How to Create a LinkedIn Company Page
Prerequisites
- A personal LinkedIn account (at least 7 days old)
- A verified work email at the company domain
- You must list yourself as an employee at the company
Step-by-Step Setup
- Click "For Business" (grid icon) in the top-right of LinkedIn
- Select "Create a Company Page"
- Choose your page type:
- Company — most businesses
- Showcase page — sub-brand or product line
- Educational institution — schools and universities
- Fill in:
- Company name (must be unique on LinkedIn)
- LinkedIn public URL (linkedin.com/company/your-name)
- Website URL
- Industry
- Company size
- Company type (public, private, nonprofit, etc.)
- Upload your logo (300 x 300px)
- Upload your cover image (1128 x 191px)
- Write your tagline (120 characters max)
- Click "Create page"
Optimizing Your Company Page
Logo
- Size: 300 x 300 pixels
- Format: PNG (transparent background recommended)
- Use your actual logo — not a team photo or icon
- It appears tiny in search results and comments, so keep it simple
Cover Image
- Size: 1128 x 191 pixels
- Use it to communicate your value proposition
- Include: tagline, website URL, or current campaign
- Refresh it quarterly or for major launches
Tagline
120 characters to describe what your company does. This appears directly below your company name.
Good: "LinkedIn automation for B2B sales teams. More meetings, less manual work." Bad: "We are a leading provider of innovative solutions for businesses."
About Section
2,000 characters to tell your story. Structure it:
[What you do — 1 paragraph]
[Who you serve — 1 paragraph]
[Why you're different — 1 paragraph]
[CTA — visit website, book demo, follow for updates]
SEO tip: Include keywords your customers would search for. LinkedIn company pages rank in Google search results.
Specialties
Add up to 20 specialties (keywords). These help your page appear in LinkedIn search.
Example for a B2B sales tool: LinkedIn Automation, Sales Outreach, Lead Generation, B2B Sales, Social Selling, Prospecting, Cold Outreach, LinkedIn Marketing, Sales Engagement, Pipeline Generation
Custom Button
LinkedIn lets you add a CTA button to your page:
- Visit website
- Contact us
- Learn more
- Sign up
- Register
Choose "Visit website" and link to your best converting page (not just the homepage — a demo page or lead magnet works better).
Locations
Add all your office locations. This helps with local search and shows your geographic presence.
Hashtags
Add up to 3 hashtags to your page. Choose broad industry hashtags that your audience follows. You can then engage with posts using those hashtags from your company page.
Content Strategy for Company Pages
What to Post
| Content Type | Frequency | Purpose |
|---|---|---|
| Industry insights | 2-3x/week | Thought leadership, engagement |
| Product updates | 1-2x/month | Feature announcements |
| Customer stories | 2-4x/month | Social proof |
| Team/culture posts | 1-2x/month | Employer branding |
| Blog articles | 1-2x/week | Drive website traffic |
| Lead magnets | 1-2x/month | Lead generation |
| Polls | 1-2x/month | Engagement boost |
| Video content | 1-2x/week | Higher reach |
Posting Best Practices
- Post 3-5 times per week — consistency beats volume
- Use native content — LinkedIn deprioritizes posts with external links. Share content natively when possible.
- Tag employees in posts — their networks see it
- Respond to comments — engagement in the first hour matters most
- Use images/video — visual posts get 2x more engagement
- Employee advocacy — encourage your team to share and comment on company posts
Employee Advocacy (The Growth Hack)
Company page posts reach ~2-5% of followers organically. But when employees share those posts, each employee's network sees it too.
Math: 10 employees with 500 connections each = 5,000 additional potential impressions per shared post.
How to activate:
- Share a pre-written post employees can copy
- Send internal Slack/email notifications when important posts go live
- Recognize top-sharing employees
- Make it easy — write the post for them
LinkedIn Page Analytics
Key Metrics to Track
Visitor Analytics:
- Page views (total and unique)
- Custom button clicks
- Visitor demographics (job title, industry, company size, location)
Update Analytics:
- Impressions per post
- Engagement rate (clicks + reactions + comments + shares / impressions)
- CTR (click-through rate)
- Follower growth
Follower Analytics:
- Total followers over time
- Follower demographics
- Organic vs acquired (from ads)
Benchmarks
| Metric | Average | Good | Great |
|---|---|---|---|
| Engagement rate | 2% | 3-4% | 5%+ |
| CTR (link posts) | 0.5% | 1-2% | 2%+ |
| Follower growth/month | 2-5% | 5-10% | 10%+ |
Growing Your Company Page
Organic Growth
- Invite connections — LinkedIn allows admins to invite their connections (100 credits/month)
- Add a "Follow" link to your website, email signature, and other social profiles
- Post consistently — the algorithm rewards regular activity
- Engage from the page — comment on industry posts using your company page identity
- Cross-promote — mention your page in personal LinkedIn posts
Paid Growth
- Follower Ads — LinkedIn's Dynamic Ads format specifically designed to grow page followers
- Sponsored Content — boosting your best posts to targeted audiences
- Typical cost: $2-5 per new follower via ads
Company Page vs Personal Profile: When to Use Which
| Company Page | Personal Profile | |
|---|---|---|
| Best for | Brand building, recruitment, content distribution | Thought leadership, networking, outreach |
| Reach | Lower organic reach | Higher organic reach |
| Trust | Corporate/institutional | Personal/human |
| Outreach | Can't send connection requests | Full networking capabilities |
| Ads | Required for LinkedIn Ads | Can't run ads |
The strategy: Post thought leadership from your personal profile (higher reach). Share company updates, product news, and employer branding from the company page. Cross-promote between both.
Using Your Company Page for Lead Generation
Your company page should work as a top-of-funnel asset:
- Optimize the CTA button → link to a demo page or lead magnet
- Pin a lead gen post → your best-performing offer stays visible
- Post lead magnets regularly → "Comment [keyword] to get access"
- Run Lead Gen Form ads → capture leads without them leaving LinkedIn
Combine your company page with personal outreach for maximum pipeline:
Handshake automates the personal outreach layer:
- Connect with people who follow your page — turn followers into conversations
- Outreach to engaged visitors — people who viewed your page are warm prospects
- Multi-step sequences — nurture page visitors into meetings
Your company page builds awareness. Handshake converts it into pipeline.
FAQ
How many followers do I need for my company page to be effective?
Quality over quantity. 500 relevant followers (decision-makers in your ICP) are worth more than 50,000 random followers. Focus on growing with the right audience.
Can I post from my company page to LinkedIn groups?
No. Company pages can't join or post in LinkedIn groups. Use personal profiles for group engagement.
Do I need a company page to run LinkedIn Ads?
Yes. All LinkedIn advertising requires an associated company page.
Can I see who visits my company page?
You can see visitor demographics (job title, company, location) but not individual visitor names — unless they also follow your page or engage with your content.
How do I get the "Verified" badge on my company page?
LinkedIn is rolling out verification for company pages. Requirements include: verified company domain, active page with regular updates, and meeting LinkedIn's eligibility criteria. Apply through your page admin settings.
Build your brand on LinkedIn. Convert followers into pipeline with Handshake — automated outreach that turns page visitors into booked meetings.