How to Use LinkedIn for Business in 2024: The Ultimate Guide to LinkedIn Company Pages

What is a LinkedIn company page (and what it’s not)

Think of your LinkedIn company page as your company’s LinkedIn account. You post on behalf of your brand, react to other posts as a company, and comment as a business. People come to your LinkedIn page to learn more about you — the business — what it’s like to work at your company, what you sell, who your employees are, and what values you embody.

But unlike a LinkedIn group, the core focus isn’t building a thriving community. People don’t “join” your LinkedIn page like they would join your group. They “follow” your page because they’d like to see more posts from you in their feed.

You’ll usually see LinkedIn company pages with the business logo, a one-liner about what they do, featured customers, and several tabs to learn more about the company — like their employees in the “People” tab and their products in the “Product” tab.

How to form and implement your LinkedIn page’s marketing strategy in 7 stages

Here are seven stages to help you achieve a positive return-on-investment (ROI) from your LinkedIn page. You can use these stages as a step-by-step guide if you’re just starting out or jump to the stage you’re at currently to see advice relevant to your circumstances.

If you feel you aren’t 100 percent ready to use LinkedIn for business just yet, I’d still recommend going through the first two stages. When you want to use your company page for LinkedIn marketing, you can come back and pick up from stage three.

Stage 1: Add more company details to your LinkedIn page

You’ve entered the basic info of your company while creating your company page. But LinkedIn gives you options to add more details — like an About section to add more facts about your company, an option to add multiple languages to improve accessibility, and a lead generation form to connect with potential customers.

Don’t ramble in your company’s “About” section — keep it fluff-free and concise. Instead of making it all about you, focus on what your target audience would like to know and enter that. You can also enter your phone number and your company’s founding year in this section.

The “Workplace” section primarily highlights what it’s like to work at your company. This is the section someone might want to look at when they’re considering interviewing for a role in your business. It requires choosing whether your company is on-site, remote, or hybrid. After that, you can also enter details about your workplace policy, employee benefits, etc. This section’s blurb appears on your homepage itself.

All this info isn’t necessary to add, but it only enriches your LinkedIn page. Knowing your brand values and product details helps your target audience understand you better. Not to mention: All search engines list LinkedIn pages. You’d want someone who lands on your LinkedIn page via Google to have all the information they might need.

Stage 2: Get the ball rolling by getting your professional network to follow your LinkedIn company page

LinkedIn has the option to invite your personal profile’s LinkedIn connections to follow your LinkedIn page. Go to your LinkedIn page and find the “Grow your followers” option on the right-hand side. The “Invite connections” button sits in this section.

You can choose the people you want to send an invite to from your LinkedIn connection list. Each invite costs one credit, and it’s returned if your invite is accepted (i.e., someone follows your LinkedIn page). Your LinkedIn page gets new credits every month.

Outside of LinkedIn, you can also plug in your LinkedIn page on your profile in other social networks, your website, newsletter, etc. — wherever your company can promote your venture into a new channel.

Stage 3: Decide tangible goals for your LinkedIn business page

The third step is crucial for using LinkedIn for business. Company pages (or any social media marketing initiative) work best with a LinkedIn strategy behind them. Your company page can be either filled with stuffy and robotic corporate updates or choose the other route and show the more human side behind your brand.

Think: What do you want to accomplish via your LinkedIn page? What kind of people would you want interacting with your posts? How does your LinkedIn page contribute to your business goals?

You don’t need to have a singular goal. You can want to boost brand awareness and generate leads — but there should be a priority on which aim takes more weight. Once you decide this, the next step becomes much easier.

Stage 4: Show up with relevant content consistently

First question: How often should you post on your company page? LinkedIn recommends the 3-2-1 model — three industry-centric posts, two posts of company achievements or updates, and one post of your product or service.