LinkedIn Company Pages | List of Fundamentals & Faults



This overview enables interested readers in, seeing what is usually omitted, the very fundamental concepts behind thinking of using LinkedIn for organizational promotion. Promotion is not only for attracting buyers for your company’s offerings, but it can well be for attracting future employees, giving them a chance to contemplate the possibility of joining your company for career growth and self-enhancement. Two things are to be noted here. This snippet retells the same story that is abundantly exploited all over the web space in a very generic way. Also, not all the sections and subsections in the outline below are covered in this talk. Despite the two facts, it still makes a significant contribution as a piecemeal brief that can help (LinkedIn company page content developers) in reflecting upon one’s impressions and illusions of utilizing such a vast and so far unbeatable social medium. Following bullets show an outline based on which a typical LinkedIn basic company profile and its content be planned, organized, acted upon and reflected upon.

  1. Home Page
    1. Banner(s)
    2. Company Logo
    3. About Company
    4. Specialties
    5. Address, website, industry type
  2. Company Updates/Shared Info
  3. Products & Services
    1. Banner(s)
    2. About Products & Services (sort of one-liner)
  4. Products Overview
  5. Services Overview
  6. IT & Consulting Services Overview
  7. Product/Service-1
    1. Product/Service Name
    2. Product/Service Logo
    3. Product/Service Overview
    4. Product/Service Category
    5. Product/Service related Key Features
    6. Disclaimer
    7. Product/Service URL
    8. Product/Service related Company Contact(s)
    9. Product/Service Promotion on side bar
    10. Product/Service Video (YouTube) URL
  8. Insights (automatically generated)
    1. Former Employees
    2. Top Skills & Expertise on side bar
    3. Most Recommended
  9. Analytics (for company’s periodic reflection on what must be added in or deleted from their existing content.)

How Other Companies are doing on LinkedIn

Example-1: GenoStar Inc.

A good number of organizations have most of their company page followers from within the company. GenoStar has about 98 followers. It is 14 years old in the market. Since it promotes itself more on its service capabilities, it does not display any products or services on the LinkedIn profile. But the company intro is quite longer than what we have. Point to be meditated upon- they have no updates at all.

Example-2: Bioinformatics Solutions Inc. (BSI)

BSI was founded in 2000 and it has only ONE product to be promoted on both their website and LinkedIn. It has 250 followers on LinkedIn. They keep no updates and their company intro is pretty short and to the point. They do not offer any services.

Example-3: Swiss Institute of Bioinformatics (SIB)

SIB (1998) has 1362 followers on LinkedIn. They included their vision and mission statements in their company intro. Although they do not mention any specialties on LinkedIn, they offer services in bioinformatics software and analysis. They do not talk about products at all. They show banners on their LinkedIn home page and a few updates, although they are not regular and consistent.

It is straight forward to anticipate how companies with much more followers might be handling LinkedIn company pages.

There are a few important things to LinkedIn Company Profile.

  1. It is fundamental that, the company trying to promote itself on LinkedIn needs to be clear on what is their objective in having LinkedIn company profile. Objectives can be varied. This is as good an exercise to sharpen our thought process as in applying social media as a tool in promoting companies.
    1. Getting followers from across the spectrum of audiences – students, professors, industry leaders, possible stakeholders, potential collaborators, etc.
    2. Provoking viewers/followers towards buying/trying our products/services.
    3. Engaging audiences in our company activities.
  2. To look at the basic fact, most companies have most of their LinkedIn company page followers from within the company, which is apparently not a good sign if it remained so for a long time but it can be a driving force at the initial stages for startups.
  3. If we are looking at driving viewers towards buying our offerings through our LinkedIn page, then we must be promoting our offerings consistently and strategically (meaning with regular updates). And it is essential to be able to show its success stories.
  4. “Involving or engaging audiences” simply means that we are just looking at our social media presence. This does not require content updates focusing on offerings, but word-of-mouth promotion is critical. For instance, all the employees of the company must be constantly encouraged and motivated enough to follow their company in social media, like LinkedIn or Twitter. They can pull in further external followers. Or product/service demo videos, interactive animations, regular webinars, company blogs, etc. will still serve the purpose to an incredibly successful extent. Usually a dedicated team of people are capable of handling this, reiterating on the word ‘dedicated.’
  5. Content for LinkedIn can be on various scales based on what we plan to achieve through our company profile page. Already established companies do not introduce their company on the home page, they rather talk about what they envision to offer/achieve through their company capabilities and longstanding experience. One must be careful in choosing such profiles for benchmarking purposes, particularly if one belongs to a startup. Those established ones are generally clear on who they plan to benefit/attract. They also do not focus on content related to their products and services; they rather ensure there are constant updates from the company to demonstrate that the company is ‘a happening one.’
  6. Updates are not always what the company finds interesting on general world wide web, such as- interesting stories matching with what the company is all about, articles, blogs, etc.; but such generic content should be essentially balanced with updates about

