Linkedin Company Page Guide
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This document discusses Company Pages on LinkedIn, which allow companies to create a profile and engage with the millions of professionals following companies on LinkedIn. Key points: - Company Pages provide an opportunity for companies to speak to professionals through recommendations, testimonials, and insights into company culture and employees. - Pages allow companies to showcase products and services, promote their employment brand, and benefit from positive word-of-mouth recommendations that can spread virally. - Companies can gain insights into who is interested in them from the analytics available on their Company Page.
Linkedin Company Page Guide
- 1. www.linkedin.com/companies Company Pages Copyright © 2010 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corporation in the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved. 10-LMS-001 10/10 Powered by the InPages platform
- 2. Your company and the world’s largest audience of professionals Tens of millions of professionals are opportunities and keep an eye out for job What’s your Company Page? It’s the central hub for your brand. following more than a million companies openings. Members are noti ed of such It’s your company’s pro le of record on LinkedIn and a Through your Company Page, you can manage all facets on LinkedIn. Who are these followers? developments via network updates or powerful way to speak to these millions of professionals of your brand: your company brand, your employment through word-of-mouth recommendations and trusted brand and your product brand. They are job seekers, employees, potential e-mails. testimonials. customers, purchasing managers, current It’s your engagement tool. When members want to know more about It’s an opportunity to reveal the human side of your clients, or interested observers. They company. Provide a peek at the individuals behind the Bring your brand to life by showcasing your most your company, they look to your Company glowing recommendations, your standout products, follow companies to stay in the loop on brand, and highlight how members use your products Page on LinkedIn. your best employees, your company culture and new developments, compare products in their daily lives to solve real problems. In short, your hiring practices. Company Page offers tools for you to bring your and services, track potential business brand to life. It’s how you grow your business virally – through word of mouth. Let your employees and customers become brand ambassadors and spread the word about your company through network-aware testimonials and recommendations. It’s a rich source of analytics. Gain insights into who is interested in your company and which other companies they are following. Company Page 2
- 3. Why create a Company Page? Create your Company Page as your Make your Your Company Page provides you with an anchor on LinkedIn – the place to go to company’s interface to millions of presence felt whenever any member wants to learn more about your company, your culture, your products and services. You can ensure your company puts its best foot forward and professionals on LinkedIn. LinkedIn provides the most relevant and tailored messaging – depending on what LinkedIn members want to nd out more about members are looking for. your company, hear of job openings, discover what your company culture’s Grow and engage Your company already has a following of committed, interested and engaged members. like, and get recommendations from your followers Your Company Page provides a wealth of tools for increasing engagement among your followers via breaking news, blog posts, Twitter updates, YouTube videos, special offers their network on products that may and more. be best suited to their needs. Bene t from the Nothing beats word-of-mouth recommendations for generating new business. And buzz about your when it comes to making buying decisions, recommendations from friends, peers and products colleagues hold far more weight than the marketing messages on your corporate website, or a testimonial from a stranger. Each time a LinkedIn member endorses your products or services, their recommendation becomes visible to all of their connections and could spread virally. When you promote and curate these recommendations, you have a showcase of the most credible, authentic endorsements of your products. Promote your Savvy job seekers, especially passive seekers, turn to LinkedIn for professional employment brand insights. The Careers Tab will be one of the rst places they look to before responding to a recruiter or researching a potential job opportunity. By investing in a premium LinkedIn Careers Page, you can shape their understanding of your employment brand through video, images and customizable content modules. Company Page 4
- 4. What kind of content is on your Company Page? When you set up your Company Page, Overview The reception area of your Company Page – the Overview Tab provides a friendly Overview Careers introduction to your brand. When a member visits this tab, they see everyone in you have an active role in deciding what their network who works at your company, your company’s blog posts and Twitter feeds. content to highlight, what information to include, and how you speak to speci c Careers This section provides you with a unique opportunity to interact with millions of passive segments of members who are visiting your and active job seekers on LinkedIn. Any job openings you’ve posted on LinkedIn will page. Your Company Page is viewer-aware, show up here. Investing in a Silver or Gold Careers Page allows you to feature which means you can display different jobs additional content on your employment brand and your company’s culture, showcase and products to an IT manager in Pharma your best employees and tailor your messaging to target audiences. Products & Services Analytics than you do to a Media sales professional. Products & Services Here’s your chance to catch the eye of prospective customers by highlighting products Your Company Page is also network-aware, or services that are relevant to your target audience. When a member visits this page, which means members can see who in their they see how many of their network connections recommend your product as well as their recommendations. network works at your company and who in their network recommends your products. Analytics This tab is visible only to you, as an administrator of your Company Page. Use this to Your Company Page is made up of 4 tabs: understand the composition of your base of followers – who they are, what they do and which other companies they follow. Overview, Careers, Products & Services and Analytics. Company Page 6
