In this article, we outline ten essential yet simple steps to make your company’s LinkedIn profile as appealing as possible. Whether you want to stand out for partners, potential employees, or clients. LinkedIn is a social media platform designed specifically for businesses and professionals. It provides a unique opportunity to build a strong company image and attract new employees and partners. Therefore, anyone visiting your company profile must get a great first impression.
1. Upload a high-quality profile and cover photo
Visuals matter – the first thing a visitor will notice on your profile is the image. Without appropriate images representing your company, visitors may leave your profile immediately. Upload a profile picture, preferably your company logo, sized at 400 x 400 px. For the cover photo, there’s more room for creativity. You can include a slogan, a pattern that reflects your brand, an office photo, or anything else that conveys the company’s essence. The cover photo should be 1128 x 191 px (4:1 ratio). The maximum file size LinkedIn allows is 8 MB. Use the highest quality images possible (within the required dimensions) to ensure they look professional.
Avoid using the same files on LinkedIn that your company uses on other social media platforms like Facebook. Both the profile and cover images must meet LinkedIn’s size requirements. After uploading, check how the profile looks on both desktop and mobile screens. Make sure the profile photo doesn’t cover anything important on the cover image.
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2. Create a clear and catchy tagline
What sentence sums up your company’s industry, services/products, and personality? If you don’t have one, hold an internal competition to find the best tagline, because it’s crucial. After viewing the profile and cover images, visitors will look at the sentence beneath the profile photo. This gives them a clear understanding of what your company does. This text can be up to 120 characters long.
It’s recommended to write the tagline in English. LinkedIn is primarily an English-speaking platform, and it’s important to stay open to international partners and employees.
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3. Write an informative and engaging “About” section
If the tagline sparks interest, visitors will likely move on to the “About” section. Here, you have 2,000 characters to provide all the key information someone should know about your company. Keep the text easy to read and engaging. Consider the role LinkedIn plays for your company – is it for potential employees, partners, or clients? Write the text with your target audience in mind.
Some helpful questions to guide the writing process:
- What does the company do?
- Where is the company located?
- What products/services does the company offer?
- What are the company’s values?
- How can people get in touch with the company?
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4. Ensure all company information is accurate
Select the “Edit page” option and review all the information related to your company that others can see. Have you chosen the correct industry and location? Have you selected all relevant hashtags related to your products and services? These settings help make your profile more visible and understandable to visitors.
5. Choose the right call-to-action button
Below the tagline on your profile, you’ll see a call-to-action button that you can customize. What’s most important for your company? Do you want to drive traffic to your website, get more sign-ups for a course, or receive emails?
6. Post regularly
LinkedIn is the place where companies should showcase their achievements – modesty is not a virtue here. This platform encourages sharing accomplishments. People are generally supportive of a company’s milestones. Aim to post at least once a week. Content suitable for LinkedIn can often overlap with what you post on Facebook or Instagram. For a trustworthy and forward-thinking image, focus on topics like:
- The company’s long-term goals, especially those related to sustainability
- Introducing and celebrating employees, sharing their successes
- Sharing professional articles and opinions written by your employees to highlight their expertise
- Showcasing company events and team activities
- Sharing news and articles from other sources relevant to your industry (tag the other company to ensure they see your post)
- Highlighting your products/services and showcasing completed projects
- Sharing employee posts on the company profile
- Announcing any awards, certifications, and positive reviews your company or products have received
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7. Assign User Permissions for Managing the Profile
If your company doesn’t have a dedicated social media manager or team, it’s a good idea to give access to several employees to manage the LinkedIn profile. Establish guidelines for what content can be shared. This increases the likelihood of regular posting and interaction with others. Employees can also keep the profile active by reacting to posts and engaging with the platform.
When assigning permissions, you can select different levels of access:
8. Encourage employees to follow the profile and connect with the company
The more people associated with your company’s profile, the more credibility it gains. Potential employees and partners can also see who works for your company and their expertise.
Encourage employees to:
- Update their LinkedIn profiles by adding completed training, skills, education, etc.
- List your company as their current employer
- Engage with and share company posts
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9. Post job openings on LinkedIn Jobs
It would be a missed opportunity not to use LinkedIn to find skilled employees. Many users are on LinkedIn to connect their skills with job opportunities, even if they’re not actively job hunting. Setting up job listings with the right criteria can help you find top talent. Be prepared, though, as other companies may also approach your employees with attractive offers.
10. Experiment with LinkedIn Ads
Finally, if you’ve followed all the steps and your company profile looks top-notch, don’t hesitate to showcase it to a broader audience. LinkedIn offers various ad formats, each suited to different objectives. The platform makes setting up ads relatively simple. Their guidelines can help even beginners navigate the process.
Reach out to us, and let’s discuss how we can use LinkedIn to connect your company with new clients.
Author: Mari-Helena Toompere
Social Media and Digital Marketing Project Manager
