Creating a LinkedIn company page is a rite of passage for many business owners.
LinkedIn is one of the top social media and professional networking platforms. Whereas Facebook exists to remind you of your second cousin’s upcoming fall wedding (thought there are still many benefits of Facebook marketing), LinkedIn is a more appropriate location for job updates, professional insights, and networking with colleagues, friends, and strangers.
What is a LinkedIn Business Page?
Having your company listed on LinkedIn has a range of benefits. First and foremost, it makes your organization visible. As a business owner, you probably already know that brand awareness is half the battle. Putting your information on LinkedIn allows people to search you and learn the basics about your organization.
LinkedIn profiles are a great way for visitors to quickly grasp what your company is about. From G2 Crowd’s banner alone, you can tell that we’re based out of Chicago and have been ranked on the LinkedIn Top Companies; Startups list.
As the visitor, I’m able to see I have 109 connection working at this organization. (This is, of course, because I work here.) As you can see, visitors also have the option of seeing what jobs we have available.
Upon clicking on “see jobs,” job descriptions for each available role appear, and let visitors peruse to see if there is a good fit. Job descriptions speak in-depth about the role, and let those searching apply directly through LinkedIn. If EasyApply isn’t available (the option for one to submit their LinkedIn profile to the company for consideration), LinkedIn will reroute interested applicants to that company’s career or applications page.
The jobs page also shows visitors how many other applicants are applying. This feature is a double-edged sword. On one hand, a` number such as 104 applicants can intimidate some out of applying. On the other hand, it’s a great indicator of a coveted role that could entice others to join the competition.
To learn more about a certain company, simply return to a company’s LinkedIn profile page and scroll a little further down.
The following photo displays G2 Crowd’s “About Us” section. It communicates a number of facts and features. For one, it tells visitors who we are: the world’s leading B2B software and services review platform.
It offers quick and simple navigation to our website and informs visitors of the year we were founded. It gives a range of our company’s size and lets people know this company is privately held.
In addition to all of these things, LinkedIn is a wonderful point of reference for referrals and recruits. Having a well-developed LinkedIn profile could be the difference in candidates who apply, if you consider it as one of the main sources of validation for potential employees and customers alike.
With Glassdoor, Yelp, G2 Crowd, and other review sites out there, reputation is becoming more and more important to individuals in choosing the businesses with which they communicate. Having an accessible and easy-to-read LinkedIn profile is another aspect of this. When your LinkedIn presence is clear and respectable, visitors trust you more.
How do I create a business page on LinkedIn?
Okay, so we’ve gone over what it is and why you should care. Now that you’ve been convinced, how do you go about creating the page?
Lucky for you, it’s really quite simple. In fact, it should be no more difficult than developing a business profile on any other social media platform, such as a Facebook for business page. Let’s now go through the process one step at a time.
Create a Regular LinkedIn Profile
In order to begin, the person who is going to control the company’s LinkedIn page must first have their own profile. We will heretofore refer to this individual as the administrator. The administrator’s page should exhibit their real first and last name, as would any other LinkedIn profile.
The administrator can build their profile out as much or as little as they so desire. Some have only the minimal information listed on their LinkedIn profiles, while others have their career history as it dates back for 30 years. As with any social media website, what you post is entirely up to you.
LinkedIn does make one thing clear: you must list your first and last name clearly and accurately, as opposed to using a pseudonym or other false moniker.
Create a LinkedIn for Business Page
Go to your LinkedIn homepage and find the icon that looks like a small grid. On a desktop browser, this icon is in the top right-hand corner of the screen. Click on that icon, which should look like this:
This icon will open up a menu with items such as Talent Solutions, Sales Solutions, and Post a Job. Scroll down to the bottom of that list and click on Create a Company Page. Now we’re movin’!
First things first, you enter your company name. This should be whatever you call your business, product, or organization. It should not just be your name. If your business is your name, ie you are a voice teacher or lawyer, then it might make sense to include your name in the title.
You will also have to choose the URL you want visitors to search in order to find your company on LinkedIn. This is also the way LinkedIn will organize you as a company versus an individual. For example, G2 Crowd’s URL is: https://www.linkedin.com/company/g2-crowd/
If your first pick for URL is taken, try a different variation of that same concept. A URL is like a mailing address for the internet, and unfortunately, no two can be the same.
To clarify, LinkedIn’s website says, “While the name of your Company Page doesn't need to be unique, the public URL for your page cannot be the same as one that exists on LinkedIn. LinkedIn members and search engines will use this unique URL to find your page.”
Here are the guidelines LinkedIn requires for your company page URL. Without following these guidelines, your URL will not be approved:
- Must contain at least one non-numeric character.
- Can be a lowercase alphabet, numeric, hyphen, or Chinese, Japanese, or Korean (CJK) Unicode.
- Must not include more than one consecutive hyphen (i.e. company--name) and can't have a hyphen at the beginning or end (i.e. -company-name or company-name-).
Note: Any improper characters will be automatically replaced with a hyphen.
If you're curious, here are the guidelines on how to change your LinkedIn URL for a personal account.
After you’ve settled on the perfect URL, check the box to verify you have the right to create this page. You cannot create the page without checking this off.
Once you have done all of the above, “Create page” will become available to click. Click it. From here, you begin the process of editing your profile to perfection. You will be taken to the Get Started page, which will help guide you through the process as much or as little as you need.
Congratulations, your company is on LinkedIn!
Important Things to Note:
Before creating your company page on LinkedIn, you must have a company description. The company description should be between 250 and 2,000 characters and should introduce visitors to your organization. You may want to consider adding your company’s mission statement here.
If you do not have enough connections, or if you are brand new to LinkedIn, they may not allow you to create a company page right away. They want to make sure all company pages are legitimate, and connections often help prove personhood online. If you were denied for such a reason, check out LinkedIn’s tips on Building Your Professional Network and try again in a little bit.
You will not be able to preview the page before publishing. Once you’ve published the page, it is live for visitors to view. You will be able to edit the page if you see anything is amiss. My recommendation is that you have a few different people look over the page before you hit publish. This will reduce errors and eliminate the possibility that visitors might see false information listed on your page.
Another thing to note is that you can set more than one person as an administrator to your company LinkedIn page. This is vital in the event that the original admin is on vacation, leaves the company, or is otherwise unable to access the page. Seeing as the administrator is the one who can make changes to the LinkedIn profile, it is important to retain access to that page.
Next social media steps for your business
Now that your page is live, it’s important you keep it up to date. Make sure the only jobs posted on the site are the ones still available. Update your company size and headquarters, should those change.
People trust your online presence as an indication of what your company is like. Keeping this information accurate will only serve to improve operations, brand reputation, and increase the number of applicants interested!
For more information on creating business social pages, check out:
- How to Create a Facebook Business Page that Works in 2019
- How Your Brand Can Become an Instagram Influencer (+7 Business Examples)
- A Beginner's Guide to Snapchat for Business