The LinkedIn company page: an argument from authority

You almost certainly use LinkedIn, and for several reasons. Most often to grow your network or to share your content with clients and potential clients. And in the vast majority of cases you do it from your personal profile, which is a very good thing. But LinkedIn is not limited to personal profiles: there are company pages too, and if you are wondering "should I create a company page for my practice", here is the answer.

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Why create a LinkedIn company page?

YES. You should create a company page. The first reason is visibility. Many prospects hear about you through the name of your business. For small businesses especially, a dedicated LinkedIn page makes you easy to find.

The main reason for having a company page is to look after your brand's authority. Concretely, that is how potential clients perceive your services, the level of trust and credibility they give you.

• A good company page gives your practice credibility. Without thinking about it, prospects get the impression they are dealing with more professional professionals.

• With a company page, people can check that what you say is true. They get access to more information and are therefore better able to contact you. You build trust through elements of reassurance.
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• Avoid being "page-less". Many of you have worked at a business with no company page, and the result does not look very professional on the LinkedIn CV: nobody can check the business really exists, and people unconsciously doubt what you can do. Do not make the same mistake, for the good of your business and your staff.

Another point often forgotten in building authority is the employer brand. A company page lets you put your partners and staff forward, and in return they will tend to put your company page forward on LinkedIn. The same works with your future staff: building your brand's authority puts your business in a good light and attracts the talent of tomorrow.
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How do you build your company page?

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Then it is up to you to fill in the information fields for a complete company page. A complete page gets 30% more views a week than a page with empty fields. A few important points:

• For the profile picture or the logo, respect the format and make sure it is as visible on LinkedIn mobile as on desktop.
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• For the banner, as for the logo, use an image in the right format. Avoid images that are too large and get distorted, or images with empty space in the banner. Try not to cut off text or your partners' heads in the photo. Avoid repeating the logo everywhere, or "the firm of Mr So-and-so" on the profile picture, on the banner and again in the headline. It is repetitive, not very well designed, and it does not make anyone want to go further on your page.
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• For the value proposition, be short, be clear, and address the client. That proposition has to be a genuine call to engage. Why follow you? What do you bring people? Rather than who you are.
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• The summary and description: here you can talk about yourself, but above all do not forget to set out what you do. What is your added value, and how do you help the people who come to you?
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How to run your LinkedIn company page

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It depends on your objectives. In most cases the page is not meant to generate leads. If your network is already well established on your personal profiles, or if the point is mainly the argument from authority, there is no need to post frequently on the company page.

Even so, creating your company page and leaving it blank or dead can have the opposite effect. Try to post at least once a month, and to do that we suggest repurposing the posts or articles you shared on your personal profiles onto the company page. An active page shows your firm is still active, and that is immediately far more reassuring, both for prospects and for future staff.

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Now that you have a company page, we invite you to read our article on how to use LinkedIn: Read the article