LinkedIn Company and Showcase Page: Best Practices, Examples And Guide for 2022 - TheB2BHouse (2023)

There are almost 800+ million professionals on LinkedIn. It has become the largest social network of decision-makers in the world. It’s no surprise that 92% of B2B marketers rely on LinkedIn to market to professionals.At the heart of LinkedIn for Marketers is the LinkedIn Company Page.

But have you ever wondered what makes a good LinkedIn Company Page?

Are you able to maximize the increasing number of tools and features? Are you leveraging it well?

In this article, you will learn everything you need to build a robust LinkedIn Company page that attracts Company Page followers.

What is a company page on LinkedIn?

A LinkedIn Company Page is a digital representation of all non-member organizational entities on LinkedIn. This includes Businesses (e.g., Companies, SMB’s, Freelancers), Schools, Non-Profits, and Brands (e.g., Publishers, Products).

Any LinkedIn member can create a page and can have one or more admins with different roles and permissions (e.g., social media manager, recruiter, customer support, sales rep). The primary admin is often a marketer or a business owner.

Like a member, a Page has a voice on LinkedIn and can create and respond to posts, gain followers, and interact with members and other Pages.

Pages will also be able to create public communities around employees, customers, alumni, and followers. Pages can be associated with one another (e.g., PWC and PWC Australia) and linked to groups and events on LinkedIn.

It’s your place in the world’s largest professional social network and community.

What’s the difference between a showcase page and a company page?

A Showcase Page is an extension of your main LinkedIn Company Page. It’s a great way to highlight different brands or business lines within a company’s portfolio.

Showcase Pages will have access to all new features and refreshed user interface that a main LinkedIn Page will have.

Showcase Pages will now appear under Affiliated Pages. Affiliated Pages are any Pages associated with your brand.

Here’s an example of a LinkedIn Page vs. a Showcase Page

This is a LinkedIn company page

This is a group of showcase pages (under affiliate pages group)

And this is how a Showcase Page looks like. It’s pretty much almost the same.

How to create a company page on LinkedIn

To create a LinkedIn Company Page, you’ll need the following details:

• Industry
• Description of your company (Company details)
• A Logo
• Organization Type
• Location (city + country)
• Website URL (This is optional)

You’ll find more details in this help article or the video below.

You’ll also need to get your page admins trained and ready to manage the page. Here are the key pointers:

• Decide who will get access to your main page. There are many page admin roles to select from. We recommend Super Admin if you’re the main person managing the page.
• Your admins need to be trained. Here’s a playbook marketing with LinkedIn Pages.
• Ensure clear communication between your team. Sync up at least monthly with your team on the organic and paid LinkedIn campaigns
• If you’re working with an agency, remember to grant them access as well
• Ensure each region has a representative on the LinkedIn page and commit to producing localized content.

Best LinkedIn Company Page: Best practices with examples

We’ve studied the best practices of the top 50 largest and/or fastest-growing LinkedIn company pages. Here’s what we found.

Recommended Daily Actions

1. How often should you post on LinkedIn? Post regularly. At least once in 1-2 days. To establish trust and be top of mind, you’ll need to consistently appear in front of your target audiences. That only happens if you have consistent company page updates.
   
2. While posting, remember to target your organic post if there are specific demographics you only want to show your post to. Organic targeting includes language, location, region, university, function, seniority, industry size, and company size.
   
3. Use multi-format postings such as video, PDFs, Powerpoint, and custom images. Keeping your visual content fresh, entertaining, and educational is important on LinkedIn.
   
4. Schedule your post in advance with scheduling tools like Hootsuite or Sprinklr.
   
5. Use Content suggestions tools. LinkedIn provides content and articles that are trending to your potential customers. You could either share them easily, or you can repurpose the content and provide your point of view.
   
6. Respond to users who interact with your content.
   
7. Add 3-5 hashtags to your posts. Include a mix of branded and non-branded hashtags.
   
8. Remember to notify employees whenever you post so they can help you to organically share to their network too.

Recommended Weekly Actions

1. Build your social content calendar in advance.
   
2. @ mention and tag relevant employees, customers, or even other pages into your post.
   
