When talking about corporate branding, the first thing which comes to mind is LinkedIn. The network for professionals can be seen as a good place to highlight the USPs of your company, attract the right talent and probably recruit the biggest and the brightest in the industry. Through LinkedIn, this can be done in a cost effective way.
Last week, we wrote about how to set up a presence on LinkedIn. In this post, we will look at how to make the optimal use of different components of your LinkedIn page.
First, we will look at how to use different tabs to you your advantage. A Company Page comes with four different tabs:
- Overview Tab
- Product & Services
Overview page: This works as the reception area of your Company Page. People can view everyone in their network who works at your company. On this page it is possible to grow and engage your followers via status updates, breaking news, blog posts, Twitter updates, YouTube videos, special offers etc.
A new feature, which was recently included is the company updates, where it is possible to post status update to share announcements, releases and news. This helps in engaging your followers, spread the word-of-mouth and gain exposure.
Through this page, it is possible to optimize the conversation and view what followers find engaging (impressions) and optimize communication.
It is possible to add content to the tab through different applications. For instance:
- The WordPress and BlogLink apps allow you to send your blog posts automatically to your LinkedIn profile.
- The Google Presentation and SlideShare apps let you embed PowerPoint presentations you’ve created into your profile. This is a good way to demonstrate your expertise.
- The Polls application can be used to attract a specific audience by carefully crafting the right poll question.
Product and services page: Through this page, it is possible to highlight products or services that are relevant to your target audience. Each product or service can also include: descriptions, features, images, display banners, videos, and special offers.
It gives users an ability to see how many of their network connections recommend your product or service as well as their recommendations. Product recommendation becomes visible to all of their connections and could spread virally.
It is possible to customize the Products & Services Tab to display content personalized to your target audience’s priorities and interests up to 30 audience segments by industry, job function, seniority, and geography and company size. It is also recommended to enhance the appeal of your offerings with up to 3 display banners and a custom video.
Career Page: A basic Careers tab is for free but it has no ability to to control ads that appear on your tab. No possibility for customising content.
But a Premium Career Page is advisable due to its extensive features. It has an ability to shape understanding of your employment brand through video, images and customizable content modules. The page will automatically highlight your most relevant jobs based on each viewer’s professional background with an ability to control ads.
Analytics Page: It is only visible to page administrator of your Company Page. Through this page it is possible to learn who is visiting your company page, which areas of your page interest them, and how this data compares against similar companies. It has some useful information about to help understand the composition of your base of followers – who they are, what they do and what products, services or jobs interest them.
So do you make the best use of all these tabs? We would love to hear from you about which feature of LinkedIn should we write about next 🙂