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As of today, more than 830 million people and more than 58 million companies are on LinkedIn. If you’ve ever tried to list a company or firm you’ve been employed by and discovered there’s no LinkedIn business page, you’ve quickly noticed that your experience section will have an empty grey building (or as I call it, a graveyard) where the logo should appear.
LinkedIn is a matter of first impression, not just for people, but also for law firms, companies, and independent blogs. Having a company page on LinkedIn is a must as it’s indexed in Google and because LinkedIn has high domain ranking authority, this means the business page populates at the top of Google (typically one entry below your company or firm’s website). Thus, the potential traffic to your firm’s company page on LinkedIn is huge.
The Advantages Of A LinkedIn Company Page
There is much you can do with a company page on LinkedIn — from leveraging the firm’s logo, to directing traffic directly to your firm’s website, to promoting job openings, to showcasing exciting things your firm is doing, as well as having your employees and affiliates interact and engage with your company’s posts on LinkedIn. Having a company page on LinkedIn is key for a strong and powerful brand in the digital age.
According to LinkedIn, a complete company page gets 30% more weekly views. Additionally, if your law firm creates posts from its company page on a weekly basis, it will see twice the amount of engagement. This is precisely why a LinkedIn company page creates better business brand positioning and strategic recognition in a completely digital world. If you’re launching a company, law firm, or even a legal blog, the first thing you’ll want to do is bookmark that company page on LinkedIn and build an audience for it. Keep in mind that your LinkedIn company page is separate and distinct from your personal LinkedIn profile. And, while people connect with people on LinkedIn, having a company page is key for business credibility.
How To Create A LinkedIn Company Page
Here’s the good news. It takes less than five minutes to create a company page on LinkedIn. Once you’re logged into your LinkedIn account on your desktop (note: you cannot create a company page on LinkedIn via the mobile version), head over to the “Work” tab which is to the right of the “Me” tab at the top of the toolbar. Tap on the drop-down menu. At the bottom, you will see where it says, “Create a company page.” From there, you will begin to set up the company page for your law firm or entity — don’t forget to give the website details, industry, and an overview of the firm’s services. This will help your firm populate higher in search results. Remember, LinkedIn’s algorithm functions like Google. Think about what keywords a potential client, job seeker, or other business professional would utilize to locate your company page on LinkedIn.
I recommend uploading a logo and creating a branded cover photo. You’ll want to view the page as a “member” and be sure to click “follow.” This will be key for you to later link your firm, entity, or organization in your experience section. Another key strategy: make sure your firm’s employees link to the company page as well. The reason for this is simple: if your firm is in the process of hiring, it’s imperative for your employees to be visible — that means enabling the outside business world to see who works there. Think about who handles the HR or marketing for your firm. Their LinkedIn profile will be key for all outbound and inbound outreach.
Use Your LinkedIn Company Page
One final piece of candid advice: use your LinkedIn company page. Showcase what your firm is doing. Stay on top of major holidays, trends, and even competitor firms to generate ideas for creative posts. Don’t forget to have the LinkedIn icon on your firm’s website for others to easily access and follow your LinkedIn company page.
Remember, LinkedIn isn’t just about your own personal brand — it’s also about the firm’s brand in an ever-changing digital space. Make sure to forward this article to the managing partner or owner of your current law firm and ensure the firm’s LinkedIn company page is created today!
Have a question about creating a company page on LinkedIn? Head to my LinkedIn company page to get an idea of what it should look like.
Wendi Weiner is an attorney, career expert, and founder of The Writing Guru, an award-winning executive resume writing services company. Wendi creates powerful career and personal brands for attorneys, executives, and C-suite/Board leaders for their job search and digital footprint. She also writes for major publications about alternative careers for lawyers, personal branding, LinkedIn storytelling, career strategy, and the job search process. You can reach her by email at wendi@writingguru.net, connect with her on LinkedIn, and follow her on Twitter @thewritingguru.
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