How To
9 min

A Guide to Using LinkedIn for Business

Nicole Hankey

October 1, 2022

LinkedIn is among the top five social media networks for adults in the U.S., with more than 171 million U.S. users. Globally, the statistics get even more impressive, with LinkedIn boasting a worldwide total of 830 million members.

Those numbers include both personal and business accounts—what about just companies? Well, there are 58 million companies represented on LinkedIn as of April 2022. 

Hopefully, these numbers make it clear that LinkedIn is a fantastic social media platform with plenty of potential for professionals in any industry. However, not all users take full advantage of all the resources LinkedIn has to offer—especially businesses. 

Why should I use LinkedIn for business?

Businesses can use LinkedIn to accomplish several important goals, namely recruiting and hiring new employees. This used to be the main function of LinkedIn for business, but it’s no longer the only function.

LinkedIn can also be a branding and marketing platform to grow your reach and engagement. You can even implement a content marketing strategy directly through the platform by publishing posts, establishing your business as a thought leader, and drawing even more outside interest.

Finally, another primary function of LinkedIn is professional networking. Take advantage of the site’s social media format to build your connections with other businesses and professionals. 

How do I set up a LinkedIn business account?

If you’re brand new to the platform, we’ll walk you through the steps to create and optimize your business account and company page. 

Create an account

If you already have a LinkedIn account, you can skip this step and move right on to creating a company page. Otherwise, read on!

  • Start by going to linkedin.com
  • Click Join now on the top right of the screen 

Screenshot by author

  • Enter your details and click Agree & Join. 
  • Alternatively, you can hit Get Help at the bottom of the page to go directly to instructions for creating a business page. You still need a regular LinkedIn account to set up a company page. 

Screenshot by author

Create a company page

Once you’re all set up with your LinkedIn account (and it’s been at least one day since you created it), you can set up your business page. 

  • From your profile, click on the Work menu in the top right.
  • Then, locate and click Create a Company Page +.

Screenshot by author

  • Choose which page you’d like to create. For our purposes, select Company.

Screenshot by author

  • Fill out your company details and hit Create Page when you’re ready. 

Set your page up for success

Once you have a LinkedIn account and company page, you can do a few things to further optimize your page and ensure you’re on the right track to success. 

  • Edit your page and fill out 100% of the fields. This will help your page rank higher in search results. Companies with a complete profile get 30% more views, so it’s worth the extra effort!
  • Perfect your description. Throw in a few well-placed keywords to help improve your page’s search engine optimization (SEO). 
  • You can add a few relevant hashtags to follow in the Hashtags section. This helps associate your page with these tags and makes it easier to engage with their content. 
  • Add a translation if you work with multiple countries and in different languages. That way, you don’t have to create a new company page for each country you operate in. 
  • Include a cover image. In addition to your logo, make sure to add a cover image to your page, preferably one that is branded. 
  • Customize your button. You can do this under the Button section while in edit mode. Choose from a few different button options to display instead of the default Visit website. Personally, I like Learn more.

Establish a following

Now that you’ve done the work to set up a page and flesh out the details, it’s time to make sure people see the fruit of your labor. 

Share your page

Connect your new company page to your personal LinkedIn profile, and ask your connections to follow it (and maybe even promote it on their own accounts). This is an easy way to leverage your current followers to grow your audience. 

Send invites

LinkedIn has an invitation feature that you can use to send invites directly to your connections, asking them to follow your new page. This method can be a bit spammy, and LinkedIn limits how many invites you can send at a time, so use it sparingly. 

Update your employee profiles

If you have several employees on LinkedIn, make sure you ask them to update their own profiles to show their affiliation with your company. This will do wonders to grow your company’s connections and boost your reach and engagement on LinkedIn. 

Link to your page from your website

Consider inserting a link to your company’s LinkedIn page on your company website (and vice versa). This helps connect the two and can drive visitors to either page, where they can view your information and hopefully connect). 

Create a LinkedIn marketing strategy

To maximize your success on LinkedIn, you must set up and execute a marketing strategy specific to the platform. 

