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Make the Leap with your Linkedin Company page

Understatement alert: Linkedin has a lot of great features. The really amazing thing is that a lot of them are free and job seekers, employers and recruiters really need to make sure they are taking advantage of these offerings. For recruiters, the Linkedin company page is a great way to brand and promote your company. Your company page truly is a fantastic opportunity to promote your organization to active and passive candidates alike. You can showcase your product and service offerings, promote your culture, and showcase your current/potential career opportunities. The key is to drive traffic to your company page and ultimately enhance your Talent Brand Index.

LeapSo how does one go about making the most of their company page? Well, as with all things, you need a plan. You need to identify what it is you want to communicate and who is responsible for executing on this, then you work your plan. There are several key things that you can do that will allow you to launch and manage a successful Linkedin company page while increasing the amount of followers you have. Remember, followers are a big part of what increases your Talent Brand Index. Followers can also be prospective employees and customers so keep this in mind when launching your company page.

When you first get going, it is important to identify your (the right) team as the management of the company page can’t be done alone. Someone needs to take ownership of the page from an administration and content ownership perspective. Once this person has been identified, you then need to pull together your “editorial” team. Look across your organization to identify key individuals that could provide relevant content to your company page. I recommend getting people involved that are in charge of, or involved with, key projects, or are in charge of departments that you regularly hire for, or even those that are technical experts or sales managers. All of these people can provide relevant content to your company page. Of course, it helps if they have an interest or passion in writing, but if you as the HR person/recruiter are able to effectively write, than you can massage whatever content they provide into effective messaging on your company page.

Once you have the team in place, you need to work out a content delivery plan. The team should commit to a schedule, whereby team members are responsible for meeting “editorial” dates. Set a goal that team members must of meet, such as providing a relevant update every other day, week, etc. Each team member has to provide an update on their scheduled day – whether they provide it themselves or find someone else outside of the team that does so. It is important that the editorial team members do in fact reach out to various folks across your company for input into the content. This is a great way to identify and involve your company brand ambassadors as well as recognize key individuals for their contributions by showcasing their knowledge.

In terms of the type of content that can be provided, I recommended that you consider the following:

1) Current company projects: success stories, new technologies being utilized by your company, breakthroughs, etc.
2) Industry news: provide and share content from other sources that reference key things going on in your industry – whether locally, domestically or even internationally.
3) General company success stories: This can involve things like company project/bid wins, expansion/growth that has taken place, new product/service lines being launched and offered, etc.
4) Anecdotal stores: this can cover anything from “A day in the life of…” to company social celebrations. You can use this content section to give prospective employees a taste of your culture and what it would be like to work for your company.
5) Anything else you can think of: There really is no wrong answer here as long as the content is relative, relevant and recent. Any other type of interesting facts, weird and wacky info about your company and its people or unique things about your culture can all be gold!

When providing content though, it is important that you and your editorial team follow the 30/30/30 rule. Best practices for company websites and Linkedin pages show that the most effective sites follow the 30/30/30 rule. That is, 30% of your company updates should be focused on promoting jobs/career opportunities at your company. 30% of the content should be focused on providing company information and updates and 30% of the content should be focused on general industry news, updates, etc. This 30/30/30 rule will help drive traffic to your page and increase followers. It also provides a nice mix for people visiting your site to that they aren’t always getting blasted with jobs, jobs, jobs!

By utilizing some of the suggestions provided here, you will be well on your way to establishing an effective Linkedin company page. Remember, content is key, so focus on the previously mentioned 3R’s: relative, relevant and recent. Get your content team together; come up with your plan and then go for it! There really is no wrong answer here. The only failure is to not take advantage of the opportunity to promote yourself on your company page!

What about you? Do you have any other suggestions on what type of content to provide on your company page? If so, I would love to hear from you. As always, I welcome your comments and feedback.

Image courtesy of arztsamui/freedigitalphotos.net

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One Response

  1. […] HR can and should be partnering is on the development and promotion of your company LinkedIn page. I have blogged about company pages before in terms of how to make your company page effective, but the collaboration between Sales and HR is […]

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