It’s no secret that LinkedIn is a key marketing and networking tool for most businesses. But how can you optimise your LinkedIn company page to promote the best brand image for your organisation?

Some businesses forget to take care of their LinkedIn profile, or at least only update them whilst in the middle of a recruitment cycle. LinkedIn is essential for a company’s marketing strategy and to develop deeper connections within a workforce. Each new LinkedIn connection you make opens up potential connections with 400 new people and 100 new companies, so it’s crucial to have an active and engaging LinkedIn page even when you’re not looking for new employees.

Using a company page is slightly different to a personal LinkedIn page so we’ve put together a complete step-by-step guide on how to optimise it, making sure it stands out in the crowd.

Creative LinkedIn page customisation

But don’t be afraid to get creative in terms of how you promote your company page on LinkedIn. Although a LinkedIn company page doesn’t offer customisation to the same extent as a personal page, there’s no harm in letting the creative juices flow to grow your followers and increase your network.

Top Tip: Your headline is your hook, your ‘About’ section is how to reel followers in!

Your company headline is the first impression many of your followers will have of your company. While many company pages use this section to put in their slogan, this can often leave users with a vague impression of what your organisation does.

Think of the headline as a hook: you have 220 characters to say what you offer and why it matters. Be aware: Any headline over 120 characters will be cut off.

Before example: Higher Education institution.

After example: Driving world change and innovation through education and academic excellence.

Your ‘About’ section is where you can write your organisation’s story and how it came to be. LinkedIn only allows 2000 characters for this section, so you’ll still have to be stringent, but you can expand on what makes your organisation tick. Be sure to introduce some relevant keywords in the description to make your organisation more searchable.

Step 2: Keep it active

You’ll need to update your LinkedIn frequently in order to get the most out of it. This is where some companies fall short, posting inconsistently and infrequently. It’s important to remember that LinkedIn is similar to other social media platforms, so the more active you are, the more engagement you’re likely to have on your content.

Your initial instinct when working on professional platforms like LinkedIn might be to create content which is directly discussing your business, but this couldn’t be further from the truth!

While it’s important to stay within your niche, you can jump on social media trends and keep up with current events while keeping it relevant to your business. Similar to how you would approach marketing on other social media platforms, you should share content that your target audience would be more likely to engage with. Your followers’ engagements will indirectly share your content to their network, exposing your page to a larger base.

Top Tip: get your people engaged with your posts!

30% of a company page’s LinkedIn engagement comes from their employees. Make sure to send out notifications to your staff teams to engage with LinkedIn posts as soon as they’re posted to boost engagement, especially if those posts nod to your company culture! Whether it’s a workspace you’re proud of, a group photo of the team working behind-the-scenes, or a post on the benefits of flexible working, employee engagement is a win for LinkedIn.

It’s also worth noting that LinkedIn posts with images receive twice the amount of engagement, so always ensure your posts have some sort of visual.

Step 3: Use marketing and integration tools

There are a wide range of tools that can help you make the most out of your LinkedIn company page. The simplest is the LinkedIn analytics feature, which tracks engagements, follows, competitors and employee advocacy. With this data you can easily identify any trends and understand how people are engaging with your page’s content, and what type of content performs the best for you. Utilising data effectively is what sets apart the best LinkedIn company pages.

Top tip: Keep different branches of your company distinct, but connected. 

If your business has various branches and projects connected to it, LinkedIn’s showcase pages could be a good way to organise them while expanding your main company page’s network. Showcase pages work as extensions of your LinkedIn company page and are separate pages you can use to spotlight specific projects. They can help to declutter your main page and make sure you’re creating targeted content, especially if your different products have different customer bases.

Step 4: Set up a career page

If you’re looking to optimise your company page specifically for recruitment, a career page could be a really useful tool to help attract more applicants. They not only allow applicants an easy way to view your company’s vacancies but they are also a way to provide a sneak-peak at company life.

You’ll be able to highlight your company leadership team and include employee perspectives, where you can spotlight your own employees’ content. It also includes an employee testimonial section, where past or current employees can write about their personal experience working at your company.

Don’t want another platform to keep updated?

When it comes to hiring on LinkedIn, Hireserve’s ATS LinkedIn integration is another invaluable tool for hiring managers, using your existing LinkedIn page. Once you have created a vacancy through your Hireserve applicant tracking system, you can automatically post this to your LinkedIn company page to let your followers know you’re hiring.

Step 5: Stay on top of the algorithm

Like all other social media platforms, LinkedIn has its own algorithm that it uses to analyse and send out content to and from its users. It takes into account different factors and sorts your content into 3 categories: spam, low-quality, or high-quality. You’ll want to make sure most, if not all, of the content on your company page is considered high-quality in order to have the highest level of reach and engagement.

To avoid a post being seen as spam, avoid vague hashtags such as #comment, #like, or #follow. LinkedIn’s algorithm also likes posts that are easy to read, uses three or fewer hashtags, includes strong relevant keywords, and encourages engagement (eg. has questions and call-to-actions).

A good rule of thumb when thinking about the algorithm is to use SEO-related guidelines and values. Your company page is like any other website and you want to optimise it and make it as search friendly as possible. By taking advantage of the algorithm, even small businesses can reach thousands of potential followers with a single post.

LinkedIn is the social platform for recruiters and hiring managers

LinkedIn is one of the most powerful digital tools you can use to promote your organisation and engage with your next hire. Paired with Hireserve ATS software, your hiring efforts can be transformed!

Book a demo with us and see how your internal hiring can be brought to the next level.  


About the author

Tristan Potter

Tristan has a decade's worth of experience writing content and copy for organisations across Bristol and the Southwest of England. He has written on a diverse range of topics, including technology, philosophy, politics, and recruitment. His writing has appeared in The Drum, HR Grapevine, and The Guardian, among other publications. He joined Hireserve in March 2022.