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Linkedin Company Page Guide


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A How-To on making your company page a powerful engagement tool.

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Linkedin Company Page Guide

  1. 1. Company PagesCopyright © 2011 LinkedIn Corporation.LinkedIn, the LinkedIn logo, and InMail areregistered trademarks of LinkedIn Corporationin the United States and/or other countries. Allother brands and names are the property oftheir respective owners. All rights reserved.10-LMS-001-2 03/11
  2. 2. Your company and the world’slargest audience of professionalsOver 100 million professionals are opportunities and keep an eye out for job What’s your Company Page? It’s the central hub for your brand.following more than 1.9 million companies openings. Members are notified of such It’s your company’s profile of record on LinkedIn and a Through your Company Page, you can manage all facetson LinkedIn. Who are these followers? developments via network updates or emails. powerful way to reach millions of professionals through of your brand: your company brand, your employment word-of-mouth recommendations and trusted brand and your product brand.They are job seekers, employees, potential testimonials. When members want to know more aboutcustomers, purchasing managers, current It’s your engagement tool. your company, they look to your Company It’s an opportunity to reveal the human side of yourclients, or interested observers. They company. Provide a peek at the individuals behind the Bring your brand to life by showcasing your glowing Page on LinkedIn. recommendations, your standout products, your bestfollow companies to stay in the loop on brand, and highlight how members use your products employees, and by directly messaging your developments, compare products in their daily lives to solve real problems. In short, your Company Page offers tools for you to bring yourand services, track potential business It’s how you grow your business brand to life. virally – through word of mouth. Let your employees and customers become brand ambassadors and spread the word about your company through network-aware testimonials and recommendations. It’s a rich source of analytics. Gain insights into your followers and measure how their recommendations spread virally on LinkedIn. Company Page 2
  3. 3. Why create a Company Page?Create your Company Page as your Make your Your Company Page provides you with an anchor on LinkedIn – the place to gocompany’s interface to millions of presence felt whenever any member wants to learn more about your company, your culture, your products and services. Depending on what LinkedIn members are looking for, you canprofessionals on LinkedIn. LinkedIn ensure your company puts its best foot forward and provides the most relevant andmembers want to find out more about tailored messaging.your company, hear of job openings,discover what your company culture is Grow and engage Your company already has a following of committed, interested and engaged, and get recommendations from your followers Your Company Page provides a wealth of tools for increasing engagement among your followers via status updates, breaking news, blog posts, Twitter updates, YouTubetheir network on products that may videos, special offers and best suited to their needs. Benefit from the Nothing beats word-of-mouth recommendations for generating new business. And buzz about your when it comes to making buying decisions, recommendations from friends, peers and products colleagues hold far more weight than the marketing messages on your corporate website, or a testimonial from a stranger. Each time a LinkedIn member endorses your products or services, their recommendation becomes visible to all of their connections and could spread virally. When you promote and curate these recommendations, you have a showcase of the most credible, authentic endorsements of your products. Promote your Savvy job seekers, especially passive seekers, turn to LinkedIn for professional insights. employment brand The Careers Tab will be one of the first places they look to before responding to a recruiter or researching a potential job opportunity. By investing in a premium LinkedIn Careers Page, you can shape their understanding of your employment brand through video, images and customizable content modules. Your page will automatically highlight your most relevant jobs based on each viewer’s professional background. Company Page 4
  4. 4. What kind of content ison your Company Page?When you set up your Company Page, Overview The reception area of your Company Page – the Overview Tab provides a friendly Overview Careers introduction to your brand. When a member visits this tab, they see everyone inyou have an active role in deciding what their network who works at your company, your company’s blog posts and Twitter feeds.content to highlight, what informationto include, and how you speak to specific Careers This section provides you with a unique opportunity to interact with millions of passivesegments of members visiting your page. and active job seekers on LinkedIn. Investing in a Silver or Gold Careers Page allowsYour Company Page is viewer-aware, which you to feature additional content about your employment brand and your company’smeans you can display different products culture, showcase your best employees, and tailor your messaging and job postingsand jobs to an IT manager in Pharma than to target audiences. Products & Services Analyticsyou do to a Media sales professional. Products & Services Here’s your chance to catch the eye of prospective customers by highlighting productsYour Company Page is also network-aware, or services that are relevant to your target audience. When a member visits this page,which means members can see who in their they see how many of their network connections recommend your product or service as well as their works at your company and who intheir network recommends your products. Analytics This tab is visible only to you, as an administrator of your Company Page. UseYour Company Page is made up of 4 tabs: information to understand the composition of your base of followers – who they are, what they do and what products, services or jobs interest them.Overview, Careers, Products & Servicesand Analytics. Company Page 6
  5. 5. Overview Tab Company Status UpdateIntroducing your company to professionals Follow CompanyThe Overview Tab of your Company Page Members will be able to: Overview of your Companyprovides visiting members with a rich, • Follow your company to stay in the loop on keynetwork-aware snapshot of your company developments, including job openings and otherand provides you with an opportunity to updates.make a direct connection. • Read through a high-level overview of your company.With company status updates, you can send • See who in their network is employed by your Member’s Network company. at your Companymessages and links directly to your followers.They will appear on your Overview Tab and • Access the latest news about your company through your blog posts and Twitter member’s network update stream. Your • Visit the “Employee Statistics” section to get anmessages will spread virally to grow your analytical perspective on your employees. Forfollowing and member engagement. example, they can see what percentage of your company’s employees are in engineering, sales or marketing. Or how your company’s employee base has grown over time, as reflected by your employees’ LinkedIn profiles. Twitter Feeds & Blogs • Get a quick summary of other key company data that you choose to provide. Data Summary Overview 8
