5 best practice tips for managing your LinkedIn company page
If you’re yet to create a LinkedIn company page for your business, or have been given the task to manage the LinkedIn company page for your employer, here’s an introduction to our best practice tips for managing your LinkedIn Company Page. This LinkedIn feature provides two main benefits:
- Claims your organisation’s real estate on LinkedIn
- Allows you to list your team members (assuming your company page is listed correctly in their experience section)
The creation of a LinkedIn company page and posting updates are free features. Examples of how you can use your company page include:
- List your organisation’s logo and key details (About Us, website, industry, no. employees, etc)
- Post articles, native video and photos to keep your employees, clients and stakeholders updated on company and industry news
- LinkedIn members can choose to follow your company page and like / comment on / share your updates
- You can pay for sponsored updates and use a variety of ever expanding paid advertising features
- Advertise roles and explore the paid Careers Page feature, showcasing your organisation’s and your current role vacancies.
1. How to create your LinkedIn company page
You must first create a LinkedIn profile with your real first and last name before you can complete the below steps to create a Company Page.
To create a Company Page:
- Click the Work icon in the top right corner of your LinkedIn homepage.
- Click Create a Company Page.
- Enter your Company Name and choose a URL.
- Follow the Company Page URL requirements: must contain at least one non-numeric character; can be a lowercase alphabet, numeric, hyphen, or Chinese, Japanese, or Korean (CJK) Unicode; must not include more than one consecutive hyphen (i.e. company–name) and can’t have a hyphen at the beginning or end (i.e. -company-name or company-name-).
- Check the verification box to confirm you have the right to act on behalf of that company in the creation of the page.
- Click the Create page button. If you don’t have a confirmed email address associated with your LinkedIn account, you’ll be prompted to add and verify your email address.
- Click Get started on the welcome screen to begin editing your Company Page.
2. Update your employees LinkedIn profiles
When creating or reviewing your organisation’s LinkedIn Company page a really important step is to then ensure all employees have it listed correctly on their LinkedIn Profiles. Take the time to go back into your team’s LinkedIn profiles and ask them to click into their experience sections of their LinkedIn Profile, listing their current employment against the correct LinkedIn company page. Having all employees listed is where the company page becomes really powerful, because people can look at that company and see all of your team members. This strengthens your organisation’s brand on LinkedIn.
3. Managing the administration of your company page
Administrative rights are automatically granted to the creator of a Company Page. Only company administrators can edit Company Pages, add or remove other admins, and post company updates.
To request administrative rights from your Company Page admin:
- List your current position with the company on your profile.
- Go to the Company Page.
- Click the More icon and select Request admin access from the dropdown.
- If you’re a 1st-degree connection to any of the admins, you’ll receive a notification indicating that your request was successfully sent. You’ll get an email notification once you’ve been granted admin access.
- If you’re not a 1st-degree connection to any of the admins, please contact your company administrator to find out who manages your LinkedIn Company Page.
If you’re an agency, social media partner, or a third party working for a Company Page customer, you can reach out directly to the company administrator to determine the LinkedIn Company Page admins.
Please note: LinkedIn can’t provide Company Page admin information to members or replace or remove admins. LinkedIn recommends keeping records of your Company Page admins and sharing this information with your company’s Human Resources department, in case a former admin needs to be removed or a new admin needs to be added. We’ve had to help many clients with this step, so please be mindful of having multiple admins to ensure you can always access your company page.
Types of company page administrators
Designating administrators can help you manage your Company Page. Only certain types of administrators can add other admins, post updates and edit your Company Page. If you’ve got people managing your social media for you and you choose to have a content marketing plan with LinkedIn, you can designate the relevant admin role to make sure they can schedule content updates via your Company Page.
There are 4 types of Company Page administrators:
- Designated Admin access allows employees to make edits to your Company Page, add other admins, and post company updates.
- Direct Sponsored Content Poster access gives marketers at your company the ability to share content to the homepage feed of LinkedIn members.
- Lead Gen Forms Manager access allows assigned admins to download leads from Campaign Manager.
- Pipeline Builder Admin access gives users the ability to create and edit Pipeline Builder landing pages that are associated with your Company Page.
There are no restrictions by an administrator when choosing which member to add as an admin to a Company Page.
4. Frequently asked questions about LinkedIn company pages
Posting content to the company page is a free feature. There are also many paid advertising features which are worth considering.
LinkedIn regularly updates their FAQs to keep you informed about the features available for your LinkedIn Company Page. In this article I explore some of these features in more detail.
5. Viewing follower insights & company page analytics
If you’re a Company Page administrator, you can view follower insights and analytics about your Company Page to gain deeper insights into your page performance. This allows you to:
- Evaluate engagement of your individual posts
- Identify trends across key metrics
- Understand more about your follower demographics and sources
- Understand more about your page traffic and activity
To view analytics for your Company Page:
- Click the Me icon at the top of your LinkedIn homepage.
- Below Manage, select your Company Page.
- Click the Analytics tab and select Visitors, Updates, or Followers from the dropdown.