Creating a Company LinkedIn Page

A Small Business Owner's Guide to Setting Up a LinkedIn Company Page

LinkedIn offers a powerful platform for small businesses to connect with potential clients, partners, and, of course, talented employees. But before you can reap the benefits, you need to build a strong foundation: your company page. Here's a detailed overview of the process, tailored specifically for small business owners:

LinkedIn Account Requirement: Before creating a company page, ensure you have a personal LinkedIn profile set up with your actual first and last name. Your profile should be at least several days old and have several connections. LinkedIn uses these criteria to confirm the authenticity of users creating company pages.

Step 1: Define your goals and target audience.

• What do you want to achieve with your page? Increase brand awareness? Attract new customers? Recruit top talent? Understanding your goals will guide your page's content and engagement strategies.
• Who are you trying to reach? Identifying your ideal target audience will help you tailor your page's voice and messaging.

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Step 2: Create your page.

1. Navigate to the "Work" icon in the top right corner of your LinkedIn homepage.
2. Scroll down and click "Create a Company Page."
3. Select the page type: Choose "Company" for most businesses.
4. Enter your page identity: Company name, website URL, industry, and company size.
5. Fill in the profile details: Upload a high-quality logo and banner image, write a compelling company description, and highlight your company's mission and values.
6. Customize your URL: Create a vanity URL that reflects your brand name and is easy to remember.
7. Add employees as admins: Grant access to other team members to manage the page and share responsibilities.

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Step 3: Optimize your page for visibility.

• Include relevant keywords in your page description, company name, and other sections to improve search results.
• Showcase your culture by sharing photos and videos of your team, office space, and events to give people a glimpse of your company's personality.
• Engage with your audience. Post regularly, share industry news and insights, and participate in relevant LinkedIn groups and discussions.
• Utilize LinkedIn features by creating Showcase pages for specific products or services, run LinkedIn Ads to target specific audiences, and leverage employee advocacy by encouraging them to share your company page and content.

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Step 4: Build Your Audience.

• Invite employees and connections to follow your page.
• Share engaging content regularly. Post updates about company news, industry insights, employee spotlights, and behind-the-scenes glimpses.
• Engage with your audience. Respond to comments and messages promptly, participate in relevant LinkedIn groups, and share user-generated content.
• Run targeted advertising campaigns. LinkedIn Ads allows you to reach a highly specific audience based on demographics, interests, and job titles.

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Step 5: Leverage Your Page for Growth.

• Post job openings and attract top talent. Showcase your company culture and employer brand to attract qualified candidates.
• Connect with potential partners and vendors. Network with other businesses on LinkedIn to build valuable relationships.
• Track your page analytics. See what's working and what's not and adjust your strategy accordingly.

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Step 6: Attract Top Talent.

• Targeted outreach: Utilize LinkedIn's advanced search filters to find candidates with the specific skills and experience you need.
• Job postings: Create compelling job descriptions that highlight the unique benefits of working at your company. Use keywords to ensure your posts are easily searchable.
• Employee testimonials: Share positive employee experiences through videos or quotes to demonstrate your commitment to employee satisfaction.
• Company culture content: Post photos and videos featuring your team and office space to give potential candidates a glimpse into your company's vibe.

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Step 7: Measure and adapt.

• Track your page analytics. Monitor key metrics like page views, follower growth, and engagement to understand what's working and what's not.
• Refine your strategy.  Based on your data, adjust your content calendar, experiment with different post formats, and test various engagement tactics.
• Building a strong LinkedIn presence takes time and effort. Commit to regular posting and engagement to build trust and establish your company as a thought leader in your industry.

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Bonus Tips:

• Showcase awards and recognition: Highlight any industry awards or positive press mentions to demonstrate your company's success.
• Use relevant hashtags: Include relevant hashtags in your posts to reach a wider audience of potential candidates.
• Partner with employee referral programs: Encourage current employees to refer qualified candidates through incentives and recognition programs.
• Leverage LinkedIn advertising: Consider targeted advertising campaigns to reach specific talent pools on LinkedIn.

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Remember, building a successful LinkedIn presence takes time and effort. Be consistent, stay engaged, and track your progress to see how your page is impacting your small business. By following these steps and putting in the effort, you can create a thriving LinkedIn company page that attracts new customers, recruits top talent, and ultimately helps your small business grow and prosper.