LinkedIn company pages: more important now than ever
LinkedIn company pages have often been left behind. Set up, forgotten, an afterthought until someone wants to do some recruitment.
But the decline of Twitter / X has seen increasing numbers of companies ramping up their activity, and a quiet revolution has been taking place.
The power of the LinkedIn page to build brand, engage audiences, and foster meaningful relationships with suppliers, partners, colleagues, and potential staff is being recognised.
The question now is, can you afford NOT to be active on LinkedIn?
The rising importance of LinkedIn Pages
Recent statistics highlight LinkedIn’s robust growth:
Engagement on company pages grew by nearly 25% in the past year, and the good news is, if you’re just getting started, growth was even higher on pages with under 1000 followers.
Pages with fewer than 1000 followers also experienced significant growth in follower numbers, showcasing LinkedIn's strength for smaller businesses and brands.
Despite this growth, likes have slightly decreased showing us that so-called ‘vanity metrics’ really shouldn’t be prioritised over more meaningful engagement like comments.
Common mistakes companies make on LinkedIn
Companies often fail to leverage their LinkedIn pages fully by:
Neglect: creating a page and leaving it inactive makes it appear outdated.
Poor set-up: if it’s hard to find you or understand what you offer, you’re missing out on followers
Overly rigid brand guidelines: let’s have FUN! LinkedIn is not the place to doggedly stick to your brand and writing guidelines. They can make you sound stuffy.
Posting and ghosting: stay, have a chat, engage with your followers. Afterall they are your customers, partners, and colleagues. You wouldn’t run into a room and shout at them…so don’t do the equivalent on LinkedIn.
Mandating employee shares: Forcing employees to share company content creates inauthentic interactions and often backfires. Instead, showcase your team, talk about how brilliant they are, and watch the magic happen.
Effective Strategies for Success
Successful LinkedIn company pages thrive on genuine interaction. Best practices include:
Sharing behind-the-scenes content to showcase the human element of your business.
Encouraging employees naturally inclined toward social media to become brand advocates without forcing scripted shares.
Using audience insights, driving future content and engagement.
Companies excelling on LinkedIn, like Patagonia, SAP, and Duolingo, demonstrate brand authenticity and consistent, relevant storytelling aligned with audience interests.
Employee advocacy: empower your team
True employee advocacy isn’t mandated but cultivated. Identify digital champions within your organization who naturally engage online and empower them by:
Encouraging authentic storytelling rather than scripted sharing.
Collaborating on content that resonates with both their personal audiences and company goals.
Holding regular, strategic discussions on content plans and objectives.
This approach not only boosts company visibility but also builds employees' professional profiles, contributing to long-term retention and talent attraction.
Top tips for a powerful LinkedIn presence
Prioritise engagement over broadcasting.
Post consistently, even if infrequently, focusing on quality rather than quantity.
Use keywords strategically in your posts to boost discoverability.
Balance professional content with human elements to avoid appearing overly promotional.
LinkedIn offers an unmatched opportunity to humanise your brand, engage meaningfully with your audience, and strengthen employee relationships. By avoiding common pitfalls and embracing genuine interactions, you can significantly enhance your company's digital presence and achieve lasting growth.
