A LinkedIn company page has one disadvantage compared to personal profiles: your posts rarely spread on their own. Most of the impulses come from people who work there.

That is why this guide begins with the page and quickly gets to the point where your team comes into play. Anyone who skips this waits a long time.

Step 1 of 5

Fill in the page so that it convinces

Anyone who visits your page wants to know what you do, for whom and where. Fill in the short description, industry, location and website. The cover image can carry a message, such as your service in one sentence.

The page button leads to where interested visitors should go next, such as your website or a contact page. Which buttons LinkedIn offers depends on the page type; without a Premium page, it sometimes only appears in the "More" menu.

ChecklistStep 01

Description names the service, target audience and location.
Logo and cover image are up to date.
The button leads to a matching page.

Step 2 of 5

Make employees brand ambassadors

People follow people more readily than brands. Ask your colleagues to list the company page as their employer on their own profile and to comment on or share the page's posts. This should be voluntary and free of pressure.

Make it easy: send posts in advance, with two sentences that everyone can add to in their own words.

ChecklistStep 02

At least two people on the team take part.
Everyone has listed the page as their employer on their profile.
New posts go to the team in advance.

Step 3 of 5

Posts that professionals pass on

Professionals follow a page when they learn something there: assessments of the industry, a process step by step, a case description without client names, figures from your own work. Documents that people page through suit guides and checklists.

In the first line, state what the post is about; everything after that is hidden behind "...more".

ChecklistStep 03

Three recurring post types are defined.
Each post type offers a benefit that can be named.
The first line of every post says what it is about.

We produce documents to browse through and posts for your page every month.LinkedIn support for Social Rocket

Step 4 of 5

Point business contacts to the page personally

Point business contacts to the page in conversations and emails, and use the "Invite contacts" feature wherever LinkedIn offers it to you. The monthly quota is limited and shared among the page's admins.

Place the page in signatures, offers, presentations and on trade fair stands.

ChecklistStep 04

The page appears in your email signatures.
Presentations and offers link to the page.
Personal invitations have been sent to relevant contacts.

Step 5 of 5

Read followers by industry and role

The page's analytics show the industry, role and company size of your followers. This is the litmus test: are people who work for your customers following you? If not, your topics or tone do not match your target audience.

Each month, note which posts received the most reactions from professionals, and build on them.

ChecklistStep 05

Followers' industries and roles have been checked.
The three best posts of the month have been noted.
Topics for the next month follow from this.

After one month, you should have

After four weeks, check whether these four points are in place:

A complete pageDescription, industry, button and logo are maintained.
An engaged teamAt least two people contribute to the posts.
Three post typesWith a rhythm and template.
A look at the followersYou know whether the right target audience is following.

Frequently asked questions

Is a company page worth it, or are personal profiles enough?

Both complement each other. The page is your sender and your archive, while personal profiles add a face and reach within your own network.

How often should the page post?

One to two good posts per week are enough. What matters is that the rhythm holds up over months.

Do I need paid advertising?

Not at launch. Once the site is live, ads can later target posts to precisely defined occupational groups.

Agency · LinkedIn

LinkedIn support for Social Rocket

We design your presence on LinkedIn and produce posts and documents every month under a content subscription, and on request also the ad creatives.

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SREditorial team Social Rocket. This guide was written by our editors and is reviewed regularly. It contains no links to providers that sell followers, likes or views.