3. Track the number of followers on your branded hashtags.
   
4. Consider inviting your connections to follow your company page. LinkedIn allows you to invite your first-degree connections. I’d recommend getting your most followed employees on LinkedIn to invite their connections.
   
5. Write long-form articles on LinkedIn using LinkedIn’s article tool. LinkedIn is the only platform that provides long-form publishing capabilities for a company that also appears on search engines.
   
6. Spotlight employees by giving them kudos or sharing their content. This humanizes your brand and adds more dynamics to your company profile.

Recommended Monthly Actions

1. Analyze competitor strategies with the new Competitor analytics tab. You’ll be able to see your competitor’s follower and content metrics in your selected timeframes.
   
2. Review your Company page Analytics monthly to track your follower growth and engagement.
   
3. While this is only available to tech-related companies, for now, you should constantly review and update your LinkedIn Product Page. This is a page where you can collect reviews about your product and showcase strong social proof. Think of it like a G2 or Trust pilot but within LinkedIn.
   
4. Set aside a monthly budget to boost your organic post. This works especially if you have identified validated content with good engagement. Here’s a deeper guide on advertising on LinkedIn.
   
5. Run Linkedin events and Linkedin Live via your Company page as it’s still under-utilized. LinkedIn’s algorithm is favoring these products as they want more adoption. It doesn’t matter whether it’s second-degree connections or third-degree connections. If your LinkedIn event is made public, any member on LinkedIn can see your event.
   
6. Add a LinkedIn Follow button to your website for the audience to easily follow your page through a one-click website experience.

Best Linkedin Company Pages and Content Examples

Ever wondered what to post on your LinkedIn company page?

Nothing is scarier than an empty canvas.

To get you started, here are some examples of different types of content for your Linkedin company pages.

LinkedIn Company Page Example #1 – Amazon

Amazon asked their employees to describe their roles in 3 sentences or less. That generated quality employee engagements. What made this so effective is the credible authentic voices of their employees. Spotlighting employees doing great work and changing customer’s life is also another angle.

LinkedIn Company Page Example #2 – Google

Google’s head of artificial intelligence promotes technology that helps predict dangerous weather events like earthquakes. This is a classic way of showing how a company’s product is helping the world and customers.

LinkedIn Company Page Example #3 – Microsoft

Microsoft showed how gaming can be uplifting, educational, and a social-building tool for children with limited mobility to their friends and family. This post was effective because they used real people. They connected their product and brand to doing something good.

LinkedIn Company Page Example #4 – Gong

Posting content doesn’t have to be difficult or complex. If you have a strong opinion or thought, even pure text works too. Test and learn what works. Marketing is after all about being creative to capture people’s attention and interest.

LinkedIn Company Page Example #5 – Meta

Showcase your client’s customer story and success. They were boosting their organic post through advertising as well. Meta markets to a wider audience with one single strategy/message.

LinkedIn Company Page Example #6 – Snowflake

Sharing your wins and recognitions is a great way to populate your feed with. Humble bragging is allowed. This puts your brand in a positive light. This also gives employees proud content to share in their social network.

How to improve engagement rate on your LinkedIn Company Page Posts.

Thought leadership is key to improving engagement rate. We define thought leadership as content that conveys a unique point of view from the brand. This content is not product-related or sales-related.

A good gauge to test if you have strong thought leadership is asking yourself whether you would pay money for that content – Even though it’s free. If the answer is yes, you have strong thought leadership content.

Be clear about what action you want your viewers to take. It’s similar to a YouTube video where most creators will tell the viewer to “Like and Subscribe”. Same on LinkedIn, tell your audience to Like and Comment. A strong and clear CTA is needed.

Another obvious and fast way is to dedicate a budget to advertisements. This guarantees that your ad gets engagement from the right decision-makers. We’ve written an in-depth B2B marketing strategy here

Final Thoughts

All the capabilities discussed above are free. So if you haven’t already done so, I strongly encourage you to get started on a Company Page.

There have been so many feature enhancements in the past few years in LinkedIn’s Company Page. Not every marketer is across it or implementing best practices. This means an opportunity for you if you create a strong company profile and follow engagement best practices.