- 5. Overview Tab High-level Overview Your company's introduction to professionals Follow Company The Overview Tab of your Company Page Members will be able to: Member’s Network provides visiting members with a rich, at your Company • Follow your company to stay in the loop on key network-aware snapshot of your company. developments, including job openings and other updates. • Read through a high-level overview of your company. • See who in their network is employed by your company. • Access the latest news about your company through your blog posts and Twitter feeds. Twitter feeds & Blogs • Visit the “Employee Statistics” section to get an analytical perspective on your employees. For example they can see what percentage of your company’s employees are in engineering, sales or marketing. Or how your company’s employee base has grown over time, as re ected by your employees’ LinkedIn pro les. • Get a quick summary of other key company data that you choose to provide. Data Summary Overview 8
- 6. Products & Services Tab Display Banner Building your showcase of recommendations Follow Company Featured Products by audience Your Products & Services Tab is the voice of Listing all products and services your Product (or Services) Brand. You can You can create a directory-style listing that’s exhaustive use this tab to showcase your best and includes all your product and service offerings. Network-aware module products and services to highly targeted And provide additional content for each product or of recommenders service – including descriptions, features, images, audiences, curate and spotlight product display banners, videos, and special offers. recommendations and engage with prospective and current customers. Product Listing Product Video Products & Services 10
- 7. Defining your target audience Describing each product or service Showcasing recommendations of Describe your product in detail, while making sure its your products and services unique value proposition stands out. Details could Recommendations from fellow professionals impact include the category that it belongs to. Make sure you product and service purchase decisions in a big way. capture all of your products’ salient features, provide When LinkedIn members visit your Products & Services imagery as a visual aid and use video clips for Tab, they see how many and which of their professional interactivity. You are also encouraged to create connections recommend your products and services. special offers unique to members following you on LinkedIn. And don’t forget to provide contact details Recommendations that you receive spread virally: Tip of the people behind the product – such as your • When a member recommends your product, their product manager(s) or sales people that can network connections are noti ed of the LinkedIn Advanced People Search help a customer make the right connection. recommendation. <http://www.linkedin.com/search> • The recommendation becomes part of the member's can help you identify the right industries to target. De ning your target audiences stream and is reflected on the member's profile page. The Products & Services Tab is viewer-aware and • The recommendation lives on your product page and network-aware, which means you can customize your will be discovered when any of the member's message and display relevant content to audiences connections visit the page. with very different priorities and interests. That way, you aren’t showing the same products to Finance You have control over which recommendations are professionals as you are to Pharma industry execs. visible on your Products & Services Tab, and you can also respond to members’ comments. You can de ne up to 5 distinct audience segments for different versions of this tab, based on: industry, job function, seniority, geography and Tips for getting great recommendations company size. Tip The more people who recommend your products and Featuring products and services Every chance you get, you can ask: services, the more likely it is that word-of-mouth buzz Have your most relevant products under the spotlight “Are you satisfied with our product? about your product will spread. Here are some and tailor your offerings based on audience segments. Recommend us on LinkedIn.” suggestions for getting high-quality endorsements: Select products from your master “directory” list that • Ask your best customers via LinkedIn’s “Request you believe will resonate the most with a given Recommendations” module. You can invite members audience. Since you can de ne up to 5 audience to recommend your products and services directly segments, each segment can have its own set of up from the Products & Services Tab on your Company to 5 products or services. And for any given audience Page, using the “Request Recommendations” button. segment, you can enhance the appeal of your offerings • Seek recommendations as part of all of your with up to 3 display banners and a custom video. customer communications. Products & Services 12
- 8. Careers Tab Display Banner Giving voice to your employment brand With a Premium Careers Page, you can showcase your best talent, promote job opportunities, provide insights into your company culture and hiring practices and interact with both active and passive Employee Spotlight job-seekers. Recruiter Contacts If you have posted any jobs on LinkedIn, they’ll automatically appear in this section. If you have a Premium LinkedIn Careers Page, your jobs will be targeted to the individual member viewing the page. Employment Video Custom Content Modules Bene ts Careers 14
