If you are looking to build your network, generate leads or connect with industry professionals, we at Raidious have always been proponents of including LinkedIn in your social media strategy. This has not changed, but last fall, LinkedIn’s company pages did change. The network’s shift to a more eye-catching, streamlined designed has made LinkedIn not only a social network that should be included in your social media strategy, but also should be a primary focus in that strategy, especially if you are a B2B company.
Just in case you’ve been ignoring the design overhaul on LinkedIn’s company pages, here’s the skinny on what’s changed:
The Home tab is your company’s overview page. Look at it as your “first impression” page. This is your chance to tell users why they should be interested in your company. With the “About” section now at the bottom of this page, adding a cover photo and adding company updates will be what makes a new user’s first impression of your company page a good one.
Your company updates can be job openings, blog posts, industry news articles, infographics, photos and more. Content is what drives online marketing, and this is where you drive content to your users. What takes this one step further is the ability to direct your content to targeted audiences. You can specify a target audience based on company size, industry, function, seniority and geography. Providing relevant content to users will increase engagement and position your company as a thought leader.
Do you have a company update that you’d like to be the first thing users see when they come to your page? Once you’ve posted the update, select “feature this post” to keep it at the top of your recent updates.
The careers tab requires a subscription in order to use it to its fullest capabilities. It is where your company can list job openings, target candidates and learn who has viewed your postings.
If you do not have a subscription, the careers tab showcases your current employees. Your employees who are using LinkedIn are powerful tools to drive users to your company page. When they list your company as the location of their current job, their connections will have an opportunity to click through to your company page.
Products and Services
This is arguably the most notable aspect of your company page because it has the potential to drive users to your website and lead to sales. Just as it sounds, this is a place to list your company’s products and/or services. Each product or service listed can include descriptions, a photo, a YouTube video, a special promotion or offer, a link where it can be found on your website and employee contact information. Once you have added a product or service, users then have the ability to recommend it. These recommendations appear to the right of each product or service, and users can easily see if their connections have made a recommendation.
Your insights are essential if you would like to dig deeper into who your followers are and who is visiting your page.
Follower insights show you your total followers, new followers, follower impressions and follower demographics. Follower demographics include seniority, industry, function, region, company size and employees.
Page insights show you the number of page views, unique visitors and page clicks. Like your follower demographics, page insights also reveals page visitor demographics. These include seniority, industry, function, region, company size and employees.
Want more information about how to use LinkedIn company pages for your business? Leave me a comment below!