What is happening within

  • their products/services/offerings
  • business model/organizational updates
  • milestones
  • product launching or deployments
  • debugging success stories
  • version changes
  • new challenges faced in developing a product or service pipelines
  • on the kinds of employee-motivation programs that the company organizes
  • periodic interviews with employees or leadership on how the company is progressing
  • company’s presence in media
  • participation in special events such as conferences, fundraising events, etc.
  • how leadership counseling is encouraged and implemented within the company, allowing employees to find errors in employers

7. Updates are very critical irrespective of type and size of the company in order to both engage audiences in our company activities and driving a potential number of them towards considering our offerings.

For all this to be true and productive, it is imperative that we have interactive, informative and influential website content with facts and figures. This of course is at large a completely different topic that can make up for a series of blog articles like the one you are reading.


Content can be designed, developed and executed based on a set of parameters. Foremost, the content team must be crystal clear on certain questions, not limited to the ones counted down here. Let us consider the basic outline showed at the beginning.

  1. What sort of content will go into each of the 9 sections outlined?
  2. How can this work be allotted to a team with individual responsibilities and their collective tasks?
  3. How regularly should they sit up on brainstorming sessions?
  4. Who are our target audience as per set priorities?
  5. What are the objectives and goals of each section?
  6. What kind of updates and how periodically they should be organized based on the type of update?
  7. What products shall we promote and what are their crisp features, that can be listed in as few bullets as possible?
  8. What services shall we promote and what are our success stories with such services?
  9. Who were our beneficiaries in the history, if any, in terms of both products and services?
  10. Can we get to follow our company page or product/service recommendations from professionally different sects of people, such as government stakeholders, service contract specialists, end users who experienced our offerings, high-profile clients from academic/NGO/not for profit domains, industry partners, students, funding agencies, etc?
  11. What additional promotional LinkedIn-provided apps are we planning to use and how?

Primitive Errors

The very elemental errors that most startups do in terms of creating and maintaining a LinkedIn company profile are as follows.

  1. Not implementing or contemplating on any of the questions mentioned above.
  2. Not realizing whether a company is strong in their products or services or both.
  3. Where do the company’s largest investments go into?
  4. Is there a company policy and/or budget allotted for marketing purposes, if so how much for social media marketing?
  5. Not providing the involved team with essential autonomy, a capable supervisor and decision maker on behalf of leadership, or a means by which the team members are given a periodic constructive feedback. [Meditate on the words ‘periodic’ and ‘constructive.’]
  6. How regularly the entire company profile is planned for revamped version replacing the old content?

And the list goes on….

Take away from this brief is, corporate promotion on LinkedIn along with any other corporate activity, needs a simple strategy to be believed and adopted.

One, explore, jot down and hand-pick the most essential, meaningful and achievable objectives behind wanting to promote a company on LinkedIn. (Remember SMART – specific, measurable, attainable, relevant and time-bound?)

Two, once the objectives are finalized to be worked upon, do not look back at them for a specific period of time. This means, the working team must also freeze on period of time for consistent content updates, along with the objectives. Until the next point in the schedule comes, no more looking back, unless some major blunders were allowed in the previous content.

Three, LinkedIn, as the medium for corporate promotion, knows how best it can be utilized for a company’s benefit. Therefore, regularly following on what they have to say about using their medium for the planned purpose often leads significant positive results. This means, keep checking what LinkedIn offers in order to promote your company: including their apps, basic and paid services, training capsules on using their platform, new changes in their platform, etc.

Four and the last for this article, the team which works on social media marketing such as with LinkedIn must be dedicated for this work alone since their content style must be in coherence and constant with what LinkedIn and its audiences take. Also the supervisor who leads such team must be able to not only put forward his thought process, but also be able to convince its leadership in logically acceptable cases.

Like any corporate activity, this is highly team-based task and involvement of members in equal proportions with open-mindedness can only do good to themselves and in the process, their company.  Will see you back with more specific and crisp articles on this topic soon.


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