Why I’m Excited About the New LinkedIn Company Pages Experience

For digital marketers or community managers responsible for managing their organisation’s LinkedIn company pages, it’s fair to say that the improvements we are starting to enjoy with LinkedIn company pages are overdue. In fact, it’s only been this year that LinkedIn has allowed LinkedIn Company Page admins the option to edit company page updates! I know . . right?

My team and I manage LinkedIn Company pages for clients in the recruitment, construction, NFP and finance sectors across Australia. This means we get to enjoy a variety of LinkedIn user experiences when we are managing these pages.  As the appointed company page admins we review the performance of the client’s content marketing with engagement and follower growth. It’s therefore been an interesting week or so as we’ve seen LinkedIn roll out the new LinkedIn company pages experience, which we were first informed about via LinkedIn’s official blog.

Here’s a short video by LinkedIn about the new Pages experience:

LinkedIn Company Pages and Community Building

I’ve valued and written about the LinkedIn company feature for many years. It enables an organisation to separate self from business and build a professional community on LinkedIn. It also removes the risks that can be associated with building connections and followers to individuals within your business who may exit your organisation and take all of their loyal followers with them! And it’s the LinkedIn Company Page feature that continues to be transformed with advertising options, including lead generation forms and sponsored updates. Yes, you guessed it, I could go on all day about the benefits of organisations cultivating a strategy for their LinkedIn company page.  Which is why I am particularly excited about the latest updates, with LinkedIn providing (some) LinkedIn Company Page admins with the content suggestion feature and the tagline message option below the company page (or showcase page) name. These are baby steps, but good steps in the eyes of this content marketer.

LinkedIn tells us “Pages have been rebuilt from the ground up to make it easier for brands, institutions and organizations (note the z, not the s, for Australian readers) from small businesses to large enterprises, to foster constructive conversations with LinkedIn’s community of more than 590 million members and 30 million Pages.”  LinkedIn’s new Pages experience is “built to foster active communities and conversations on LinkedIn with a company’s employees, customers and followers.”

In the current era when candidates are increasingly choosey about the organisations they work for and customers are increasingly distrusting of promotional messages from for profit organisations, the LinkedIn Company Pages provides an organisation with the opportunity to “authentically connect with members, grow their business and build lasting connections”.

The 3 Key Pillars of LinkedIn Pages

LinkedIn informs us that Pages are based on three key pillars:

1. Join the Conversations that Matter

Admins can now post updates and respond to comments, on the go from the LinkedIn mobile app for iOS and Android. This is an incredibly exciting new feature, although we are yet to see it across all of our client’s LinkedIn pages.  Admins can also associate their Page with hashtags, so they can monitor and respond to conversations happening about their brand or relevant topics on LinkedIn. Admins can also now share documents, like PowerPoint presentations, Word Documents and PDFs to tell richer and more compelling brand stories. We’ll be interested to see how organisations leverage this feature, given LinkedIn’s current appetite for native posted videos.

2. Know and Grow your Audience

Enter LinkedIn’s Content Suggestions, a new feature that “surfaces the topics and content trending with your organisation’s target audience on LinkedIn”. With these insights, admins can now better curate and create content for their audiences to engage with. Many of our clients like to leave this piece to us, as they prefer to outsource their LinkedIn company page management.  The strategy work we do with our clients is around determining what type of content they should share with their community. We have a 7 step process to develop this, starting with developing a promise to your followers based on what they can expect to learn / read / watch / stay informed about thanks to your regular and consistent updates. That’s why this second pillar is the one I am most excited about.  If you are a newbie to the LinkedIn Company Page feature, please read this article to learn how to create a LinkedIn company page.

The cynic in me also thinks this feature is a further push for LinkedIn to encourage organisations to invest in a Careers page, a paid feature available with the free LinkedIn company page feature.  LinkedIn argues that “employers can take their talent branding to the next level with Career Pages, which gives you the option to engage current and potential talent with a Life tab and a Jobs tab, that provide a customized look into your company culture, jobs and what it’s like to work at your company”.

3. Engage your People

I believe employee amplification of organisational online content is the hardest and most valuable piece of the content marketing puzzle. LinkedIn agrees and states that “company’s employees are their greatest asset and can be their biggest advocates. Amplifying their voices can help organizations build stronger connections with their audience.”

Employee amplification of organisational online content is the hardest and most valuable piece of the content marketing puzzle. Click To Tweet

And so we’re just as excited as LinkedIn is about the tools available to help organisations engage their people with the ability to discover and re-share their employees’ public LinkedIn posts from their Page. Linkedin’s also rolling out the ability to respond to and re-share any posts on LinkedIn where a company’s Page is mentioned, like customer testimonials and product reviews. This lets companies showcase conversations that people are having about them, and can help their brand stand out above the crowd. It’s the social listening piece that’s been missing from the LinkedIn content marketing and management equation for so long.

Product Integration with Hootsuite

If you’re a longer term admin of company pages, you’ll share our frustration with the inability to check notifications regarding comments, likes or shares of LinkedIn company page content outside of the desktop feature while actively managing the company page.  LinkedIn’s enhanced their partner APIs to make it easier for admins to engage in conversations on LinkedIn. An example is a product integration with Hootsuite that allows admins to now receive notifications within Hootsuite when there is activity on their LinkedIn Page.  While I would have preferred to see this happen with Buffer, I welcome this product integration.

best practice tips for linkedin company page management

For more information about how we recommend you manage your LinkedIn Company Page please read 4 Best Practice Tips for Company Page Management.

And if you’d like to discuss outsourcing your LinkedIn Company Page management, please contact us today.

Source: LinkedIn Official Blog