How to use your LinkedIn company page ef­fect­ively

With over one billion members, LinkedIn is one of the world’s largest pro­fes­sion­al networks. It offers busi­nesses plenty of op­por­tun­it­ies to build brand awareness, generate leads and strengthen their repu­ta­tion as employers. An optimised LinkedIn company page helps them reach their target audiences and increase their vis­ib­il­ity. Regular posts, news­let­ters, events, LinkedIn Ads and AI-assisted content planning can all con­trib­ute to this.

Key Takeaways ⓘ

• Create a company page: Set up a page through your personal LinkedIn account and add your company details, logo and de­scrip­tion.
• Manage your page as a team: Assign admin roles and keep your page in­form­a­tion and content up to date.
• Reach industry pro­fes­sion­als: Use relevant posts, news­let­ters and events to share your expertise and engage with your audience.
• Combine marketing and re­cruit­ing: Get employees involved and use LinkedIn Ads or job postings when needed.
• Plan content and measure results: AI tools can help you create content, and LinkedIn Analytics helps you evaluate your activ­it­ies.

What is LinkedIn?

LinkedIn is a social network focused on jobs, careers and business con­nec­tions. The platform has been around since 2003 and has more than one billion members worldwide. Unlike most other social networks, LinkedIn focuses primarily on pro­fes­sion­al net­work­ing, sharing industry knowledge, re­cruit­ing and corporate com­mu­nic­a­tions.

Users can create personal profiles with details about their work ex­per­i­ence, qual­i­fic­a­tions and skills. They can also connect with other pro­fes­sion­als and ex­ec­ut­ives and share posts about work-related or industry-specific topics.

Busi­nesses can also create their own LinkedIn company pages. Here, they can showcase their company and brand, share content, advertise job openings, connect with potential customers and business partners, and increase their vis­ib­il­ity among pro­fes­sion­als.

For B2B busi­nesses in par­tic­u­lar, LinkedIn com­ple­ments other platforms like Facebook, Instagram and X (Twitter) by focusing on pro­fes­sion­al topics, industry dis­cus­sions and employer branding. LinkedIn is par­tic­u­larly useful if you want to reach industry pro­fes­sion­als or attract qualified can­did­ates. It can also be valuable for B2C busi­nesses, es­pe­cially those selling products that need a little more ex­plan­a­tion.

How does LinkedIn for business work?

LinkedIn has both personal profiles and company pages. Personal profiles represent in­di­vidu­als and their pro­fes­sion­al back­grounds, while a LinkedIn company page rep­res­ents an entire business or or­gan­isa­tion. Busi­nesses can use their pages to publish posts, gain followers, advertise job openings, track per­form­ance and run LinkedIn Ads. Posts appear in followers’ feeds and can reach more people through reactions, comments and shares. Unlike personal profiles, company pages can also be managed by several people with different admin roles.

There are several good reasons to use LinkedIn for your business:

• Increase brand awareness: Make your business more visible to pro­fes­sion­als.
• Demon­strate expertise: Establish yourself as a thought leader by sharing your views on industry topics, spe­cial­ist articles and success stories.
• Find new employees: You can advertise new job openings through your LinkedIn company page. People can then find these jobs both on your page and through LinkedIn’s job listings. A strong company profile can also help you attract top talent.
• Maintain business re­la­tion­ships: Strengthen your existing pro­fes­sion­al network and find new business partners.
• Run ads: You can pay to promote content through your company page. LinkedIn’s spe­cial­ised B2B audience makes it a useful marketing channel.

How to create a LinkedIn company page

A LinkedIn company page acts as your digital business card on the platform. It lets you showcase your company and what it offers, share relevant content with your target audience and increase your vis­ib­il­ity.

Currently, you can create a company page using LinkedIn’s desktop website or its iOS app. Creating a company page isn’t supported on Android devices. Setting one up only takes a few steps.

Step 1: Create a personal account

Before you can create a LinkedIn company page, you need a personal LinkedIn account with more than one con­nec­tion. If you’ve just created your account, you’ll also need to wait at least one day before you can set up a company page.

