Do You Need A LinkedIn Company Page?

  • by Steve Phillip
  • 30 Mar, 2017

How To Manage Your LinkedIn Company Page To Promote Your Business

Should you have a LinkedIn company page, what are the benefits? This particular aspect of LinkedIn is one I receive a lot of communications about. For many members, it seems that LinkedIn company pages are somewhat of an inigma; "what are they for, how do I use them, do I need one?"
This video explains how to manage your company's presence on LinkedIn

A Brief History of LinkedIn Company Pages

LinkedIn company pages were introduced in 2008 and since then they have gone through some changes. Initially, they acted as a dotted line from your employees' personal profiles to your company's page. This means that if I search for and locate your company on LinkedIn, I see who works for your business as long as they have added your company to their current Experience section.

LinkedIn then enabled you to post updates from your page, which can be seen in the pesonal profile news feed of anyone who has chosen to follow your company page. One of the key benefits of posting content from a company page is that these pages are publicly ranked on the web, unlike personal profile updates (Published posts act in the same way as company page updates), which are contained within LinkedIn.

To add to the benefit of being able to post updates to your followers, LinkedIn then introduced analytics, which show you the reach of each post and engagement levels, including click-throughs from any links you include in your updates.

A few years ago, LinkedIn revolutionised the look and feel of company pages by providing the opportunity to create individual landing pages for each of product or service range; we could include full descriptions of each service, supported by videos and images and other LinkedIn members could, for the first time ever, provide written recommendations against the company's services, just as they can on individual LinkedIn profiles. Then in April 2014, LinkedIn suddenly decided to retire this option, much to the frustration of many users, who had worked hard to create an impressive LinkedIn company page presence.  
What Are The Benefits?

If you are a business that employees more than a handful of people, then there will be an expectation, from other users, that you have a company page on LinkedIn. If not, then potentially, other users may not see you as a serious player on this platform.

Brand presence - If someone searches for your business on LinkedIn (highly likely these days), would you rather they came across a well branded page, that explains what your company does, where you're located and how users can get in touch with your company? The alternative, if you don't have a company page is that a search will produce a list of people who work or used to work at your company and who may or may not have a well structured personal LinkedIn profile and who therefore, may or may not represent your brand well.

PR Opportunity - If a LinkedIn member chooses to follow your company page, it would suggest that they have an interest in your company. If they follow or connect with your personal profile, then they are more likely to have an interest in you. Research has shown that people follow people because they are interested in the personal viewpoint and insights that person has to offer. On the other hand, they are more likely to follow a company page for news about that company and the industry sector it operates in. Use the company page updates feature to showcase news about new hires, company milestones, events, success stories, client experiences and even special offers.

Broaden your reach - one strategy you should consider employing, is the sharing of your company page news via the personal profiles of your team members. Recently, I was speaking at a conference in London with an audience of approximately 60 sales people and directors at an IT company. One of the directors had published an excellent blog on a new technology for business, which had been published on his own personal profile and on the organisation's LinkedIn company page. I asked the audience how many of them had seen the blog, 5 hands were raised. I then asked how many of those 5 had shared the blog as an update from their own profiles, all hands went down. What a MISSED OPPORTUNITY!

Your marketing department or the person responsible for LinkedIn, in your business, has an opportunity to take the content published on your company's page and share it with the rest of your team, who in turn can very quickly post it on their own newsfeeds to their connections. As a footnote to this point, the conference audience I spoke to had an average of 500 connections per personal profile - multiply the number of these connections (just at the 1st degree) by the 60 sales people in that room, that's a potential audience reach of 30,000 LinkedIn users!

Showcase other divisions - if your company has a number of different services or divisions, which are part of your brand, then LinkedIn enables you to create individual Showcase pages.  A Showcase page is like a mini-version of your main company page, it has its own unique page URL and you can share updates from each page separately, which other LinkedIn users can choose to follow.
Should You Have A LinkedIn Company Page?

