How to Update a LinkedIn Company Page

Your LinkedIn Company Page is often the first professional impression your business makes, but chances are, it’s not making the right one. A page with an outdated banner, a thin About section, and no recent activity can hurt your brand, recruiting efforts, and even your sales conversations. This guide provides a step-by-step tutorial on not just updating your LinkedIn page, but transforming it into a powerful asset for your business.

First Things First: A Quick Audit of Your Core Page Elements

Before you get into content strategy, you need to tighten up the foundational elements of your page. These are the details people see first, and they directly impact how professional and credible your brand appears. Log in to LinkedIn, go to your Company Page, and switch to your "Admin view" to get started.

1. Your Cover Image and Logo

Your logo and cover image act as your digital storefront. An outdated, low-resolution, or poorly formatted image suggests a lack of attention to detail. This is an easy fix that makes a massive difference.

• Logo: Make sure you’re using the most current version of your company logo. It should be a high-resolution square image (recommended 300 x 300 pixels) that is clearly visible, even as a small icon next to your posts.
• Cover Image: This is prime real estate. Think of it as a billboard. Don't just slap a random stock photo up there. Use it to announce a new campaign, showcase your product, feature your team, or reinforce your brand positioning with a strong tagline. The recommended size is 1128 x 191 pixels. Keep any important text or graphics centered to avoid them being cut off on different devices.

2. Your Tagline and About Section

The tagline is the one-liner directly under your company name, while the "About" section is your chance to expand on your story. Both are incredibly important for search visibility on LinkedIn and Google.

• Tagline: In 120 characters, describe what your company does and for whom. Ditch the vague marketing jargon. Instead of "Innovative Global Solutions Provider," try something direct like, "Social Media Management Software for Modern Marketing Teams." Be clear and use keywords your target audience would use to find you.
• About Section (Overview): You have 2,000 characters here, so use them wisely. The first 156 characters are most important, as they show up in Google search previews.
  • Start with a clear, concise mission statement.
  • Weave in relevant keywords naturally that describe your industry, services, and core benefits.
  • Use bullets or short paragraphs to make it scannable.
  • End with a strong call-to-action directing visitors to your website or a lead magnet.

3. Verifying Your Details and Customizing Your URL

Get the administrative details right to build trust and make your page easier to find and share.

• Verify Page Details: In the "Edit Page" section, ensure your website URL, industry, company size, and company type are all correct. This information helps LinkedIn categorize your page and show it to relevant audiences.
• Claim Your Custom URL: If your page URL is something like `linkedin.com/company/9871_Aew-xyz`, it’s time for an update. You should claim a clean, easy-to-remember URL like `linkedin.com/company/your-brand-name`. This looks far more professional on business cards and in email signatures.

Beyond the Basics: Strategic Updates People Often Miss

Got the essentials covered? Great. Now let’s move on to the features that separate an okay page from a great one. These sections help you highlight your company culture, direct audience action, and keep your most important messages front and center.

1. Configure Your Custom Call-to-Action (CTA)

Right below your tagline, there's a customizable button. By default, it might say "Follow," but you can change it to drive specific actions from visitors. Go to "Edit page" >, "Buttons" to choose from options like:

• Visit website: Best for most general business pages.
• Contact us: Ideal for service-based businesses.
• Learn more: Perfect for directing traffic to a specific campaign landing page.
• Register / Sign up: Use this for event promotions, webinar sign-ups, or demo requests.

Change your CTA button to align with your current marketing goals. Announcing a new product? Use "Learn more." Running a webinar? Switch to "Register." It’s a dynamic tool, so don't just set it and forget it.

2. Showcase Your Culture in the "Workplace" Module

LinkedIn isn’t just for lead generation, it’s a massive recruiting platform. The "Workplace" tab is your space to attract top talent by showcasing what makes your company a great place to work. In this section, you can add "Commitments" which highlight your values.