Step 2: Create a LinkedIn company page

Sign in to your personal LinkedIn account. In the top menu, select For Business and click Create a Company Page.

Step 3: Choose the right page type

Next, select Company as your page type.

Step 4: Complete your company profile

Fill out all the fields carefully. Use the page preview to see how your in­form­a­tion will appear on your company page. Then check the box to confirm that you’re au­thor­ised to act on behalf of the company. It’s a good idea to use a business email address with your company domain for your LinkedIn account, although this isn’t required to create a company page.

For example:

• Name and URL: Use the company’s official name and customise the page URL.
• Tagline (short company de­scrip­tion): Sum up what your brand is about in no more than 120 char­ac­ters.
• Industry and company size: Add your industry, number of employees, founding year and locations (headquar­ters and branch offices) to make your business easier to find and build trust.
• Logo: Upload your company logo. You can also add a cover or back­ground image later that fits your branding.

Complete profiles make a better im­pres­sion on LinkedIn users. Keep your company colours con­sist­ent with your corporate identity and make sure your page looks appealing.

How to manage and optimise your LinkedIn company page

Creating your company page is just the beginning. A pro­fes­sion­al LinkedIn presence requires regular updates, clearly assigned re­spons­ib­il­it­ies and ongoing per­form­ance tracking.

Optimise and verify your LinkedIn company page

A complete LinkedIn company page is essential for vis­ib­il­ity and trust. Fill in all the details, including your company name, URL, industry, size, location, de­scrip­tion, logo and cover image, so visitors can im­me­di­ately see who you are. It’s also worth including relevant keywords.

Keep your page active by posting new content regularly and keeping your in­form­a­tion up to date. Regular, relevant posts can help increase your vis­ib­il­ity and en­gage­ment on LinkedIn. Accurate, complete page details also make it easier for potential customers and other visitors to un­der­stand what your business does.

Company pages can also receive a veri­fic­a­tion badge. This shows that LinkedIn has confirmed the page as the or­gan­isa­tion’s official page based on its own criteria. Whether a page is eligible for veri­fic­a­tion depends partly on its activity on the platform and whether the business has an existing com­mer­cial re­la­tion­ship with LinkedIn. Pages with a Premium Company Page sub­scrip­tion or paid products such as LinkedIn Ads or Jobs are auto­mat­ic­ally eligible for review. However, being eligible doesn’t guarantee veri­fic­a­tion.

Eligible super admins can request veri­fic­a­tion on LinkedIn’s desktop website by going to Settings and then Veri­fic­a­tion controls. As part of the veri­fic­a­tion process, you’ll also need to prove that you control your company’s website.

Admin roles and team col­lab­or­a­tion

Assign ap­pro­pri­ate admin roles to members of your team so they can manage the LinkedIn company page together. LinkedIn offers the following access levels:

• Super admin: Has full access to all page features, including editing page in­form­a­tion, adding or removing admins, creating job postings and de­ac­tiv­at­ing the page.
• Content admin: Can create and manage posts and events, publish organic content and boost posts as ads.
• Analyst: Can view page stat­ist­ics but only has access to the analytics dashboard.

There are also paid media roles for ad­vert­ising:

• Sponsored Content poster: Creates sponsored content in Campaign Manager or promotes organic posts as ads.
• Lead Gen Forms manager: Can download leads collected through Lead Gen Forms.
• Landing Pages manager: Creates and manages landing pages for campaigns.

One LinkedIn member can have both page admin roles and paid media roles at the same time.

Using Showcase Pages, Product Pages and Service Pages

Alongside your main company page, you can use other types of LinkedIn pages to showcase what your business offers:

• Showcase Pages: These are separate pages for in­di­vidu­al brands, business units or long-term campaigns. They act as ex­ten­sions of your main LinkedIn company page and appear under Af­fil­i­ated Pages. Each Showcase Page has its own audience and posts, so you can share content spe­cific­ally with followers in­ter­ested in a par­tic­u­lar topic.
• Product Pages: Busi­nesses can create dedicated LinkedIn Product Pages to showcase products, media, customer ref­er­ences and reviews. This feature is currently available only to company pages in B2B software, computer hardware, financial services, insurance, education, health­care and phar­ma­ceut­ic­als. LinkedIn reviews newly created Product Pages before they’re published.
• Service Pages: These free pages let freel­an­cers and busi­nesses showcase their services and receive project inquiries. You can manage a Service Page through either a personal profile or a company page. For company pages, the business must have no more than 500 employees. Showcase Pages and edu­ca­tion­al in­sti­tu­tion pages can’t offer services. Some ad­di­tion­al features, such as enhanced ‘Request services’ buttons and richer displays of service details and media, require a suitable Premium sub­scrip­tion, depending on the page type.