- 9. Customizing Content Your Careers Page includes: Your Careers Page is highly customizable, offering a A display banner A clickable banner spans the top of your Careers Page, range of content options to bring your employment directing viewers to the URL of your choice. brand to life. And you could choose to tailor your content and target members based on Industry, Job Function, Seniority and Geography. That way, your Videos Introduce candidates to your company in a dynamic and message to an engineer in San Francisco can be lively way. Gold Package customers can include multiple different from your message to a sales professional in videos targeted to different audiences. Videos must be London, yet re ect the same common values and hosted on YouTube and can be of any length. themes that make up your employment brand. It’s up to you to choose which pre-de ned content Recruiter contact information Create a direct link for job-seekers to get in touch with your company. LinkedIn members can send free modules to use, and modules that you choose not to messages to recruiters and other employees featured use won’t be visible to visiting members. in this section. You can also create up to 3 custom content modules, featuring content that is important to job seekers and Employee spotlight Let your employees be ambassadors of your employees. Here are some suggestions on how you can employment brand by sharing their stories and by use these: describing your company culture, in their own voice. • Tell your corporate story Each testimonial links to their LinkedIn pro le. • Describe company culture, mission and values Bene ts information You can select standard bene ts from a list and add • List awards, statistics or milestones up to 10 additional bene ts. • Provide detailed information on locations • Give details on teams, projects or corporate Outside links Link to LinkedIn groups, Twitter feeds, content on your philanthropy company’s website, or any other external content. Careers 16
- 10. Analytics Tab Insights about your followers to build a Page Views & Number bigger following of Visitors Your Company Page comes with an Analytics Tab, visible only to administrators of your Company Page. This tab is not visible to members. Members only see the Overview Tab, The Careers Tab (with the Broken out by Industry accompanying employee statistics) and the Products & Services Tab. Your Analytics Tab is a source of tremendous insights to give you a better understanding of member behavior, including who is visiting your page(s), where are they coming from and how often. You also get to see a comparative snapshot of your company’s followers vs. followers of other similar companies. Growth of your Company’s Following, compared to similar companies Analytics 18
- 11. Discovery of your Company Page Member discovery of your Company Organic discovery of your Increasing awareness of your Page, Careers Tab and Products & Company Page Company Page Services Tab Your Company Page will always appear when a member You can grow your company followers, multiply the types your company’s name into LinkedIn’s search box number of visitors and increase your recommendations There are plenty of ways for members to on their home page or on the Companies home page. on your Company Page by taking some simple steps: organically discover your Company Page, Members may discover your Company Page when they: • Embed a “Follow us on LinkedIn” button on your your Careers Tab or your Products & company website, careers page or product pages. • View the LinkedIn profile of one of your employees Services Tab while they’re doing research (Hovering your cursor over a company name brings • Invite candidates in your hiring pipeline to visit your or browsing on LinkedIn. up a mini-company pro le, which links to your Company Page (or Careers Tab) for more information. Company Page). • Add your Company Page URL • Receive a notification when your products or services (http://www.linkedin.com/companies/yourcompanyname) are recommended by one of their connections. to your outbound e-mails or recruitment and product communications. • See an open position from your company via a job search, under “Jobs You May Be Interested In” on • Include a mention of your Company Page in your their home page or through jobs suggested by customer newsletters. their contacts. • Promote your Company Page as your showcase • See your company under “Companies You May Be of recommendations, via an e-mail campaign or Interested in Following” – a recommendation module through advertising. for members from LinkedIn. • Follow your company and then receive network updates. Discovery 20
- 12. Promoting your Company Page Advertising your Company Page, Careers Page or Products and Services Tab on LinkedIn You can use a variety of richly targeted ads in a range of formats to increase your following, promote your products or services and drive a high volume of recommendations. Custom ad formats with rich targeting, designed with your Company Page in mind Text Ads • Achieve your direct response objectives, promote your Company Page by reaching your Recommendation • Recommendation Ads enable you to showcase "network-aware" recommendations of exact audience with highly targeted Text Ads Ads your products (or services) to members. When your product has been recommended by a member's connection, they see that recommendation in the ad. When no • Start with as little as $10/day recommendation from within a member's network is available, you can showcase • Target your audience by Industry, Seniority, Geography, Job Function, Age or Gender any recommendation you've received. • Pay per click or by impressions • Recommendation Ads can be anywhere on LinkedIn and can help you grow your • Stop your ads at any time roster of recommendations. They are particularly well suited to the content on the Products & Services Tab because it resembles the organic content on the page. Display Ads • Promote your Company Page by reaching your exact audience with rich, highly Recruitment • Recruitment Ads allow you to source candidates more effectively by being targeted display ads Ads "top-of-mind" among top active and passive candidates. • Generate awareness of your Company Page with standard, IAB-compliant ad units • You can target your ads to focus precisely on viewers with relevant professional in our clean, uncluttered environment experience, allowing you to optimize your spend. • Pay on a CPM (cost per thousand impressions) basis • "Come Work with Us" recruitment ads allow you to run ads on your employee pro les on LinkedIn and showcase your employees as your brand ambassadors. Promotion 22