You can feature commitments around areas such as:

• Diversity, equity, and inclusion (DEI)
• Career growth and learning
• Work-life balance
• Social impact
• Environmental sustainability

Back these up with descriptions, media, links, and even employee testimonials. Investing time here pays dividends by showing potential recruits that you care about your people and your impact in the world.

3. Use a Pinned Post for Maximum Visibility

Got a huge announcement, a new case study, an upcoming event, or an evergreen piece of content that deserves the spotlight? Pin it to the top of your page feed.

A pinned post remains the first thing visitors see when they scroll through your updates. This powerful feature allows you to control the narrative and direct attention to your most valuable content. To pin a post, simply find the post on your feed, click the three dots (...) in the top-right corner, and select "Pin to top of page." Remember to refresh this every few weeks or once a campaign ends to keep your page feeling current.

4. Supercharge Your Niche Marketing with Showcase Pages

Does your company have multiple distinct product lines, brands, or initiatives, each aimed at a different audience? A Showcase Page is the perfect solution. Showcase Pages are specialized sub-pages that link off your main Company Page, allowing you to segment your marketing efforts.

For example, a company like Microsoft uses their main page for corporate news, but they have dedicated Showcase Pages for "Microsoft 365" and "Microsoft Surface" to target those specific user bases with relevant content. You could use them for:

• Individual product lines or brands.
• Major company initiatives (like a corporate social responsibility program).
• Specific regions or languages.

You create them under the "Admin Tools" dropdown on your page. Each Showcase Page has its own followers, branding, and content stream, acting like a mini-company page for a hyper-focused niche.

Maintaining a Vibrant Page: Your Ongoing Content Strategy

An up-to-date page profile is only half the battle. Your page needs to be a living, breathing part of your brand, and that comes down to consistent, high-quality content. An inactive feed is just as bad as an outdated banner.

Create a Mix of Engaging Post Formats

Don't just post links to your blog. Vary your content to keep your audience engaged:

• Employee Spotlights &, Behind-the-Scenes: People connect with people. Celebrate work anniversaries, introduce new hires, or share a glimpse of office culture. This humanizes your brand and builds a sense of community.
• Company News and Milestones: Celebrate your wins! A new product launch, a major client acquisition, or an industry award are all great reasons to post.
• Thought Leadership &, Industry Insights: Share valuable advice and educational content. Post short tips, comment on industry news, or share data from your latest report. Position your company as an expert in its field.
• Video Content: Video outperforms almost every other content format on LinkedIn. Post short-form tutorials, testimonials, or brand stories. Even simple, authentic videos shot on a phone can perform well.
• Interactive Content: Use polls and questions to spark conversations and learn more about your audience. A simple poll like "Which marketing skill are you focusing on this year?" can generate incredible engagement.

Encourage Employee Advocacy

Your employees are your greatest marketing asset on LinkedIn. When an employee shares your company's post, it receives far more visibility and trust than the original post alone.

• Make Sure Profiles are Synced: Ask your team to ensure they have your official Company Page correctly listed in the "Experience" section of their personal profiles.
• Make it Easy to Share: When you publish an important post, use LinkedIn's "Notify Employees" feature (available for pages with more than 10 employees) to let your team know. You can also send them an internal email or Slack message with a direct link to the post and a suggested caption.

Final Thoughts

Treating your LinkedIn Company Page as a dynamic hub rather than a static profile is a game-changer. By regularly auditing your core information, strategically using features like the custom CTA and pinned posts, and maintaining a steady flow of engaging content, you can transform your page into a valuable tool for branding, recruitment, and lead generation.

Keeping a content calendar full so your page stays fresh is a difficult but essential task. That’s an ongoing manual effort that we’ve simplified with Postbase. Our visual calendar lets you plan and schedule all your company's posts across LinkedIn, Instagram, TikTok, and other platforms from a single dashboard. Seeing your entire strategy at a glance makes it easy to maintain a consistent presence without the headache of jumping between apps and spreadsheets.