LinkedIn is without doubt the most professional social media platform. This channel chooses to go 100% for the business world and the professional side of things. Initially LinkedIn was mainly used to recruit new employees and to look for a new job among the wide range of vacancies. But these days you can do so much more with LinkedIn. More and more businesses are appearing with a company profile on the platform. Why? Read on to find out how a company page on LinkedIn could be a great professional move for your business.
1. Your branding in the spotlight
Your company's branding isn't only your logo, your house style and your marketing. There's far more to it. It's about your company's values, visual and non-visual. It's about your company identity, its DNA and everything that represents your business down to the last detail.
LinkedIn is the ideal platform for making those values — along with your company mission and expertise — known and emphasised. That way you quickly make your brand name and image stronger, without having to do very much for it.
2. Content stays visible
The content on your personal page is temporary and fairly fleeting. But on a company page all content stays visible, which is of course handy when potential customers want to learn more about your business. They'll see all the general details by default, and perhaps some more detailed information, just like on a normal profile. But that alone sets your business apart barely, if at all, from all the fierce competition.
People want to know who you are, what you stand for and what they can expect from you. And they want to know that immediately, not after five clicks and a lot of research.
3. People get to know your business
LinkedIn is a channel you can use to go deeper into what your business stands for. So don't only post commercial messages — take your company content to a higher level. Share your know-how and knowledge, the best tips and tricks, and keep your followers up to date. What does the day-to-day running of your business look like? Are you working on new projects? How did your business or a particular collaboration come about? Share your story, because your business is so much more than just the core business.
For example: Coca-Cola started as a medicinal drink, invented by a pharmacist. And Christmas wouldn't be the same without the iconic advert of Santa and his Coca-Cola truck appearing non-stop on our screens. Everyone knows Coca-Cola and knows this company is more than a soft drinks manufacturer.
4. Putting new products in the spotlight
Starting to sell new products? Do you have a new creation or have your services expanded? By announcing it to your followers through LinkedIn, you put all your news flashes straight in the spotlight.
Other social channels such as Facebook and Instagram are excellent media for this too, of course, but the big difference is that on LinkedIn you'll create more genuine interest. And that can lead to leads or, in the best cases, even direct sales.
5. Boost your visibility
LinkedIn keeps integrating more typical 'social' features into its platform. It's now possible to make stories on mobile, for example. You can even go live on LinkedIn, though you have to submit a request for that. Just like on Facebook, you get a notification when someone goes live.
Explaining what a boost these features can mean for your company's visibility probably isn't necessary.
6. Advertising
Advertising on LinkedIn is only possible from a company account. You can choose to build adverts and target specific audiences, just like on Facebook. Or you can go for sponsored updates: a way to promote your business content (videos, presentations, product news, etc.) through LinkedIn members' newsfeeds. That considerably increases your company page's reach and makes it easier to connect with new audiences.
7. Networking
One of the most important advantages you can get from this professional platform: networking. LinkedIn is and remains a social media channel, with the emphasis on social. By responding to posts from colleagues, business partners and even competitors, you put yourself and your company in the spotlight. You're active and present.
See a profile of someone you used to work with, or recognise the owner of the sandwich shop on the corner? Make a connection and send them an open and personal message. The wider your network, the more potential leads, collaborations or even sales. That doesn't mean you should add random people for no reason, of course. You still want potential customers or partners to trust your business and take it seriously.
Would you like to expand your LinkedIn network with interesting connections, but you're not sure where to start? For every industry there are also groups with members who specialise or are interested in the same field. By taking part actively in those groups, you may well open quite a few (professional) doors.
8. Recruiting
Another important goal, and of course where it all started: recruiting. LinkedIn is an excellent medium for hiring new employees. You can post vacancies and put them in the spotlight, and work on good employer branding. And so, bit by bit, you build your company identity again and the circle is complete.
Conclusion
In short: creating a company page on LinkedIn costs you almost no effort. Already posting regularly for your business on other channels such as Facebook, Instagram, Pinterest, X or Google Business Profile? With a few (but above all the right) adjustments, you have good content ready for your LinkedIn company page. It costs you only a few extra minutes and you get an incredible amount of benefit out of it.
Does this all sound good, but do you already struggle to post interesting content consistently on your existing social channels, let alone on LinkedIn? Then you can always count on our knowledge and expertise.
