LinkedIn isn't just for job seekers anymore. The network hit the 3 million company page milestone way back in 2013, and as of today, a quick little search for "Companies" on LinkedIn nets 9,202,258 results.
It goes without saying that your company should be one of those results. But just having a profile isn't enough. You've got to make it the best it can be if you want LinkedIn to help you achieve some valuable goals.
Follow These Simple Tips for an Awesome LinkedIn Company Profile
There are two main goals for your company page:
1. Build trust with prospects
2. Recruit the highest quality talent
You could choose to focus on just one of these goals or to promote elements of both, a la InsightSquared (a shining example of a LinkedIn company profile). Whatever you choose, though, these tips can help:
1. Get the "Why" Section Right
The first section of your LinkedIn profile should deliver your "bold claim." Why do you do what you do? Don't just include how you do it, or that you do it, but also the one statement that gets to the heart of both motivation and emotional impact. Unlike your website's About section, the first section of your LinkedIn company page functions as your elevator pitch, so we recommend getting to the grit quickly.
2. Update Regularly
Without regular updates, your page might do more to confuse potential employees or clients than to clarify information. To ensure your information matches your website, reflects any new services, and uses your most recent language and branding, we recommend appointing an internal page owner and creating a schedule for updates. Try to update every three to six months.
3. Shoot for Consistency and Accuracy
There are a few aspects of your page information that you really need to get right in order to create trust.
First, consider your "Industry." Your industry shouldn't reflect your markets (who you sell to) — rather, it should reflect your services and products. For example, if you make software for plumbers, you are in the software "industry," not the plumbing industry.
Next, your company size needs to correspond with the number of employees on LinkedIn. That's important for trust, but also because many salespeople trying to reach you may be pulling information about company size from your LinkedIn profile — and you want them to get it right.
Finally, if you are including any specific numbers in your information at all (e.g. 100-500 employees, serving 10,000 businesses, etc.), accuracy is vital, especially if your company is public. Don't let your LinkedIn profile betray your reality and give anyone false information. (Your update schedule/owner designation should help here.)
4. Be Compelling
One of the most important aspects of optimizing your LinkedIn profile is also one of the most important aspects of all of your marketing: a compelling message and image. InsightSquared's image is ideal. It speaks to their bold claim and makes you want to jump right in — and it accurately reflects the brand.
Don't choose something just to fill the space. Instead, base your decision on your goals. Right now, HubSpot's goal is clearly drawing applicants, so they've advertised their career app and included a call-to-action.
And of course, your image will only be compelling if it's the right size. Here's a handy guide.
5. Use Functionality to Express Your Message
If you, like HubSpot, want to draw qualified applicants, the Careers page functionality gives you plenty of opportunity to showcase your unique company culture. You can include videos to show off your offices, people and attitude.
Conversely, if your goal is only to build trust with your prospects, you may want to focus on getting your team members' individual profiles both linked to your company (they should list and tag the page appropriately) and up to best practices. Your marketing team should consider providing your sales team with boiler plate information about their role at your company and why it's valuable to client success.
6. Play to Search
LinkedIn "Specialties" gives you the opportunity to showcase your expertise. Perhaps more importantly, it allows your page to be searchable based on those skills. This is where you can include information about the markets you serve. Choose the search terms you expect your personas to search for, and consider whether they make sense in this context. If so, those are your specialties!
Two last things: Once your page is up and running (if it isn't already), take a look at your analytics and adjust. At New Breed, we know that a majority of the people viewing our company profile are senior executives; that info gives us a great idea of how we want to present our message and specialities.
And lastly, (though this should really be the first thing you tackle!), whatever you do, don't set your page/profile up under the LinkedIn "users" or "groups" categories. Your company is a company, and should be presented as such on LinkedIn.
Have you seen any excellent examples of company profiles on LinkedIn? Share your favorites in a comment!