You should have a company page, if only to avoid a blank grey logo box appearing on the job descriptions section of your employees' and your own profiles. More importantly though, having a LinkedIn company page provides potential customers with an indication that you value how your brand is seen online and makes it easier for them to get in touch with your business. Having a company page also allows you to showcase your business to an audience of more than 467 million LinkedIn members around the world.

Is there a case for not having a LinkedIn company page? I did work with one client - a husband and wife team - who provide IT security services to some pretty large companies. By having a company page, only showing 2 employees, they felt it may undermine the image they had created of being a much larger and robust business.  In this case, they decided not to go with a company page. Is this right or wrong? It's about how you want to position yourself online so that when potential buyers find your business, you convey the brand image that is important to you and allows you to secure new business.
Check out my video above for how to manage your LinkedIn company page.
If you have any private questions on the subject matter you can connect with me on LinkedIn and send me a message, or else you’ll find my contact details on my LinkedIn profile uk.linkedin.com/in/stevephillip . You can also follow me on Twitter at https://twitter.com/Linked2Steve
by Steve Phillip 11 Oct, 2017

Imagine it's Day-1 of your business. You've created your product or service, set up your website and you're ready to open your 'store'. Now, all you require is for plenty of customers to visit your shop.

Picture your business, whatever product or service you produce, as a retail shop on a busy high street. You head to the front door, to open-up for the day when suddenly you stop dead in your tracks. As you look out, you see a crowd of people, hundreds in fact and they're all looking in your shop window - some are actually knocking on your door, wanting to come in and check out what you have for sale.

by Steve Phillip 29 Sep, 2017
The most common blocker, I've discovered when working with sales teams and individuals, which prevents them from creating a consistent pipeline of new prospects using LinkedIn, is that often, they simply don't know what to say next, once they've connected with another Linkedn user. In this post, I'm going to provide you with a proven method to help you open up more conversations on LinkedIn with your ideal audience.
by Steve Phillip 05 Sep, 2017

"I'm leaving LinkedIn, as it's done nothing for me!"  That was the headline of a LinkedIn post I read recently. I was alerted to this outburst by one of my connections, who had tagged me, possibly in the hope that I might be able to offer this individual some words of comfort and explain where it was all going wrong. It soon became obvious when I viewed his profile however, just why LinkedIn wasn't working for him.

A half completed profile, no posts or evidence of engagement with anyone else's activity, quite what was this person expecting? If you decide that telemarketing is a way of attracting new clients but you don't actually dial and make any calls, guess what - you won't be successful at telesales. If you turn up to a networking event with no clear idea of how you're going to explain what you do and how you can help others and you leave your business cards at home, you're not going to be the world's greatest networker. So, why do some people expect LinkedIn to be any different?

by Steve Phillip 06 Aug, 2017

Engagement is a word you'll hear quite a lot when it comes to using LinkedIn and other social media but what does engagement really mean and how do you know if you are being engaging online or not?

Among other definitions, the English Oxford Dictionary suggests that the verb 'To engage' means to occupy or attract (someone's interest or attention) or involve someone in (a conversation or discussion). When you examine your most recent LinkedIn posts do you feel they occupied or attracted anyone's attention and when was the last time you got involved in a conversation (N.B a conversation is not sending a thumbs up reply or a standard LinkedIn response message) with another LinkedIn user?

by Steve Phillip 10 Jul, 2017

Any infection will lay you low and if that illness continues for more than a few days, there's always a risk, in some instances, that it could become terminal. Many small to medium sized businesses experience a particular type of infection that if not treated will first paralyse that business and in time take such a hold that the outcome is the death of that company.

Last week I met with a sales director to discuss LinkedIn training and I how could help that organisation's sales team develop a continuous pipeline of potential new clients.

