Ultimate Guide: How to Create a LinkedIn Company Page to Showcase Your Employer Brand

LinkedIn has become an essential platform for businesses looking to establish their online presence, attract talent, and generate leads. Whether you're a small startup or an established enterprise, having a well-crafted LinkedIn Company Page can significantly impact your brand visibility and employer attractiveness. This comprehensive guide will walk you through the entire process of creating and optimising your LinkedIn Company Page to effectively showcase your employer brand.

Getting started with your linkedin company page

Creating a LinkedIn Company Page is completely free and serves as your business's professional profile on the platform. It's where potential employees, clients, and partners will go to learn about your organisation, so it's worth investing time to get it right. Before diving into the creation process, it's important to understand what you'll need and how to navigate the setup.

Prerequisites before creating your page

Before you can establish your company's presence on LinkedIn, you need to have a personal LinkedIn account. This account will be used to create and initially manage the Company Page. Additionally, you should gather all relevant company information including your official company name, website URL, industry classification, and company size. Having high-quality visual assets ready, such as your logo and cover image, will also streamline the setup process.

Step-by-step setup process

The actual creation process varies slightly depending on whether you're using a desktop computer or an iOS device. On desktop, click the 'For Business' icon in the navigation bar, then select 'Create a Company Page' from the dropdown menu. You'll need to choose the page type—typically 'Company' for most businesses, though educational institutions and showcase pages for sub-brands have their own categories. Enter your company details including name, LinkedIn public URL, website, industry, company size, and optionally, a tagline that succinctly describes what your business does. Finally, confirm that you have the authority to act on behalf of the organisation and click 'Create page'.

For iOS users, the process begins by visiting any LinkedIn Page, tapping 'More', and selecting 'Create a LinkedIn Page'. Then follow similar steps as the desktop process. Unfortunately, creating a Company Page isn't currently supported on Android mobile devices, so you'll need access to either a desktop computer or an iOS device. Once the page is created, you'll automatically become the super administrator and can later assign additional team members as administrators to help manage the page.

Crafting an engaging company profile

Your Company Page profile is often the first impression potential employees and clients will have of your business. A thoughtfully crafted profile can significantly impact how your brand is perceived and the engagement it receives. LinkedIn data shows that Company Pages with complete information receive 30% more views each week, highlighting the importance of thoroughness in your profile setup.

Designing impactful visual elements

Visual elements are crucial for making a strong first impression. Your profile picture should be your company logo, sized at 300×300 pixels in PNG format (maximum 8MB). Companies with profile pictures receive six times more visitors than those without, demonstrating the importance of this simple element. The cover photo (1536×768 pixels, also PNG format, maximum 8MB) provides an opportunity to showcase your brand personality, team culture, or products. Consider changing this image periodically to highlight different aspects of your company or to align with current marketing campaigns. Both visual elements should be professionally designed and consistent with your brand guidelines to maintain a cohesive brand identity across platforms.

Writing a compelling 'about us' section

The 'About Us' section allows you to tell your company's story in up to 2,000 words. This is where you should clearly articulate your company's mission, values, and offerings. Begin with a concise overview of what your company does, followed by your unique value proposition—what sets you apart from competitors. Include information about your company history, achievements, and culture. Remember that 68% of candidates want their job to match what they care about, so emphasising your company values can attract like-minded talent. About 6 in 10 employees select jobs based on shared values, making this section particularly important for employer branding. Additionally, include relevant hashtags that potential followers might use to discover your company. This section should be written in a conversational yet professional tone, avoiding corporate jargon while maintaining authority in your industry.

Showcasing your products and services

The Products tab on your LinkedIn Company Page provides an excellent opportunity to highlight what your business offers to potential clients and customers. This feature allows visitors to understand your company's solutions without leaving the platform, potentially converting casual browsers into interested leads. Given that 80% of B2B leads come from LinkedIn, effectively showcasing your offerings can significantly impact your business development efforts.

Optimising the Products Tab for Maximum Impact

The Products tab should be structured to make information easily digestible while showcasing the breadth of your offerings. Start by categorising your products or services logically, allowing visitors to quickly find what might interest them. Each product listing should feature high-quality images that clearly show what you're offering. For services, consider using images that represent outcomes or the process involved. Ensure that all product information is up to date and accurately reflects current offerings. Including social proof elements such as the number of users or prominent clients can build credibility. The tab should be reviewed regularly to add new products, remove discontinued ones, and update information to reflect any changes in your offerings.

Creating product descriptions that convert

Each product description should clearly communicate the value proposition and key benefits rather than just listing features. Start with a concise overview of what the product or service is, followed by the specific problems it solves for users. Use clear, benefit-oriented language that focuses on outcomes rather than just capabilities. Including specific use cases can help potential customers envision how they might implement your solution in their own context. If possible, incorporate customer testimonials or success metrics to provide social proof. End each description with a clear call to action, whether that's contacting a sales representative, requesting a demo, or visiting your website for more information. While being thorough, keep descriptions concise enough to maintain reader interest while conveying all essential information.

Managing and growing your linkedin presence

Creating your Company Page is just the beginning of your LinkedIn journey. To truly leverage the platform for employer branding and lead generation, you need an ongoing strategy for management and growth. With users spending an average of 17 minutes per month on LinkedIn, making your content count is essential for capturing attention and building a following.

Content strategy for regular engagement

Consistent posting is crucial for growing your LinkedIn presence. Companies that post at least once a month gain followers six times faster than those that post less frequently. Develop a content calendar that includes a mix of industry insights, company news, employee spotlights, and thought leadership pieces. Visual content typically performs better, so incorporate images, infographics, and videos when possible. Your content should provide value to your audience rather than being overtly promotional. Share articles relevant to your industry, comment on current trends, and participate in relevant conversations. Encourage your employees to engage with company content, as their networks can significantly extend your reach. Track engagement metrics to understand what content resonates with your audience and refine your strategy accordingly.

Leveraging your page for recruitment success

With 75% of job seekers considering a company's brand before applying and 57% of recruiters planning to invest more in employer branding, your LinkedIn Page can be a powerful recruitment tool. LinkedIn Career Pages offer additional features specifically designed for showcasing your employer brand. Regularly share content that highlights your company culture, employee achievements, and behind-the-scenes glimpses of daily work life. Feature employee testimonials that speak to what makes your company a great place to work. When posting job openings, craft descriptions that go beyond responsibilities to include information about team dynamics, growth opportunities, and company values. Personalised outreach is also effective—personalised InMails have a 40% higher acceptance rate than generic messages. Consistently responding to comments and messages demonstrates your company's engagement and approachability to potential candidates. By strategically managing your LinkedIn presence, you can build a strong employer brand that attracts top talent and positions your company as an industry leader.