Utilizing LinkedIn: Best Practices for Your Company

In recent years, LinkedIn has become a crucial tool for companies around the world. With 810 million active members in more than 200 countries and territories worldwide, this platform has helped millions network, recruit, and build their careers. However, LinkedIn is not just beneficial for single users — it has become an important marketing tool for companies as well. 

LinkedIn has over 55 million active companies on their platform. Using this network allows brands to reach both consumers and B2B prospects, as well as form connections with potential new hires. Continue reading to learn about LinkedIn best practices for your company to follow to maintain their online presence.

What is LinkedIn?

Whether you’re an executive at a company, a small business owner, or a newly graduated college student looking for their next steps, LinkedIn is everyone’s favorite tool to connect with other like-minded professionals. LinkedIn is the world’s largest professional platform on the internet; a place where users can connect, share insights, job hunt, write articles, and post photos. In easier terms, LinkedIn is like never ending a virtual networking event. 

Despite its professional focus, LinkedIn is closely similar to the style of Facebook, with some key differences to promote business. For instance, your “profile” is complete with your resume including work experiences, accomplishments, and referrals from former colleagues. Similar to Facebook, you can even post updates, private message, and “like” others content. 

When used correctly, companies can utilize LinkedIn to their advantage by generating leads, driving website traffic, and building brand awareness. 

Creating Your LinkedIn Company Page

When creating your free LinkedIn page, it’s important to remember to be thorough and provide as many details as possible. Company pages that do not have fully completed profiles may make it harder to connect with customers or employees. In fact, pages with complete information get 30% more weekly views than pages with less content. In order to have a profile that reaches your target audience, you will need:

Adding your organization’s logo and cover image brings your page to life. It’s wise to have your company’s logo visible on your LinkedIn page because it’s what is most recognizable to your brand, and what other users (possible employees or partners) will use to identify your company. 

Overview of Your Company’s Mission 

In the overview section of your LinkedIn page, you should include relevant keywords and phrases (because LinkedIn members can search by keyword) that reflect the goals and purpose of your company. Your company’s overview should be three to five sentences telling your company’s story. You want your overview section to speak to your company’s strengths in order to help people see the value in your service(s).  

Organization Information

In this section of your profile, you want to include relevant information, such as your company’s website and location. Adding these features can filter users and traffic people in your area to your page. Other relevant information that should be included in your profile is your company’s industry and how many people are currently employed.


In the world of marketing, everyone knows a call-to-action is an important part of generating leads. You want people who view your LinkedIn page to have as much information as possible, but you also want to traffic them to other relevant company resources, such as your organization’s website. You can customize your call-to-action button however you want, and track who’s clicked it in visitor analytics. 

3 Ways to Use LinkedIn to Your Company’s Advantage

Now that you’ve created your own company page, let’s discuss how to optimize your company’s presence on LinkedIn. Here are three tips for LinkedIn best practices:

1. Share Your Page

You can’t just trust LinkedIn’s algorithm to get your carefully crafted page the awareness you want. Sharing your account is the best way to get your company’s page in front of new eyes. Sharing your LinkedIn account can be as easy as adding a LinkedIn button to your website, or adding share buttons to outgoing newsletters or emails. 

You could also ask your employees to share your company LinkedIn page from their personal social media pages. Another easy way to grow your audience is to have your employees connect their personal LinkedIn accounts to your company account. This will make it easier for your company’s page to reach more users. 

2. Identify Your Target Audience

Target audience refers to the specific group of consumers most likely to want your product or service. The better you understand your target audience, the easier it will be for you to create content for them. When you are unsure of who you are marketing to you will end up marketing to everyone, which is a recipe for failure.

Identifying your ideal client narrows the scope of your marketing efforts, and makes it much easier to connect with your target publics. When trying to identify your target audience, you should ask yourself the following questions: 

  • What/who is your target demographic? 
  • How do they get their information?
  • How do they communicate?
  • What challenges do they face?
  • Can your service or product help overcome this challenge? 

3. Create and Share Content

One of the best LinkedIn best practices to ensure your page is constantly getting new viewers is by creating and sharing content on a regular basis. Whether you’re posting blogs, pictures, or videos on your LinkedIn page, it should always be for your target audience’s benefit. You should be constantly sharing content that is both useful and interesting in order to keep your audience engaged with your company.

However, you don’t just want to share content for the sake of posting. It’s important that you share content that is valuable to your audience. Ultimately, you should be posting well written content that targets your ideal audience and provides useful insight. 

Related: How to Enhance Your Social Media Strategy

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