Tips for making the most of your company page on LinkedIn

Most companies have a presence on LinkedIn, with employees connected and an official company page, but many are left wondering how this can work for them, or how their page can best be used. We’ve put together some top tips for making the most of your company page, including some tricks that you might not be aware of! These tips apply to all businesses, no matter how big or small you are, as your LinkedIn page is an important place for keeping employees connected as well as being a source for new business or contacts. If you’ve claimed your business page, people are going to find it, so you want to make sure it’s as up to date as possible, using all the features available within LinkedIn to optimise it.

Add an RSS feed

One of the most frustrating things about a company LinkedIn page is that, unlike Facebook, you can’t post updates onto the page to keep your followers informed of industry news, links you want so share, or the latest news from your company. There is a way around this, through using RSS. If you run a blog for example, you can easily add that content onto your LinkedIn page, which is an easy way to keep the page fresh with new content and give people a reason to follow your company on LinkedIn. You can do this by clicking on ‘Admin Tools’ at the top of the page, then ‘Edit’ :

When you’re in the edit section, just scroll down to company blog RSS feed and add yours in :

Make sure your employees’ profiles are up to date

Within your company page, there is an easy link for users to visit, that takes them to statistics about your employees. For prospective clients, potential employees and stakeholders you obviously want to show your company at its best. Within this screen, anyone can access information such as the level of experience within your company, degrees and previous job functions :

Here you should make sure that employees are keeping their LinkedIn profiles up to date and have put as much information in as possible, as this will reflect directly on your company.

Add video to your services page

While you can’t add video onto the main homepage of your company page on LinkedIn, you can add this within the services section. Next to the description of your services, where you add in text and images to support your service offering, you can simply put in the Youtube url of your video and it will be embedded onto the page directly :

Create targeted audiences

As well as showing your complete company information on your LinkedIn page, you can also create sub-audiences that are unique, for example if you want to target people geographically. This allows you to update the page with more relevant content that might not apply to all your company followers. Here you can also get more detailed in the information you put on, that might only be relevant to a particular group, so you don’t risk putting people off that this information might not be suited to. You can do this by clicking into ‘services’ , ‘edit’ and then ‘create new audience :

Within this screen you can then select filters that apply to your group, such as industry, geography, company size and seniority. Once this is created, you can see a preview of all the pages and sub-pages you’ve created, with information editable specifically within each page, to make it relevant to that audience.

Add a company contact

When you add a new product or service on your page, you have the option to list a contact within the company, that is the best person to receive inquiries or queries. In order to do this, you have to be personally connected to the person from within the profile you’re logged into, and it’s a great way to bring a bit of life to your page and also showcase the people at your organisation. You can do this within the services page by clicking ‘admin tools’ then ‘add a product a or service’. From within this screen you can go through and add the text description and urls, then go onto step 8 to add up to 3 company contacts:

Ask for recommendations

Just as you have recommendations on personal profiles on LinkedIn, recommendations are now also displayed in company pages, through the products and services tabs. This provides an easy way for interested prospects to research how well your products are received and how your company is viewed overall. Every time you receive a recommendation for your company, this will appear on your company page. You can encourage recommendations by requesting these from clients or service providers you use.