Why Now’s the Time to Check Your LinkedIn Company Page

Be prepared – the look of your LinkedIn Company Page is about to change. The “Products & Services” page will be removed on April 14, 2014.

LinkedIn’s intent is to retire this less-effective feature and remind users of existing efficient options that can also help your company gain the visibility it desires and offer ways for you to highlight key products and services. The two best options to help make this happen: Showcase Pages and Company Updates.

The Appeal of LinkedIn Showcase Pages

LinkedIn Showcase Pages are reminiscent of a Facebook page, with a large header, general info under the header, and recent posts collected below. There are opportunities to Like, Comment, and Share each post, making this a potentially interactive and social method of communicating with followers while getting company news out there in a friendly way.

Photo Credit: LinkedIn Company Pages

Photo Credit: LinkedIn Company Pages

The Showcase Page is intended for building relationships with followers about specific, long-term aspects of your company, not for short-term marketing campaigns. Showcasing is intended to enhance a follower’s interaction with your company, and a person can follow your Showcase Page as they follow any Company Page. If you want to highlight a company initiative, business unit, or represent a brand, the Showcase Page is the way to go – just be ready to maintain a consistent active presence.

What’s Up With LinkedIn Company Updates?

For relationship-building with the followers of your LinkedIn Company Page, don’t forget about Company Updates. Followers who engage with your updates may be enticed to spread your message to their networks, allowing you to reach a larger audience. How? Again, similar to Facebook, a follower’s interaction with your Company Update will appear in that person’s newsfeed so their own LinkedIn connections will see how they’re interacting and who they’re following.

Company Updates are a great way to share information like company news, promotions, latest blog posts, whitepapers, and guides, relevant industry articles, and videos. LinkedIn members can view your Company Updates on your company’s “Home” tab, and your updates will appear on the homepage of followers of your Company Page to help keep you on the radar.

sample linkedin company update

One fairly recent aspect of Company Updates is Sponsored Updates. This gives your company that ability to sponsor a company update in order to extend your reach and get your best content in front of many more eyeballs than you typically would. You can target an audience based on demographics, skills, group involvement, even job title, location, and company. These campaigns run on a cost-per-click basis similar to Google AdWords.


While You’re in Company Page Limbo

Before the Products & Services pages are deleted completely, Company Page admins will be able to edit existing products and services, but you will not be able to add anything new. It will be possible to save recommendations by copying them from the Products & Services tab into a Word doc. You can also have LinkedIn do some of the work and request a copy of the recommendations that were on the page as of March 4, 2014. Be aware: The recs will only be available through LinkedIn’s Customer Support until May 30, 2014.

About the Author

Cristi is president and founder of Spark Inbound Marketing, an inbound marketing agency dedicated to high quality content creation and smart strategies to help companies attract more visitors and leads.