  6. 6. Products &Services Tab Display BannerBuilding your showcase of recommendations Follow Company Featured Products by AudienceYour Products & Services Tab is the voice of Listing all products and servicesyour Product (or Services) Brand. You can You can create a directory-style listing that includes alluse this tab to showcase your best your product and service offerings. Each product or Network-Aware Moduleproducts and services to highly targeted service can also include: descriptions, features, images, of Recommenders display banners, videos, and special offers.audiences, curate and spotlight productrecommendations and engage withprospective and current customers. Product Listing Product Video Products & Services 10
  7. 7. Defining your target audience Describing each product or service Showcasing recommendations of Describe your product in detail, while making sure its your products and services unique value proposition stands out. Make sure you Recommendations from fellow professionals impact capture all of your products salient features, provide product and service purchase decisions in a big way. imagery as a visual aid and use video clips for When LinkedIn members visit your Products & Services interactivity. You are also encouraged to create Tab, they see how many and which of their professional special offers unique to members following you on connections recommend your products and services. LinkedIn. And don’t forget to provide contact details of the people behind the product – such as your Recommendations that you receive spread virally:Tip product manager(s) or sales people that can • When a member recommends your product, their help a customer make the right connection. network connections are notified.LinkedIn Advanced People Search • The recommendation becomes part of the Personalizing content for your stream and is reflected on the members profile page.can help you identify the right industries to target. target audiences • The recommendation lives on your product page and Customize the Products & Services Tab to display will be discovered when any of the members content personalized to your target audience’s connections visit the page. priorities and interests. That way, you aren’t showing We display impressions and engagement rates for each the same products to Finance professionals as you are recommendation so you can measure its impact. You can to Pharma industry execs. also control which recommendations are visible and You can define up to 30 distinct audience segments respond to members comments. for different versions of this tab, based on a variety of attributes such as: industry, job function, seniority, Tips for getting great geography and company size. Learn More recommendations Featuring products and services Visit The more people who recommend your products and services, the more likely it is that word-of-mouth buzz Have your most relevant products under the spotlight to download the guide to setting up your about your product will spread. Here are some and tailor your offerings based on audience segments. Products & Services Tab suggestions for getting high-quality endorsements: Select products from your master “directory” list that you believe will resonate the most with a given • Ask your best customers via LinkedIn’s “Request audience. Since you can define up to 30 audience Recommendations” module. You can invite members segments, each segment can have its own set of up to recommend your products and services directly to 5 products or services. And for any given audience from the Products & Services Tab on your Company segment, you can enhance the appeal of your offerings Page, using the “Request Recommendations” button. with up to 3 display banners and a custom video. • Seek recommendations as part of all of your customer communications. Products & Services 12
  8. 8. Careers Tab Display BannerGiving voice to your employment brandWith a Premium Careers Page, you can Customizing Contentshowcase your best talent, promote job Your Careers Page is highly customizable and offers aopportunities, provide insights into your range of content options to bring your employmentcompany culture and hiring practices as brand to life. You can tailor your content to target members based on Industry, Job Function, Senioritywell as interact with both active and and Geography so your message to an engineer in Employee Spotlightpassive job seekers. San Francisco is different from your message to a sales professional in London. Recruiter ContactsIf you have posted any jobs on LinkedIn, You can also choose from a selection of contentthey’ll automatically appear in this section. modules to feature the content that is important toIf you have a Premium Careers Page, your job seekers and employees. Use these customized modules to:jobs will be targeted to the individualmember viewing the page. • Tell your corporate story • Describe company culture, mission and values Employment Video • Outline potential career paths • List awards, statistics or milestones • Provide detailed information on locations • Give details on teams, projects or corporate Custom Content Modules philanthropy Benefits Careers 14
  9. 9. Analytics TabGaining insights about your following Unique Visitors Compared to Similar CompaniesYour Company Page comes with anAnalytics Tab visible only to administratorsof your Company Page. You learn who is Interactions with yourvisiting your company page, which areas of Company Pageyour page interest them, and how this datacompares against similar companies.Easy-to-read graphs dynamically populatewith monthly data about the traffic to yourCompany Page and interactions with itscontent. You can also learn whichindustries, functions and companies makeup your group of followers. Member Visits by Industry Analytics 16
  10. 10. Discovery of your Company PageMember discovery of your Company Organic discovery of your Increasing awareness of yourPage, Careers Tab and Products & Company Page Company PageServices Tab Your Company Page will always appear when a member You can grow your company followers, multiply the types your company’s name into LinkedIn’s search box number of visitors and increase your recommendationsThere are plenty of ways for members to on their home page or on the Companies home page. on your Company Page by taking some simple steps:organically discover your Company Page, Members may discover your Company Page when they: • Embed a “Follow us on LinkedIn” button on youryour Careers Tab or your Products & company website, careers page or product pages. • View the LinkedIn profile of one of your employeesServices Tab while they’re doing research (Hovering your cursor over a company name brings • Invite candidates in your hiring pipeline to visit youror searching on LinkedIn. up a mini-company profile, which links to your Company Page (or Careers Tab) for more information. Company Page). • Add your Company Page URL • Receive a notification when your products or services ( are recommended by one of their connections. to your outbound emails or recruitment and product communications. • See an open position from your company via a job search, under “Jobs You May Be Interested In” on • Include a mention of your Company Page in your their home page or through jobs suggested by customer newsletters. their contacts. • Promote your Company Page via an email campaign • See your company under “Companies You May Be or through advertising. Contact us at Interested in Following” – a recommendation module today to get started. for members from LinkedIn. • Follow your company and then receive network updates. Discovery 18