LinkedIn recently announced its new generation of LinkedIn Pages for companies, saying they’ve been rebuilt from the ground up. In my opinion, it’s about time. Their old version of Pages (their product for businesses/organizations) was limited as far as engagement was concerned, were kind of bland, less than intuitive, and didn’t foster community as well as they could have among brands, employees and followers — and isn’t that a main purpose of social media engagement?
LinkedIn has more than 590 million users and over 30 million Pages, highlighting the need to manage your digital brand as part of an inbound marketing strategy to help you get found (and, just as importantly, be heard). Now that LinkedIn has improved its platform, it’s a great time to maximize your company’s Page using some of these new features.
First Things First — Be Sure Your Page is Complete
Even with the old version of Pages, companies that had complete information got 30% more weekly views. Yet I’m continually surprised how many companies fail to take the simple steps to complete their Pages. So before we dive into some of the new features, let’s make sure you’ve got the basics covered for your business:
- Include an “About Us” description with relevant industry-specific keywords that describe your company’s mission
- Upload your company logo and select a relevant header image
- Complete your “Company Details” information (e.g., website, location, industry, company size, specialities, etc.)
All right, then. Let’s dive into the top 3 changes to LinkedIn Pages and the opportunities they present for your company to stand out.
1. Expanded Content Sharing
I see a lot of companies that set up their Pages, then rarely post content or share links. That’s a shame because organizations that post at least once a week experience two times more engagement. Sharing text, photos and native video isn’t anything new, but what is new is the ability to share documents as well!
Did you give a recent presentation? Now you can share that PowerPoint to showcase your thought leadership. If you’ve created advanced content in the form of an eBook, white paper or infographic, you can upload PDF or Word versions to allow your audience to read and comment on them right in their news feeds.
This is a valuable new tool for B2B industrials that want to differentiate themselves from the competition. While the content isn’t gated, you certainly can see who has liked or commented to start a conversation and begin nurturing new leads.
Additionally, LinkedIn now features Content Suggestions that suggests relevant trending topics and content with your target audience in mind. It’s a helpful tool for admins that spend too much time looking for articles to share or curating content, and it gives you better insight into what your target audience cares about.
2. Improved Employee and Follower Engagement
Getting those outside your organization to engage on LinkedIn is hard enough, but some companies struggle to get their own employees to become brand champions. Your employees have their own connections and networks on LinkedIn and typically have 10 times more social reach than your company because of the potential for amplification. So getting them on board with your LinkedIn strategy is a major factor in its success.
To improve employee engagement, LinkedIn now makes it easier for your company Page to discover and share your employees’ posts to leverage their networks. It not only creates meaningful interactions and boosts engagement, it also helps show how much you value your employees and their contributions.
If anyone mentions your company or uses a hashtag you’ve associated with your Page, you now have the ability to respond to and reshare those posts, too. These types of posts are great for monitoring and sharing customer testimonials, industry reviews of your organization, product mentions and more.
Admins can now post updates and respond to comments using the mobile app as well.
3. Career Pages
The skilled labor shortage continues to be one of the top challenges facing manufacturers today — most industries, really — so having tools for engaging potential recruits on one of the top job search platforms can give your company the edge it needs. Among all other social platforms, LinkedIn is the most effective for making professional connections and now, with its enhanced Career Pages, fostering those connections to your company can be made a little easier.
You can showcase your brand, company culture and job openings more effectively with LinkedIn’s updated Career Pages, which now feature an intuitive navigation bar that can feature a Job tab and Life tab so visitors can quickly discover what your company has to offer.
The Life tab is especially nice because it has a more customized look and lets you feature videos and other sections to highlight your culture and what it might be like to work for your company. To me, it’s less busy and doesn’t have a lot of side navigation or irrelevant tabs and links to distract the viewer. These added features do require a fee, but may be worth it depending on how stiff the competition is in your industry and how likely it is your recruits are LinkedIn users. Check out the Career Pages free demo to help you decide if it’s right for you.
Get our free guide to improving your recruiting efforts using inbound marketing strategy and tactics: Inbound Recruiting Essentials Guide.
Thankfully, LinkedIn’s latest Company Page updates are an improvement and should make managing content and engaging with people easier. Visitors will need to engage with you in other ways than just social media if you want them to become actual paying customers, however. LinkedIn is just one of many tools to help you do that. Use our guide below to help attract more visitors to your website using social media so you can nurture them along their buyer’s journey. Need help implementing an inbound marketing strategy for your complex industry? Reach out and we’ll be happy to discuss that, too.
Topics: Social Media
Stephen is an Inbound Marketing Specialist who has experience in both commercial construction and industrial manufacturing. He has served as digital marketing specialist for three separate businesses and has been a hands-on army of one, so he's no stranger to jumping in and figuring things out.