Rashida
Creating a great personal profile on LinkedIn is important, but if you own a business, it’s not the only page you need to worry about.
Company pages represent organizations on LinkedIn, and they are something you need to set up as well.
But what do you need to include on your company profile, and how can you make the most of it?
Do you really need a company page if you’re dedicating time to your personal profile?
In this article, we’ll share what you need to know about company pages and how to create a compelling one.
Keep reading for more information.
LinkedIn Personal Profile
What is a personal profile on LinkedIn? It is your member profile, representing your personal brand. Here, you talk about your personal work experience and history. Establishing this page is important for building your network and establishing your credibility within your industry. In general, people go to your personal page to learn about YOU, aka the person behind the business.
LinkedIn Company Profile
A personal page focuses on you, but your company page is about your organization. It’s a central place to learn about your company, not just individual people. On this profile, you identify your brand and share everything people should know about your organization.
Company Profile vs Personal Profile: What’s the Difference?
The focus of a personal profile and company page is slightly different on LinkedIn. Here are the key differences to note:
- Personal profiles focus on individual people. Company pages are about the organization.
- People “follow” company pages while they “connect” with personal profiles.
- To run ads, you must have a Company Page.
- Personal profiles are required to set up a LinkedIn Page.
- Both company and personal pages are free to set up.
Why Set Up a Company Profile?
You’re already working hard to optimize and grow your personal profile. Of course, on this profile, you talk about your business and how you help others.
So, why bother with a company page?
There are a few key reasons to make your FREE company page on LinkedIn including:
Trustworthiness
Would you trust a brand without a website? In 2022, probably not. Think of a company page the same way.
Imagine seeing a great personal profile that talked all about how they helped X people solve Y problems with their business. It all sounds great, so you go to search for the company page to learn more. No company page. At that point, credibility really went down a notch. You’d be wondering why they don’t have a business page for their company.
Having a well-written company page helps you come off as far more credible and trustworthy. It allows people to learn more about your brand and makes them feel you are being more transparent.
Host LinkedIn Events
LinkedIn events are great lead gen and lead nurturing activities. If you’re ever planning to host any, then you need a Company Page. When promoting your event with a Company Page, you’re able to download the full list of those who sign up. You get their email addresses as well. BINGO! Super helpful for other marketing activities and building your email list.
Steps for Creating a Company Profile
While company pages and personal profiles are distinct, you need a personal profile to set up a company page. Furthermore, you’ll also need to access the desktop version of LinkedIn to create one.
Here is how you can create a Company page:
- Create a personal account if you do not have one. If so, log in.
- Click the “Work” icon in the top right corner.
- Choose “Create a Company Page” near the bottom.
- Select the type of business you need to create a profile for.
- Enter your company details.
- Hit the verification box to confirm you are authorized to create the page.
- Then, click “Create Page.”
After these steps, you’ll technically have your LinkedIn Company Page up and running. However, you’ll want to add more details and optimize your page to make the most of it. Keep reading to learn how.
How to Optimize Your LinkedIn Company Profile
After you get your Company Page up, it’s time to optimize it! The last thing you want is a dud of a company profile sitting out there to rot.
Instead, follow these tips to optimize it:
Images Speak 1,000 Words
Before anyone reads anything you have to say about your organization, they’ll see the images you put on the page. Make your first impression a good one by choosing a stellar profile image and banner.
Quality is first and foremost. You need a high-resolution image that looks great on all devices. But aside from quality, here are some other helpful tips:
- Use your company logo as the profile image
- Flex creativity with the banner, like showing off a stunning collage relevant to your business.
Optimized “About Us”
Your images certainly matter, but next up is the words. Take your time to write a compelling “About Us” section that’s naturally filled with some important keywords.
This paragraph can only be up to 2,000 characters, so you’ll need to be concise and crafty. Outline your business goals and naturally include relevant keywords.
The main objective of this section is to share your value proposition and give a rundown of who you are, what you offer, your brand voice, and more.
Regular Posting
The same way you should strive to regularly post on your personal page, you need to post consistently on your company page.
Mix up the content types, leveraging articles, videos, images, etc Use long-form content, both repurposing blog content and creating Linked-In specific content. Keep in mind that images on LinkedIn are very powerful and can help you garner more engagement.
Career Page
Remember, LinkedIn isn’t only great for attracting customers. It’s also ideal for bringing in new talent.
Promote your culture online via a LinkedIn Career Page. This is a paid feature, but it can certainly pay off in the form of great talent. Consider it if you know you’ll be looking to grow your team.
Get Your Career Page Up and Running!
Now that you know the importance of a LinkedIn career page, it’s time to get yours up and optimized. Use the tips above to create a professional page that will attract new customers and new talent alike.
When it comes to crafting the best content for your personal or company page, we’re here to help. Our team of talented writers will help you transform your ideas into compelling content to leverage for your brand. Save tons of time (and stress) on your content writing today by partnering with Content Cucumber.
Connect with our content specialists to learn more!
