Any social media channel is a great place to showcase your company. Also, it's often the first impression people get. This is especially true for LinkedIn, the number one social network focussed on business relationship building. Think about prospects, future employees or other stakeholders researching you. If you make your Company Page shine and look professional, this will positively affect the (first) impression you make.
From a structure point-of-view, Personal Profiles look pretty similar to Company Pages. If you can convince your employees to implement the same design elements as on your Company Page, that's a huge bonus. It's basically an extension of your Company's look and feel.
What are the fundamental parts of a LinkedIn Company page?
Profile picture
A professional profile picture of a LinkedIn Company page typically shows your logo or full company name, depending on what's the best fit for the square area that LinkedIn proposes.
At Willow, we choose to go for our Favicon, which is the icon you see in a browser tab.
Use a profile picture that is at least 400x400px to ensure that it does not get pixelated when you update it. Linkedin also allows you to carefully crop and enlarge the image when you upload it. Center your logo so that it doesn’t get cut at the sides.
Cover photo
Cover photos are a chance to establish your employer brand or focus on an overarching theme or campaign. Try to keep it updated so it reflects if the company is growing, recruiting, or attending a particular event. Instantly, people visiting your page will figure out what you’re about.
In our case, we are taking advantage of the large space that the cover photo provides, to promote our e-book.
The recommended size of a Cover photo on Linkedin is 1128 (w) x 191 (h) pixels. Although, when viewed on different devices, the sides of the image get cut off. So as a general rule, keep the important elements of your cover photo towards the center, away from the edges. Again LinkedIn will allow you to position it perfectly when you update it.
If you are an Admin of your Company Page, you'll be able to edit your page in the Admin View. Just hit the Edit Page button in the top right corner to access the menu.
Username
Your company's username is the last piece of the url of the Company Page
This is not something most people get wrong, unless
you decide to add your slogan to your business page.
your Company Page username has already been taken.
That last scenario actually happened to us, which is why we got creative and chose the username willowdotco. The url will look like this: www.linkedin.com/company/willowdotco. It's how you pronounce our website url, which is where you want them to end up eventually.
Tagline
While you're in the Edit Page section, under that same Page Info tab, you'll be able to write a short one-liner Tagline. It'll appear under your profile picture and company name. If you already have a tagline sorted out, great. If not, take your elevator pitch and then shorten it further. Typically, your website will be a good source of inspiration.
Buttons
The Buttons tab allows you to modify the call-to-action under your profile picture, next to the Follow button. You have several options, depending on whether you want people to:
get in touch directly by email or phone,
go to a Specific Landing page with
more information about your product or service
a registration page for an event, webinar, trial or other
a sign up form to download an ebook or receive a newsletter
visit your website.
Choose from the Button options to direct traffic to fulfill your business goals.
Overview
In the overview tab, you can add additional information that's relevant for followers and other stakeholders who might be researching you.
Description
Take time to write a longer description of what your company does in the given box. Even though this part of the profile is not immediately visible, it is essential for people who are interested enough to scroll through your page and read it and get a better sense of the services you provide, the values you have as a company and briefly your vision for the company and its role in the community at large.
💥 More importantly, this description also shows on the profile of your employees. At least, if they update the 'Experience' section of their profile. Encourage your employees to take care of their profile. It's a great chance to establish a professional brand across all potential touchpoints on LinkedIn. And it comes in handy for people researching your employees to learn more about your company.
Company characteristics
Fill out your Industry, Size, Type of company Locations and Specialties so this information becomes available in the blink of an eye (either under your Tagline or in the About section)
Hashtags & Groups
Hashtags play an important role on Linkedin. You can use them on your profile strategically to reach the right audience. You can follow 3 hashtags that are showcased on your page.
Similarly, take some time to look for some Groups related to your industry. LinkedIn will showcase them on your page too. Your visitors might follow them from your page and show them your posts in the future too if you hashtag them or post them in the relevant groups. As a small business getting followers and getting people to see your posts is slightly easier like this.
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