How to Boost Your LinkedIn Company Page

Your LinkedIn Company Page feels like it's collecting digital dust, doesn't it? It's more than just an online resume for your business, it's a powerful hub for brand building, lead generation, and connecting with your industry. This guide provides actionable, easy-to-follow strategies to transform your page from a static placeholder into a dynamic community hub that drives real results.

First Things First: Nail the Basics of Your Page

Before you can get fancy with content, you need a solid foundation. An incomplete or sloppy-looking page sends the wrong message and gets overlooked by both the LinkedIn algorithm and potential followers. Taking care of these details is a one-time setup that pays off continuously.

Complete Every Single Field

This sounds obvious, but you'd be surprised how many companies skip fields. LinkedIn's data shows that pages with complete profiles get up to 30% more weekly views. Go through your "Edit page" section and fill out everything:

• Website URL: The most direct path to your products or services.
• Company Size & Type: Helps applicants and partners understand your scale.
• Industry: Critical for categorization and search visibility.
• Location: Don't forget your headquarters and any other key offices.
• Tagline: This is your 120-character elevator pitch. Make it count. It appears right under your company name in search results.

Write a Keyword-Rich "About" Section

Your "About" section is prime real estate for SEO on LinkedIn. Think about the terms your ideal customer, potential hire, or business partner would use to find a company like yours. Weave these keywords naturally into a compelling description of what you do, who you serve, and why it matters. Use the first 1-2 sentences to state your mission clearly, as this is what shows up before a user has to click "See more."

Design a Professional Logo and Banner

Visuals create an immediate impression. Your logo (profile picture) should be instantly recognizable. Your banner image, on the other hand, is a canvas to tell a story. Here are some ideas:

• Showcase your team working together.
• Highlight a new product or an upcoming event.
• Use a branded graphic with your core value proposition.
• Rotate it quarterly to keep things fresh.

Ensure your images are high-resolution and formatted for the correct dimensions: 400x400 pixels for the logo and 1584x396 pixels for the banner.

Choose the Right Call-to-Action Button

Under your banner, LinkedIn lets you add a custom call-to-action (CTA) button. Don't leave this on the default. Change it to match your current business goal. Options include "Visit website," "Contact us," "Learn more," "Register," and "Sign up." Align this button with the URL in your profile and any active campaigns for a seamless user experience.

Content That Connects: A Strategy That Works

An optimized page is only half the battle. Your content strategy is what will attract followers and keep them engaged. Posting "just to post" won't get you anywhere. Aim to provide value, spark conversation, and show the human side of your brand.

Mix Up Your Content Formats

Relying on a single content type is boring for your audience and limits your reach. Keep your feed dynamic by rotating through these formats:

• Carousels (PDF Documents): These are superstars on LinkedIn. Upload a PDF, and it becomes a swipeable 'carousel.' Repurpose a blog post into 5-10 key slides, create a mini-guide, or visualize data. They have high dwell time, which the algorithm loves.
• Native Video: Upload videos directly to LinkedIn rather than sharing a YouTube link. Videos under 90 seconds tend to perform best. Customer testimonials, product demos, quick tips, or behind-the-scenes footage work well. Remember to add captions, as most users watch with the sound off.
• Infographics & Branded Graphics: Translate a complex idea or stunning statistic into a visually appealing graphic. Tools like Canva make this easy even for non-designers.
• Text-Only Posts: Sometimes, a thought-provoking question or an insightful story performs incredibly well. Keep formatting clean with short paragraphs and line breaks for readability.
• Polls: A simple, low-effort way to generate engagement. Use them to gather opinions on industry trends, ask a fun "this or that" question, or get feedback on what content your audience wants to see next.

Showcase Your People

People connect with people, not logos. Your team is your greatest marketing asset. Make them the heroes of your company page.

• Employee Spotlights: Share a quick Q&A with a team member, highlighting their role and what they love about working at your company.
• Celebrate Milestones: Anniversaries, promotions, new certifications - public shout-outs make employees feel valued and show your company as a great place to work.
• Behind-the-Scenes: Show your team brainstorming, volunteering, or even just having lunch together. It provides an authentic glimpse into your culture.

Post with a Purpose (That Isn't Always Selling)

Nobody wants to follow a page that is constantly selling. Use the 80/20 rule as a guideline: 80% of your content should be valuable, helpful, or entertaining, and only 20% should be promotional. Share industry news, offer solutions to common problems your customers face, post inspiring quotes, or publish educational content. This builds trust and authority, making an audience more receptive when you do share a promotional post.

