It’s no secret that in today’s digital landscape that job seekers are turning to social media in their job hunt. With over 830 million members and 58 million companies represented, LinkedIn has become a social media career powerhouse. Every second, 95 job applications are submitted. With 50 million people using LinkedIn to search for jobs each week, the quality of your LinkedIn company page is becoming increasingly more important. Your company’s LinkedIn page could be your first impression for a potential employee, so it’s crucial that your employer branding is translated across this platform.
A LinkedIn company page can give viewers a lot of insights – from a general overview of your business offerings, to a direct look at company culture. Optimizing your page is essential to attracting and impressing job seekers. In fact, company pages with complete information get 30% more weekly views. Not sure where to start? Utilize these five ways to optimize your LI company page to stand out to job seekers.
1. Optimize Your LinkedIn Company Page for SEO
When it comes to attracting job seekers, searchability is one of the most important factors. Think about your customers. When they’re searching for the product/service you offer, are they going to choose the company on the first page of their search results, or the last? Most likely, they are going to go with the company in the high-ranking search position, as it assumes authority and credibility in the space. The same goes for your potential employees. Thus, it is essential to implement SEO best practices to your LinkedIn company page.
To optimize your LinkedIn company page for SEO, start with including industry-specific, targeted keywords into your header, about section, and posts. If you’re in a specific niche – this is your time to shine! Niched keywords are preferred by the LinkedIn algorithm, so don’t be afraid to whip out the nuanced industry jargon. Not only will optimizing for SEO make your LinkedIn company page more discoverable on LinkedIn, it will also improve the position of your page on Google and other search engines – making it easier for job seekers to find you.
2. Create an Attractive Header
After job seekers find your company profile, you want to grab (and keep) their attention. This can be done by creating an attractive header. The LinkedIn company page header includes two key elements: the imagery (your page logo and cover image) and tagline.
First, make sure your LinkedIn company page has your company logo uploaded. If a job seeker finds you through LinkedIn job postings or on their newsfeed, this will be the first imagery they see – so it’s important that your branding is both eye-catching and recognizable. LinkedIn recommends an image size of 268x268 pixels to ensure the highest quality.
Next, upload a cover image to your LinkedIn company page. When choosing a cover image, make sure the design is cohesive with your logo and brand colors. It only takes 50 milliseconds for consumers to judge the visual appeal of your brand, so it is crucial that it is consistent. Contrasting imagery will make your brand seem less credible and drive away job seekers. Additionally, when designing a cover image, take into account the space your logo will overlay on the profile. Avoid heavy text or graphics in that area so that they are not cut off. For the highest quality cover image, LinkedIn recommends 1128x191 pixels.
The tagline is displayed directly under your company name, and is one of the first things a potential employee will read on your LinkedIn company page. In 120 characters or less, it can encapsulate the who/what/why of your company. Who are you? What do you do? Why do you do it? It could be your company’s slogan, industry specialization, or a mix of both! The tagline is also a great place to include relevant keywords to increase searchability. Having an optimized, memorable tagline will draw job seekers in and entice them to want to learn more about your company.
3. Strengthen Your LinkedIn Company Page Description
After a job seeker admires your header, they’ll navigate to your “About” section to read the company description. This section is your company’s elevator pitch – you want to pique job seekers’ interest and get them excited about what you offer. The description should include a brief summary of the company, your products/services, and any awards or recognition you have. In addition, this is where you want to highlight what sets you apart from your competitor, both as a company and an employer. Does your company have team building initiatives unlike anyone else? Unparalleled sustainability or philanthropy efforts? Show them off here!
With a character limit of 2,000, this section is a home-run for SEO optimization; make sure to include all relevant keywords, industry specializations, and buzz words here. When optimizing your About section, you can also add specialties that will be added below the description. These are additional keywords that can improve your searchability, so use them to your advantage.
4. Utilize Career Pages
According to LinkedIn, candidates are 1.8x more likely to apply for a job if they’re familiar with the company. A great way to establish familiarity is through LinkedIn’s Career Pages. These Career Pages can be used to raise awareness, drive interest to your company, and build a pipeline of candidates for open roles. Career Pages include sections for life at your company, what you do, and job postings. Note: Career Pages are a paid feature and are only available to LinkedIn company pages with the Premium Business subscription of $47.99/month.
Life pages on a LinkedIn company page allow employers to display company culture, work environment, and more through photo galleries, videos, and featured sections. Within these featured sections, employers can highlight company values, their mission, and/or benefits/perks offered. Each section is an opportunity to get the potential employee more excited about the company, so the more information given the better. Employers can also share employee content by leveraging a company hashtag (for example, Blue Signal uses #HireBlue) to compile posts from employees that are then shared to the Life page. This can give candidates an authentic perspective of life at the company, coming directly from the mouths of current employees. If you want your culture to stand out, it’s worth it to create a Life page.
What We Do Page
The function of the What We Do page is to show job seekers your company’s service offerings/products in a digestible format. Instead of scrolling through dozens of webpages, they can access the information on one page within your LinkedIn company page. This style of page can be broken out into subpages of your company’s practice industries, business units, services, and/or product lines. For example, Blue Signal has career pages for our recruiting services and practice industries, such as emerging technology & IT, cloud & managed services, etc. Similar to a Life page, the What We Do page can also include company photos and employee posts. LinkedIn allows a maximum of 10 subpages to be within the What We Do page.
A job page compiles all of your job postings to one page, making it easy for job seekers to easily locate your open roles. Each LinkedIn company page is given one free job slot per month; any additional postings are a paid feature.
5. Post Regularly on Your LinkedIn Company Page
Posting regularly on your LinkedIn company page is a great way to both grow and engage your audience. Companies that post weekly on LinkedIn see a 2x higher engagement rate than those that don’t. In addition to improving engagement, posting regularly can establish your company as a thought leader and attract candidates in your industry. It will also establish a voice to your brand that job seekers will recognize. Utilize the following types of post to diversify your postings.
Industry Article Share
If you don’t have the bandwidth to write an article yourself, sharing articles or commenting on others’ can establish your expertise in the space. Be sure to follow hashtags relevant to your industry so you can be one of the first viewers to share relevant topics.
Highlight Your Products/Services
Get your potential employees (and customers) excited about what your company has to offer by highlighting your products and services in posts.
Give an Insight to Company Culture
Company culture is an important factor for 46% of job seekers when considering a new employer. Through posting regularly, you can give an insight to company culture by sharing posts of team building events, employee testimonials, or company values.
Showcase Your Accomplishments
Is your company a great place to work? Brag about it! Sharing recognition and accolades through press releases or graphics will increase engagement and stand out to job seekers.
In order to attract and impress job seekers, your LinkedIn company page should be a reflection of your employer brand. To hook job seekers, make sure your LinkedIn company page is optimized for SEO and has an attractive header. To reel them in, strength your overview section and utilize career pages to get them excited about your company. Finally, land the catch by posting regularly and engaging with your audience. These five ways will optimize LinkedIn company profile to stand out to job seekers.
In today’s candidate-driven market, employer branding is especially important. If you’re unsure how to market yourself, partner with Blue Signal. Our recruiters can help enhance your employer branding to ensure you’re attracting and retaining top talent.