HAVE PROFESSIONALLY-ORIENTED AUDIENCES? CONNECT WITH A LINKEDIN COMPANY PAGE


By James D’Ambrosio

Recently, researching nonprofits to follow on LinkedIn, I was disappointed to see that many lacked a Company Page, or had a superficial one. This misses a great marketing opportunity. If your agency has a  professionally-oriented constituency or wants to garner one, there’s a good chance they’re on LinkedIn — over 160 million users are now following more than 1.9 million companies. LinkedIn is considered by many (myself included) to be the premier social media network populated by high-level professionals. A Company Page is a great way to engage stakeholders, promote your business, highlight staff and board, recruit job candidates, and receive recommendations.

ELEMENTS OF A COMPANY PAGE 

A Company Page consists of four sections/tabs — Overview, Careers, Products and Services, and Analytics — each offering unique functions. Here’s some of what you can do with each:  

OVERVIEW TAB: This is the introduction to your organization where you provide a general description of what you do and your mission. When someone visits this tab, they see people in their network working for your company, your blog posts, and Twitter feeds. Users can follow your company and, with status updates, you can directly message/send links to followers. 

PRODUCTS & SERVICES TAB: Here you can attract targeted audiences by  highlighting specific programs and services. When a LinkedIn user visits this page, they see their connections that have recommended your offerings. You can create a directory-style listing of programming and service offerings; each can have a description, features, images, display banners, videos, and special offers.   

CAREERS TAB: This could be the most important section. With a Premium Careers Page, requiring a monthly fee with an annual contract, you can highlight key employees, post job openings, provide insight into company culture and engage job seekers. Research indicates 80 percent of hiring managers now use LinkedIn as their primary source when seeking candidates. With a Premium Careers Page, job postings will be highlighted that match the viewer’s professional background. You can target listings by industry, job function, seniority, and geography.  

ANALYTICS TAB: This tab is only seen by an administrator of the Company Page — you can designate one or more staff to serve as an administrator to manage content, post status updates, and interact with visitors and followers. Here you can see who is visiting your page, which areas interest them, and how this information compares with similar organizations. You can also learn about your followers — industries, functions and companies.  

REQUIREMENTS FOR A COMPANY PAGE

To create a Company Page, you must have a LinkedIn account and: A) be currently employed by the company and your profile includes your position; B) have a company e-mail address that is confirmed on your LinkedIn account and the domain is unique to the company (Yahoo and G-mail do not work); C) associate your profile with the right company (click on a name from the company name drop-down list when you edit/add a position on your profile); and D) your profile must have several connections and be more than 50 percent complete.

A Company Page is a cost-effective way to get your brand out there and connect with professionals. While it does require an investment of time, consider the upside: if you build a strong following, over time, key messages can spread virally with great impact. How much is that worth?

Learn more here: http://learn.linkedin.com/company-pages/overview/

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QUESTION TO READERS: Does your nonprofit have a LinkedIn Company Page? If not, will you consider creating one?

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