Define your goals

As with any endeavor, you should start by setting realistic, achievable, measurable goals. In LinkedIn marketing, it’s important to consider a handful of key factors. 

What is the overall purpose or mission of your company page? What are you hoping to accomplish or focus on? For example, you might want to hone in on recruiting. Or perhaps you want to expand your network and reach. Or, maybe you’re hoping to use the platform primarily for advertising or content marketing. Whatever the goal is, you should clarify it right off the bat. 

If you’ll be running ads, make sure you set a clear budget and stick to it, and set up some specific metric goals that you can measure along the way to track your performance (and make adjustments as needed). 

One helpful strategy: Check out your competitors’ pages and see what you can implement or improve on. This can provide some extra inspiration and motivation. 

Create a content plan

Once your goals are in place, you can set up some parameters and a schedule for publishing content. Whether you use a fancy content planner or keep track in Excel or a notepad, just make sure you tackle a few critical questions:

  • How often and at what times will you post? Pick a time you can commit to, and follow it consistently. If you post weekly, you could see your engagement rate double. For more, check out our guide to scheduling posts on LinkedIn. 
  • What topics will you cover? Start with whatever niche your business is in and go from there. It’s good practice to start a list that you can edit as you go to keep track of which topics you’ve covered and what you have coming up. 
  • Is there a way to repurpose your existing content on LinkedIn? If you already have a blog or similar content on your website or another platform, you might consider republishing it on LinkedIn. This is a very low-effort but potentially high-reward strategy. 
  • Do you want content curation to be part of your strategy? Content curation is when you gather popular content from others and share it on your page. This can be effective, but you want to make sure you’re always providing something of value to your followers. 

When you think about the possibilities of content production for LinkedIn, the sky is the limit. 

Top 4 ways to use LinkedIn as a business

Now that you’ve perfected your page and set some marketing and content goals, you might be wondering how you can leverage all this to improve outcomes for your business. Depending on your focus, there are a few different ways to do this. We’ll cover the top four business strategies on LinkedIn to get you started. 

Networking

Other than recruiting, this is probably the most obvious answer. LinkedIn is a social network, so networking is literally in the name. However, many people and companies don’t fully utilize LinkedIn as a networking resource. 

You can join groups, contribute to discussions, and connect with current, former, and prospective colleagues—all in one place. Building relationships is a vital aspect of business, so make sure you’re making the most of this fundamental feature and growing your network as much as possible. 

Recruiting and job posting

LinkedIn is an excellent space to connect job seekers with companies looking to hire. Did you know that 40 million people scope out jobs on LinkedIn every week? So, if your business has an open position to fill, make sure you’re posting it on LinkedIn! You don’t want to miss out on potentially amazing candidates. 

Also, LinkedIn is still a fantastic place to check out talent and competition, even if you don't have an open position. 

Advertising

As a social network, LinkedIn is a great option for advertising. You can run ads on the platform in a variety of formats:

  • Sponsored job listings
  • Photo carousel ads
  • Sponsored text ads
  • Sponsored post ads
  • Sponsored messaging
  • Dynamic ads

If you’re in a hurry to grow your reach and engage with your target audience (and you have the budget for it), LinkedIn ads can be a highly effective marketing tool. Marketers have reported seeing 2x higher conversion rates on the platform. 

Thought leadership

One final use for LinkedIn as a business is taking advantage of content creation to boost your reputation as a thought leader. This can do wonders for your brand image and lead to more people trusting you as an authority in your field (hopefully, more conversions and profit). 

With posts and articles on LinkedIn often going viral and reaching large audiences, you can maximize the chances of this working for you by sticking to a content creation plan and marketing strategy like we mentioned above. 

Try writing articles focused on your business’s niche that your followers and connections will find relevant and helpful. If you need help generating content effectively and quickly, try out Copy.ai’s free blog tools. Most importantly, remember to post consistently! 

Conclusion

There you have it: everything you need to know about setting up your business for success on LinkedIn. Fill out your page with all the necessary details, create and stick to a content and marketing plan, focus on your goals. You’ll soon be reaping the rewards of having a strong presence on one of the world’s most popular professional social media platforms. Good luck!

