In 2022, everyone can be an influencer. And as a business – no matter what size you are – there’s nowhere better to mark on social media than LinkedIn.
LinkedIn is the global hub where professionals and businesses come together. If you can believe it, LinkedIn is currently in its 19th year. For all the millennials reading, it was launched the same year as MySpace. While that platform’s use has fizzled (sorry, Tom), LinkedIn’s user base has grown to a whopping 810,000 million in 2022. That’s a lot of opportunity for your business.
We’re guessing that you might already have a personal LinkedIn profile, but what about your company’s page? Whether you’re an employer looking to grow your business’ profile, or an HR manager trying to attract new employees – your LinkedIn’s company page is one of your business’ greatest assets, you just need to know how to use it.
What is a LinkedIn company page?
A LinkedIn company page is your company’s representation on the site. It is a place where you can provide information and content about your business, and a profile with which you can interact with your team, other people on LinkedIn and other company pages.
When new talent joins your team, they can update their profile to feature your company’s page. They will then be connected to the ‘People’ section of your page, and your company will be visible in search results for their personal profiles.
Why should I have a LinkedIn company page for hiring?
If you don’t have a LinkedIn company page, or if you put very little effort into maintaining your page, your business is missing out on a major opportunity.
LinkedIn doesn’t only have 810,000 million users, over 12million LinkedIn users are also signalling their availability to work by using the green #opentowork photo frame over their profile image.
We can safely assume that there are many more job-seekers out there who are not using this photo frame, and even more job-curious people who may be currently employed but looking for change soon. This makes LinkedIn one of your most powerful hiring tools.
Beyond recruitment, it’s just generally a good idea to use your LinkedIn company’s page to shout about your business. When you’re maintaining and creating interesting content for your page, you boost your business’ chance of being noticed not only by prospective talent but also future customers, investors and industry bodies.
A successful LinkedIn company page gives you the chance to become a high-profile company and thought leader in your industry. It’s simply a no brainer.
Essential sections of your LinkedIn company page
LinkedIn pages have a few primary sections to be aware of; ‘Home’, ‘About’, ‘Posts’, ‘Jobs’, ‘Life’ and ‘People’.
Your LinkedIn company homepage is the aggregate of all of your company page content. From this page (which people will land on when they click your company page from the search bar), viewers will see a snippet of your ‘About’ section with your company description, recent posts and videos, key information you have highlighted, new jobs and a snapshot of your team.
Your ‘About’ section is your opportunity to elaborate on what your company does, and why you do it. This is the section where you want to succinctly write about your business’ purpose, function and products or services. You may also wish to include the details of awards that your business has won.
Your ‘About’ section will also feature a few other details, such as your business’:
- Company website
- Company size
- Headquarters location
- Year founded
Take a look at how this information appears on Employment Hero’s LinkedIn page.
The ‘Posts’ section of your profile is where you can find all the latest content published by your company.
When you publish a post as your business, it will appear on your company feed and also on the feeds of the people that follow you (and in some instances, the feeds of the people in their network).
Your ‘People’ section is where visitors will be able to see who works at your company. The viewer will be able to see how many people work at your company and a few metrics around who your people are, like where they are based, where they studied, what their skills are and what they do within the business.
On this page, the viewer will also see who in the company they may know or be connected to.
Your ‘Jobs’ page is definitely one of the most helpful for recruiting! Your jobs page is the hub for careers at your business. On this page, the visitor can see all jobs that are advertised at your business (these will also show up across LinkedIn career pages), and click straight through to those LinkedIn job ads that you have created.
In the search bar, they can also enter job titles or keywords to search – so make sure not to use too much jargon or slang in your job postings, as this could make them more tricky to find.
The ‘Life’ section of your page is another helpful tool to attract people to your business. This is the place where you get to showcase your company culture in all its glory. On this page, you can share videos that convey your employee experience, employee testimonials, company photos and employee articles.
If you’re looking to run a major recruitment drive, definitely consider giving your ‘Life’ section a makeover with lots of details about your employer value proposition (EVP) and full of details about your employer brand. Shine bright and capture the attention of job seekers!
