12 reasons to create a company page on LinkedIn

If you’re in two minds about creating a company page on LinkedIn, check out these benefits that you can take advantage of by creating a company page to represent your brand on LinkedIn. This blog post will also be very useful to understand if you’re making full use of your company page on LinkedIn.

Check out these twelve advantages that creating a company page offers.

1. Creating a company page on LinkedIn presents you with an opportunity to create a distinct identity for your organization on LinkedIn.
2. You get to add a smart cover image representing your logo, products, services, or any other aspect you wish to highlight. You can also add a short tagline up to 120 characters to add some punch to the pitch on your company page.
3. You can add a short summary about your company, locations of your global offices, your company logo, website URL, featured groups, and relevant hashtags.
4. You can post and interact with select content as an organization, your employees can tag your company page as their employer (this shows up as the employee number on your company page), you can post jobs, and showcase your products and services.
5. Having a company page allows you to run sponsored campaigns on LinkedIn to target your audience based on various criteria. You can also run targeted paid campaigns to increase followers for you company page.
6. Potential clients, employees, and practically any user on LinkedIn can “Follow” your company page to remain abreast of all updates being posted on the page. The more the number of followers, greater the reach and impact.
7. Admins for the company page can view the number of impressions, clicks, and shares for each of their updates. You can add other members to become admins of your company page, but you need to be connected to them to be able to do this.
8. You get alerts for all activity related to content on your company page. In short, you get to know who all have liked, shared, or commented on the updates posted on your company page.
9. You get detailed analytics on your visitors, updates, and followers, including details on their geographies and job functions, apart from engagement statistics for your content for up to a year.
10. You can also compare your follower, updates, and engagement rates with those of your competitors under the analytics section. Note that these competitors/similar companies are auto-selected by LinkedIn, and you might miss out on some obvious ones.
11. Once you’ve added hashtags to your company page, you can click on those hashtags to interact with content posted under that hashtag as a company.
12. Once you’ve created a company page, you can create multiple showcase pages to represent your different brands on LinkedIn.

I’ll be covering the difference between a company page, an affiliate page, and a showcase page in a separate blog post. Till then, remember that growing the number of followers on your company page, at least in the initial stages, is not an easy task. But do not lose hope. Keep posting relevant and engaging content to grow your follower count. I’ll also be covering tips for attracting relevant followers to your company page in a separate post.

Did you find this post useful? Do not forget to like, share, and comment! Feel free to post a comment if you’d like me to cover specific aspects related to LinkedIn in subsequent blog posts.

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Should start-ups opt for a LinkedIn profile or a company page?

With more than 645 million members in 200+ countries and territories, LinkedIn is by far the world’s largest social media platform for professionals across the globe. So, if your organization’s goal is to reach out to high-potential employees or to showcase your brand and reach out to potential clients, LinkedIn is the place to be. Especially, if you’re looking for B2B opportunities, LinkedIn is probably the best bet around.

The type of engagement and results you can get through connecting and engaging with other like-minded professionals through your personal LinkedIn profile will be quite different from the engagement you can get through a company page. I’ve covered the various advantages of creating a company page in a separate blog post. Do check it out. But first, let’s get done with whether it makes more sense to make do with a LinkedIn profile or to create a company page, especially for start-ups.

A lot of start-ups/small-sized organizations create a LinkedIn profile instead of a company page to represent their brand on LinkedIn. It must be remembered that LinkedIn profiles are for individual members, and company pages are for organizations, institutions, or brands. In fact, it is against LinkedIn’s terms and conditions to create a LinkedIn profile to represent a company or an institution. In other words, a LinkedIn profile should always represent a person and NOT a company or institution. But do also note that you can create a company page only if you have a personal LinkedIn profile.

Start off with networking using a personal profile

If you’re just starting off on LinkedIn, it is always advisable to create a personal profile and begin networking with like-minded professionals or your target audience. An easy way to begin is to connect with your family, friends, colleagues, and classmates. Always remember to include an introductory note if you’re sending a connection request to someone who might not know you. That said, building your network of connections on LinkedIn is much easier than creating a base of followers for your company page on LinkedIn.

Once you have a good number of connections and understand LinkedIn well, you can explore creating a company page, especially if you’re looking to do paid promotions to enhance the reach of your brand on LinkedIn.

Creating a company page on LinkedIn

So, how do you create a company page on LinkedIn? It’s simple! Click on the “Work” icon on the top right corner of your LinkedIn homepage and then click on “Create a company page” to create your company page. More guidelines on creating a company page on LinkedIn can be found here on LinkedIn’s Help Center.

Do read this blog post to understand the benefits of creating a company page on LinkedIn that cannot be availed using a personal profile.

How to expand your LinkedIn Network exponentially

If you’re looking to expand your professional network, LinkedIn is the place to be. LinkedIn has around 562+ Million members from across 200 countries and territories the world. What’s more? It is by far the most successful platform for generating B2B leads.

How big is your network?

Click this LinkedIn Search Link to get the size of your current 2nd degree network (works only on your desktop/laptop). Multiply the result by 100, to get a very rough estimate of your 3rd degree network size.

Why is it important to expand your network on LinkedIn?

Even though LinkedIn has 562M+ members, your search results are limited to only your network. What this means is that unless you search for a specific person by their name, your search results would only throw up people who are connected to you by at least 3rd degree on LinkedIn. Read this article to understand how LinkedIn defines various degrees of connections. So, your search results are quite limited unless your really expand your LinkedIn network.

Connect with LIONs

One of the best ways to get around this limitation and to expand your search is to connect with LIONs (LinkedIn Open Networkers) in your target geography. LIONs are people with a huge number of connections and who never refuse a connection request. For example, if you’re searching for leads/potential recruits in a certain country/region, the best bet is to first start off with searching for and connecting to LIONs in that region. What this does is that for every person you connect with, your network can grow by 1K to 100K people depending on how connected that person is. Hence, it is important to develop a strategy to ensure that your target audience/prospects are somehow connected to you at least by 3rd degree – else, they won’t be visible to you.

Join large industry groups

Another useful and quick fix to expand your network is to join large LinkedIn groups. The advantage with doing this is that all members of a group you join are considered part of your network because you’re both members of the same group.

Make the most of your Premium or Sales Navigator Account

In fact, even if you have a Premium or Sales Navigator account, you won’t see more names than those in your 3rd degree & Groups. The advantage of these paid accounts is that you get to shortlist the results with more filters. So, even with these paid accounts, to see more people, you must increase the size of your 3rd degree network!

Click this LinkedIn search link to find LIONS with large networks – each connection will get you roughly around 1M+ 3rd degree connections. Change “United States” in the filter on top to your target country if required.

That’s all for now! Keep watching this space for more useful tips to network on LinkedIn.

Finally, remember to share your feedback through the comments section below.