How to grow your LinkedIn company page

To grow your LinkedIn company page, complete every section of the Page, post useful content on a steady schedule, get your employees to share it, invite the right people to follow, and use Page features such as events and newsletters to give people a reason to come back. Growth comes from relevance, not volume: a smaller following of the right buyers is worth more than a big one of strangers.

What is a LinkedIn company page?

A LinkedIn company page, which LinkedIn calls a Page, is your organization's profile on LinkedIn. It tells people what you do, shares your posts and job openings, and gives you analytics on who follows and engages with you. LinkedIn reports more than 1.4 billion members, so for B2B companies it is often the first place buyers and candidates check you out.

Pages are free to create. LinkedIn also offers Showcase Pages for a brand or business unit, and an optional paid Premium Company Page subscription.

How do you create a LinkedIn company page?

You need a personal LinkedIn account. On desktop:

1. Click the For Business icon at the top right of your homepage.
2. Click Create a Company Page.
3. Choose the Page type: Company, Showcase page or Educational institution.
4. Enter the name, public URL, website, industry, company size and type, and a tagline.
5. Tick the box confirming you have the right to act on behalf of the organization.
6. Click Create page.

You can also create a Page in the iOS app, but not on Android. Whoever creates the Page becomes its super admin and can add other admins.

Why grow your LinkedIn company page?

• Reach buyers where they research. Followers see your posts in their feed, and visitors check your Page before a sales call.
• Support sales. A Page with clear positioning and recent, useful posts makes outreach from your sales team more credible. See how to use LinkedIn as a salesperson.
• Hire better people. Candidates look at your Page to judge what it is like to work with you.
• Learn about your audience. Page analytics show who follows you and which posts get engagement.

Step 1: Complete the basics

Start with a Page that answers "who are you and what do you do" in a few seconds.

• Logo and cover image that are sharp and on brand.
• Tagline and About section written for LinkedIn, not copied from your website. Say who you help and how.
• Details: website, industry, company size, locations and specialties.
• A call-to-action button, such as "Visit website" or "Contact us."
• Admins: add the colleagues who will post, reply and report, so the Page does not depend on one person.

Step 2: Use the words your audience searches for

People find Pages through LinkedIn and Google search. Use the terms your buyers would use, in your tagline, About section, specialties and posts. A keyword research tool and your competitors' Pages are good places to find them. Write naturally: stuffing keywords makes the Page look spammy. More in our guide to keyword research.

Step 3: Post content people want to read

This is what grows a Page over time. Aim for a steady rhythm you can keep up, such as two or three posts a week.

Formats that suit company pages:

• Short insights from your team, customers or data.
• How-to posts and carousels that solve one specific problem.
• Short videos with captions, so people can follow without sound.
• Customer stories told from the customer's point of view.
• Commentary on industry news, with your own view rather than just a link.

Give posts a human voice. People engage with people, so feature employees and quote them. Reply to comments quickly. Check the content analytics in your Page's admin view each month and do more of what works. For more ideas, see LinkedIn marketing strategies.

Step 4: Get employees involved

Your employees each have their own networks, which reach people your Page does not. Ask them to list the company correctly in their work experience, follow the Page and share posts they find useful.

Page admins can use Notify employees on an important post. LinkedIn sends a notification to a relevant group of employees. You can use it once per day, and not on targeted posts. Employees can opt out. LinkedIn retired the separate My Company and Employee Advocacy tabs from November 2024, so notifications and plain asking are now the main built-in tools.

Step 5: Invite the right people to follow

Admins can invite their 1st-degree connections to follow the Page using monthly invitation credits that all admins share. When someone accepts, the credit comes back to your balance, so invite people who are likely to say yes, such as customers, partners and prospects. Employees who are not admins can invite up to 30 connections a month to follow their employer's Page. LinkedIn notes that credit amounts are changing, so check your balance in the invite window.

With a Premium Company Page subscription, you can also invite people who engaged with your posts and followers of similar Pages.

Step 6: Host events

Page admins can create LinkedIn Events from the admin view. An event can be online or in person, and online events can run on LinkedIn Live or link to an external platform. Pick a topic your buyers care about, such as a workshop, a panel or a product walkthrough, and promote it on the Page, through employees and by email. LinkedIn Live access depends on eligibility criteria that LinkedIn sets, and you can run a test event first. See virtual event marketing.

Step 7: Start a Page newsletter

Super and content admins who meet LinkedIn's access criteria can publish up to five newsletters from a Page. When the first edition goes out, the Page's followers get an invitation to subscribe. A monthly newsletter with one useful idea per issue keeps your Page in front of people between posts.

Step 8: Join the conversation beyond your Page

Comment thoughtfully on posts by customers, partners and industry voices. LinkedIn Groups can also help when your team takes part from their personal profiles. Add to the discussion instead of posting links to your own content.

Should you use Showcase Pages?

Use them when you have a distinct brand, product line or audience that deserves its own feed. A super admin can create up to 25 Showcase Pages per parent Page. Most companies are better off with one strong Page than several quiet ones.

Which tools help you grow a LinkedIn Page?

• LinkedIn's own tools: the post scheduler, Page analytics, events and newsletters.
• Social media management tools such as Hootsuite and Buffer, which can schedule posts to LinkedIn Pages alongside other networks.
• Premium Company Page, if you want visitor lists, wider invitations, a custom testimonial or verification eligibility.

Avoid tools that automate likes, comments, connection requests or follows. LinkedIn's User Agreement bans bots and third-party software that scrape, automate or modify the site, and accounts using them can be restricted or closed.

How do you measure growth?

Track followers, but focus on engagement rate, Page visitors from your target industries and job titles, clicks to your website and the leads that mention LinkedIn. A Page that grows slowly with the right audience beats one that grows fast with the wrong one. See how to measure social media marketing success.