How to create and optimize a LinkedIn Business Page

Today LinkedIn is more than 500 million members worldwide.

It is the essential professional network mixing more than 150 different sectors of activity.

It represents many opportunities, whether you are a typical user looking for a job or you have a business and you want to offer an official showcase of his digital identity.

Indeed, people interested in your Company can collect a lot of information just by consulting your Company Page, and for your part you can get them to take an interest in being present on LinkedIn and especially by regularly publishing content to make your business live.

Following its takeover by Microsoft a few months ago, LinkedIn has decided to make a design change for its platform.

Since January 2017, you have surely noticed the arrival of these new desktop business pages.

But then what changes and especially what news for Business Pages?

We will explain in this article how to create a Business Page with this new design and especially how to optimize it intelligently to strengthen the reputation of your company.

How to create a LinkedIn Company Page?

1: The prerequisites
2: The creation
3: Introducing your Pro Page

How to optimize your Company Page?

4: Logo and cover
5: Page Administration
6: Attract more followers through personal profiles
7: Careers Pages
8: Showcases Pages
9: How to animate your Page?
10: How to improve its visibility?
11:  Analyze the results

# 1: The prerequisites

As on many social networks, the creation of an Enterprise Page is not accessible to everyone and has certain rules to take into account.

To create your Business Page you must:

Have a personal profile on LinkedIn for more than 7 days,

Have multiple relationships on your personal profile,

Have a profile containing enough information (course, experiences, skills, …),

The strength of your personal profile must reach at least the “Intermediate” or “absolute expert” level,

Be responsible for the Company or be employed in it (in the latter case, your position must appear in the Experience section of your personal profile),

Use an email address attached to the company’s e-mail domain name. The e-mail domain name must be unique. Standard email addresses like Gmail or Yahoo are not accepted. To set your primary email address: Account> preference> Master E-mail edit / add.


# 2: Creating the Page

Once you have validated all the prerequisites you can embark on the creation of your Page.

To do this, simply click on the “Work” icon and choose “Create a Company Page”.

You just have to follow the instructions.


Once your page created, it will fill all available fields (images and text).

It is important that each section of your Page be completed in its entirety.

The more your Page is filled, the more your visibility will increase, and the more your credibility with users will be strong.

Do not neglect this step, since it will be the showcase of your business. 


You will then need to fill out the following fields:

  • Company Name
  • Description of the company (250 to 2000 characters),
  • Company specializations (up to 20)
  • Type of company
  • Size of the company
  • Website address of the company
  • Business line of the company
  • Business status of the company
  • year of creation
  • Locations where the company is located (up to 5 sites)
  • Note that you will not be able to edit the URL of your Business Page yourself after creating your Page. So take a short name and preferably without space, even if you change your Page name later.

# 3: Introducing your Company Page

The redesign of LinkedIn’s design is now more user-friendly.


Your Page Logo now appears on the left. Your cover photo will now be much larger than before and will be placed behind your logo.

In the header you will of course find the name of your Page, your category (Marketing, Advertising, Internet, …), the number of employees, the city of your Company as well as two buttons «See Job Offers And follow.

From now on, you will also find in the header your relations as well as the LinkedIn members of the Page.

Unlike old pages, the page sharing button on other social networks has disappeared, but it could come back over time, since it was very popular with users.

At the top of the Page Pro you will now find 3 tabs: “Overview”, “Jobs” and “Company Life”. On the right you have a section “Photos of the company” that allows you to present the company. The tab “Products and Services” disappeared several times ago, it is very important to describe you in the section “specializations”.

You then have the “About” tab that allows you to describe yourself, to specify your specializations, your head office, the size of your company, your sector of activity, the date of foundation of your company, the address of its website as well as possibly the affiliated pages.



Your recent news or the one you have decided on is on the right side of the “About” section.

Further down the Page we find your relationships within the company, your window pages, your affiliated Business Pages (if you have any), your latest news and latest news published.

Finally you have access to all of the Company’s posts, as well as to the number of news published in the Recent News section.

On the right of your screen below the company photos, you will have an insert to carry out advertising such as offer to discover the job offers that match the skills of each of your members or prospects. And just below you find the Companies similar to yours and present on LinkedIn.



# 4: Logo and Cover Photo

With the arrival of LinkedIn’s New Pages at the beginning of the year, the design has totally changed.

Your Page Logo now appears on the left.

