7 steps to create and optimize your company’s LinkedIn page

Your LinkedIn page is likely to be near the top of an online search for your company

4 minutes read


With more than 400 million members as of 2016 (including 12 million Canadians), LinkedIn is one of the world’s largest social media sites and the biggest online professional network.

Setting up a free company page on LinkedIn, where current and prospective customers and employees can follow your updates and share them with their followers, is a great way to get started on the platform.

But to get the most out of LinkedIn, 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. Your page 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 on LinkedIn.

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, add a follow button on your site to make it easy for visitors to 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.

6. Post great content

The other way to attract followers is to consistently post interesting relevant content—industry news, advice articles, videos, SlideShare presentations, guides, etc. Depending on your content strategy, you might also be interested in creating blog posts directly on LinkedIn’s Pulse platform.

7. Measure and adjust

Use LinkedIn’s analytics tools to gain insights 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.

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

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 two types of ads:

  • sponsored updates that appear in a user’s news feed
  • text ads that appear on the right side of the news feed

LinkedIn also allows you to send sponsored messages directly to individuals’ in-boxes.

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 goals.