How to Create a Business Page on LinkedIn: A Step-by-Step Guide

LinkedIn is great for finding referral partners, job opportunities, and new employees. A LinkedIn business page will set your business up for success by attracting top talent and generating leads.

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LinkedIn is the largest professional social network in the world. It has over 760 million users, with 260 active monthly users. People use LinkedIn to post their resumes, search for jobs, and research companies. It gives them a place to showcase their work expertise and find information to improve their professional lives.

Businesses can use LinkedIn for recruiting and marketing. Businesses who target other businesses will find a higher concentration of their target market on LinkedIn. If your target market is other businesses or if you offer services for professionals, LinkedIn should be part of your social media strategy.

Creating a LinkedIn company page provides users with more information that will help attract top-quality professionals. It gives potential customers the opportunity for increased social media engagement.

How to create a business LinkedIn page:

  • Set up your LinkedIn business page
  • Write your About page
  • Include your company employee list
  • Update your page
  • Showcase your workplace
  • Promote your LinkedIn business page

1. Set up your LinkedIn business page

Setting up your LinkedIn page is relatively simple and can be done in a few minutes.

  1. Go to your LinkedIn profile.
  2. Click on the Work icon in the top right corner of the homepage.
The LinkedIn homepage after you click on the work icon in the right corner.

To create a business page, you need to start at your personal page profile. Source: LinkedIn.


3. Scroll down to the bottom of the options.
4. Select the Create a Company Page option.
5. Choose the appropriate business size.
The LinkedIn business size selection page.

Click on the business size that matches your company. Source: LinkedIn.


6. Enter the Page Identity details, Company or Institution details, and Profile details. When you enter the details, there will be a page preview on the right side of the screen.
The LinkedIn business size selection page.

LinkedIn makes entering the details of your business simple. Source: LinkedIn.


7. Click on the Create page button.

2. Write your About page

The first thing a person sees when they click on your company’s profile is the About page. The About page gives information about your company including its history, types of products or services that are sold, and the social proof or testimonials.

Tell your story

Human beings connect with others through stories. When you present your page visitors with a set of facts, they are likely to get bored quickly and won’t remember much about your business. On the other hand, if you tell a story well, people remember it for a long time.

Sell your products and services

On your About page, make sure that you include the products and services your company sells. You can also include some of the features and benefits of your products. The features will tell visitors about your products, but the benefits will sell them on it.

Don’t just tell your customers about the product, tell them how their lives will be improved by using it.

Share social proof

Most people look to others to figure out how to solve their problems. This is why testimonials and social proof are so important. Consumers rely on the opinions of their friends or endorsements when making a purchase.

Testimonials on your About page help potential customers who are still in the process of making a decision. If your company is just starting out and doesn’t have testimonials yet, ask for some. Social proof can also include a media mention or an article in a prestigious publication.

ReferralCandy’s About page on LinkedIn.

ReferralCandy uses their About page to highlight how they are different and share the social proof that

Forbes

magazine thinks they are “exceptionally intelligent.” Source: LinkedIn.


3. Include your company employee list

A company list works as social proof for people who are interested in working for your company. It demonstrates that you are a business worth considering, and not just a place for which employees are ashamed to admit working.

The employee list is valuable for writers and journalists. It allows them to check the company structure and reach out to the right person for public relations. For example, if a writer is interested in featuring your business, they can simply message your marketing person on LinkedIn.

Tell your employees to add your company to their profile. This will build your employee list and increase the credibility of the business page.

The employee list can be accessed from a company page by clicking on the People tab. Clicking on the employee will take you directly to their LinkedIn profile.

The Motley Fool employee list on LinkedIn.

The employee list allows you to connect with the employees of the company. Source: LinkedIn.


4. Update your page

The amount of views that your page will get depends on your social media engagement. Companies with active LinkedIn business pages achieve five times more page views. They also receive seven times more impressions per follower. The more engagement your business page has on LinkedIn, the more visibility your business will enjoy.

When pages don’t have any posts, people start to wonder if they are still in business. Many new business owners don’t have a clue what to post. They aren’t confident in what interests their target market.

Joe Pulizzi, founder of the Content Marketing Institute, recommends a 4-1-1 rule. For each promotional post, you should include one relevant post and four posts written by other people. This allows followers to see that you consistently post valuable information and stay on top of trends in your industry.


5. Showcase your workplace

Many people go to LinkedIn for business networking to find jobs and research companies. Your LinkedIn company page is a great place to demonstrate why potential employees would want to work for you.

Think about the things that make your company an exciting place to work. Make sure that you mention these things on your about page or post a photo of them. For example, Bombas, a sock company, shared a video of their company retreat. This demonstrates that Bombas has a company culture that includes health and wellness.

Your company page will attract talent, but it has to reflect your values and your true work culture. Make sure that your LinkedIn business page gives talent a glimpse of what really sets your company apart from the competition.

The Bombas company culture video.

A company video demonstrating that your values and culture give people insight into your business. Source: LinkedIn.


6. Promote your LinkedIn business page

You can also use LinkedIn ads and sponsored content to market your business on social media. Ads and sponsored content will increase the business page activity. This can help to improve your business page visibility.

Promote your LinkedIn business page on other social media sites, such as Facebook and Twitter. An occasional post to other social media websites will increase your social media reach.

On your website, you can add a “Follow Us on LinkedIn” button to notify website visitors of your LinkedIn updates. You can also ask your email subscribers to follow you on LinkedIn.


A LinkedIn business page increases your opportunities

Professionals go to LinkedIn to find their next job opportunity. Writers and journalists use it to discover contacts and company information for their next article. Business owners connect with potential referral partners on LinkedIn. A great LinkedIn business page along with good social media management can help you take advantage of all the business opportunities on LinkedIn.

Don’t miss out on LinkedIn business opportunities just because you haven’t been active on it. Get your company page created and start connecting with potential clients today. Social media management tools can reduce the time that you spend on LinkedIn while adding credibility to your business.

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The Motley Fool has a Disclosure Policy. The Author and/or The Motley Fool may have an interest in companies mentioned. Click here for more information.

Teresa Kersten, an employee of LinkedIn, a Microsoft subsidiary, is a member of The Motley Fool’s board of directors. The Motley Fool has no position in any of the stocks mentioned. The Motley Fool has a disclosure policy.