Get your LinkedIn page in top shape
So, now you have a better understanding of your company page and all of its opportunities, what are the best practice rules that you can use to make it pop? LinkedIn is a busy place with lots of noise, here are some ways to make your page stand out to job seekers.
1. Add personality
Covering your LinkedIn company page with authentic personality is one of the most effective strategies for being seen – and remembered. When people are searching for jobs, they’re looking for businesses that are human-centric, who have values and are passionate about their purpose.
While salary, benefits and roles are incredibly important to job seekers, the role of vibe should never be underestimated. If you’re presenting your business as a fun, unpretentious and exciting place to be, you’re already winning.
2. Showcase employees
Just as you want to show lots of personality, you want to showcase your team at every opportunity – and these efforts can go hand in hand!
People are everything to a business, especially when it comes to recruitment. If you’re showcasing your amazing team, highlighting their successes and proudly featuring them, this is going to be very favourable with job seekers. Seeing your employees helps people put a face to the company, and boosts that ever-important vibe we mentioned earlier.
Check out our post above with our teammate Lloyd for some inspiration!
3. Keep branding and images up to date
There are a lot of places where your brand shows up on your company page. Whether it’s your cover image (the banner image that lives at the top of your page above your company name), your company logo or your posts – it’s important to keep your branding consistent everywhere it shows up.
Why? Just like with the brand you show to your customers, your employer brand that you showcase on LinkedIn builds trust with your followers. If It feels clunky and inconsistent it could reflect poorly on the business. A disorganised brand suggests a disorganised business – eek!
4. Engage with employees
Do you know what my favourite part of starting a new job is? Posting the exciting (read: smug) details of my new job on my LinkedIn profile!
What makes this experience even better is when your new company comments on your post about how excited they are for you to join the team. This is a good example of how you can engage with your employees online. Like, share and comment on their posts, celebrating their wins and joining in on their excitement.
Not only will it give your employee a case of the warm fuzzies, it will also show up on their network’s feed, sending a clear message that your company always shows its support.
5. Engage with other pages and people
Just as you can engage with your employees, you can also engage with other people and the pages of other businesses. While liking posts can give you some visibility, you can also contribute to conversations as a business.
It’s a great brand exercise to join the discussion as a business. This can give you some interesting opportunities to talk about your company values. For example, if you’re a company that advocates for flexible working – you might give your thoughtful two cents on a LinkedIn article that is pushing a return to the office. Of course, always remember to be polite and well-informed!
6. Build attractive job listings
Although LinkedIn has its own ecosystem for job listings, the same rules apply as if you were advertising a role anywhere else. There are do’s and don’ts when it comes to creating a good job ad that stands out and compels a prospective candidate to apply.
The ultimate recruitment and onboarding guide
7. Create and share interesting content
Your page should be interesting compelling not only for job seekers, but also all kinds of different people (who could become future job seekers, *wink wink*).
Although your #1 objective might be to find new candidates, your #2 objective on LinkedIn should definitely be to grow your followership in general. You can do this by creating and sharing interesting content regularly.
Content is an umbrella term for basically anything that you could post. It includes, but is not limited to; company news, articles and blogs (published on your website or from another website), photos, videos, interesting facts and statistics, podcasts and audio, gifs, memes… The list goes on.
The sky’s the limit when it comes to what you can produce. Just remember to make sure that any content you share is;
- Relevant to your company, workplace, mission or values
- Offering value to your network in some way (is it interesting, funny, thoughtful or timely?)
- Aligned with your brand or connected to your brand’s tone of voice
- Quick and easy to consume (lean into the social media scroll!)
8. Support your employees to create content
While it’s great for you to create content as a page, your LinkedIn page’s fame can also grow when your employees create content about the business.
Why not encourage your team to do this by giving them training on how to create content for LinkedIn (which is knowledge they can take into the future) or offering prizes or incentives when they share their story.
Job-seekers want to see businesses have a personality, but there’s nothing like a testimonial from a real person when it comes to making a company an appealing employer.
