When it comes to the virtual business world, LinkedIn is the place to be. This year marks LinkedIn's 10 year anniversary (Happy Birthday, LinkedIn!), and yet many companies are not utilizing this powerful networking tool to its full potential. A business page on LinkedIn should not only be appealing to potential consumers of your product or service, but rather it also needs to lure potential employees and/or business partners.
When it comes to the virtual business world, LinkedIn is the place to be. This year marks LinkedIn’s 10 year anniversary (Happy Birthday, LinkedIn!), and yet many companies are not utilizing this powerful networking tool to its full potential. A business page on LinkedIn should not only be appealing to potential consumers of your product or service, but rather it also needs to lure potential employees and/or business partners.
1. Fill Out the Logo/Image and Detailed Company Description in the Home Tab
I know most of you are thinking this is quite obvious, but you would be surprised by how many companies, large and small, don’t post this information. Not sharing such simple but valuable information is equivalent to creating a dating website profile with no picture and description. First impressions matter and if your business page does not have enough content to keep visitors interested then…bye! Remember that you’re selling your business with your LinkedIn page, and if someone took the time to search and view your page, you should make it worth their while.
2. Do Not Overlook the Careers Tab
Allow the public to view all your employees who have profiles in the network. Why? Because job seekers, current clients and prospects can see what kind of high caliber, diverse and intelligent people your company employs. This not only gives your company better credentials, but also allows for potential employees to decipher if they will be a good fit for your team prior to even applying for a position you have posted. (How do you think I decided to apply for the job ABI posted on LinkedIn?) The BEST part about the career tab is that people who are seeking a new position are able to see who and how many other people are “linked” to their connections and the company. You want people who have similar backgrounds, goals and personalities as your current employees to also work for you. The insight provided to job seekers by knowing someone in your company gives your business the benefit of hiring a potentially excellent employee, while also gaining information on the candidate from someone you already employ and (hopefully) trust.
3. Fill Out Remaining Tabs – Product & Services and Insights
What products and services do you provide? Here, do not go into information overload and regurgitate the same information from your company website by listing everything you offer. Pick the top 3-5 and give a short description for each. This feature allows you to entice readers to visit your company website to find out more.
The “Insights” tab is probably my favorite tab because although it shows where past employees are now working, (trust me, this kind of transparency gives a positive advantage, and should not been seen as a threatening hindrance), it also shows current employees who have new positions within the company. It’s an inside look to see how employees, past and present, are evolving and climbing the corporate ladder. Potential employees are encouraged by career growth in your company while current and potential clients are presented with information as to how great of an employer you are since employees are evolving at your business.
4. Start a Discussion
Now that you have provided all this insight about your company to the world, talk about it! Just like Facebook, you can post content to your homepage and allow others to “like” it, comment and share thoughts. You can link press releases, sections of your website, interesting articles relevant to your company and industry and even post videos. The key is to keep the discussion going. Your fallback can always be to post questions and let LinkedIn members voice their opinions about the topic.
5. Carry on the Conversation
Once your business LinkedIn profile is created, continue to fill in new information and updates. My biggest pet peeve is a dormant profile on LinkedIn – don’t create one and expect the investment to be over. Creating a business LinkedIn page is a long-term commitment. Content needs to be refreshed every so often to keep people coming back and interested in your business. An easy update could be rotating your list of services. One month post a, b, c and the following month post, d, e, f and so on. You can also post questions such as polls and expert opinions. People want to know what is new with your business and LinkedIn is the tool that many industry experts use to find out.
Jon Gosberg is a Senior Manager at ABI marketing public relations. You can reach him at +1 212 529 4500 and email@example.com.