How to Create a LinkedIn Company Page That Stands Out

How to Create a LinkedIn Company Page That Stands Out

Having a polished and professional image is essential. One crucial aspect of this process is to create a LinkedIn company page that stands out, engages your audience, and showcases your brand effectively. This post will provide a step-by-step guide to creating a LinkedIn company page.

Key Takeaways

  • Craft a professional and effective LinkedIn company page to attract your target audience.
  • Leverage keywords, SEO best practices, rich media content, and groups for enhanced visibility.
  • Maximize business growth through Ads and job opportunities while maintaining regular updates on the page.

Crafting Your LinkedIn Company Page

Creating a LinkedIn company page is the foundation of your professional online presence. With over 850 million users worldwide, LinkedIn is an invaluable resource for networking, marketing, and talent acquisition, starting from your LinkedIn page, including the LinkedIn homepage.

Starting with the Basics: Access and Page Type Selection

How to create a LinkedIn company page
How to create a LinkedIn company page

To create a LinkedIn company page, follow these steps:

  1. Log in to your personal LinkedIn account.
  2. Click the Business icon in the top right corner to create your LinkedIn company page.
  3. Scroll down and select the “Create a Company Page+” button.
  4. From here, you’ll choose the appropriate page type for your business – options include “Company,” “Small to large business,” “Showcase page,” and “Educational institution.”

Before you proceed, ensure that your personal LinkedIn profile meets the prerequisites for creating a company page. Your profile must have a real first and last name, be at least seven days old, and have a profile strength of ‘Intermediate’ or ‘All-Star.’ If you encounter error messages, consider expanding your personal network and enhancing your profile before trying again.

Defining Your Page Identity with Essential Details

Example LinkedIn company page

Having chosen your page type, you should now define your page identity by providing essential details. You’ll need to input your company name, logo, and description. The description should be engaging and informative, highlighting your brand’s unique selling proposition. Remember to incorporate relevant keywords related to your industry, products, services, and target audience.

When crafting your company tagline, follow these steps:

  1. Keep it concise and impactful, with a maximum of 120 characters.
  2. Avoid using slang or jargon.
  3. Focus on what makes your business stand out.
  4. After completing these details, check the verification box to confirm that you are an authorized representative of the organization.
  5. Click the “Create page” button.

Tailoring Your Company Showcase

After creating your LinkedIn company page, you should now customize your company showcase. Start by adding a cover photo that represents your brand and captures your audience’s attention. The cover photo should have a particular size to be displayed correctly. The recommended size is 1584 px x 396 px.

Next, include your company’s location to make it easier for users to discover your business and job postings. Use LinkedIn’s customizable sections to create a comprehensive and engaging company showcase. Some of these sections include:

  • Home
  • My Company
  • About
  • Products
  • Posts
  • Jobs
  • People

Note that a completed profile can receive 30% more weekly views, so providing as much information as possible is beneficial.

Enhancing Visibility: Optimizing Your LinkedIn Company Page

Having created an initial LinkedIn company page, optimizing it for increased visibility is now important. In this section, we’ll explore how to:

  • Leverage keywords and SEO best practices
  • Engage your audience through rich media content
  • Connect with LinkedIn Groups to extend your reach and boost your online presence.

Leveraging Keywords and SEO Best Practices

To enhance your LinkedIn Page’s visibility and reach, you should include natural-sounding keywords in your company description. This will allow LinkedIn’s search algorithm to evaluate your page based on criteria such as keywords, industry, and job title, ultimately increasing the visibility of your page.

Along with using keywords in your description, you can also employ SEO best practices for your LinkedIn company page. This includes linking to the page from your website, updating employee pages regularly, and sharing pertinent content. This holistic approach to SEO can help you attract more followers, increase engagement, and ultimately, grow your business.

Engaging Through Rich Media Content

Rich media content, such as images, videos, and SlideShare presentations, can significantly enhance the engagement rate of your LinkedIn posts. A picture is worth a thousand words, and a captivating image or video can convey your message more effectively than text alone.

When sharing rich media content, consider using native video uploaded directly to LinkedIn rather than sharing a link to an external video platform. Native videos autoplay in the LinkedIn feed, increasing the likelihood of capturing your audience’s attention and driving engagement.

