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LinkedIn is a resource hub. It’s a place where people post updates, share company news, professionals seek jobs, pitch potential customers, and members chat and connect. Learn how to improve the effectiveness of your company’s LinkedIn page with these eight tips.

1. Improve the design of the company page

On social media, visuals are everything. If you don’t grab viewers’ attention right away, they won’t bother reading the content. Short and engaging videos are powerful, while strong and unique images can reinforce the message you are trying to communicate. Be sure to select photos on target with your business and brand. Also, pay attention to the recommended dimensions to ensure your visuals are formatted to be viewed correctly.

2. Include more page managers

LinkedIn is all about networking and connections, so it makes sense to diversify your team and include a variety of page managers who can invite their contacts to subscribe to your company page. Managing your company’s social accounts, especially if you have multiple, takes a lot of time and work. Creating a small team helps lessen the load and allows others to share new ideas on company news from their perspective. LinkedIn provides different admin roles and permissions to give your team members the access they need.

3. Create design templates for employees to use in their profile headers

If you want to get your company page noticed, create a template for your employees to use on their profile pages. Common themes include:

• I just got hired at ….
• Work for ….
• We’re growing our team at ….
• Employee spotlight.

These templates can generate new interest for potential job seekers. You can also create an employee spotlight template to showcase your current employees to share their firsthand stories about your company. LinkedIn also has a “My Company” Tab feature for employees to share their voice authentically, fostering community.

4. Review and optimize key stakeholder profiles

Stakeholder engagement should be a key part of your company’s social media strategy. They help influence, gain support, and overall buy-in of the company and your brand. These can include external stakeholders such as a board of directors, partners, customers, and internal stakeholders such as investors and employees. To ensure authenticity, they should be involved in the content creation process. Optimize their profiles by confirming the information they are sharing is in line with your company goals.

5. Encourage team members to share and comment on brand content

Testimonials are one of the most important sales tools in your toolkit. Share your customer’s positive endorsement on your social accounts as well as comment on their initial post. Testimonials are often the final push for customers to buy your product or service. Asking your team members to also share and comment on brand posts helps widen your reach and shows that they are proud of their company and believe in the brand.

6. Create regular ongoing editorial content

Beyond company updates, events and brand news, you should be creating consistent editorial content. The purpose of this content is to inform, educate or entertain. The content should provide the reader value and not focus on selling something. Producing editorial content also helps create conversations on your page with subscribers and other key audience members. You can use LinkedIn’s Content Suggestion Tool that allows admins to discover and share content that their member community is currently engaging with.

7. Tag brands and people in your updates to encourage engagement

Give credit where credit is due, including tagging brands in relevant content on your page. LinkedIn is a great platform to congratulate and call out contributions made to your company. This typically creates a ripple effect in likes, shares, and comments. It won’t go unnoticed with these same brands thanking you for recognizing their efforts and reciprocating the gesture by tagging you in their posts.

8. Publish LinkedIn articles on key stakeholder pages

Publishing industry articles relevant to your company helps start a conversation. Not sure how many articles to post? Follow the 4-1-1 rule that states that for every piece of content you share about your company, you should share four from another source, most important, content written by others outside your organization. In doing so, you focus on your audience’s needs and provide helpful information to them rather than just making it a place to talk about yourself.

MANA welcomes your comments on this article. Write to us at [email protected].

Denver-based Volume Nine is a digital marketing agency specializing in social media, content marketing, SEO and PPC. Visit www.v9digital.com.