Your cover photo will now be much larger than before and will be placed behind the logo, as on the profiles.

Even if the ideal size of the logo does not change, that of the cover photo is changed.


To keep the quality of your images and they are suitable for both desktop and mobile you must respect these dimensions. Of course, depending on your page and content, you will not necessarily need all these images and their format.

Accepted image formats are only PNG and JPEG.

It is very important to add a profile picture as well as a cover photo for your business. This will automatically bring him more credibility.

Companies with logo images get six times more traffic on their pages.

Moreover, as soon as one of your employees specifies that they have worked or still work in your Company, your Logo will appear on the profile of your employees and will give you more visibility.

You may have some problems adding photos, even if they are the right size. In this case :

Delete cookies from your browser, reconnect to LinkedIn, and try to re-download your image again.
Check the version of your Internet browser
Try to connect via another Internet browser
You should not have any problem then to upload your photos.


# 5: Administration of the Page

You can name multiple administrators of your Page if you wish. However, keep in mind that the people you want to name as administrators of your Page must be connected to you on your Personal Profile.

To add your administrators, click on “Administrators Tools” then “Manage Administrators”. In the Administrators section of the Enterprise Pages, add the names of the admins.

The Business Pages administration interface has been completely redesigned to make it easier for administrators to manage publications, comments, Page images, and Page information.

You can now define what role each director will have in a new section (Global Admin, Recruiting Poster, Sponsored Content Poster).

All the admins will have all the rights and will be able to manage the users and the community, modify the parameters and the information of the Page, publish and sponsor the contents, … Only the recruiting poster will be limited to the posts of announcements and news on the Page and will not have access to the Page settings.


# 6: Attract more followers with Personal Profiles

It is important that your personal profile is neat and complete, since it will be connected directly to your Page Pro and will also represent the image of your company.

So remember to fill your profile well, and add a real photo of you that will reassure users. If you do not know how to optimize it better.

As soon as you participate in an event, a meeting, a seminar, wherever you meet people in your work, do not hesitate to add the people you met on your LinkedIn Profile. Be responsive, add them on D-Day or the next day, as your meeting is still fresh in their memory and you will be less likely to see your request deleted.

Then send them invitations to subscribe to the Company Page.

Your employees allow you to highlight your business. The human and relational side is a key point to put forward. Users need to see that your employees are involved in the life of your business and care about it. For that, do not hesitate to encourage them to add their experience in your Company and to share “business content” on their personal profile.

This will also allow you to reach more people affected by certain publications.

Finally, to gain more contacts on your personal profile and people who follow your Business Page, use Groups.

They will allow you to get closer to people sharing the same interests as you, or even to bring your notions and knowledge to people in need. These groups and their inter-exchanges can really bring you new knowledge and new strings to your bow.


# 7: LinkedIn Career Pages

LinkedIn allows you to add Career Pages to your Company Page. These Career Pages will allow you to add job offers and attract the best talent for your business.

These career pages are composed of two tabs: Business Life and Ads.

In this way you will be able to show your audience an overview of your Company with videos or testimonials of employees for example while allowing them to access targeted job recommendations.

Your Company Page will also allow you to be a recruiting portal where you can present jobs and vacancies.

With customized modules, you can more easily attract targeted audiences, with personalized job recommendations, to give you insight into your company, its culture, and the jobs that they need.

You will also benefit from analyzes of your recruitment goals, measuring the impact of your employer brand and comparing competitors.

Of course, this is a paid service from LinkedIn, but that may interest you to recruit the best profiles.

# 8: Showcases Pages


The showcases or showcase pages correspond to sub pages of your company.

These free extensions of LinkedIn allow you to create Pages related to a specific aspect of your Business.

For example if you have created several software within your company and you do not want to hinder all your followers with the information on it, you can create a Page will be dedicated to it while remaining linked to your Company Page.

They are therefore designed to develop a brand, business unit, or initiative of your company.

These Pages will use separate messages and will target a specific audience by segmenting your audience, not a large audience such as your Main Business Page.

You will be able to share content on these pages in the same way as with your main page and you will also be able to sponsor this content.

To create a Showcase Page, you must be an administrator of the main Pro Page. Then simply click on the “Administrator Tools” menu on your Company Page. Then select “Create a showcase page”. Then enter the name you want, choose the administrators, then add a logo, cover and description.



