Is it worth creating a LinkedIn account

LinkedIn company page: useful or not? [036]

In addition to personal profiles, LinkedIn also offers the option of creating a company page. For medium-sized and large companies, of course, the question does not arise whether it is even worthwhile to have a company page on LinkedIn. But what about small companies, the self-employed and solo preneurs? My opinion: yes! In any case.

  • Should I also set up a LinkedIn company page as a lawyer who may only employ one clerk?
  • Doesn't that mean too much work, after all, it also has to be maintained in addition to the profile?
  • Are there any advantages that I can use for myself?

A while ago I wasn't sure what advice to give to my customers with a clear conscience. After all, they always have enough to do with being present with content after building the LinkedIn profile and networking with their potential customers.

Useful addition: The LinkedIn company page

In the meantime, my recommendation is to be represented not only with your personal profile, but also with a company website. This recommendation arises for the following reasons:

  • Securing your company name on LinkedIn: Your company name is now saved on LinkedIn and no one else can use it. This is exactly what happened to one of my customers: A company from India with the same name had already registered the site - they then had to avoid and could only use their name with an addition.

  • Link building and another presentation of your company on the Internet: The company page can be set up as a general information page and thus offers real benefits for your (potential) customers.

  • Integration of your company logo in your personal profile: In order to be able to insert your company logo in your personal profile, you have to create a company page. Unfortunately, there is no other way, so that's the third important plus point - after all, it looks much nicer if, for example, your logo appears at the top of the header and further down in the "Work Experience" section.

Create your LinkedIn company page

To create a company page, go to the nine square dots on LinkedIn and click on "More" - there you can then create a company page.

LinkedIn guides you through the process here so you can't really go wrong. LinkedIn also queries various information about your company here.

Above all, it is important that you think about the language in which you want to set up your company website - several languages ​​are also possible here. You also have the opportunity to write about your company in 2,000 characters. This field is not only important so that potential customers can find out more about you and your expertise. Please use this length to give LinkedIn as much information as possible about your company - after all, the LinkedIn algorithm works with this and the more precise and targeted you become, the better.

You can also insert the key terms that you can also specify here.

Activities on your company page

You actually have to do ... nothing with your company page. Of course, you can invite your contacts to follow your company page. This is how they will also receive the updates on this page.

You don't necessarily have to do that, because for some time LinkedIn has made it a priority to support personal profiles and thus the networking of person to person. It is therefore not surprising that LinkedIn's company pages are barely highlighted. This means that you can achieve a lot more reach with posts via your personal profile than with posts from company sites.

Via your company page: information for your network

Depending on the strategy, it may still be advisable to actively use the company side. You should always consider this if you also offer products and services that you want to detach more from yourself.

  • Announcement of events: The events that you offer with your company could serve as an example. Here, for example, I would post the events via the company website and then ensure coverage via the personal LinkedIn profile.
  • Job offers: Even if you are looking for employees, this should be set via the company page, but then of course it should be shared via the profiles.

Conclusion:

I always recommend my customers to rely solely on their personal profile in terms of reach and visibility and not invest any time in the company website. However, it can't hurt if you also post one or the other contribution on your company page.

Image: CL./photocase.de