You may have a LinkedIn Company Page that contains all the information potential customers would ever need to know: company specialties, your core value proposition, links to your website, etc. This already puts you steps ahead of the competition, as 50% of LinkedIn users are more likely to purchase from a company that they engage with on LinkedIn. Company Pages also rank highly in search, so having one immediately increases your company’s web presence and reach.

But you know all this already, and now you may be wondering: what more can your LinkedIn Company Page can do for your company? It’s not enough to make a Company Page and forget about it – this page is another face of your brand, and should actively support your business’s goals.

Here are the top 3 ways you can leverage your LinkedIn Company Page to build brand awareness and further grow your business:

1. Like and share your clients’ and prospective customers’ content.

Promoting your network’s original content is a great way to strengthen existing client relationships or build that initial connection to help keep yourself top-of-the-mind. This approach is especially effective since both parties benefit: you add to your company’s professional brand identity, and they get more exposure and traffic to their content.

When it makes sense, use targeted updates to share relevant content with particular audiences within your followers. LinkedIn allows you to segmenting your followers based on geography, industry, company size, or level of seniority. By doing so, you can ensure that your message is being seen by the right people, and thereby foster greater engagement with your content. To start, try targeting local followers to share nearby events where your business will have a presence.

If you want to take the targeting strategy to the next step, LinkedIn also allows you to Sponsor your best content to reach target audiences outside of your followers, or use Direct Sponsored Content to reach that target audience directly without publishing on your Company Page.

In addition, make use of the Pinned Post feature to showcase your most valuable content, such as  posts that have seen strong engagement or information that is essential for your followers to know. Pinned posts stay up at the top of your Company Updates feed until you unpin them, so they are a great way to show your business in a positive light to any potential customers perusing your Company Page Updates.

2. Encourage your employees to amplify and share your posts.

The great thing about Company Pages is that they also showcase the talented people that work at your business. Once you have a Company Page, remind your employees to use the correct company name on their Profile Experience section. Once they do so, they will automatically be added to the employee count under your Company Profile, which is a simple way to build your company’s reputation. You want your Company Page to show that your employees are proud to be associated with your business.

Your employees also automatically become followers of your Company Page, and you may want to gently encourage your them to share company Updates to their own profiles whenever they feel it is relevant. Consider what kind of content would be relevant to your employees when deciding what to update, so that they will share your content on their own to build their professional brands and simultaneously expand your business’s reach.

And finally, the number one thing you can do to leverage your company page to grow your business is…

3. Engage with your followers!

Your Company Page followers can act as ambassadors for your business. and your followers can act as ambassadors for your company. Here are just a few ideas for how to leverage your Company Page following:

  • Invite current and past clients to write reviews, then share quotes of their glowing appreciation to your Company Page.
  • Humanize your brand by sharing key company milestones and celebrating your employees’ accomplishments
  • Start discussions with your followers by asking questions and sharing short quizzes
  • Use your Company Page to share sneak peak announcements about upcoming events or projects

When mobilized correctly, the LinkedIn community can be your number one resource for building your company’s brand awareness, and LinkedIn Company Pages are a great way to reach out to that community and leverage it to grow your brand and your business.


For any questions about LinkedIn Company Pages, you are welcome to connect with me on LinkedIn or email me at: [email protected]

This post was originally published on LinkedIn Pulse.

By Julbert Abraham & Marie Yatsyk

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