As the sales director read through my proposal, he came to a list of the clients I had worked with to date; firms like FedEx, the British Red Cross, Toyota GB, Deloitte, Oxford Brookes University and many others. He turned to me and said "There's some pretty big names here. How did you get to work with these firms?" . I replied with a slight smile and one word, "LinkedIn" .

by Steve Phillip 05 Jul, 2017

1 in every 5 parents think that there are no age requirements for joining a social media site and most parents in the UK have no idea whether their children are old enough to have a social media account.

by Steve Phillip 12 Jun, 2017

I got cross this week, mainly cross with myself I must say. On Thursday, I'd set some time aside, late in the day, to carry out my usual LinkedIn and social selling activities, when I received a scheduled call from a client.

I’d kind of expected the call to last 15 minutes or so and when, 45 minutes later, we were still talking, I began to realise that my social selling window had rapidly diminished.

After 20 minutes, I knew I’d missed the boat, as far as engaging with my network for that day was concerned and I   was   cross for 2 reasons; one because I knew I was clock watching and after 20 minutes or so, not giving my client the full attention he deserved and 2, because I knew that I should not have left my social selling activity until the last job of the day!

by Steve Phillip 29 May, 2017
Have you ever found yourself thinking   "I'd like to send that person a LinkedIn connection request"   and instead, you hesitate and think better of it? Are there moments when you want to leave a comment on someone else's post but a mild level of stress builds up inside and you quickly move your fingers away from the keyboard? Do you have some great insight that you'd like to share with your LinkedIn network but the very thought of posting an update, let alone writing an article, fills you with dread? If you experience any of these traits, then welcome to Parapet Syndrome!

'Putting your head over the parapet' is a term with various definitions, some of which include:   to do something that may cause people to criticise you; to be brave enough to state an opinion that might upset someone; to do or say something you think is important even though it may have bad results.   Each of these examples involve taking a risk, where the outcome could be a level of physical or mental pain for person sticking their head over the parapet.

by Steve Phillip 15 May, 2017
In the new age of social selling, if you keep on doing what you've always done, you will not achieve what you used to get.

There are few things that annoy me more than a cold call, which interrupts my morning, my routine, my thought process and my equilibrium. You'd think by now that I would be disciplined enough not to answer such a call, especially when I'm in the middle of doing something 'important' but no, like you possibly, I kid myself that this unrecognised number could be my next most valuable client. Of course it isn't - instead it's Mike from an insurance company asking me if I have time to discuss my options for health cover.

After 2 minutes of Mike trying to convince me to spend "just 10 minutes" with him on the phone to discuss how I might protect myself and my loved ones from the devastating consequences of leaving my health to chance, I manage to release myself from our call and attempt to get my head back into the business proposal I was writing before Mike intruded on my time.
by Steve Phillip 02 May, 2017

If you’re reading this post, the chances are you’re a parent, with a child or children who attend school and if you’re not, then you probably know someone who is. If you are a teacher then you're probably wondering why I'm providing parents with advice about how to criticise you? If so, then please read on and be reassured.

Rarely, these days, does a week go by, when we don’t hear coverage on the news about cases of online bullying. You’d be forgiven for thinking that this phenomenon, tagged as ‘cyberbullying’, is mainly aimed at children, such as the tragic story of 14 year old Megan Evans , from Millford Haven, who, in February 2017, was driven to take her own life, following a consistent campaign of cyber-bullying on the social media site Snapchat.

Such stories are particularly heart breaking when they involve children. Equally concerning though is the increase with which teachers are on the receiving end of similar bullying and abuse and often from the parents of the children they teach.

The National Association of Head Teachers (NAHT) receives hundreds of calls every week from teachers who are being ‘cyberbullied’ The majority of such complaints are about parents using websites and social media, in particular, to attack those they entrust with their childrens’ education.

This week, the media has emphasised the problem of inappropriate online posts by singling out some of the top web and social media sites for failing to do enough to prevent illegal and hateful content being shared online.


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