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How important are company pages on LinkedIn?
What is the value in having a LinkedIn company page? What are the best ways to leverage this page?
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I believe that they are pretty important. Obviously well known brands won't gain much value from a LinkedIn company pages, but small companies and start-ups can use them as brand awareness builders. The downside of a LinkedIn page is that anybody can set one up, so I've seen multiple instances of pages for the same company. What's worse is a poorly maintained page, or one with little content. A definite turn-off for someone who may be considering doing business with your company or applying for a job.
There are several ways you can leverage this page:
If you don't have a company website you can use the LI company page as an interim placeholder.
Building brand awareness. If you have lots of visitors to your personal profile then there's a good chance they will click through to your company page.
Make a good first impression. If you create a quality company page with good content then it will convey a positive message to the viewers.
Build a community. Since LI allows visitors to "follow" your company page you can use it as a way to keep them updated on new products and services.
Describe and advertise your products and services. LI pages provide a nice and easy way to contextually and pictorially describe what your company does.
Use it as a recruiting tool. While not free, it's a pretty good mechanism for posting job openings.
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