How to create and optimize a company page on LinkedIn

Follow these steps to expand your network and start building your community

4-minute read

With more than 800 million members as of 2022 (including 20 million Canadians), LinkedIn is one of the world’s largest social media sites and the biggest online professional network.

A LinkedIn page allows you to share your job postings, expand your network and promote your business. For example, you could promote your products or services, your employer brand or your latest sustainable development initiatives.

How to get started and create an account

It’s free to set up a LinkedIn company page where current and prospective customers as well as your employees can follow your content and share it with their followers.

To get the most out of your page, you’ll need to invest some time and effort to create a complete and attractive page that builds an engaged community of LinkedIn followers.

Here are seven steps you can follow to set up and optimize your company’s LinkedIn page.

1. Explore

Before you create a company page, or improve an existing one, spend some time researching best practices and looking at examples of great and not-so-great small business pages from your industry and elsewhere. Take note of how the best pages look and what kind of content they’re sharing with their followers.

2. Create your page

Go to LinkedIn’s Company Page site and create your page. It should include the following elements:

  • cover image and your logo
  • company description
  • product and service offering (you can add images of your products and links to buy them)

3. Use eye-catching imagery

Help your company to stand out by creating attractive banners for your page. Use bold, engaging visuals that show your company in the best light and reflect your branding and value proposition.

4. Feature great writing

Craft a clear, engaging company profile. Make sure to use keywords that will bring the right kind of visitors to your page when they search the LinkedIn site.

If writing is not your strong suit, consider hiring a professional to produce great copy describing your company and offerings on LinkedIn (and other social media sites).

5. Build your community

Once your page has been built, you can start promoting it by linking to it from your other marketing channels—such as your website, email, newsletters and blog. Also, you should add a “Follow” button to make it simple for visitors to click and follow your company page.

You should also encourage employees, family and friends to follow your page and share your content with their networks. And you can participate in LinkedIn groups to showcase your expertise, increase your knowledge and make connections that will increase your following.

Don’t hesitate to network online, for example, by adding comments under certain publications on other pages that you feel are relevant. You should also respond to the comments you receive, except for spam.

6. Post great content

The other way to attract followers is to consistently post interesting relevant content—industry news, advice articles, videos, presentations, documents, guides, etc.

Posts appear on your company page and in the news feed on the homepage of each of your followers. Just don’t forget that hard sells can be a turnoff on social media. So be cautious about directly pitching your products or services.

7. Measure and adjust

Use LinkedIn’s analytics tools to gain insight into who your followers are and what kind of content they like and share. You can then adjust to improve the performance of your page. Like your other social media properties, you should be constantly measuring and tweaking in a cycle of continuous improvement.

Advertising on LinkedIn

Beyond recruiting, LinkedIn is also a powerful tool to reach and market to other businesses. Advertising on LinkedIn allows you to target people according to their job title, industry, company size, seniority, alma mater, professional skills, and so on. A business selling accounting software, for example, could create content and target it exclusively to chief financial officers at medium-sized Canadian businesses.

LinkedIn offers several types of advertising such as:

  • sponsored updates that appear in a user’s news feed
  • text ads that appear on the right side of the news feed
  • banners or messages sent in LinkedIn messaging

One word of caution: Advertising on LinkedIn can be more expensive than ads on other platforms. Make sure you measure your results and are ready to adapt your strategy if you are not reaching your goal.

Next step

For advice on how to create compelling content and other tips for marketing your business with social media, download our free guide for business owners: Social media.