How to create a company page on LinkedIn: guide and tips

Are you looking for a social platform that allows your brand to be maximally valued in a network of professionals in your industry?

Creating a company page on LinkedIn is a fantastic opportunity to promote your products or services, recruit top talent, and share important, interesting, and useful updates.

All of this provided that you don’t use it as a mere advertising space but as an excellent resource for creating new partnerships and opportunities.

Let’s see, step by step, how to create a company page on LinkedIn and how to optimize it to the fullest.

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Company vs. Personal LinkedIn Profiles

Before discovering step by step how to create a company page, let’s clarify the main differences between these types of profiles. On LinkedIn, the personal profile is the starting point, the first thing you are asked to do when signing up is to open an account as an individual.

At some point, however, to have a good communication strategy for your business, you will need a company page. Let’s see the characteristics of these profiles:

Personal Profile

  • single person
  • 30K connection limit
  • posts and articles
  • no Ads
  • no job offers
  • no events
  • few statistics

Company Profile

  • recommended to have multiple administrators
  • no limits on connections/employees
  • only posts, no articles
  • sponsored
  • storefronts
  • job offers
  • events
  • more comprehensive statistics

How to create a company page on LinkedIn: first steps

After a brief brainstorming session, you’ve concluded that you want to create a company page on LinkedIn. What are the next steps?

how to create a company page linkedin button

Fortunately, creating a LinkedIn company page is very easy and simple:

  • click on the job icon to the right of your profile picture and open the dropdown menu
  • choose the option, which you will find at the bottom, “Create a company page
  • depending on your organization, you will now need to choose between the options for a small business, medium-sized business, large business, educational institution, or showcase page
  • enter your company’s name and the associated URL; the latter will be unique, meaning it cannot already be in use by another company
  • after entering all the information, check the box to confirm that you have authorization to create the page on behalf of the company
  • click the Create Page button, and you’re done.

At this point, you’ll be ready to set up an effective LinkedIn strategy for your business!

Requirements

Can’t create your company page? Unlike other social platforms, LinkedIn doesn’t allow everyone to open this type of page unless certain requirements are met. Let’s see what they are:

  • have an active personal account profile, and it’s not recently created, with a good number of connections
  • either be an employee or owner of the company
  • have your business linked in the list of professional experiences on your profile
  • own a business email that references your company, so no generic names

If you don’t meet these requirements, the platform will prevent you from creating a company page, suggesting the creation of a group instead, but that’s not what we want.

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What is the cost of creating a company page?

One of the questions that very often arises in the marketing strategy phase is related to costs.

Like all social networks, a company can be present on LinkedIn at no cost. There is no registration fee required to create a Company Page.

If, however, you are looking for more advanced features, you can choose from several monthly subscriptions available in the Premium version for your accounts:

linkedin premium plans

Linkedin company page: management and configuration

After successfully completing the page creation process, the real optimization work begins.

If you want to achieve results, you must pay close attention to some fundamental aspects that make up your page.

In the following paragraphs, we will go through point by point all the aspects to be taken care of and the features provided by LinkedIn!

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How to add the company page to your profile

As we’ve seen before, to open a company page, you must first have a personal profile.

An important step is to link your company page to your profile. This helps with Brand Awareness for the business and also boosts organic traffic to the company’s official page and website.

Specifically, you can enter the company name with its logo in your work experiences. The process is the standard one: go to your profile > add work experience > enter the company name.

The first thing you’ll notice is a dropdown menu with the logo and name of the company page you’ve just created.

This logo added to your page will be clickable and will directly link to the company page, enhancing navigation.

 

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Adding or removing administrators

Although the company page is owned by a single account, a best practice is to assign multiple administrators who are capable of making changes or updates to the content on the page if needed.

The process for managing administrator roles is as follows:

  • the profile you want to promote must already be in your connections list
  • click on “admin tools
  • Select ”page administrators” from the dropdown menu
  • enter the name of the designated account
  • in this section, you can choose what powers to give to the new administrator, either total control or limited

If you want to remove an administrator from your page, you just need to return to this tools menu and click on Remove next to the name in the list.

Editing the page

Once you have created your company page, you can access the information section. Here, as an administrator, you can individually edit all the entries.

Let’s see what functions you can integrate:

  • buttons – we all know the importance of a Call to Action. This is what buttons allow you to do. You can choose from various options: contact, subscribe, register, learn more, and visit a website. Simply input the redirect URL, and your button will appear beneath your company name.
  • overview – in this section, there is a “description” text field with a maximum of 2000 characters. Feel free to elaborate on your company’s mission and vision.
  • location – enter all the details related to your company’s headquarters, and if you have multiple locations, this is where you can add various addresses.
  • hashtags – you’ll have 3 hashtags to associate with your brand, so choose them wisely!
  • featured groups – this section allows you to highlight a maximum of 10 groups with which you engage the most.
  • languages – if you have an international company, it’s a good idea to add translations in the name, slogan, and description fields.
  • cover image – this is the space to convey your brand’s philosophy with carefully crafted and captivating images.

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TAKE YOUR COMPANY TO THE DIGITAL REALM

How to set up graphics on LinkedIn:

LinkedIn may not be the foremost visual social platform, but it provides us with some useful elements that we should pay special attention to for our company page:

  • profile picture: here, you should upload your logo with dimensions of 300×300 pixels.
  • banner: this is the most important visual section, and the dimensions should be 1536×768 pixels, let your creativity shine while always adhering to the philosophy and color harmony you’ve chosen for your brand. Unlike the logo, it’s a good practice to update this section regularly.

