For those who missed it, LinkedIn quietly launched a complete redesign of its Company Pages that features a dramatically cleaner, easier-to-navigate interface. I say “quietly” because unlike Facebook, when LinkedIn launches a redesign, it’s not accompanied by the collective wail of users who, when confronted with change, demonstrate the same lack of emotional stability we’ve come to expect from The Incredible Hulk.
Superhero comparison aside, LinkedIn’s changes do reflect many of the functional design changes that Facebook Pages employed following the launch of Timeline. In other words, if you’ve been using Facebook Pages, you should feel right at home using LinkedIn’s updated Company Pages. The ability to add a banner image, feature updates, and display a longer news stream should all be familiar territory.
Why should you care? A recent LinkedIn study found that 67 percent of its members follow a company to gain industry insights, 61 percent for company news, while 49 percent are attracted by the peer community. So, the more you engage with LinkedIn users using LinkedIn’s updated Company Pages, the more they will engage with you.
Here’s how you can take advantage of the redesign of LinkedIn Company Pages:
A picture’s worth a thousand words.
LinkedIn Company Pages now allow companies or brands to welcome visitors to their page with a banner image akin to Facebook’s Cover Photo and Twitter’s new profile header image.
Company Page administrators can add a banner image by taking the following steps.
• Click the blue “Edit” button located at the top right corner of the page.
• Scroll down to the “Image” section, hover your mouse over the “Edit” button and click “Add Image.”
• You will then be able to upload a PNG, JPEG, or GIF image from your computer. LinkedIn Company Page banner images must be 646 pixels wide by 220 pixels high (LinkedIn lets you crop larger images to fit) and no larger than 2 MB.
Showcase what you have to offer.
Although the most noticeable enhancements LinkedIn introduced in the updated version of Company Pages are aesthetic, a number of interesting updates took place under the hood.
Not only is the Updates/Newsfeed section of the new Company Pages longer, allowing visitors to see more of your updates without having to scroll to the bottom of your page in search of the See All Activity button, but it has also been revamped to offer more relevant news. Previously, LinkedIn presented Company Page Updates using nothing more than a reverse-chronological stream. Now, LinkedIn will algorithmically sort updates based on how likely they are to be relevant to each Company Page visitor.
LinkedIn also removed its oft-ignored Blog section, and made it easier for visitors to Comment on Company Page updates by embedding a comments box directly under each update.
Highlight what’s important and keep followers engaged.
LinkedIn now allows page administrators to Feature and Target their Company Page updates. To Feature an update, simply click the “Feature this Update” button located in the footer of your update. Targeting Updates, which takes a little more effort, enables page administrators to target specific audiences before posting an update.
To target your content to a specific audience prior to posting, any Company Page administrator can click the “Share with” dropdown menu and select “Targeted Audience.” In the box that appears, you can choose to exclude employees of your company by selecting non-employees only, or keep them included for greater reach. You can then target your updates by Company Size, Industry, Function, Seniority or Geography. Followers who match your targeting criteria will see your Company Update on their homepage, and the update will be visible to anyone who visits your Company Page.
Twenty-four hours after your content is published, you will have access to impression and engagement metrics for your post. You can also review the targeting criteria by clicking “Targeted Audience.” You’ll also want to check out your “Follower Statistics” to discover insights about your follower demographics, updates and engagement levels that you can then use to hone your messages. Take a look at your dashboard to see what your followers find engaging and how to make the conversation more relevant and valuable.