Do you use LinkedIn? Chances are you have a personal profile on it but, if you aren’t actively looking for your next career opportunity, then you probably don’t use it that much.
In a minute, I’ll tell you why you need to create a company page on LinkedIn and how to do it but first, let me tell you this: if you don’t regularly check LinkedIn, you are not alone. The average LinkedIn user only spends 17 minutes on it per month. It’s easy to neglect this social network.
LinkedIn was founded in 2002 by Reid Hoffman and ten other co-founders, several of whom belong to the so-called “PayPal Mafia” as does Hoffman.
Create A Linkedin Page
Probably the most famous PayPal alum is Elon Musk, known as being the crazy genius behind Tesla and SpaceX. But there are quite a few other former PayPal employees who have done very well for themselves. In fact, six of them, including Reid Hoffman, became billionaires.
This is an important detail of LinkedIn history because the all-star founding team and their Silicon Valley connections undoubtedly played a huge role in the company’s success.
In 2003, LinkedIn raised a series A Investment round which was led by Sequoia Capital, a venture capital company known for their investment in numerous “unicorns” such as Google, Apple, PayPal, YouTube, WhatsApp, and more.
How To Create A Linkedin Business Page For Your Company
And the LinkedIn team did not disappoint. In 2004, the company reached 1 million users, in 2006 it had its first profitable month, and in 2007 it hit 10 million users.
In 2008, after several venture capital companies purchased a 5% stake in LinkedIn for $53 million, the company was valued at $1 billion (post-money valuation).
In 2010, it was valued at around $2 billion, though by the end of the year its value dropped to around $1.5 billion. That same year it was ranked No.10 on Silicon Valley Insider’s Top 100 list of most valuable startups.
How To Create A Company Page On Linkedin (step By Step Guide)
LinkedIn grew explosively between 2010 and 2011, going from around 500 full-time employees to around 2, 100 full-time employees, and it had an IPO in 2011.
LinkedIn continued to grow at a fast pace, but in 2016 it experienced a bit of a hiccup when their shares dropped by 43.6% in a single day, causing them to lose $11 billion in market capitalization. What happened?
Apparently, investors were not impressed by LinkedIn’s 2016 forecast (the company made a prediction that the Q1 revenue would be $820 million instead of the expected $867 million that the analysts were forecasting) and decided to jump ship.
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However, this “disaster” didn’t prevent LinkedIn from getting acquired by Microsoft for $26.2 billion, which was the largest Microsoft acquisition at the time.
Today, LinkedIn has over 575 million users, with more than 260 million monthly active users. It’s the largest professional social network in the world.
You might be wondering why should you bother to create a company page on LinkedIn, a social network on which users only spend 17 minutes a month (on average).
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It’s not surprising that 79% of marketers see LinkedIn as a “very good source of leads” and B2B marketers report that 80% of their social media leads come from LinkedIn.
A great resource out there on using LinkedIn for lead generation is “The Sophisticated Marketer’s Guide to LinkedIn” (2019 edition is already available!).
We also have produced a juicy in-depth guide covering how to use LinkedIn for Marketing Success you might want to check out.
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After all, recruiting and retaining great people is one of the biggest challenges of running a business, and the stakes are high.
“After working at Facebook, Mint and now AppSumo […] I know that the best people output significantly more and can grow a business 100x more than a just-okay person.”
He explains that recruiting top talent is just like dating: the best people are already taken. They are already working at a great company, getting paid well, and are content with their job.
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So, Noah argues, you should build relationships in advance so that top performers would think of you when they are ready for their next career opportunity.
Now, think about it: what is the best way to reach out to a professional that you are impressed by but don’t know personally?
You see, if you email someone, they will want to check you out and go on LinkedIn anyway, so why not save them the trouble and contact them there?
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And with another click, they can take a look at your company’s page to see whether it’s a place that they would like to work at.
Well, they are on LinkedIn as well, scouring through job postings. They might stumble across your job ad through their network even if they haven’t heard of your company before.
In short, if you want to attract top talent, you need to have a company page on LinkedIn (in fact, not having one might even repel great people because it looks suspicious).
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Simple. The writer drops the idea of mentioning your company and goes with one of your competitors instead. So make sure that your company has a great website and a solid LinkedIn page.
Keep in mind that if your LinkedIn account is new or if you don’t have enough connections then you might get an error message.
This means that you need to build out your profile and expand your network if you want to have a company page.
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The 5-step process of creating your LinkedIn company page is just the start, you need to optimize that company page if you want to get results. To do so, you should take care of the following aspects.
Remember how back in high school you’d memorize dates for a history test and then forget them the second you walked out of the classroom? Memorizing those dates was hard because humans aren’t wired to remember facts, we are wired to remember stories.
But what does this have to do with your LinkedIn page? Well, if you present your company page visitors with a set of facts, their eyes will glaze over and they won’t remember much once they leave the page.
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On the other hand, if you tell a story and do it well, people will remember it for a long time. And they will remember your company as well.
No, I don’t mean literally asking people for money in exchange for a product. I mean conveying the value of the product/service you’re selling.
It’s important to understand that while listing the main features of a product can be useful, you must always sell on benefits.
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But most people are not like that. Most people don’t want to take a chance on an unknown company. They want a sure thing.
It’s okay if you are just starting out and don’t have any social proof to speak of yet. You should work on acquiring some!
However, once you get something, whether it’s a customer testimonial, or a media mention, or a feature in a prestigious publication, you need to add it to your “About” page.
My Company” Tab On Linkedin Pages
An “About” page that tells your story, sells your product, and provides social proof is a great way to introduce your company to potential customers.
However, it works as social proof for people who might be interested in working in your company because it shows that you are a legit business, not some dodgy place where the employees are so ashamed of working there that they won’t even put it on their LinkedIn profiles.
Moreover, an employee list is a valuable resource for writers because it allows them to quickly check the company structure, understand who is doing what, and reach out to the right person.
Linkedin Banner Maker
For example, if a writer wants to ask a question about your marketing strategy, they can simply message your marketing person on LinkedIn.
This is important because you will get busier and busier as your company grows and might miss a big media opportunity simply because you didn’t check your inbox in time.
Meanwhile, your employees will probably be more available than you, so providing writers with a way to contact them directly is a good idea.
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“The Sophisticated Marketer’s Guide to LinkedIn” advises to follow the 4-1-1 rule which was coined by Tippingpoint Labs and Joe Pulizzi, Founder of the Content Marketing Institute:
“For every ONE self-serving tweet, you should retweet ONE relevant tweet and most importantly share FOUR pieces of relevant content written by others.”
For every one promotional update share one relevant post from a thought leader in your field and four pieces of relevant content written by others.
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Article, Noah Kagan explains that to attract top talent you need to show them why your company is a great place to work at. He shared an image that he saw on a Craiglist job ad:
Yeah, merely looking at this picture makes one want to go and get a prescription for antidepressants, so it’s probably safe to say that very few people would apply to a job posting like that.
Now, a bar at the office is pretty cool, but what’s more important is that it shows that AppSumo is a relaxed, friendly, casual workplace where people don’t take themselves too seriously.
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“Make your pages genuinely you. Don’t try to be whacky if you’re not. For example, as
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