Showcase pages: what they are

Let’s discover one of the most useful features offered by your LinkedIn company page, “showcase pages.”

In addition to the main page, you can highlight specific services, products, or initiatives of your company through showcase subpages (up to a maximum of 10).

However, please note that these pages have a life of their own, which means they will have their followers separate from the main page and require dedicated content. Make sure you have the necessary resources to manage the maintenance of this feature.

The steps for creating Showcase Pages are straightforward:

  • access the Administrator view of the main page
  • Select Admin tools from the upper right corner.
  • select Create Showcase Page from the dropdown menu
  • enter the name and URL
  • create Page

Career pages: what they are

A dedicated section for recruiting, “Career Pages” is ideal for attracting talent and generating interest.

Unlike job listings, this feature allows you to present your company by including videos and employee testimonials, thus promoting the interest of new talents.

However, Career Pages are a paid service. Depending on your needs, you can choose from the Silver, Gold, and Platinum offerings that LinkedIn provides.

Data analysis

Data analysis is of fundamental importance and should be done regularly. This allows us to have a good overview of the performance of our company page and helps us make decisions about activities to enhance or modify to achieve our goals.

linkedin page analytics

In the “Analytics” section of our page, LinkedIn provides us with all the data we need in a very intuitive way:

  • visitors – here, you’ll find information about people who have visited our page
  • updates – a section dedicated to interactions with your organic and sponsored content
  • followersdetailed insights into the people who have chosen to follow you

Tips and strategies for a successful LinkedIn company profile

We’ve covered the main steps for creating a company page correctly and how important it is to monitor analysis data to create a solid marketing strategy.

Have we said it all? There are many considerations, many of which would need to be analyzed on a case-by-case basis, but there are some general best practices that cannot be overlooked.

Creating an editorial calendar

Any marketing strategy should start with the creation of an editorial calendar specifically tailored to your company. Various tools are available to assist us in this process.

However, the best advice is to consult a professional capable of analyzing your needs, taking into account:

  • scheduling page content
  • how to give visibility to published posts
  • identifying the best posting times

Content

Once we have our editorial calendar, including the right mix of text, links, images, and videos, we must remember one of the main rules of today’s marketing: “Content is King.”

Ignoring the quality of our content is equivalent to driving away potential interested users, negating all our efforts.

Pay special attention to videos; we know that they can generate twice as many interactions and be better indexed than purely textual posts.

Reveal the clarity and values of your company by posting photos or videos related to the company life of your employees.

Remember, the company page is not your personal space, so limit the content to the communication strategy adopted by your company.

LinkedIn algorithm: how it works

As we all know, social platforms are governed by algorithms that determine how much engagement and ranking a post or content can achieve.

LinkedIn’s algorithm, in particular, depends on several phases, supported by a structure called “followfeed.”

At the time of publication, the system assigns a classification: spam, low quality, or clear, and analyzes it based on community feedback.

Only after these processes do we move on to the supervision of editors who decide whether to move the content up or down in the feed.

What can we do to optimize this result?

  • text length – posts with text between 130 and 190 characters have a higher chance of appearing in feeds
  • post language and browser – it is essential to maintain language consistency between the post and the browser displaying it
  • posting time – data analysis is back; based on the target audience, identify the best times to post your content

How to increase followers and views

We’ve come to the question everyone expects: I’ve perfectly curated my company page, so how do I increase my followers on LinkedIn and the reach of views?

As with other topics, to be more specific, you would need to analyze each case individually, but there are undoubtedly some very useful tips that will allow you to achieve great results:

  • engage your staff – the people closest to your company are the first to be notified of the new page being launched, inviting them to follow and update their profiles with the clickable logo in their job position
  • invite your contacts to the page – involve everyone associated with your business
  • websiteupdate your website with call-to-action buttons that link to your page and vice versa
  • stay active – there’s nothing worse than a page that seems to have been abandoned for weeks at first glance
  • email – Include the page link in your email signature
  • LinkedIn Ads – especially for B2B, LinkedIn sponsored posts have excellent performance, even better than Adwords and Facebook ads. The paid feature of LinkedIn Ads allows you to invest in the platform with dynamics similar to those of common B2C social networks.

These are just some practical tips on how to promote a company on LinkedIn that you can incorporate into your strategy right away.

What not to do on a company page

Just as there are best practices for improving our company page, there are multiple mistakes and behaviors that can negate our efforts and harm our brand:

company page don'ts

  • using the company page as if it were our profile is an absolute error to avoid; communication strategies must be studied and consistent with the message we want to convey about our company
  • very often, we find “company profiles” on LinkedIn instead of “company pages,” which are profiles branded with the company’s logo and name, a common mistake. The reason is quickly explained by the platform itself; according to the guidelines we agree to when we sign up, we accept that we register as individuals. If you don’t want your profile to be closed, losing all the work done and connections made, it’s better to respect LinkedIn’s policy.

How to train and stay updated on LinkedIn

The world of social media and the web, in general, is in constant flux day by day. To make the most of these vast opportunities, the only way is to properly educate oneself and stay constantly updated.

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Conclusion

LinkedIn is the largest professional social network in the world with over 575 million users. Not being present with your company in the right way would be a missed opportunity, don’t you think?

Through this guide, I have tried to be as clear as possible, addressing the most important topics and challenges that can arise in the process of setting up a company page on LinkedIn.

I hope you found this in-depth article useful and interesting. Thank you for reading, and good luck with the future of your business.

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