9. Utilise analytics
There are so many analytics that LinkedIn provides that can help you measure the effectiveness of your efforts on your company page.
Consider putting together a monthly report using the main page analytics available; search appearance, unique visitors, new followers, post impressions and custom button clicks. You can also see the organic impressions of each page post, which can help you understand how many times people in your network saw the post.
All of these numbers can help you identify what’s working, and what needs rethinking. They can also show you the ROI of your social media efforts in real time – enjoy it!
10. Create a banner image for employee use
Some of your employees won’t be that eager to create or share their own content, and that’s ok! An easy way for them to engage with your page and employer brand is to create a beautiful artwork that they can use as their LinkedIn banner. Simple!
11. Use tags and relevant keywords
Speaking of easy wins, have I mentioned tags and keywords? Being thoughtful when it comes to including them can make your post easier to find and give it a boost when it comes to showing up in search results.
Although you don’t want to use too many (there is definitely such a thing as keyword-stuffing and over-tagging), including some relevant tags and keywords – especially if you’re talking about a trending topic – can help you get eyes on your posts and company page. Have a look at the trending tags and try to reduce your use of jargon, in jokes and slang.
The best LinkedIn company pages
Finally, let’s have a look at a few of the best LinkedIn company pages that are owning the social media game! Apart from Employment Hero – which has probably had just about enough airtime in this blog – which company pages are hitting all the right marks when it comes to showing off their employer brand?
Here are a few of our favourites.
Octopus Energy, who also had a shoutout in our article on best workplace wellness programs, are bringing a lot of warmth to their LinkedIn company page. How fitting for an energy company!
The British business regularly shares media articles, along with commentary that is relevant to their sustainable energy mission, uses a mix of different content for their posts and regularly celebrates their team.
Their LinkedIn page feels direct, friendly and very authentic to them. Full marks!
Tech company Atlassian absolutely nails it when it comes to their LinkedIn company page. Although we could point to a million things that they’re doing right, we think it’s worth highlighting their ‘Life’ section as a demonstration of best practice, come to life.
Atlassian’s ‘Life’ section is more of a portal than a page. From here, you can explore different parts of the company as a prospective employee. Whether it’s their approach to engineering or how to enter the business as a graduate – it’s all here.
You can watch videos about Atlassian’s employee experience, their company values and what their ethos is when it comes to distributed work. You can then dive into company photos and discover articles that are relevant to jobseekers, written by employees.
Spotify has some of the coolest branding in the world, so it’s no surprise that the audio streaming company keeps that consistent across their employer branding.
When you read through Spotify’s content on their company page, one thing really stands out. Their page is very specific to the employee experience and internal programs, you won’t find too many details about their business wins or new product features. This strong direction makes their company culture easier to discover and explore.
Employees are championed at every opportunity, with images and videos featuring the team dotted all over their company page. Everything on their page is underlined with the perfect recruitment message for their business; Wanna join the band?
As we mentioned earlier, authenticity is everything when it comes to your LinkedIn company page. As we move deeper into the Great Resignation, companies need to do everything they can do to stand out, and being unashamedly yourself can do exactly that.
Over at Australian hospitality start-up Mr Yum, they do authenticity very well. Something doesn’t have to be polished or fancy to be engaging and put a smile on a potential candidate’s face. In fact, not taking yourself too seriously may be the best approach to take.
The lesson here is clear; when you go to create content for your LinkedIn page, don’t overthink it.
Go forth and recruit!
If you’ve made it to the end of this article, you’re now ready to go ahead and become the business influencer you were born to be!
However, if you’re still hungry for more recruitment content, we understand! After all, 2022 is giving employers one of the toughest talent markets in history. An employer value proposition (EVP) could be the difference between getting great candidate interest and being overlooked. It’s an absolute essential in a hot recruitment landscape.
When was the last time you reviewed your EVP? Or have you only just started thinking about what one at your business might look like? Either way, our guide to building an EVP from the ground up has all the information you need to create your best-ever EVP this year.