LinkedIn Page optimization is very important.Because, LinkedIn is the world’s largest and most active professional networking platform, with over 13 million companies. Your LinkedIn Company Page represents a huge opportunity to establish your brand as an industry thought leader and attract top talent.
Here are seven steps you can take today to optimize your business page and improve your presence, authority, and recruitment prospects on the platform. If you’d like to learn how to setup your Company Page, our definitive guide to using LinkedIn for business has those step-by-step instructions.
7 tips for creating a compelling LinkedIn Company Page
1. Update your profile image and banner
Your profile image is first thing people searching for your company on LinkedIn will see, so make a good impression. Company Pages with profile pictures get six times more visitors than those without.
Choosing a profile image is straightforward: take your company logo (the same one you’re using on your other social media channels) and resize it to fit with LinkedIn’s requirements.
Ideal LinkedIn profile image specs
- 300 x 300 pixels
- PNG format
- Maximum 8 MB
- Square layout
The profile banner above your company logo offers a bit more room for creativity, as there are no hard-and-fast rules for using this space (other than some sizing requirements).
Ideal LinkedIn profile banner specs
- 1536 x 768 pixels
- PNG format
- Maximum 8 MB
- Rectangular layout
How you choose to hang your Company Profile banner is up to you. Here are two completely different examples of company profile banners, and why they’re successful.
2. Write a compelling “About us” section and include relevant keywords
A well-optimized “About us” section on your company page is a tightly worded paragraph (2,000 characters or less) telling visitors everything they need to know about your company. Use simple, accessible language informed by keyword research to outline your business goals in words anyone will understand.
Your Company Page should answer six basic questions
- Who are you?
- Where are you based?
- What do you offer?
- What are your values?
- What is your brand voice?
- How can people contact you to learn more?
To see an “About us” done right, look at Shopify. Their bio accurately describes the scope of their main product without ever slipping into yawn-inducing wordiness.
3. Fill out other key fields
According to insights provided to Hootsuite from LinkedIn, completed Company Pages generally receive twice as many visitors than those with incomplete pages. To optimize your LinkedIn company profile, ensure that your page includes the following information:
- URL. Make sure people can find your business’ website by including the URL on your company page.
- Address. Make sure this is up-to-date.
- HQ Country. Is your brand global? Indicate on your page where your headquarters is located.
- Industry. Another key piece of information that people will want to know at first glance.
- Company size. Let people know how many employees your business has.
4. Create Showcase Pages
These highly-customizable pages are essentially tailored news feeds on specific aspects of your organization. Depending on their interests, visitors might come here for content about your company’s individual brands and product ranges, ongoing charity efforts and sponsorships, or regularly occurring events like meetups, conferences, and expos.
You can target your posts by location and a recommended number of two other fields, including: industry, company, job type, seniority, group, school, and more. Because people following your Showcase Pages have already shown an active interest in that area of content by subscribing, they’re more likely to read it and share among their networks.
5. Build a career page
LinkedIn Career Pages are an amazing way to bolster your recruitment efforts by showing your company culture in its best light.
6. Collect and give endorsements
More than a billion peer-to-peer endorsements have been given on LinkedIn, the platform’s most powerful (and sometimes controversial) form of social proof. Gather recommendations whenever possible, and don’t be shy to ask for them—it’s almost always mutually beneficial.
7. Keep tabs on the competition
LinkedIn publishes an annual list of the 10 best Company Pages. Visit every one of those profiles and study how they’ve optimized their pages, especially if they’re direct competition.
Once your Company Page is set up, optimized and delivering a steady stream of content that follows these simple guidelines, you’ll be well on your way to networking greatness.