6 Ways to Optimize Your Company’s LinkedIn

By Sara Sommercorn, Digital Storyteller

Published: May 30, 2017

What began predominantly as a digital resume platform for job seekers has blossomed into a powerful tool for individuals and companies alike. LinkedIn Company Pages can support brand recognition, promote specialized landing pages, improve visibility in search and more.

To put your best LinkedIn forward, we’ve gathered a few tips for you to use.

1. Mission Accomplished

Your Company Page should be 100 percent complete and all sections filled with your company information — this will help in search algorithms. The first piece of content to captivate your audience is your background image. Your company’s logo should also appear as your profile image.

The next piece of content for a robust Company Page is a company description — and make the first 400 to 450 words count. Also include your company specialties, a link to your website and any other company details that LinkedIn suggests. Portray your brand as a thought leader in your industry on LinkedIn through updates and post at least once a week.

2. Improve SEO Results

Utilize keywords to produce better SEO results. You can use Google’s Keyword Planner to help compile a list of keywords to incorporate in your page. A list of five to six keywords is enough to help your audience discover your online presence.

3. The Beauty of Career Pages

A layout that includes Overview, Life and Jobs tabs creates a better user interface and experience for your audience. The Life and Jobs tabs can be added by purchasing a Career Page. These tabs allow your audience to easily navigate and discover important information that cannot be found on a Company Page.

4. Speak Directly

In many situations, your Company Page description is someone’s first impression of your business. Whether they’re job seekers, vendors, or potential customers and clients checking you out, you want to captivate them immediately. Many businesses copy and paste their About section from their company website. While that’s better than nothing, to step it up a notch, write a description that directly speaks to the people who are visiting your page, describing who you are and how you can benefit them.

5. Posting Relevant Content

To gain more traffic to your Company Page, post content that is relevant to LinkedIn users. According to LinkedIn, “best-of” lists get almost 40 percent more amplification than regular posts. Industry insights are another way to attract your audience with six out of every 10 LinkedIn users interested in industry insights. This is the most-demanded type of content among LinkedIn members. Also, 43 percent of users are interested in new products and services.

6. Targeted Posts

When you create an update/post, you can decide whether to share it with “all followers” or a “targeted audience.” Choose the second option to send your update to a subset of followers based on geography, job function, industry, company size and/or seniority.

  • Limit yourself to one or two targeting criteria per update to ensure that your content receives many high-value impressions. Targeting too narrowly limits your reach.
  • Example: Enterprise cloud computing company salesforce.com used Targeted Updates, and within a five-week period, experienced a 30 percent increase in follower engagement. Plus, these Targeted Updates showed a 30 percent increase in amplification (the ratio of likes, comments, and shares to total update impressions).

Would you like help optimizing your LinkedIn presence? Let’s Chat!