How to create a compelling, more engaging LinkedIn profile

The social media giant recently recognized top pages from last year. Mind these takeaways to improve your company’s presence on the world’s premier platform for professionals.

LinkedIn's top pages of 2019

Reviewing the recently announced “Best LinkedIn Pages of 2019” can help PR and marketing pros build better pages for their own companies.

Here’s a sampling of takeaways:

TeleperformanceThis business services enterprise focused on customer relationship management makes exemplary use of native video. The company frequently shares short, “snackable” videos that’re easy to understand—even without sound.

Teleperformance’s marketers humanize the brand by featuring company leaders in videos, and the team establishes credibility and authority by using third-party statistics.

HaysHays, a UK-based staffing and recruiting company, creates excellent PDF-based content for its audience. Viewers can sift through the company’s branded digital magazine, Hays Journal, while remaining on LinkedIn.

Hays also showcases original research, snippets that promote larger content offerings, and initiatives promoting World Mental Health Day.

DeloitteThe accounting and auditing firm features an abundance of corporate culture content in its Life tab, including employee video testimonials, employee LinkedIn Pulse articles and company photos. Deloitte use its LinkedIn Page to drive registration for events—including those featuring company leaders as speakers.

HotmartHotmart, a content distribution platform for digital products, features user-generated content and employee spotlights on its page. Hotmart posts plenty of compelling images and videos, and it spices up posts with lighthearted emoji.

How small businesses get big results

Small and mid-size businesses might lack the resources to consistently churn out high-quality videos and articles. Yet small organizations can still create top-notch pages. Winners of LinkedIn’s Best Pages of Small Businesses awards offer some pointers:

Greenhouse Software, a talent acquisition software provider, stands out with a colorful cover photo, a sharp tagline and a clear, concise company description. Greenhouse also makes use of LinkedIn’s new Associated Hashtags feature, clarifying that they are part of the recruiting community.

Ripple, meanwhile, puts the Life tab to good use. The financial settlement solutions provider shares information about what it’s like to work for its team, including photos of employees, links to its blog and a worker-centric video.

Gong.io grabs attention with its cohesive banner/logo combination. Like Ripple, the B2B conversation intelligence platform provides an inside look at working for the company in the Life tab.

Digital asset management platform Bynder keeps prominent company initiatives front and center by featuring them on its Page banner. Bynder also lists multiple locations under its About tab, subtly signaling the company’s expansive reach.

Steps for superb LinkedIn pages

The first step toward creating an effective LinkedIn Page is to include all the pertinent information. That includes the company overview, logo, header images and website URL.

Also, provide information for the company headquarters, company size and industry. Companies with complete information get 30% more weekly views, according to LinkedIn. Include relevant industry keywords in the company description to improve SEO, and share visual-centric content regularly.

Encourage others to visit your LinkedIn Page whenever possible. For instance, add your link to email signatures, and ask employees to contribute post ideas or photos.

“Get creative. You can even incorporate a CTA into your banner image to further engage visitors,” advises Yam Regev in Social Media Today.

Marketers can also create Showcase Pages that highlight different aspects of their company’s culture. Use these specialty pages to curate content on a single topic, create a learning center, promote a new product, or even highlight your team’s accomplishments, Regev suggests.

Be on the lookout for new features that LinkedIn regularly introduces, Regev adds. For instance, one new feature lets page admins invite personal connections to follow the page. To do so, explore the “Admin tools” on the top right of the dashboard.

LinkedIn remains the preeminent platform for professionals, so communicators would be wise to consistently post compelling content on their company’s page. If not, you could be missing out on new customers, top employees and easy publicity.

A version of this post first appeared on the Glean.info blog.

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