short, sweet, and spicy.” That means text that is 150 characters or less, with an eye-catching point of view or statistic, with relevant hashtags.
Other aspects of a quality update include: using a call-to-action, adding a quality image (in the range of 1200×627 pixels) that is branded and matches the messaging, with a vanity URL that you can use to track traffic.
Speaking of URLs: Links are important, and posts with links get 45% higher engagement than those without. That said, the occasional post without a link—meant to simply pass along a message, not send readers to your website or other landing page—can also have a big impact.
7. Follow best practices for content engagement
It can be difficult to garner engagement for your posts—and engagement is how to expand your network to reach influencers, thought leaders, and talent. Best practices for increasing engagement on LinkedIn include:
- Share effective, oft-shared content such as eBooks, SlideShares, infographics, case studies, how-to content, vivid visuals, and themed posts.
- Create targeted updates. You can alter your target audience by variables like geography, job function, seniority level, and more—and then post content that appeals to this narrower scope.
- Create your own, non-stock images, with stats and text embedded directly in them.
- Use free visual tools like Haiku Deck (creates excellent presentations for web sharing) and Piktochart (builds beautiful charts, graphs, banners, and other visual content).
An enticing LinkedIn page will make tapping into other people’s networks and finding great talent easy. Start thinking of your LinkedIn as an extension of your company brand, and you’ll no doubt find other ways to impress your peers, competitors, and future employees.
Sarah Wallace
