Wednesday, 17 October 2018
If you're a professional, you may as well not exist if you don't have a LinkedIn profile.
The granddaddy of professional networking claims more than 500 million members worldwide—making LinkedIn one of the most trafficked social platforms in the world.
And the platform is especially important for companies because it provides a prime opportunity for a business to establish itself as an industry and community influencer while building connections with potential clients and employees.
Creating and maintaining a LinkedIn company profile can be key to defining a company's brand, communicating with key stakeholders, and building your business.
First, create a profile by entering your company name and email, and follow the prompts to verify that you can administer the page.
Be sure to thoroughly create the profile. Be concise, and use key words to describe what your organization does and who it serves. Fill out as many fields as you can, including the number of employees, year founded, your website, and what industry you're in. You can also add other people to administer the page, like social media or marketing employees.
Don't forget to make it visual, and do not skip the option to add your company logo and image—both are powerful branding tools. If you're a solopreneur, consider using a headshot for one of these visuals.
It's important to have people following your profile. Similar to friends on Facebook or followers on Twitter, the more people who follow your LinkedIn profile translates into more people being exposed to your content and the updates that you share.
There are a number of ways you can promote your LinkedIn business profile. You can ask your employees to link to the page in their individual LinkedIn profiles, and have them add a link to their employee email signatures.
You can also include a LinkedIn "follow" button on your company website and promote the page on your other social channels. If you belong to any LinkedIn groups, be sure to announce your page when you're participating in their discussions.
But like any social media, the most powerful and enduring way to build a following on your company page is to regularly share original and useful content.
You definitely want to post useful content often. Daily or more is ideal, but aim for three times weekly. Using the "publish" tool, content shared on LinkedIn can be a mix of thought leadership pieces from members of your executive team, product announcements, educational and promotional videos, and updates from your vendors and any causes your organization supports.
Tips for creating and sharing content:
For examples of stellar LinkedIn company profiles, check out LinkedIn's Best of Company Pages 2017.
The content provided is for informational purposes only. Neither BBVA Compass, nor any of its affiliates, is providing legal, tax, or investment advice. You should consult your legal, tax, or financial advisor about your personal situation. Opinions expressed are those of the author(s) and do not necessarily represent the opinions of BBVA Compass or any of its affiliates. All accounts and credit are subject to approval, including credit approval. BBVA Compass is a trade name of Compass Bank, a member of the BBVA Group. Compass Bank is a Member FDIC.
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