How To
9 min

A Guide to Using LinkedIn for Business

Nicole Hankey
October 1, 2022

LinkedIn is among the top five social media networks for adults in the U.S., with more than 171 million U.S. users. Globally, the statistics get even more impressive, with LinkedIn boasting a worldwide total of 830 million members.

Those numbers include both personal and business accounts—what about just companies? Well, there are 58 million companies represented on LinkedIn as of April 2022. 

Hopefully, these numbers make it clear that LinkedIn is a fantastic social media platform with plenty of potential for professionals in any industry. However, not all users take full advantage of all the resources LinkedIn has to offer—especially businesses. 

Why should I use LinkedIn for business?

Businesses can use LinkedIn to accomplish several important goals, namely recruiting and hiring new employees. This used to be the main function of LinkedIn for business, but it’s no longer the only function.

LinkedIn can also be a branding and marketing platform to grow your reach and engagement. You can even implement a content marketing strategy directly through the platform by publishing posts, establishing your business as a thought leader, and drawing even more outside interest.

Finally, another primary function of LinkedIn is professional networking. Take advantage of the site’s social media format to build your connections with other businesses and professionals. 

How do I set up a LinkedIn business account?

If you’re brand new to the platform, we’ll walk you through the steps to create and optimize your business account and company page. 

Create an account

If you already have a LinkedIn account, you can skip this step and move right on to creating a company page. Otherwise, read on!

  • Start by going to linkedin.com
  • Click Join now on the top right of the screen 

Screenshot by author

  • Enter your details and click Agree & Join. 
  • Alternatively, you can hit Get Help at the bottom of the page to go directly to instructions for creating a business page. You still need a regular LinkedIn account to set up a company page. 

Screenshot by author

Create a company page

Once you’re all set up with your LinkedIn account (and it’s been at least one day since you created it), you can set up your business page. 

  • From your profile, click on the Work menu in the top right.
  • Then, locate and click Create a Company Page +.

Screenshot by author

  • Choose which page you’d like to create. For our purposes, select Company.

Screenshot by author

  • Fill out your company details and hit Create Page when you’re ready. 

Set your page up for success

Once you have a LinkedIn account and company page, you can do a few things to further optimize your page and ensure you’re on the right track to success. 

  • Edit your page and fill out 100% of the fields. This will help your page rank higher in search results. Companies with a complete profile get 30% more views, so it’s worth the extra effort!
  • Perfect your description. Throw in a few well-placed keywords to help improve your page’s search engine optimization (SEO). 
  • You can add a few relevant hashtags to follow in the Hashtags section. This helps associate your page with these tags and makes it easier to engage with their content. 
  • Add a translation if you work with multiple countries and in different languages. That way, you don’t have to create a new company page for each country you operate in. 
  • Include a cover image. In addition to your logo, make sure to add a cover image to your page, preferably one that is branded. 
  • Customize your button. You can do this under the Button section while in edit mode. Choose from a few different button options to display instead of the default Visit website. Personally, I like Learn more.

Establish a following

Now that you’ve done the work to set up a page and flesh out the details, it’s time to make sure people see the fruit of your labor. 

Share your page

Connect your new company page to your personal LinkedIn profile, and ask your connections to follow it (and maybe even promote it on their own accounts). This is an easy way to leverage your current followers to grow your audience. 

Send invites

LinkedIn has an invitation feature that you can use to send invites directly to your connections, asking them to follow your new page. This method can be a bit spammy, and LinkedIn limits how many invites you can send at a time, so use it sparingly. 

Update your employee profiles

If you have several employees on LinkedIn, make sure you ask them to update their own profiles to show their affiliation with your company. This will do wonders to grow your company’s connections and boost your reach and engagement on LinkedIn. 

Link to your page from your website

Consider inserting a link to your company’s LinkedIn page on your company website (and vice versa). This helps connect the two and can drive visitors to either page, where they can view your information and hopefully connect). 

Create a LinkedIn marketing strategy

To maximize your success on LinkedIn, you must set up and execute a marketing strategy specific to the platform. 