How to Grow Your Following Organically

Even the best content can't work if no one sees it. Growing your audience takes consistent effort, but these tactics help you build a community of relevant followers without spending a dollar on ads.

Use Your "Invite Connections" Credits Wisely

Each month, LinkedIn gives page admins a set amount of credits to invite their personal connections to follow the page. Don't blast these invites out senselessly. Be strategic:

• Target by Role/Industry: Filter your connections to find people who are most likely to be interested in your company's updates, like past clients, industry peers, or potential recruits.
• Personalize the Experience: If you're connecting with someone for the first time, send a personal connection request first. Once they accept, then send the page invite. It feels less transactional.
• Pace Yourself: Use your credits throughout the month. This creates a steady stream of new followers rather than a single spike.

Make Your Page Easy to Find Off-Platform

Don't assume people will only find you on LinkedIn. Make sure your Company Page is integrated into your broader marketing ecosystem.

• Email Signatures: Add a clickable LinkedIn icon to every employee's email signature.
• Website: Include a follower button in your website's header or footer.
• Other Socials: Cross-promote your page. Mention it in your Instagram bio or tweet out a link to a really high-performing LinkedIn post.
• Blog Posts: If you reference industry data from a LinkedIn post, embed it directly into your blog article.

Turn Your Team into Advocates

Your employees are your most powerful megaphone. An employee advocacy program can be as simple as asking them to support the page in a few basic ways.

• Update Their Experience: Make sure every employee has your Company Page correctly listed in their "Experience" section. This automatically links their profile to your page and makes them appear as an employee.
• Encourage Sharing: When you publish a significant post (like a major company announcement or a valuable case study), send a quick note to your team letting them know it's a great one to share with their network. Make it easy by suggesting a short introductory sentence they can use.
• Tag Your Employees: When you celebrate an employee or a team, don't forget to @-mention them in the post. This notifies them and encourages them to engage.

Engage Actively: A Two-Way Street

LinkedIn is a social network, not a broadcast platform. Showing up and participating in conversations is one of the most effective ways to boost your visibility and build stronger relationships.

Manage Your Comments Promptly

When someone takes the time to comment on your post, reward them with a reply. This doesn't just show the original commenter you're listening, it shows everyone else that you're an active, engaged brand. Answer questions, thank people for their input, and keep the conversation going. This extra back-and-forth also signals to the algorithm that your post is popular, giving it additional reach.

Engage with Other Content as Your Page

This is a seriously underutilized tactic. You can switch your profile to interact as your Company Page when commenting. Find relevant posts from industry publications, non-competing partners, or thought leaders, and leave insightful, value-adding comments. This puts your brand name directly in front of a highly relevant audience. A helpful comment is far more memorable than a static ad.

Measure What Matters and Refine Your Strategy

You can't improve what you don't measure. Regularly checking your analytics removes the guesswork and tells you exactly what your audience responds to, allowing you to double down on what works.

Get Comfortable with Your Page Analytics

Your Company Page offers a robust analytics dashboard. Don't be intimidated by it. Focus on a few key metrics to start:

• Visitors: See who is visiting your page and their demographics (job function, industry, seniority). Is this the audience you're trying to reach?
• Follower Growth: Track your follower count over time to see what activities are driving growth.
• Post Analytics: Look at each individual post. Pay attention to the engagement rate (likes + comments + shares / total impressions). Identify your top-performing posts. Was it a carousel? A video? A text-only post? That's your clue about what to create more of.

Test, Tweak, and Repeat

Your LinkedIn strategy isn't something you set and forget. It should constantly evolve. Use your analytics to form hypotheses and run small experiments. Try posting at different times of the day, test a new content format, or experiment with a different tone of voice in your captions. The goal is continuous improvement, not immediate perfection.

Final Thoughts

Boosting your LinkedIn Company Page comes down to a consistent cycle of optimizing your profile, creating genuinely valuable content, finding authentic ways to grow your followers, and actively engaging with your community. By following these steps, you can build a page that not only looks great but also becomes a valuable asset for your business goals.

Juggling all these different content formats and keeping a consistent schedule can feel overwhelming. To simplify our own process, we built Postbase with a clean, visual calendar that lets us plan all our social content in one place. It helps us see everything at a glance - from LinkedIn carousels to Instagram Reels - making it much easier to schedule everything reliably and maintain that steady presence needed for growth.