The LinkedIn Lens #4: Remember Those Company Pages?

Marketing team talking in office

Welcome to the LinkedIn Lens! In this monthly article, I explore important LinkedIn topics and insights to help enable your company team to thrive on the platform. (Hey, I publish this on LinkedIn, too!)

From algorithm updates to content tips, here is an ongoing ‘open-mic’ stage for me to share with you everything that I know about LinkedIn.

Stay a while.

I’ve been thinking a lot about company pages.

Mainly, because there is constant noise on LinkedIn about personal pages and how they’re the best thing to be doing on LinkedIn. You read very little information or hear education tips related to company pages.

So, this newsletter edition is dedicated to LinkedIn company pages, because to be frank, if you’re a B2B brand — LinkedIn pages must be integrated into your social media strategy.

Now, let’s dig into this topic …

LinkedIn page: Outlet for your brand

The LinkedIn page for your company brand has been on the down low, and it’s not because LinkedIn hasn’t been pushing the platform feature.

I believe it’s because the current ‘influencers’ on LinkedIn built their audience to over 30,000 followers or more through their personal pages .

As leading voices on the platform, they preach what made them successful. Meaning, that ‘yes’ there is a lot of power in personal brands and contributing time to build it makes sense.

But what about corporate brands or medium-sized companies? How can your company brand use LinkedIn successfully? I’m here to tell you that the LinkedIn page for your company is just as important as the personal pages for your team!

Marketers can use their company’s LinkedIn page to

→ broadcast their major brand topics

→ showcase the thought-leadership in their team

→ strengthen hiring interests

Don’t underestimate the value of contributing a dedicated LinkedIn strategy to your company page. It will build trust, awareness, and authority with your target audience.

And since many companies still treat their pages as an extension of their other social media channels (hint: LinkedIn is its own game)—you have a HUGE opportunity to stand out from the crowd.

Content ideas for your company page

In the last few years, LinkedIn company pages have been taken to a whole new level. It's now easier and more impactful than ever before to build a highly engaging LinkedIn profile.

But I still see time and time again — pages that only share *boring* company news.

These are 3 ideas for your company page:

  1. LinkedIn live sessions — LinkedIn live died out a bit for personal brands, but I still think they’re a great content tactic for companies. Ask your internal knowledge holders to attend monthly topic panel discussions via LinkedIn Live. Ask questions, open the questions to the audience, and get your team involved.
  2. Repurpose your blog articles — Remember links still don’t perform on LinkedIn. Instead, turn your blog articles into multiple educational slideshows and publish them on your page.
  3. Team interviews — Publish interview videos of your employees sharing their favorite thing about your brand, an interesting project they’re working on, or why they chose to work for you.

The ideas are endless.

Simply, it’s time to start thinking of your LinkedIn page as an extension of your greater brand strategy. It’s not just for product launches and republishing blog content.

Think strategically about how to use the different content types to position your brand as insightful, intelligent, and the company with the best people to partner with.

Recent LinkedIn updates

Here’s a round-up of the recent updates for LinkedIn company pages.

There are a few!

  • Post templates — It launched last month, but I’m not convinced it’s useful. Simply because it doesn’t allow you to upload your own branded templates.
  • Clickable links — A HUGE breakthrough for LinkedIn. Now, we can add a link to an image - and we can eliminate that annoying ‘link in the comments’ spiel. I talk more about this feature in a recent post .
  • Pinned comments — A great feature that will allow brands and individuals to “pin” top comments in their comment section. It still hasn’t been rolled out to everyone, including me.
  • Page featured commitments — This one is an outstanding feature for company pages. You can now highlight your brand’s top commitments like Diversity, Learning, and Sustainability in a specific section. If you’ve created an ESG commitment, you can highlight these commitments on your LinkedIn page.
  • Respond as your Page – This feature has been out for several months, but it’s a great one nonetheless. Use this feature to comment on interesting post threads as your brand.

In the coming months, I will continue to publish any new features for both personal and company pages on my profile.

Make sure to follow #MeganThudium to get all those updates!

LinkedIn content series

In September, I continued to publish several videos on TikTok (yes, I’m there, too!) - about LinkedIn content tips. These were short and digestible tips on how to improve your content and make it thrive on the platform.

Here’s a round-up of those recent videos:

If you’re a TikToker, make sure to ‘follow’ my account !

In upcoming editions, we will reflect more on content creation and offer actionable tips on how to make the best of it.

Until then … keep up the good work!

Your friend, Megan

Megan
Megan

CEO LinkedIn Lead Content Strategy Lead

Megan is the CEO of MTC | The Content Agency. As CEO, she’s in charge of making sure the team fulfills client project expectations and everything runs smoothly. As Lead Strategist, her strategy background is provided on all projects – LinkedIn Marketing, SEO, Content Strategy, and Content Writing. Based in Berlin, Megan enjoys long bike rides around the city.