12 LinkedIn Company Page Features You Need to Be Using
Make the most of LinkedIn's features and tools to enhance your brand's visibility and engagement.
Here are 12 essential LinkedIn Company Page features you need to use to get the most out of your presence on the platform.
1. Scheduled Posts for Timely Engagement
LinkedIn understands the importance of timing when engaging with your audience. With the "Scheduled Posts" feature, you can plan and post your content when it makes the most sense. This way, you can reach your audience when they're most active and likely to interact with your posts. It's a simple but effective way to boost your engagement rates.
Bonus feature: Scheduling tools like Buffer and Hootsuite only allow you to tag Company Pages in their scheduled content, not people. When you schedule your content in-app, you can also tag people! It's a game-changer for scheduled content.
2. Audio Events for Interactive Conversations
One of the latest additions to LinkedIn's arsenal is the "Audio Events" feature. This tool allows you to host live, audio-only conversations with your professional community. It’s kind of like the Clubhouse App. You can discuss industry trends, share insights, or chat candidly with your audience. The best part? You don't need any third-party broadcasting tools. It's a great way to connect with your audience in an authentic, low-pressure environment.
You can choose to host an Audio Event from your individual profile or from your organization’s Page. Only eligible Pages can create an Audio Event. Please note the following when hosting an Audio Event from a Page:
Roles: Any super and content admins can create and host Audio Events on behalf of the Page, and view event analytics.
Notifications: As the Page is considered the event's organizer, notifications are sent to a subset of Page followers, not to the Page admin's connections.
Hosts: The first 10 super or content admins to join the Audio Event are designated as Host and appear on stage for the event, while other admins will be attendees.
Registration forms: Registration forms are not available for Audio Events.
3. Automated Job Posting for Talent Recruitment
With LinkedIn's "Automated Job Posting" feature, you can easily share your job listings as Page posts. This feature ensures that your open positions get maximum visibility, and the best candidates can find your job listings right on your Company Page. It streamlines the hiring process and helps you connect with potential employees more efficiently.
To begin the process:
- Click on your Profile Picture at the top of the homepage in Recruiter.
- Click Product settings in the drop-down menu.
- Click Job posting on the left-hand side.
- Next to ATS job post sources, click View/Edit.
- Click + Add new ATS source.
- Fill out the Connect your ATS slide-in window with the following information:
- Job source URL
- Company page on LinkedIn
- Applicant source tracking URL (optional)
- Additional information (optional)
- Click Add source.
4. Following Other Pages for Better Networking
As we know, LinkedIn is all about networking. We love this newer feature because you can expand your connections by following other Pages as your Company Page. Keeping track of trending conversations and engaging in industry discussions can establish your brand as an active participant in your niche. It's an effective way to curate your feed, build professional communities, and distinguish your brand voice.
5. Organic LinkedIn Lead Gen Forms for Quality Leads
The "Organic LinkedIn Lead Gen Forms" feature lets you collect leads directly from your Company Page without redirecting users to external landing pages. It's easy to capture prospects' contact details and other relevant information — while keeping them on the LinkedIn platform.
To set up an organic lead generation form, visit your LinkedIn company page. In the left-hand side menu, scroll past the page analytics and locate the 'Add Lead Gen Form' option. Click on it to review LinkedIn Page Terms, then activate the lead generation forms.
6. Post as Your Company Page for Increased Reach
This is an obvious, but important feature. Consistent posting on your LinkedIn page lets you react to, comment on, and share posts, which expands your reach and visibility.
When we say “post as your company page,” we don’t just mean feed posts. Spend some time commenting on other pages, sharing posts, answering questions and starting meaningful conversations on the platform.
7. Mention and Hashtag Integration for Better Discoverability
Who doesn’t love to be @’d?! Enhance the discoverability of your Company Page's articles and newsletters with mentions and hashtags.
