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“The Dos and Don’ts of LinkedIn Company Pages”

LinkedIn is a powerful platform for professionals to connect, network, and showcase their skills and experience. In addition to individual profiles, LinkedIn also offers company pages, which allow businesses to establish an online presence and engage with their target audience. However, creating an effective LinkedIn company page requires careful planning and execution. In this article, we will explore the dos and don’ts of LinkedIn company pages, providing valuable insights and research-based recommendations to help you optimize your company’s presence on this popular professional networking platform.

The Dos of LinkedIn Company Pages

1. Optimize Your Company Profile

When creating a LinkedIn company page, it is crucial to optimize your profile to make it attractive and informative for visitors. Here are some key dos:

  • Use a professional logo: Your company logo is the visual representation of your brand. Make sure to use a high-quality logo that reflects your company’s identity.
  • Write a compelling company description: Use concise and engaging language to describe your company’s mission, values, and unique selling points. Highlight what sets your company apart from competitors.
  • Add relevant keywords: Incorporate relevant keywords in your company description to improve search engine optimization (SEO) and increase the visibility of your page.
  • Include contact information: Make it easy for potential customers or clients to get in touch with your company by providing accurate contact information, including email, phone number, and website.

2. Publish Engaging Content

One of the most effective ways to engage with your audience on LinkedIn is by publishing high-quality content. Here are some dos to consider:

  • Create informative articles: Share valuable insights, industry trends, and expert advice through well-written articles. This will position your company as a thought leader in your field.
  • Share relevant news and updates: Keep your audience informed about the latest developments in your industry, such as product launches, company milestones, or industry events.
  • Include multimedia content: Enhance the visual appeal of your posts by incorporating images, videos, or infographics. Visual content tends to attract more attention and engagement.
  • Encourage employee advocacy: Motivate your employees to share and engage with your company’s content. Employee advocacy can significantly expand your reach and increase brand visibility.
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3. Engage with Your Audience

LinkedIn is a social platform, and it is essential to actively engage with your audience to build meaningful connections and foster relationships. Here are some dos to consider:

  • Respond to comments and messages: Take the time to respond to comments on your posts and messages from your audience. This shows that you value their input and are committed to building relationships.
  • Join relevant groups: Participate in LinkedIn groups that are relevant to your industry or target audience. Engage in discussions, share insights, and establish yourself as a knowledgeable professional.
  • Share and comment on others’ content: Actively engage with content shared by others in your network. Like, comment, and share posts that align with your company’s values and interests.
  • Personalize connection requests: When sending connection requests, take the time to personalize your message. Mention why you want to connect and how you can add value to the recipient.

4. Analyze and Optimize Performance

Regularly analyzing the performance of your LinkedIn company page is crucial to understand what works and what doesn’t. Here are some dos to consider:

  • Track key metrics: Monitor metrics such as engagement rate, reach, and follower growth to assess the effectiveness of your content and engagement strategies.
  • Experiment with different content formats: Test different types of content, such as articles, videos, or infographics, to see what resonates best with your audience. Use the insights gained to optimize your content strategy.
  • Use LinkedIn Analytics: Take advantage of LinkedIn’s built-in analytics tools to gain valuable insights into your audience demographics, content performance, and follower behavior.
  • Adjust your strategy based on data: Use the data collected from analytics to make informed decisions and optimize your LinkedIn company page for better results.

The Don’ts of LinkedIn Company Pages

1. Don’t Neglect Your Company Page

Creating a LinkedIn company page is not a one-time task. It requires ongoing maintenance and regular updates. Here are some don’ts to avoid:

  • Don’t leave your page incomplete: Ensure that all sections of your company page are filled out completely. Incomplete profiles can give a negative impression to visitors.
  • Don’t ignore messages and comments: Failing to respond to messages or comments can make your company appear unresponsive and uninterested in engaging with its audience.
  • Don’t neglect content creation: Consistency is key when it comes to content creation. Don’t let your company page become stagnant by neglecting to publish new and engaging content regularly.
  • Don’t overlook updates and trends: Stay up to date with the latest LinkedIn features, trends, and best practices. Ignoring updates can hinder your company’s ability to leverage the platform effectively.
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2. Don’t Oversell or Spam

LinkedIn is a professional networking platform, and users expect valuable and relevant content. Here are some don’ts to avoid:

  • Don’t oversell your products or services: While it is essential to promote your offerings, avoid excessive self-promotion. Instead, focus on providing valuable insights and building relationships.
  • Don’t spam your audience: Bombarding your audience with irrelevant or repetitive content can lead to disengagement and even unfollows. Be mindful of the frequency and quality of your posts.
  • Avoid clickbait tactics: Misleading headlines or exaggerated claims may attract initial attention but can damage your company’s reputation in the long run. Be honest and transparent in your content.
  • Avoid excessive automation: While automation tools can be helpful, don’t rely on them entirely. Personalized and authentic engagement is crucial for building meaningful connections.

3. Don’t Neglect Employee Advocacy

Your employees can be powerful advocates for your company on LinkedIn. Here are some don’ts to avoid when it comes to employee advocacy:

  • Don’t force employees to engage: Encourage, but don’t force your employees to engage with your company’s content. Authenticity is key, and forced engagement can come across as inauthentic.
  • Don’t neglect training and guidelines: Provide your employees with training and guidelines on how to effectively represent your company on LinkedIn. This ensures consistency and professionalism in their interactions.
  • Don’t overlook employee feedback: Listen to your employees’ feedback and suggestions regarding your LinkedIn company page. They can provide valuable insights and ideas for improvement.
  • Don’t forget to recognize and appreciate: Acknowledge and appreciate your employees’ efforts in advocating for your company on LinkedIn. Recognize their contributions and publicly commend their engagement.
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4. Don’t Underestimate the Power of Analytics

LinkedIn provides valuable analytics tools that can help you understand your audience and improve your company page’s performance. Here are some don’ts to avoid:

  • Don’t ignore analytics: Regularly review and analyze the data provided by LinkedIn Analytics. Ignoring analytics can prevent you from making data-driven decisions and optimizing your page.
  • Don’t focus solely on vanity metrics: While metrics like follower count are important, they should not be the sole focus. Look beyond vanity metrics and analyze engagement, reach, and conversion rates.
  • Don’t make assumptions: Base your decisions on data rather than assumptions. Analyze the data to understand what content resonates with your audience and adjust your strategy accordingly.
  • Don’t be afraid to experiment: Use the insights gained from analytics to experiment with different content formats, posting times, or engagement strategies. Continuously test and refine your approach.


LinkedIn company pages offer businesses a valuable opportunity to establish an online presence, engage with their target audience, and showcase their expertise. By following the dos and avoiding the don’ts outlined in this article, you can optimize your company’s LinkedIn presence and leverage the platform to its full potential.

Remember to optimize your company profile, publish engaging content, actively engage with your audience, analyze and optimize performance, and avoid neglecting your company page. Additionally, don’t oversell or spam, neglect employee advocacy, underestimate the power of analytics, or make assumptions without data.

By implementing these recommendations and continuously refining your approach based on data and insights, you can create a compelling LinkedIn company page that attracts and engages your target audience, strengthens your brand, and drives business growth.

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