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LinkedIn Company Profile Page Should NOT be Overlooked
By: Jeannine Wheeler
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You may have your own LinkedIn page, but don’t overlook a LinkedIn Company Profile Page as an invaluable tool for building brand presence, whether it’s for your own PR/marketing agency or your client’s company or organization.

Your first task will be to build an effective and eye-catching Company Profile Page, composed of three main components: your logo, your header image, and your "about" section. Your Profile Page is your primary branded landing page on LinkedIn, so it is imperative that you’ve carefully chosen and presented your messaging and images.

The header image is particularly important and where you can really shine. Microsoft, McKinsey & Company, and Dell have really good ones — the latter two are great examples of how you can overlay messaging and promotions on your header image.

If your company has many different sectors, setting up Showcase Pages allows you to highlight specific products or services that may appeal to different audiences. For example, Microsoft has 19 Showcase Pages, each representing a different strain of its business portfolio.

Your Company Career Page is another aspect of LinkedIn that can showcase your brand, allowing prospective talent and stakeholders to see your company culture, marketing messages, and brand personality — and, of course, to recruit high-quality candidates. LinkedIn allows you to have a separate header image for this page, which should relate to your culture and brand.

Content, of course, is king. Once you’ve set up your page, you can begin sharing your brand messaging with your employees, customers, and stakeholders. This can take the form of press releases, white papers, images, events, thought leadership features, videos, podcasts, company news, and just about anything that espouses your brand values.

Four main rules apply:
  • Keep it fresh
  • Images matter
  • Sharp subject lines give a reason to click
  • Post regularly but not obsessively (1–2 posts per day as a general rule)
If you’d like to boost your sharing power and you have a budget, LinkedIn has a wide range of ad programs that include display & text ads, sponsored updates, dark posts, sponsored InMail, company ads, join-group ads, targeting, and optimization.

To get you started today, check out this handy Cheat Sheet from Marketo.

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About the Author
Jeannine Wheeler is a PR Director who has worked in three countries, including Russia, the US and the UK. She is currently Sr. Vice President of Pure Energy PR, a full-service boutique communications firm with a focus on the energy, healthcare, technology, construction, real estate & land development, tourism & hospitality and food & beverage industries. Jeannine is in the firm's Austin, Texas office.
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