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LinkedIn Best Practices - Ways to Optimize Your Listings

Executive Summary – Company Page for Your Company

Millions of professionals are following more than two million companies on Linkedin. Why do professionals follow companies? They can be current clients, potential clients, and professionals in the media, job seekers, and other stakeholders that may provide or looking to gain insights. Having a company listing in Linkedin provides these followers with the latest news; understand your companies’ services.

Requirements for the Linkedin Company Page

Overview tab. The overview tab provides an introduction to your company and has the opportunity to be in front of a reach of a rather large network of people. This is where you can reinforce your message and positioning to those that do any research on your company. Several types of interactions that this company page within Linkedin will foster, such as, company updates on topics ranging from announcements and comments on industry news, and Linkedin members will be able to see all the people who are connected to your company, so information gets shared. The engagement that this provides is that Linkedin members can follow your company page, comment on updates, like the updates and share your updates within their network. This is another platform that provides the “viral” nature of social media, but in a professional setting.

Recommendation: On your website include a follow button on your website. Begin the engagement by starting the conversation by sharing company status updates, posting interesting articles, (transformation case studies) company news, and listing the book as well as any articles that you have authored. Also, include your Linkedin company page URL (web address) to external communications when you want to connect to other professionals and specific stakeholders.

Product and services tab. Build out the services tab within your Linkedin company page. This function allows the listing up to five services, and you can enhance the appeal of your offerings with up to three display banners and a custom video.

Analytics tab. The analytics tab provides you with ways to measure visitors, followers, engagement and page effectiveness. This allows you the understanding to see who’s visiting your page and what content they find more engaging. Also you will be able to see which status updates are drawing the most traffic to your page and provide the greatest engagements.

Personal Linkedin Profile

LinkedIn last November launched the next version of their profile pages so professional can include a host of content that is keyword driven for search and falls within specific categories.

Summary Area

As many stakeholders come to this page, make sure this page is strategic to your needs. Other categories and keyword opportunities that should be utilized are: Certifications, publications, volunteer experience and causes. LinkedIn applications such as the Blog Link, e-bookshelf to highlight the latest books that you have and will be reading, the SlideShare presentation function which allows a library of presentations.

Image – Your Brand

Image is important; this needs to be updated as studies show that people feel that it is a fictions person without an image.


Engagement. The key is to grow and develop your professional network online.

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About the Author

Tracy Wehringer, Wehringer and Company
Tennyson Drive
Plainsboro, NJ 08536

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