Connecting with LinkedIn Groups for Extended Reach

LinkedIn Groups provide an excellent opportunity to:

  • Connect with like-minded professionals
  • Expand your network beyond your existing connections
  • Participate in meaningful conversations
  • Share expertise
  • Promote your company’s content to a broader audience

To locate pertinent LinkedIn Groups for your business, you can utilize the search bar or request referrals from your existing network. Moreover, it is essential to adhere to the etiquette for interaction within LinkedIn Groups, including:

  • Customizing connection requests
  • Engaging meaningfully with other members
  • Being respectful and polite
  • Abstaining from sales pitches and overbearing self-promotion
  • Adhering to the group’s rules and regulations

Growing Your Professional Network

A robust professional network forms the foundation of any successful LinkedIn marketing strategy. In this section, we will help you understand the differences between personal LinkedIn profiles and company pages and guide you through inviting connections to follow your new company page.

These steps will help you grow your professional network and broaden your business’s reach.

Personal LinkedIn Profile vs. Company Page

Personal LinkedIn profiles highlight individual achievements and professional experiences, while company pages are intended to present your business and its offerings. Therefore, it’s essential to maintain a clear distinction between the two and share the appropriate content on each platform.

A LinkedIn company page is an ideal platform to share information about your organization, such as:

  • Company updates
  • Job postings
  • Industry news
  • Insights

This type of content is unsuitable for a personal profile or account. Instead, personal profiles should focus on individual achievements, experiences, and professional connections.

Inviting Connections to Follow Your New Page

To increase your company page’s following, invite your personal connections to follow the page directly from the “Admin Tools” section of the Page. This will enable you to tap into your existing network and expand your brand’s reach on LinkedIn.

While there is a weekly limit of 100 invitations, you can also invite non-connections to follow your company page. This allows you to reach a broader audience and increase your company’s visibility on the platform. Remember, the more followers your page has, the more potential clients and partners you can attract.

Driving Engagement and Interaction

Engagement with your audience on LinkedIn is critical for building enduring relationships and fostering business growth. In this section, we will explore how to craft compelling LinkedIn posts and utilize a mix of organic and sponsored post strategies to drive engagement and interaction with your target audience.

Crafting Compelling LinkedIn Posts

Creating appealing LinkedIn posts tailored to your audience’s interests and needs is vital for promoting engagement and interaction. Share valuable content relevant to your industry, such as thought leadership articles, industry news, and insights to achieve this.

In addition to sharing text-based content, consider incorporating multimedia elements such as photos, videos, and infographics to capture your audience’s attention and make your posts stand out. Experiment with different content formats and monitor engagement metrics to determine what resonates best with your audience.

Strategies for Organic and Sponsored Posts

Organic posts on LinkedIn are geared towards establishing long-term relationships and trust with your audience. In contrast, sponsored posts are paid content used to rapidly reach a broader audience and target particular demographics, interests, and behaviors. A balanced approach that combines both organic and sponsored posts should be utilized for an effective LinkedIn content strategy.

Experiment with different ad types, such as:

  • Sponsored Content
  • Text Ads
  • Sponsored InMail
  • Dynamic Ads
  • Display Ads

to determine the most effective strategy for reaching potential clients in your industry. By monitoring the performance of your organic and sponsored posts, you can refine your strategy and allocate resources accordingly to achieve the best results.

LinkedIn Analytics: Measuring Success

Evaluating success forms an integral part of any LinkedIn marketing strategy. This section will cover LinkedIn analytics, offering an understanding of key metrics and insights that can steer your data-driven decisions and enhance your LinkedIn company page performance.

Understanding Key Metrics and Insights

Monitoring key metrics such as:

  • Engagement rate
  • Follower growth rate
  • Page views
  • Unique visitors
  • Reach
  • Engagement rate

will provide insights into your LinkedIn company page’s performance. By regularly reviewing these metrics, you can identify trends and areas for improvement.

LinkedIn Analytics offers integrated metrics and insights to monitor and assess your page’s and content’s effectiveness. Use this data to adjust your content strategy, experiment with different post types, and refine your targeting to ensure that your LinkedIn company page consistently delivers value to your audience and contributes to your business’s growth.

