Time to rethink your LinkedIn page?

September 11th, 2017

No matter whether you are B2C brand with a target audience of millions, or a B2B company whose content only really needs to be seen by 10 or so very specific individuals, your LinkedIn page really matters. It is a shop window – a reflection of your company and its values and aspirations.

There was a time when the main criticism of LinkedIn pages was that they tended to be too static. Apart from the company details content was invariably added as an afterthought, dumped on the page because someone from the social media team thought it would give the company a little more reach.

Now that issue largely appears to have been addressed with many companies, especially in the B2B sector, not only building their content calendars around LinkedIn, but creating dedicated content for platform.

company-pagesYet there is still plenty room for improvement which is why LinkedIn has been recently pushing its ‘Best Company Pages awards.’ The awards are originally nominated by users, though LinkedIn chooses the winners. And one of the main reasons it does this is to highlight best practice which it hopes will inspire companies.

Perhaps because of its corporate heritage or importance as a receptacle for thought leadership company LinkedIn pages have in the past looked a little wordy and sometimes drab. It seems too that companies invariably ended up using similar stock images. I have lost count of the times I have seen the same images to illustrate engagement or targeting or even the sales funnel.

Creating bespoke images isn’t that hard it just takes planning and some resources, and when it is done well, such as on the Schneider Electric page, it really can change the nature of a page and in some ways the perception of a company.

Extended deadline for entries in the International Content Marketing Awards

Another key issue for many companies on their Linkedin pages is that they tend to attract very little engagement from users, readers and customers. This is perhaps because the content is a little too pushy. For example thought leadership stories might be a little too dogmatic rather than being discursive.

Getting across the company view especially one that reflects its core messaging and values, is of course massively important, but at the same time asking questions and trying to engage an audience can reap valuable rewards.

A good example of a page which does this is another LinkedIn award winner DXC Technologies which constantly uses polls and questionnaires to find out what its readers and customers want. It is something that more companies, usually in the B2B space, would do well to copy.

Another rather obvious ploy, yet one that isn’t always followed through by companies, is to make the Linkedin pages more people-centric. I have heard recently from other companies that they only choose to share images of their staff (on company trips etc) on Facebook and Instagram. The concern is that that if they share on LinkedIn recruitment companies or their rivals may target their staff.

Yet displaying staff stories on LinkedIn pages can also be a very valuable tool for companies as they recruit staff. Inspiring stories of how individuals have moved upwards in their career and learnt new skills can be an important way of communicating key recruitment messages to potential employees, as well as saluting the performance of existing ones. Nike is a company that excels at telling its staff stories – a trait acknowledged in the awards.

Some other excellent LinkedIn Pages that are worth looking at for their excellence, originality and levels of engagement include HubSpot, Delta Airlines, and JustEat.

Company LinkedIn pages are such a powerful and important tool. It seems odd that they don’t always get the level of attention they deserve.

Commissioned by The CMA


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