Managing Your LinkedIn Company Page

If you don’t already have a LinkedIn Company Page, adding one to your social media marketing mix can result in more work to keep up with it. There are some technical similarities in terms of how you post to Facebook and how you post to LinkedIn such as the ability to monitor and post to either from a website, as well as an iOS or Android mobile app. There are also differences that you need to keep in mind such as the different audiences and different types of conversations that take place on each platform.

Once you have a LinkedIn Company Page, one of the first things you should do to promote and enhance it is to add a link to it from the Experience section of your personal LinkedIn Profile. If you have employees, they can also edit their employment details on their personal profiles to link to the Page. By doing so, you and your employees will be listed on your Company Page, creating more opportunities for people to connect with you.

Here are some other things you can do to manage your LinkedIn Company Page and market your business:

Streamline Your Posting Process. The process of managing multiple social networks can be daunting, and adding a new social network account to your social media marketing activities can tax already limited resources. You can mitigate this burden by using a social media management tool like Buffer, Hootsuite, or Sprout Social to plan and schedule your posts. Most of the popular management tools have LinkedIn integration along with Facebook, Instagram, X, and others.

Post Relevant Information to Your Page. Because LinkedIn reaches a more professional audience, make sure to tailor your messaging appropriately. Share information about your company and engage with the LinkedIn members who follow your page. Post company news, job opportunities, industry trends, information about your products or services, relevant events, and other topics that can attract attention and generate interest. While LinkedIn conversations have skewed a little more personal on individual Profiles, Company Page posts have remained more business oriented. However, as with any social media messaging for a business, you can humanize your company based on the tone and content you post.

Post Job Openings to Your Page. Post a job opening for free on your LinkedIn Company Page and tap into a pool of professionals, many of whom are using LinkedIn to find a job. Once people begin applying for your open position, you can review, rate, and prioritize applicants in the admin section of your Page. If you want to push your job listing beyond your Company Page, LinkedIn provides job post ads for a fee to target potentially qualified candidates. If you are paying to advertise the job, you’ll get access to additional hiring management tools.

Sponsor Content on Your Page (Advertise). Similar to Facebook Pages, you can boost or “sponsor” posts that you’ve published on your LinkedIn Company Page for a fee. LinkedIn gives you a list of options for your ad objective:

• Brand awareness
• Website visits
• Engagement
• Video views
• Lead generation
• Website conversions
• Job Applicants

You can target the audience for your ad using specific criteria such as:

• Location
• Audience attributes - like the company where they work, their job experience and education, and other basic demographics and psychographics
• Custom audiences you can create

Only admins have permission to sponsor a post or access the LinkedIn Campaign Manager, LinkedIn’s ad management tool.

Managing a LinkedIn Company Page does require additional work, but with clear goals, an understanding of your audience, and a streamlined process leveraging the right tools, having a business presence on LinkedIn can help you network and generate leads.