Measuring per­form­ance with LinkedIn Analytics

Under Analytics in your page man­age­ment tools, LinkedIn provides a range of useful metrics:

• Follower stat­ist­ics: Track your total followers, follower growth and demo­graph­ic in­form­a­tion. For example, you can see which in­dus­tries your followers work in and what their job functions are.
• Visitor stat­ist­ics: View total page views and unique visitors over selected periods. These figures show how much traffic your page gets and help you assess how well your company page is per­form­ing.
• Search ap­pear­ances: See how often your page appears in LinkedIn searches and which search terms people use. This helps you identify the keywords that bring your target audience to your page.
• Content per­form­ance: Track the reach and en­gage­ment of your posts, including reactions, comments, shares and video views. These metrics help you see which topics resonate with your audience.
• News­let­ter metrics: For LinkedIn news­let­ters, you can track article views, im­pres­sions, in­ter­ac­tions and sub­scriber growth. LinkedIn also provides demo­graph­ic in­form­a­tion about sub­scribers. These figures show which content attracts the most attention and en­gage­ment, helping you plan future topics.

Check these metrics regularly. They can help you improve your content strategy and posting times and demon­strate how well your LinkedIn marketing is working.

Compare com­pet­it­ors with Com­pet­it­or Analytics

You can also use Com­pet­it­or Analytics to see how your business compares with others in your industry. A free LinkedIn company page provides ag­greg­ated com­par­is­on data for one com­pet­it­or, while a Premium Company Page lets you compare up to nine com­pet­it­ors.

Add relevant com­pet­it­or pages to compare follower trends and en­gage­ment. LinkedIn shows how follower numbers change over time and high­lights com­pet­it­ors’ most suc­cess­ful posts. With a free LinkedIn company page, you can view trending posts from one com­pet­it­or. With a Premium Company Page, you can view them from up to three com­pet­it­ors. These com­par­is­ons can give you ideas for your own content. You’ll see which topics perform well in your industry and can adjust your strategy ac­cord­ingly.

How do you reach the right audience on LinkedIn?

LinkedIn is an excellent platform for finding new customers, business partners and employees. It offers several ways to connect with them. To reach as many people as possible, use a pro­fes­sion­al tone with a personal touch:

• Share your expertise: Offer useful content such as tips, industry news and case studies. A well-planned content marketing strategy helps you tailor your content to your audience’s needs.
• Tell stories: Share company success stories, employee profiles and behind-the-scenes insights. Storytelling makes company content more personal and can help explain complex topics more clearly.
• Start con­ver­sa­tions: Ask questions, invite people to comment and respond to them to encourage en­gage­ment and build re­la­tion­ships. Engaging directly with potential customers and business contacts is par­tic­u­larly important in social selling.
• Stay on-brand: Keep your language and design con­sist­ent with your brand. Even if you take a more casual approach with emojis or humour, your posts should still reflect your corporate identity.

Avoid content that’s purely pro­mo­tion­al. LinkedIn users ap­pre­ci­ate posts that offer something genuinely useful. Posts in which pro­fes­sion­als share their expertise, as well as thought lead­er­ship posts from ex­ec­ut­ives, can also help demon­strate expertise and encourage en­gage­ment with your target audience.

How can AI help with creating and posting content on LinkedIn?

AI tools like the IONOS AI Ac­quis­i­tion Manager can help busi­nesses come up with ideas for LinkedIn posts, write drafts, generate images and plan when to publish. They can also help improve existing content. Schedul­ing tools make it easier to choose suitable times to publish posts.