Mentions: When you mention other LinkedIn members or companies in your posts, it shows that you're engaging with others in your industry and alerts the people or companies you've mentioned. They'll get a notification about your mention, which can spark their interest in your content. Plus, it's a friendly way to give credit or acknowledge someone's expertise.
Hashtags: Using relevant hashtags in your posts makes it easier for users interested in those topics to find your content when they search for or click on those hashtags. It's a great way to tap into trending conversations and connect with an audience already interested in your content.
8. Employee Engagement for Brand Advocacy
Your employees can be powerful brand advocates. Encourage them to follow and engage with your Company Page. Bonus points if you can get your employees to list your company as their employer. This mutual connection boosts your Page's visibility, making reaching customers and potential employees easier. Having real people listed as employees on your page humanizes your brand — that’s a good look for you!
9. Post Content from Partners and Other Companies
Sharing content from partners and other companies on LinkedIn:
- Adds value to your followers
- Diversifies your feed
- Helps build connections in your industry
When you curate and share valuable content, you give your followers a broader perspective and keep them engaged. Plus, it's a great way to expand your network and establish credibility in your field. Recognizing others' expertise fosters meaningful connections.
10. Pinned Comments for Guiding Conversations
You can now pin comments to the top of the comment section! This feature is ideal for highlighting frequently asked questions, spotlighting community members, or showcasing engaging responses. It ensures that the most important and relevant discussions remain visible, driving more engagement and interactions.
But don’t forget to make sure your pinned post always has timely content. Pinning content with “old news” makes it look like your page isn’t active.
11. Start a Newsletter on LinkedIn
LinkedIn newsletters are a channel to share curated content, insights, and updates directly with your followers. Much like traditional newsletters, they offer a way to engage your audience regularly.
Creating a newsletter on LinkedIn is a straightforward process. You can initiate it from your Company Page and customize it to align with your branding. Once set up, you can send periodic updates to your subscribers.
Newsletters are an excellent tool for showcasing your industry expertise, promoting thought leadership, and informing your audience about the latest trends and developments. They provide an opportunity to establish your Company Page as a valuable source of information.
LinkedIn has engagement metrics available for newsletters, providing valuable insights into what resonates most with your audience. Use these insights to refine your content strategy and tailor your newsletters to better serve your followers.
P.S. if monitoring your engagement analytics on your newsletters sounds incredibly boring, we include those in our monthly reports!
12. Scheduling Articles for Timely Engagement
Posting regularly is important, but it's equally crucial to time your posts to reach your target audience when they're most active.
LinkedIn allows you to schedule articles in advance. Now, you can plan your content calendar strategically and ensure your articles are published during a time when your audience is actively engaged.
To schedule an article on your LinkedIn Company Page, follow these simple steps:
Create Your Article: Begin by drafting your article as you normally would. Craft compelling content, add images, and make sure it aligns with your content strategy.
Select the Publish Date: After finishing your article, instead of immediately publishing it, click on the dropdown arrow next to the "Publish" button. From the dropdown menu, select "Schedule."
Choose the Date and Time: A scheduling window will appear, allowing you to choose the date and time you want your article published. Pick a time when your target audience will likely be active on LinkedIn.
Confirm and Schedule: Once you've set the date and time, confirm your selection. Your article will now be scheduled for publication, and you can view and manage your scheduled posts in the "My Articles" section of your Company Page.
Scheduling articles allows you to maintain a consistent posting schedule — even during busy periods, so you don’t need to worry about “going dark” during your most chaotic seasons. It also enables you to target different time zones effectively, expanding your reach to a global audience — if that’s what your goal is.
Scheduling articles can help you strategically align your content with specific events, campaigns, or industry trends. By taking advantage of the scheduling feature, you can optimize your content strategy on LinkedIn, deliver valuable insights to your audience, and enhance your Company Page's overall impact.
If this seems like a lot to manage, or if you're looking for expert guidance in optimizing your LinkedIn strategy, the team at Starling Social is here to help! Contact us here for personalized support and take your LinkedIn presence to the next level.