Adapting Strategy Based on Data-Driven Decisions

Adapting based on data-driven decisions is essential for improving your LinkedIn strategy. By analyzing engagement metrics and insights from LinkedIn analytics, you can identify areas where your current strategy may be lacking and adjust accordingly.

For example, if your analytics data reveals that your audience is more engaged with video content than text-based posts, consider increasing the frequency of video posts in your content strategy. Similarly, if you notice that specific topics or post formats consistently underperform, it may be worth reevaluating their relevance to your audience and adjusting your approach accordingly.

Maximizing LinkedIn Features for Business Growth

LinkedIn provides numerous features that can aid your business’s growth. In this section, we will discuss how to maximize the potential of LinkedIn Ads and job opportunities for talent acquisition, helping you attract new clients, partners, and top talent to your organization.

LinkedIn Ads: Targeting Potential Clients

LinkedIn Ads are a potent tool for targeting potential clients and enhancing brand awareness. By creating targeted ad campaigns based on demographics, interests, and behaviors, you can reach a wider audience and generate new leads for your business.

Experiment with different ad formats, such as:

  • Sponsored Content
  • Text Ads
  • Sponsored InMail
  • Dynamic Ads
  • Display Ads

to determine which advertising strategy works best for your business. Monitor the performance of your ads and adjust your targeting, messaging, and budget as needed to optimize your return on investment.

Talent Acquisition through LinkedIn Job Opportunities

Attracting top talent is essential for the success and growth of your business. LinkedIn’s vast professional network provides an ideal platform for posting job opportunities and connecting with potential candidates. By leveraging LinkedIn job postings, you can showcase your company’s culture and benefits, reaching a wider audience of qualified professionals.

To create successful LinkedIn job postings, follow these steps:

  1. Understand your target employee persona and craft a job description with relevant keywords.
  2. Write with your audience in mind and focus on what makes your company an attractive workplace.
  3. Regularly update and refine your job postings to attract top talent and drive your business forward.

Maintaining Your LinkedIn Presence

Maintaining a steady and engaging LinkedIn presence is vital for your business’s online reputation and visibility. This section will discuss strategies for regularly updating and sharing content and revisiting and refreshing your LinkedIn company page to keep it fresh and relevant.

Regular Updates and Content Sharing

Sharing regular updates and content is necessary to maintain an active LinkedIn company page and engage with your followers. Aim to post at least once a week, although the optimal frequency may vary depending on your industry and audience engagement. Monitor your engagement metrics to determine your business’s most effective posting schedule.

In addition to sharing company news and industry insights, consider utilizing different media formats such as photos, videos, and infographics to capture your audience’s attention and make your posts stand out. Engaging with your audience in the comments section and sharing their content can foster stronger connections and boost your page’s visibility.

Revisiting and Refreshing Your Page Regularly

Periodic revisits and refreshes of your LinkedIn company page are crucial for its upkeep and accurate representation of your business. Review your page’s header photo, page info, about section, and community to identify any areas requiring updates or improvements.

By keeping your LinkedIn company page current and relevant, you can better engage with your audience, showcase your brand, and maintain a solid online presence. Regular updates signal the LinkedIn algorithm that your page is active, increasing your chances of being favored in search results and recommendations.


Mastering your LinkedIn company page is essential for establishing your professional image and growing your business. By following these guidelines, you can create a compelling company page, optimize your visibility, engage with your audience, expand your professional network, measure success through analytics, maximize LinkedIn features for growth, and maintain your presence on the platform.

Frequently Asked Questions (FAQs)

To create a company page on LinkedIn, click the ‘Business’ icon in the top right-hand corner, select ‘Create a Company Page,’ and follow the prompts to enter the required information. You will need to choose the page type and provide the page identity, company/institution details, and profile details.

Creating a LinkedIn company page is free and requires a personal LinkedIn account and verified email address.

No, you need a personal profile to create a LinkedIn company page. This benefits small business owners, as they can use it to build their professional relationships.

Creating a LinkedIn company page offers more opportunities for prospects to discover your content and can be beneficial for SEO. Thus, setting up a LinkedIn company page is worth it.

Post updates on your LinkedIn company page at least once a week for optimal engagement.

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