LinkedIn itself also offers AI features for content creation. Its Post Proofread­er can help eligible Premium members review draft posts, shorten them or make them easier to un­der­stand. It currently only works with English-language drafts.

The human-in-the-loop approach is still important. AI-generated or AI-edited content should be reviewed and approved before pub­lic­a­tion to make sure the tone and content are right and everything follows your brand guidelines.

How can you market your business on LinkedIn?

LinkedIn offers busi­nesses several ways to increase their reach, connect with their target audience and generate leads. You can combine organic posts, events, employees acting as brand am­bas­sad­ors and different ad­vert­ising formats to achieve these goals.

Organic posts and content formats

LinkedIn offers several ways to share company content:

• Text, image and video posts for quick insights, product news or behind-the-scenes updates
• Documents and PDFs for present­a­tions, white papers or more detailed content
• LinkedIn articles for longer articles that showcase your expertise and establish you as a thought leader
• LinkedIn news­let­ters for regularly published content that reaches sub­scribers directly

Share industry knowledge with LinkedIn news­let­ters

A LinkedIn news­let­ter lets you publish articles on a specific topic on a regular basis. Busi­nesses can use news­let­ters to demon­strate their expertise and build a loyal read­er­ship over time. Unlike in­di­vidu­al feed posts, new issues can reach sub­scribers through LinkedIn no­ti­fic­a­tions and, depending on their settings, by email.

Choose a topic that fits your audience and what your business offers, such as industry trends, practical tips or analysis of new de­vel­op­ments. Set a pub­lish­ing schedule you can maintain and make sure every issue offers something useful rather than simply promoting your products. Share new issues on your company page and encourage readers to discuss them in the comments. Then check your news­let­ter metrics. Which topics attract the most views and en­gage­ment? Is your sub­scriber count growing? Use what you learn to plan topics and content for future issues.

LinkedIn Events

LinkedIn Events lets you announce and promote online, in-person and hybrid events. For online events, you can use LinkedIn Live as long as your profile or company page meets the re­quire­ments. These include having more than 150 followers or con­nec­tions, being in good standing with the LinkedIn community and having an account or company page that’s at least 30 days old.

Since 22 June 2026, you can no longer start a live broadcast without schedul­ing it first. LinkedIn Live events must be scheduled in advance, although you can do this just a few minutes before you want to go live.

Get employees involved as brand am­bas­sad­ors

Employees can help your company’s posts reach more people by liking, com­ment­ing on or sharing them with their own networks. Page admins can also use Employee No­ti­fic­a­tions to alert employees to important new posts. For this to work, employees must have listed your company in the Ex­per­i­ence section of their LinkedIn profiles.

Admins can send these no­ti­fic­a­tions no more than once per day. The feature isn’t available for posts targeted at specific audiences. It also can’t be used if a company page has only one as­so­ci­ated employee or none at all. LinkedIn decides who receives no­ti­fic­a­tions based on relevance, so not every employee connected to the company will ne­ces­sar­ily be notified.

Run LinkedIn Ads

LinkedIn offers several ad formats to help busi­nesses reach more people and generate leads, including:

• Sponsored Content featuring images, videos, documents or events
• Sponsored Messaging for sending pro­mo­tion­al messages directly to users
• Text and Dynamic Ads for per­son­al­ised ads
• Lead Gen Forms for col­lect­ing contact in­form­a­tion directly through different ad formats
• Thought Leader Ads for promoting public posts by LinkedIn members, creators or employees, provided they agree to the promotion

In LinkedIn Campaign Manager, you can target specific audiences based on factors such as industry, job function or location. You can also set campaign goals such as in­creas­ing reach, driving website visits or gen­er­at­ing leads.

Use LinkedIn for re­cruit­ing and employer branding

LinkedIn is also useful for finding new employees and strength­en­ing your repu­ta­tion as an employer. Busi­nesses can post job openings and reach out to qualified pro­fes­sion­als directly using tools such as LinkedIn Recruiter.

You can also use your LinkedIn company page to give potential can­did­ates a sense of your company culture, what day-to-day work looks like and what your business stands for. Paid job ads help you promote open positions to relevant can­did­ates.