Visibility. Credibility. Growth.
If your company isn’t actively growing its LinkedIn presence, it’s missing out on one of the most valuable B2B tools in digital marketing.
Whether you're a startup looking for brand awareness or an established firm aiming to attract talent or leads, a strong LinkedIn company page supports every stage of business growth.
Let’s start with the basics.
Optimize the Company Profile
Before posting anything, your company page must be complete and compelling.
Use a high-quality logo.
Write a keyword-rich tagline.
Add a concise and clear company description.
Include your website, industry, company size, and HQ location.
Under "About," describe what you do, whom you serve, and why it matters. Add specialties — these function like hashtags. The more specific, the better.
Example: A software company could include specialties like “SaaS development,” “Customer Retention Platforms,” and “API Integration.” These increase your discoverability when users search for services.
If you're just starting out, avoid using stock AI-generated images or content. LinkedIn's algorithm detects and suppresses low-effort or spammy posts, and accounts using AI visuals can get flagged.
Also, be mindful of your profile banner. Use that space to display a current campaign, value proposition, or a call to action like “Now hiring” or “Download our latest report.”
Content Strategy: Quality Over Quantity
Content isn’t just king — it’s currency.
Focus on:
Thought leadership: Industry insights, original research, professional commentary.
Team wins: Behind-the-scenes of projects, new hires, work culture highlights.
Client success: Share testimonials, before/after results, or client milestones (with permission).
Product launches: But avoid sounding like an ad. Focus on impact, not features.
Curated industry news: With added commentary from your leadership.
You don’t need to post every day. But what you post must be relevant to your ideal audience and worth their time. Avoid being generic.
Alternate between formats:
Text-only posts with strong hooks.
Native video content (under 90 seconds).
Carousel posts for tips and breakdowns.
LinkedIn Articles for deeper storytelling.
Example: Instead of posting “We launched a new product,” post “Here’s how our new platform helped our first client reduce support tickets by 34% in 30 days.”
Avoid content that looks like filler. No vague motivational quotes. No random engagement bait.
If you’re new to content marketing, don’t panic. Start with one post a week. Review the analytics. Double down on what performs.
You can brainstorm content by asking:
What are the top 3 questions clients ask us?
What mistakes do people make before hiring us?
What’s changing in our industry this year?
What tools do we actually use internally?
Each of these questions can become a post, video, or carousel.
Engagement is a Metric, Not a Goal
Likes don’t pay the bills. But they do boost reach.
To earn them:
Post 3–5x a week.
Include one strong CTA per post (e.g., “Join the conversation below,” “Visit our careers page,” “See how we helped X client.”)
Reply to comments within 24 hours.
Tag relevant companies and thought leaders (but don’t overdo it).
Don’t follow automation advice blindly. Bots can get you fake followers. Focus on building a real audience.
Some advice you’ll hear: automate it all. Buy followers. Post AI visuals daily. Resist this.
None of it works unless you’ve defined your ICP — Ideal Customer Profile. Growing the wrong network won’t help your brand. It’ll dilute it.
Example: A cybersecurity company targeting IT directors doesn’t need thousands of random likes from unrelated industries. It needs decision-makers to follow and engage. Always grow with purpose.
CTAs That Drive Value
Avoid generic phrases like "click here."
Try:
"Download our latest case study."
"Read our Q2 hiring forecast."
"Explore how we’ve helped X companies scale."
Each CTA should reflect the value you just delivered in the post.
A good rule: if your content gave insight, your CTA should offer the next step. Whether it's an article, a form, or just a discussion — it should add momentum.
Tone: Professional, Not Robotic
Tailor your brand tone to your industry:
Tech: Use plain language, focus on use cases, be data-driven.
Legal: Prioritize authority and clarity.
Creative/Media: Showcase voice and originality.
Always write like a human.
For example, instead of writing “We deliver scalable solutions to optimize enterprise efficiency,” try “We help enterprise teams streamline daily workflows so they can focus on what actually matters.”
The second line feels more authentic, specific, and clear.
Building Audience Through Employees
Personal accounts grow faster than company pages. Leverage that.
Encourage:
Team members to repost key content.
Executives to post thought leadership weekly.
HR to highlight company culture.
Give your team content templates. Don’t assume they know what to say.
You can create a shared folder with weekly suggested copy, images, and talking points. That way, employees don’t need to start from scratch.
Example:
Post A: “Proud to be part of a team that just launched [product]. Here’s how we built it.”
Post B: “Excited to join [Company]. From day one, I’ve been learning and contributing in meaningful ways.”
Companies that empower employees to build their personal brands often outperform those that rely only on the company page.
The Power of Employee Engagement
You've probably seen this in action already: An employee shares a post celebrating their company's latest launch. Another shares a behind-the-scenes photo from a team offsite, thanking their coworkers for the support. These types of posts often get far more reach than the original company post. Why? Because they feel personal, sincere, and human.
When employees publicly speak well of their workplace, it builds more than just visibility — it builds trust.
For agencies and service providers especially, this kind of interaction has the same impact that public reviews or testimonials have. When a potential client sees team members publicly praising their leadership, culture, or accomplishments, it signals alignment, competence, and pride in the work — all critical ingredients for trust.
This is particularly powerful in industries where service quality depends on team expertise. If someone is choosing between two agencies and sees that one has team members consistently showing up on LinkedIn, sharing wins, contributing insights, and engaging with leadership — that agency instantly feels more credible and trustworthy.
Even internal engagement makes a difference. When employees comment on their coworkers' posts, congratulate them on achievements, or reshare company updates with thoughtful remarks, it demonstrates a level of internal cohesion that reflects well on your brand.
Examples:
A project manager shares a post highlighting the collaboration between teams.
A developer reposts a company article and adds, “Proud to be part of this launch — we worked hard to build this feature for real client pain points.”
A hiring manager highlights a new hire and comments on what they’ll bring to the team.
All of these posts humanize your company, tell a story beyond the logo, and help potential clients or recruits feel like they already know the team.
The more your people speak, the stronger your brand voice becomes.
Looking to grow your company profile the right way? We help brands set up a LinkedIn presence that drives real visibility and real connections.
If you're ready to turn your company page into a tool that actually drives business, let's work together. Hyer Buzz builds LinkedIn strategies that work - and you can also visit our website to read more!
Comments
Post a Comment