What Top LinkedIn Company Pages Can Teach PR & Marketing Pros

LinkedIn Company Pages are among the first places prospective customers and employees visit to learn more about a business. A poor page can quickly wreck a potential relationship.

Brands can learn how to improve their PR and marketing on LinkedIn by reviewing examples of the best Company Pages. LinkedIn just announced the winners of its Best of Company Pages of 2018. LinkedIn received nominations for 945 different Company Pages and counted votes for the pages sent via Twitter and its own platform.

These are the winners and the lessons they teach:

Hays. The London-based staffing and recruiting firm that won the contest last year, showcases its leadership through branded imagery that cuts through the clutter and establishes authentic thought leadership.

Takeaways: Including branded imagery provides a slick and consistent look. Leveraging company leaders alongside key messaging puts a human face on the company’s mission and vision.

Schneider Electric. Much like Hays, Schneider Electric effectively promotes its brand with visuals. Its Company Page feed consistently displays its signature green color scheme. Its content often highlights achievements and successes for the business and its employees.

Takeaway: Sharing exciting company news makes your page feel like an exclusive community while attracting top talent.PTC. The Massachusetts-based computer software company differentiates its different business lines in their own space through LinkedIn Showcase Pages, designed to promote specific business lines, products, brands or initiatives within a company.

Takeaway: Businesses can tailor messages to specific target audiences of different business lines with distinct showcase pages for each. Showcase pages include their own “About Us” descriptions and updates.

Teleperformance. Updates on this Company Page feature bold imagery containing text that catches the eyes of readers and draws them to the words.

Takeaway: Test thematic serial content with your audience. Quotes and stats tend to receive higher engagement.

Cvent. By maintaining a light and playful tone in its updates, Cvent, which provides technology solutions for meetings and other events, stands out on feeds full of business-related content.

Takeaway: Don’t be afraid to inject a little personality into your posts. People want to see the human side of B2B brands.

Biesse Group. Marketing to a large multinational audience, Biesse Group delivers targeted updates by region, job function, company size, and other factors. Delivering content to specific geographies in the appropriate language helps them speak to their followers.

Takeaway: For companies with diverse and far-reaching audiences, regionalized content can drive higher engagement.

Deloitte, North America. Through a consistent focus on eye-catching visuals, Deloitte’s Company Page comes to life and captures the attention of scrolling LinkedIn members.

Takeaways: Visual is the new headline. Move beyond stock photos and create aesthetically interesting images to accompany your posts. Make sure images match the message, with bonus points for drawing clever connections.

Cognixia. Cognixia uses its Company Page effectively for strategic objectives, like driving sign-ups for webinars and training sessions.

Takeaways: A Company Page can drive awareness about upcoming events and conferences your company is attending or sponsoring. If you include relevant info on the imagery, there’s no need to repeat that verbiage within the caption copy.

Michael Page. By keeping the copy in its updates concise and to-the-point, Michael Page makes it easy for readers to consume bite-sized messages, with links to further explore.

Takeaway: Social media users are often busy and short on time. Businesses may only have a few seconds to grab their attention. Try limiting the text in your Company Page updates to 150 characters or fewer.

EY. EY takes advantage of LinkedIn’s native video to create deeper connections with the audience by featuring key figures from within the business.

Takeaways: Experiment with different types of video for different objectives. Take advantage of company leaders to make your Company Page followers feel like they’re getting a sneak peek into your brand.

Small Business Can Also Benefit from LinkedIn Pages

While small businesses may lack the resources to create slick images and videos and to regularly post high-quality content, they can take basic steps to reach prospects through Company Pages. Be sure to add company boilerplate information and the company website address in your About section.

“This assumes you have well-articulated boilerplate that describes the company, what it does, who it serves, what you do better and why people should care,” says Andrew Stanten of Altitude Marketing.  That description may already exist on your website About section.

It’s essential to align the LinkedIn page, including the cover image, logo and style, with the company’s overall brand messaging. Share boilerplate information that employees can post on their individual profiles to create a consistent descriptions of the company.

Measure how LinkedIn performs as a driver of site traffic, he adds. See what kinds of posts increase engagement. Determine if visitors who come from LinkedIn spend more time on the website and which pages they view most. That information can help develop content that interests your audience.

Bottom Line: LinkedIn in Company Pages have become an essential PR, marketing and recruitment tool for B2B firms. Business can learn how to improve their LinkedIn marketing and PR practices by studying the most popular pages on the platform.

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