So much of work has changed since the pandemic. Employees have new priorities, companies have new processes, and cultures have evolved. But one thing hasn’t changed: the need for talent to discover and engage with your brand.
Your Company Page on LinkedIn is still a key place for that engagement and is even more important now that virtual work is here to stay.
People are in a work mindset on LinkedIn, so your Company Page is a natural hub for professionals. In fact, 59% of candidates go to your Company Page to learn about your business after hearing about job opportunities.
If you haven’t refreshed yours in a while, it’s time. Candidates and employees want to know how you’re handling the new reality of work, and new features are available to help you better engage them.
Here are seven steps to a more modern Company Page and some examples we love.
1. Be bold with your banner image
Your top image is prime real estate and first chance to stand out. Some companies use it to spread general brand awareness, like Meta does below with its memorable graphic. Others use it to announce a new product, celebrate an award or holiday, or promote an upcoming event.
Your banner can and should change over time. You’ll have repeat visitors, so keeping it fresh shows you’re a lively company with real people behind it. Be sure to consult the image specs for optimal presentation.
Meta uses its banner image to promote its futuristic vision — immersing people in worlds beyond their own.
HelloFresh’s banner celebrates the company’s 10-year anniversary. With friendly graphics and a catchy tagline — “We’ve been changing the way people eat for 10 years” — the banner shows that the company is established and thriving.
Financial services company Affirm makes its 100 Best Remote-First Places to Work award pop against its repeating tagline. Affirm speaks only to the right candidates — those who want and can thrive in remote environments.
2. Craft a punchy headline
Located just under your company name, your headline is your next place to shine. Depending on your goals, you may want to summarize what your company does, your mission, or the type of talent you’re looking for.
Employees may end up borrowing your Company Page content for their own profiles. Make it easy for them by creating a digestible snippet that packs a punch.
Toast summarizes what it does in one simple sentence: “We empower the restaurant community to delight guests, do what they love, and thrive.”
GM's headline outlines its ambitious company goals: “We’re on a journey to create a world with zero crashes, zero emissions, and zero congestion” appeals to like-minded, mission-driven candidates.
3. Keep your About section simple and plug remote/hybrid work when possible
The About tab gives you space to discuss your products and services, mission, and history in more detail. Short paragraphs and sentences are best. If you can inject a friendly tone or some personality, even better.
We know that people today want options for when and how they work. That’s why many companies are increasingly putting their flexible work options center stage in their About section too. Remember: The best About sections focus on the job seeker just as much as the company.
Sunglasses maker Goodr touts, “We’ve been hybrid since before it was cool!” The rest of its Overview section is compelling because it’s practical, value-oriented, and full of personality — just like Goodr’s target candidates.
WCG Inc. is a 30-person accounting firm that positions its 1997 founding, “Back when the Packers beat the Patriots and a first class stamp cost 32 cents." It also gives a nod to hybrid/remote work: “In person appointments are nice, but not necessary.”
4. Use the Products tab to stay current and boost candidate skills
The Products tab is where you can showcase your innovation and give a complete overview of your offerings. It is available to companies in certain industries like B2B software, financial services, and pharmaceuticals.
One cool feature within Products is the “Add as skill” button that lets members add your products to their profiles as skills. Below, Zoom displays its growing suite of products while giving candidates the chance to demonstrate their mastery of the latest technology. A marketing coordinator looking to advance, for example, could add “Zoom Video Webinars” to their profile to show proficiency in running customer conferences virtually.
Zoom’s Products page shows off its innovation and invites candidates to show off their skills.
Siemens uses its Product page to highlight three of its B2B software products.
5. Go for Posts that inform, inspire, or entertain
During this era in which work and events increasingly take place online, people are feeling less connected to their companies. Recent Microsoft research shows young workers are suffering the most — a whopping 60% of Gen Z struggles with feelings of isolation and a lack of motivation. While it doesn’t replace in-person connection, engaging via Company Page posts helps you maintain a sense of connection. Blogs, news articles, and company updates are a few ways to keep your audience in the loop.
Questions and polls are another way to engage. Moz recently asked its SEO-minded followers, “What’s one resource you always recommend for someone who wants to learn #SEO?” Lemonade asked its insurance broker audience, “Tell us you work in insurance without telling us you work in insurance.” These posts garnered hundreds of comments and replies. The companies not only ignited the conversations, but they stayed involved, further increasing engagement and humanizing their respective brands.
Posts with photos and videos are especially valuable — they yield twice as many comments as posts without. Videos don’t have to be original creations. Repurposing press clips or past speeches works well too. Note that all videos posted to your Company Page get pulled into the Video tab too, another good reason to post them.
See how Microsoft leverages a previous interview on the future of work between CHRO Kathleen Hogan and CEO Satya Nadella.
WCG Inc. recently posted a multipart video series in which three leaders discuss life at the small company and what they look for in new hires. It’s bare bones and scrappy and just what the right candidate needs to spark interest and apply.
Siemens's employee story gives a glimpse of what professional growth means at the company. Featuring your people is a great way to show off your culture and can also highlight your thought leadership. It engages your employees and gives them content to share with their own networks.
6. Let your culture shine in the Life tab
The Life tab is one of the most customizable sections of the Company Page. This is where you bring candidates into your world and give them a feel for why you’re unique. You can use this section to introduce your leadership team, feature employee testimonials, and display photos and videos of your offices and key events.
You can also have multiple pages within to feature different office locations or your biggest initiatives. For example, PepsiCo offers visitors “Employee Resource Groups” and “Volunteer Opportunities.”
You can also leverage the conversations your employees are already in with the “Trending Employee Content” field. By associating hashtags with your Company Page and then inviting people to use them, employee photos and videos will be added to your Company Page, expanding their reach.
The Siemens Life tab has pages for its different locations as well employee photos and videos aggregated by #teamsiemens.
In Vans’s Life tab, visitors can learn about the company’s leadership team as they “drive this culture every day,” read employee testimonials, and get a virtual tour of headquarters.
7. Tap the power of employee profiles and job postings
Your Company Page automatically pulls employee profiles into your People tab and summarizes key stats, such as most common schools and where your workers live. This data helps your audience find common ground when making connections and can be a great way to show you’ve embraced remote work.
Automattic’s People tab shows the company’s dispersed workforce and pride in having “more than 1,500 Automatticians in 84 countries (and counting), speaking over 90 different languages.”
To get the most out of your People section, you’ll want to make sure your employees are keeping their profiles updated. The same goes for the Jobs tab that pulls from your job postings — when it’s up to date, the tab does the magic for you, letting candidates easily go back and forth between learning about your company and people and applying to your jobs.
*Featured image by Cristian Dina from Pexels
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