Five Tips to Build Your LinkedIn Company Page


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LinkedIn Company Pages.

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LinkedIn is a recruiter’s paradise for finding passive candidates. But, most companies aren’t fully utilizing their LinkedIn presence and creating engagement with potential candidates.

Company brand pages help your recruiters build your brand – these pages attract candidates wanting to check you out. It’s a place to share information about your company, highlight your employee value proposition (EVP), and post jobs.

Use these tips to build engaging pages and content to encourage candidates to “follow” your page to stay up to date on current company news.

5 Tips to Build Your Company Brand on LinkedIn

LinkedIn company pages need to build brand awareness and deliver relevant and meaningful content to your followers. As with other social media platforms, your goal is to generate word of mouth and engagement.

Your Goal = provide information and content that engages with your followers on a regular basis.

Tip 1: Brand Your Company Page

Know your audience and purpose of being on LinkedIn and then create content they will find interesting and meaningful. Is your goal perspective clients? Perspective employees? Design content with your target audience in mind.

Why Followers Matter:

Your goal on your company page is to encourage candidates to “follow” you for future company updates.

Followers are a highly valuable asset for companies. Here’s why:

  • 71% of members are interested in updates on job opportunities from companies they follow
  • 64% of followers will follow companies “indefinitely”
  • 61% of members are more likely to share information as a result of following a company page
  • Pro-tip:

    You want followers to have a reason to regularly visit your company page. Ensure the page has fresh content to keep them checking back.

    Tip 2: Pictures ARE Worth a 1,000 Words

    Use visual content to build your brand and engage your audience.

    The new LinkedIn page format allow banner ads with EVPs on the career pages. Plug your recruiting video into your page via a YouTube plug in. Tell your story with engaging content and showcase your employees so a potential candidates can see their future colleagues. Showcase the uniqueness of your culture and employees.

    Pro-tip:

    This tip also goes for sharing content. Always include an image in a status update (video, articles, links) to generate higher engagement.

    Tip 3: Utilize Status Updates

    Share relevant content via your page status update box.

    Content Ideas:

  • Cultural or employment brand stories – intern induction, new leader, golf tournament
  • Thought leadership – how are your leaders changing the industry
  • Press releases – company news
  • Current trends in your industry – these are most likely to be shared by others
  • Stories about your company giving back – highlights Corporate Social Responsibility (CSR) and could include sponsorship, donations, environmental efforts
  • Employee Stories – showcasing a candidate’s future colleague
  • Pro-tip:

    Post as frequently as possible. LinkedIn recommends at least 3 status updates a week.

    Posting closer to the end of the week ie) Wednesday – Friday is proven to create higher engagement. Additionally, choose the times to post when your audience is on LinkedIn. LinkedIn recommends posting between 7-9 am and 5-7 pm local time.

    Additionally, you can post your status update to ALL followers or you can choose to target your message to a certain pool of candidates to reach the talent you want to build relationships with.

    Tip 4: Know Your Brand’s Voice

    Develop a brand voice that is consistent among all of your posts. Understand what types of messages your audience wants to read and which messages drive engagement (likes, comments, and shares).

    Pro-tip:

    Create a content calendar to build a brand plan for content sharing.

    Build your content plan a month in advance to support internal approval processes. Repeat phrases and content to save time where possible. Create a balance of information you want to share (press releases, company events) and what your audience would want to know (cultural events, giving back to communities, industry news).

    Read my 5 tips on building your social media plan and brand voice HERE for more information.

    Tip 5: Measure Engagement & Tweak Your Plan

    LinkedIn has great analytics measuring engagement on your page and all status updates – don’t ignore them. Visit and analyze your engagement scores monthly.

    Review your analytics monthly to determine which days of the week/times work best for your audience. See which content they engage with the most and then tweak the next month’s content calendar to deliver more content your audience wants.

    Important Metrics:

    Know how you are doing on two important elements of your talent brand:

    Reach – talent that is familiar with you as an employer

    Engagement – talent that is interested in you as an employer and likes/comments/shares posts

    Pro-tip:

    Engage your LinkedIn Relationship manager to help you build your plan and analyze your results.

    They can pull data on your “in-mail” acceptance rates versus your competitors and your job “reach” or “engagement” compared to peers. The data is anonymous but knowing your peers and your results helps you understand where you stack up.

    Source: Statistics via LinkedIn (courtesy of my fabulous Relationship Manager)

    Chelsea Newton
    Chelsea is known as a dynamic and engaging talent consultant and professional speaker. As a Certified Executive Coach, she is extremely passionate about helping people realize both their goals and full potential. Chelsea has worked in 12 countries around the world helping Fortune 500 companies recruit, train, develop, and motivate top talent using cutting edge communication techniques and social media. She is currently developing top talent in the oil sands and speaking across Canada as the founder of Talent Formula.

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