LinkedIn is a business-to-business social networking site that connects industry professionals and companies.
While primarily used by individuals, companies can also utilise the benefits of LinkedIn. Companies can leverage LinkedIn to grow their network, secure their reputation as industry experts, and increase brand visibility.
From optimising your company profile to encouraging your employees to get on board with LinkedIn, here are the top five ways your company can use LinkedIn.
1. Optimise Your Company Profile
Like your personal profile, company profiles are one of the first things potential employees, clients, connections, and other vital stakeholders see when they engage with your content.
By ensuring that your company profile is complete, you increase your visibility and your brand awareness.
First, set your company logo as the profile picture. Whether you’re growing a brand or your company is already well-known, your logo is one of the most iconic aspects of your business. Your logo is the face of your company.
You also must ensure that your company name is visible and written in full, both as the profile name and your LinkedIn custom URL.
Update your headline with keyword-rich, professional language. It should detail what your company does or why a potential stakeholder would engage, work with, or hire you. This is also an excellent opportunity to update your company tagline.
Especially important if you’re working locally, your company location needs to be visible and broadly defined. Rather than your local community, pick the largest metropolitan area near you that makes sense for your company. If you work with clients remotely, your location is less relevant but should still be visible.
Finally, utilise your about section to describe the work your company does. Who do you specialise in helping? What can you help potential clients with? Where can a potential client or employee find out more information about your business? Include important outside links to your company website or active social media channels.
2. Post Interesting, Industry-Targeted Updates Regularly
Consistency is one of the keys to visibility regarding content creation and winning the social media game. I recommend you post 2-3 times weekly on your company profile.
What you post matters, as well. Think twice before posting pictures of your lunch (unless you’re in food services, hospitality, or otherwise in the food industry). People aren’t coming to LinkedIn to see your latest pasta salad.
LinkedIn isn’t like other social media sites. It’s a platform for professionals to talk about and grow their businesses.
Post news articles, podcasts, and other media relevant to your industry, especially if they’re from sources you already love. You also want to post updates about your company, your employees, and recent wins.
LinkedIn posts allow your company to educate your audience about your industry. Situate your company as an industry leader by posting industry information in your own words… as long as your thoughts fit within the 3,000-character (or 500-600 words) limit.
You want to focus your company on education and updates rather than sales. Ask engaging questions and encourage interaction in the comments.
3. Engage With Your Audience
It’s not enough to simply post your own content and never look at it again.
Engaging with other businesses, companies, and employees is a vital part of LinkedIn. It’s the key to building an authentic presence on the site and is essential even as a company.
Be a part of the conversations happening on LinkedIn. Networking helps grow your company’s presence, solidifying its role as an industry leader and increasing your visibility for potential clients and prospective employees. Even if your company is not actively recruiting, how you engage with your audience can help show that your company is a great place to work.
The more you engage and grow your network, the more your opportunities and brand recognition will grow.
4. Create Native Content on Your Company Profile
LinkedIn also encourages you to write articles that are relevant to your company’s industry.
Unlike a LinkedIn post, there’s no pressure to summarise your thoughts into 3,000 characters. An article is up to 125,000 characters long.
Think of articles as you would a blog post on your website. Articles are similarly structured, with a title and headings. You can even add an appropriate header image.
Write LinkedIn articles that help show your industry expertise, leadership, and knowledge. You can also expand on one of your company’s LinkedIn posts that is getting a lot of engagement. Your audience is already interested in this topic; show them your company has more to say about it.
Articles show up first on your company’s profile, as well. This is another reason why articles are a great addition to your LinkedIn presence – as soon as people search your company profile, they can see that your company is an industry leader.
5. Encourage Your Employees to Engage With Your Company
Finally, your employees can help your company grow on LinkedIn.
First, encourage your employees to list your company in their experience section, stating their roles and responsibilities.
Then, on an ongoing basis, ask your employees to engage with your company posts and articles as they see them on their timelines. You might even send a company-wide broadcast with a link to your latest company article, asking them to comment and share their own thoughts.
Employees who are proud to work at your company will want to engage with your posts. It not only helps your company’s engagement, but it also helps your employees grow their own presence as industry thought leaders.
This engagement works both ways. You can also encourage your employees to write their own posts and articles. Your company can comment on these and share them on your company profile.
Doing all this helps to position your company and employees as industry authorities in an organisation that respects and honours their staff, strengthening your relationships and growing brand awareness.
In conclusion, building your company’s presence on LinkedIn is just as important as your individual profiles. Utilise these tips to help your company grow, engage with stakeholders, and develop a positive brand presence.