One reason why optimizing your Linkedin Company Page is important is that we’ve found that when you’re running LinkedIn ads, people don’t always take the path that you want. Ideally, when you’re running a LinkedIn ad, the click will send them to a landing page, and then the landing page is what hopefully converts them to a book a call.
People will not take the normal path in two ways. First, they’ll see the ad but won’t engage with it, leave LinkedIn, and then they’ll Google your business.
The second one involves your LinkedIn company page. They see the ad with your company name and logo above the ad where it says promoted. Then instead of clicking on your actual ad or the call to action button, they click on your company name and start investigating the company before they decide if they’re even gonna visit your website or interact with the ad.
Having a LinkedIn company page that has trust and credibility is important for running LinkedIn ads. If you don’t wanna lose that, you need your company page to increase their trust, not decrease it.
8 Ways to Improve Your LinkedIn Company Page
1. Grow your follower base
The amount of followers that your company page has is part of that trust factor. Ads from companies that have less than 500-1,000 followers are less impactful than companies that have 1,000+ followers. When your ad shows in the feed, it usually shows your company name and how many followers that company page has.
You don’t need tens of thousands of followers, but having more than 500 or, ideally, more than a thousand could really help.
The easiest way is to invite 100-250 of your connections per month to follow your company page. By leveraging that consistently for a couple of months, you can get 500-1000 people following your company page.
Here are 11 ways to grow your company page followers organically.
2. Content on your company page
When you view a company page, the first things you see are their follower count, the number of employees, and featured content they have. It also shows content from people related to the company like employees. This is why publishing content for your company page is crucial.
One easy way to publish content is to upload a dozen pieces of content on your company page, even if that’s all you have because it’s better than nothing. Even if you don’t have a plan to publish new weekly content.
Another tip about content is that you can pin a post, which means that you can decide what the very first post that someone sees from your company page is. If you just post content, the older content gets buried down, and the new content stays up. The problem with that is that it’s always fresh content, and company page posts don’t get many likes or comments, or shares.
So if you have one post that was popular, I would suggest pinning that post. That way, visitors see your top-performing piece of content instead of whatever’s new that doesn’t have any likes or comments.
Ideally, that post should be something that offers third-party validation, like an expert interview or a podcast host spot or an expert guide, something that got some traction that actually also positions you as an expert because they feel like they’re doing research.
3. Post frequent employee content
The third tip is posting frequent employee content. If you have employees who can be active on LinkedIn, that can improve trust. For example, on our company page, there’s a section that LinkedIn has called Trending Co-Worker Content that shows content from employees that have gotten some traction.
That adds to the trust and credibility of your company page. People will see that you have X amount of followers, company page content, and you also have people within the company that are active on LinkedIn. This looks like a more legitimate business and more trustworthy.
4. Leverage your employee count
Another thing you can work on is your employee count. It’s not something that can be manipulated, but there are many companies that don’t even encourage their employees to update their profiles.
I recommend that you encourage your employees to update their profiles to claim you as an employer. You should also encourage contractors to do the same on their profile. They’d especially like it because if you have a great brand reputation, it builds trust and credibility for them.
5. Optimize your “About” section
You can use the “About” section to tell a little bit of your company’s story and add some personality.
For Impactable, we included how we started as a scrappy startup coming from Upwork, turned into a real agency, and then went through the acquisition. It’s like using that space like a landing page to highlight who we are as a company and not just selling our products.
6. Show the ads you’re running in your LinkedIn ads tab
You can see what kind of LinkedIn ads any company is running. That gives you an indicator of their size and their paid ads commitment. For example, if I view a company that has never run any LinkedIn ads, I view them as less mature or less reputable.
On your company page, go to the Posts tab, then select “Ads” and actually look at their ads collection and see if they’re running ads at all.
7. Show positive company growth on your Insights tab
People with premium Linkedin accounts can access the Insights tab, and it shows employee growth over time.
However, it can also show negative growth. For example, if you go through multiple layoffs and end up with 20% less staff, that shows a story of the team’s growth or decline.
8. Show off your job posts
I feel that the job section can serve as a trust-building opportunity. Companies that have no openings or very few openings might be viewed as smaller, while companies that have a dozen jobs they’re actively or passively looking to fill look more reputable.
To Sum Up
When prospects land on your LinkedIn company page, they should be inclined to learn more about your brand and employees. It’s a great place to build trust with prospects. By being consistent with content, getting employees to create content, and optimizing your page, you’ll look more legitimate. To learn more about growing your page with quality followers, check out this post.
