It’s probably fair to say that up to 2008 LinkedIn was primarily about recruitment. Since then this unique business to business networking platform has developed into a far more holistic site offering its members a vast range of functionality to enable them and their employers to be more productive and successful. LinkedIn Company Pages have evolved in a similar way. Initially the only practical use of a company page was to advertise vacancies and showcase a great workplace in order to attract ‘followers’ who may one day want to work for you (in effect a talent pool).
In the last few years LinkedIn have added functionality more associated with promoting the company to prospective customers and facilitating engagement with current customers.
The problem is that many organisations haven't kept pace with these changes and their company page is still managed by their recruiting teams rather than their marketing function.
Can you imagine a situation where a Recruiting/HR department was given control of your website? That would be crazy!
The responsibility for the company brand and communication to the wider world must be the remit of the marketing function.
The Company Profile below is a major blue chip B2B and B2C organisation and it is not an isolated example. In my experience the bigger the company, the more likely they are to be stuck in the ‘LinkedIn is just about recruitment’ bubble and I believe this is damaging their brand.
If you can find your customers and prospects on LinkedIn then you need to take a look at your company page and if it is currently controlled by your recruiting team then you need to politely ask for it back!
There is a lot you can do with a company page these days such as;
- List all of your products and services
- Show recommendations for products services from satisfied customers
- Tailor the content different visitors see when they visit your products/services page
- Build a list of relevant followers who you can engage with
- Show eye-catching ‘on brand’ images on all pages
- Embed Videos to showcase your products
To understand all of the above features and how to implement them correctly I have produced a video tutorial which you can get here
So come on marketers, get control of your page back. Each company profile has its own page for recruitment, so let your recruiters control that but make sure all the other pages are focussed on promoting the whole company and its products.