More and more professional service firms are using LinkedIn as their go-to channel for establishing and developing their business networks. The latest stats from LinkedIn (Jan 2021) tell us that there are 760 million users on LinkedIn and 55 job applications submitted via LinkedIn every second. LinkedIn also accounts for more than 50% of all social traffic to B2B websites & blogs, so its influence as part of your business social strategy cannot be ignored.

Even if you are up and running already with a business LinkedIn profile, it’s worth double-checking that you’ve optimised the page experience so visitors know what you’re about. Here’s a summary of the top tips.

1. Update your profile image, banner, and tagline

Your profile image is the first thing people searching for your company on LinkedIn will see, so you need to make a good impression. Company pages with profile pictures get six times more visitors than those without. Choosing a profile image is straightforward: take your company logo and resize it to fit with LinkedIn’s requirements.


maximise the impact or you company LinkedIn page - banner example


LinkedIn company logo size and specifications:

  1. 300 x 300 pixels
  2. PNG format
  3. Maximum 8 MB
  4. Square layout

The profile banner above your company logo could be an image that resonates with your business – it may be a key image from your website, a team photo, or a banner you’ve created especially, with some brief wording about your business.

LinkedIn company page cover image size and specifications:

  1. 1128 x 191 pixels
  2. PNG or JPG format with an aspect ratio of 1.91:1
  3. Maximum 8 MB
  4. Rectangular layout

This LinkedIn image sizing also applies to LinkedIn Showcase pages.

Remember, you can change your banner image if you are supporting or running a particular campaign or event and want to highlight it. Your tagline is a maximum of 120 characters and should say what your business is about “at a glance”.

2. Write a compelling “About us” section and include relevant keywords

Now that your images are sorted, pay attention to your ‘About us’ section and remember to include relevant keywords which apply to your business just as you would if you were writing a blog or a page on your website. The ‘About us’ section should be succinct – try and answer these key questions:

  1. Who are you?
  2. Where are you based?
  3. What do you offer?
  4. What are your values?
  5. How can people contact you to learn more?

3. Complete the other key fields

Completed company pages generally receive twice as many visitors as those with incomplete pages.  (source; Hootsuite insights). If you have a completed profile it makes you more discoverable to people who may be searching for a company such as yours. To optimize your LinkedIn company profile, ensure that your page includes the following information:

  1. Web address:
    Make sure people can find your business’ website by including the URL on your company page.
  2. Physical address:
    Make sure this is up-to-date.
  3. HQ Country:
    Is your brand global? Indicate on your page where your headquarters are located.
  4. Industry or sector:
    Another key piece of information that people will want to know at first glance.
  5. Company size:
    Let people know how many employees your business has.

4. Create showcase pages

Showcase Pages highlight specific services/ practice areas or aspects of your business such as client testimonials, examples of work, events or charity work.  Only embark on them if you do have something quite distinct/specialised that you want to focus on as you’ll need to keep them up to date and relevant as they have their own distinct followers. They are also a good place to share sponsored content in a more targeted way.

5. Advertise your jobs and events

According to  Glassdoor,  69% of job seekers are more likely to apply to a company that makes an active effort to promote its culture online. Posting job opportunities on your page are a great way to bolster your recruitment efforts and give an insight into your culture, values, and employee experience.

Another way to leverage your network is to post your professional event on your LinkedIn company page. Having the ability to include a link to an external ticketing site like Eventbrite and being able to share the event with your personal network are great benefits. You can use this feature to encourage your network to sign up for paid online events.

6. Make sure your team are connected

If your employees haven’t connected with your Company Profile, encourage them to do so. Your employees’ networks will be notified of work anniversaries, new job opportunities, and other updates about your business. When they share content to their own networks, it’ll also appear with your company name attached. Posting content on your business page really is only the first step – you need your teams to share, like, and comment on what’s being posted to amplify the message.

7. Happy Posting!

Now that you’ve optimised your page, the key is to post consistently. Use great images and leverage relevant hashtags – usually, around three is best. Don’t forget: Try to include a URL in every post: LinkedIn reports that posts with links get 45 percent more engagement. You can also encourage contacts to link with you or your company page by adding links to your email signatures.

For more tips on how to use LinkedIn for your professional services firm, or for details of our LinkedIn training packages, email Lara Squires or call us 01903 530787.

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