Define your goals

As with any endeavor, you should start by setting realistic, achievable, measurable goals. In LinkedIn marketing, it’s important to consider a handful of key factors. 

What is the overall purpose or mission of your company page? What are you hoping to accomplish or focus on? For example, you might want to hone in on recruiting. Or perhaps you want to expand your network and reach. Or, maybe you’re hoping to use the platform primarily for advertising or content marketing. Whatever the goal is, you should clarify it right off the bat. 

If you’ll be running ads, make sure you set a clear budget and stick to it, and set up some specific metric goals that you can measure along the way to track your performance (and make adjustments as needed). 

One helpful strategy: Check out your competitors’ pages and see what you can implement or improve on. This can provide some extra inspiration and motivation. 

Create a content plan

Once your goals are in place, you can set up some parameters and a schedule for publishing content. Whether you use a fancy content planner or keep track in Excel or a notepad, just make sure you tackle a few critical questions:

  • How often and at what times will you post? Pick a time you can commit to, and follow it consistently. If you post weekly, you could see your engagement rate double. For more, check out our guide to scheduling posts on LinkedIn. 
  • What topics will you cover? Start with whatever niche your business is in and go from there. It’s good practice to start a list that you can edit as you go to keep track of which topics you’ve covered and what you have coming up. 
  • Is there a way to repurpose your existing content on LinkedIn? If you already have a blog or similar content on your website or another platform, you might consider republishing it on LinkedIn. This is a very low-effort but potentially high-reward strategy. 
  • Do you want content curation to be part of your strategy? Content curation is when you gather popular content from others and share it on your page. This can be effective, but you want to make sure you’re always providing something of value to your followers. 

When you think about the possibilities of content production for LinkedIn, the sky is the limit. 

Top 4 ways to use LinkedIn as a business

Now that you’ve perfected your page and set some marketing and content goals, you might be wondering how you can leverage all this to improve outcomes for your business. Depending on your focus, there are a few different ways to do this. We’ll cover the top four business strategies on LinkedIn to get you started. 

Networking

Other than recruiting, this is probably the most obvious answer. LinkedIn is a social network, so networking is literally in the name. However, many people and companies don’t fully utilize LinkedIn as a networking resource. 

You can join groups, contribute to discussions, and connect with current, former, and prospective colleagues—all in one place. Building relationships is a vital aspect of business, so make sure you’re making the most of this fundamental feature and growing your network as much as possible. 

Recruiting and job posting

LinkedIn is an excellent space to connect job seekers with companies looking to hire. Did you know that 40 million people scope out jobs on LinkedIn every week? So, if your business has an open position to fill, make sure you’re posting it on LinkedIn! You don’t want to miss out on potentially amazing candidates. 

Also, LinkedIn is still a fantastic place to check out talent and competition, even if you don't have an open position. 

Advertising

As a social network, LinkedIn is a great option for advertising. You can run ads on the platform in a variety of formats:

  • Sponsored job listings
  • Photo carousel ads
  • Sponsored text ads
  • Sponsored post ads
  • Sponsored messaging
  • Dynamic ads

If you’re in a hurry to grow your reach and engage with your target audience (and you have the budget for it), LinkedIn ads can be a highly effective marketing tool. Marketers have reported seeing 2x higher conversion rates on the platform. 

Thought leadership

One final use for LinkedIn as a business is taking advantage of content creation to boost your reputation as a thought leader. This can do wonders for your brand image and lead to more people trusting you as an authority in your field (hopefully, more conversions and profit). 

With posts and articles on LinkedIn often going viral and reaching large audiences, you can maximize the chances of this working for you by sticking to a content creation plan and marketing strategy like we mentioned above. 

Try writing articles focused on your business’s niche that your followers and connections will find relevant and helpful. If you need help generating content effectively and quickly, try out Copy.ai’s free blog tools. Most importantly, remember to post consistently! 

Conclusion

There you have it: everything you need to know about setting up your business for success on LinkedIn. Fill out your page with all the necessary details, create and stick to a content and marketing plan, focus on your goals. You’ll soon be reaping the rewards of having a strong presence on one of the world’s most popular professional social media platforms. Good luck!

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