LinkedIn is the place to be for businesses. Whether you’re looking to network, hire or participate in thought leadership discussions, LinkedIn is a great platform to accomplish this and more. If you’re new to LinkedIn or even just looking to spruce up your page, there is a formula for making sure that your profile is searchable and engaging to potential consumers and employees.
Here are 10 items every LinkedIn company page should include.
1. Business name and LinkedIn URL
You obviously can’t create a company page without these things, but it’s important to ensure that they match your official business name so that your page is easy to find. If, for example, on your website your name is “Best Company Ever” but your LinkedIn page is abbreviated to BCE, this could create confusion. Also, make sure your URL is the same or very similar to your page name.
2. Company information
LinkedIn requires you to include details about your industry, business size and company type. Be sure to fill this out thoroughly and accurately – and don’t forget to update your company size as you grow.
Although LinkedIn doesn’t require you to include a website, it’s best practice to do so anyway. Adding your company website increases the likelihood that users who stumble upon your page follow through to your site and reach out to you directly. (Bonus points if you include a direct link to your LinkedIn page and any other social accounts on your site!)
Once again, this isn’t a requirement but you should definitely upload your company logo to your profile. Adding your logo not only makes your page seem more credible and established, but it can also help users distinguish your page from other companies with the same or similar names.
While not necessary, it’s a good idea to include a tagline. In 120 characters or less, explain what your company does or what it promises to deliver. You may want to consider utilizing the same tagline or slogan across your website and other social media accounts for consistency and searchability.
6. Header image
If you don’t include a cover photo, LinkedIn will choose a default one to fill the space behind your company logo at the top of the page. So, it’s a great opportunity to establish your brand identity and entice users by including your brand colors, tagline or even a photo of your business. Keep in mind that the photo must be 1,128×191 pixels.
Using keywords that are relevant to your industry can help make your profile more easily findable for your target audience. These aren’t just buzzwords like “best in the business,” “award-winning” or “industry-leading.” In fact, you should typically avoid these phrases because they lose their meaning when they’re overused as much as they are. Instead, be specific and think about what words potential customers or employees would search to find you (or your competitors!).
8. About us
This section is great for putting those relevant keywords to good use. You have 2,000 characters to tell the story of your brand, outline your business goals and do some research about the keywords you should be including. You might share a little about what you offer and what your company values are, as well as how people should contact you to learn more.
9. Custom button
This is an added feature for your profile that allows you to incorporate a strong and clear call-to-action for your followers. Whether you want them to go to your website or register for an event, you can customize the bottom and enter a URL for wherever you want to direct them.
Hashtags are not just for your posts, you can also add up to three hashtags to your profile that are related to your company, industry or audience. They are then included as “Community Hashtags” to your page, which allows you to participate in topics that are important to your company and interact with other posts as your brand.
Now that you know how to build an engaging company page, head over to LinkedIn to optimize your profile. The key takeaway is to make certain that your profile is complete. Don’t skip optional information because that will help your page stand apart from other businesses. In fact, pages with complete information can get up to 30% more views than those without.
Last but not least, be sure to actually post to your company page consistently and engage with your followers to keep their interest!