Pages showcases offer some of the same possibilities as the Company Page, such as:

  • Analysis of the Page
  • Notifications (The analyzes / notifications of the Showcase and Company pages are calculated separately.)
  • Sponsorship of publications
  • Selected groups
  • Content Management
  • Appear in Search Results and Business Ads Accounts on LinkedIn
  • Allow members to subscribe to your pages
  • Pages Showcases are managed independently of Business Pages, and can therefore have different administrators. The subscribers of your Main Page will not be transferred to your Showcase page, and may therefore be separate.


# 9: How to animate your Company Page?

As on all social networks, it is important to animate your Page and feed it regularly.

A Company present on LinkedIn, but which does not share any content and does not animate its Page will return a bad image to LinkedIn users.

Ideally, post at least once a day.

To set the time when you will have the most engagement, test with multiple publications and see what works best for your business.

Feel free to vary your publications by including rich media types. YouTube video links automatically jump into the LinkedIn news feed and have a higher sharing rate of 75% for example.

You do not need to publish content based solely on the products or services you sell. You need to vary your publications and offer more personal content that builds relationships with your members to change business content.

For example, you can share tips, anecdotes, funny phrases, … Your community will follow you even more if they find on your Page various contents.

Think about humanizing your brand by engaging in dialogue with your subscribers or asking questions to your community to create interactions and involve them more in your entrepreneurial spirit.

In this way you will be able to share news about your company, articles on your corporate culture, your sector of activity, your collaborators, … Include a clear call to action as a link for example.

Use short, accurate titles and descriptions that will lead to more engagement.

Take advantage of the “Targeted Audience” option to avoid the hyper-targeting of your community.

You will then be able to choose who will be able to see your publications according to 6 points: Description, Size of the Company, Function, Sector, Seniority and Geographic Area.

This is a relevant option when your subscribers come from different markets.

Also remember to respond to comments or questions from your members. A unilateral relationship will never benefit you. Your community must be close to you and above all listened to.

In the update of its interface, LinkedIn now has a content sharing area in the center of the Facebook-inspired homepage.

Your sharing is better put forward according to the type that you chose (public, relations only, …).

You always have the option to share an image or link and tag people in the newsfeed.


# 10: How to improve your visibility?

Even if it is a detail that has already been told to you and repeated, it is important to specify it: the visual contents generate always more commitment and thus of visibility, and are to be prioritized in priority!

The photos, images and videos (or link to a video that will automatically launch in the newsfeed) will allow you to attract a maximum of people, and not to drown your publications in the newsfeed.

In addition, they can be used in many forms and allow you to relay many information (corporate life, computer graphics, advice of the day, …).

Business Pages appear very often in the first results of a Google search. Google previews up to 156 characters of your page, so remember to put the essentials on your business in the beginning of your description.

In your “description” framework, use as many keywords in your sector as you can to improve your SEO.

Do not hesitate to leave the pictograms of your social networks with their link on your site to encourage people to follow your different Pages.

Engage your employees and their personal profile on LinkedIn in your digital strategy.

See here how to engage your employees.

Ask your subscribers to recommend you.

If your Page to a global presence, know that you can configure your Page in more than 20 different languages.

Make the most of the targeting tools available on the social network.


# 11: Analyze the results

LinkedIn gives you access to analytics to measure the performance of your Page.

In this way you will be able to observe changes in the size and composition of your followers, measure the activity on your Page and publish news designed to attract your targets.

To access it, simply click on the “Analytics” tab at the top of your Page.

LinkedIn’s analyzes cover 3 categories:

Updates: This is where you will find all the information about reach, impressions (the number of times the publication was presented to LinkedIn members), clicks (the number of times you clicked on the name of your company, its logo or its content on LinkedIn.), the interactions (the number of “likes”, the sharing and the comments of the publications that you put on line), the engagement rate of your publications as well as than the number of subscribers acquired.

Followers: Here you will find the total number of your subscribers, their demographics, the evolution of your number of subscribers, the comparison of your number of subscribers with that of other competing companies, as well as statistics on those acquired naturally. compared to those acquired through advertising.

Visitors: You will access the number of views of your Page, unique visitors, and visitor demographics.
LinkedIn also offers you more advanced analysis with two measurement tools:

The Content Marketing Score, which measures the impact of shared publications on the Page,

The “Trending Content Score” which ranks the most popular topics on LinkedIn in specific audiences.

You will also have access to the results of your ads if you have made them on your Page with LinkedIn Publisher.