LinkedIn has rolled out a number of new features in recent years. One such expansion is Company Pages, which allowed the creation of branded profiles for companies and organizations.
The addition of Company Pages significantly expanded the opportunities for marketing on the professional network, as the features provided allow a deeper connection with LinkedIn users.
Several brands have really capitalized on these features—especially when it comes to promoting their offerings in the B2B space—and can serve as excellent examples in building your own company page. Here, we've collected 10 of our favorite Company Pages.
Adobe is known as one of the best and most creative B2B marketers, so it should be no surprise that its name pops up on this list. They are excellent at developing relevant posts with compelling images that demand attention. Considering they are the producers of software like Illustrator, Photoshop and InDesign, it's no surprise that compelling content is something they excel at.
Not only is their page visually attractive, but the brand makes sure you really get a good sense of what the company is about with posts about company culture and what it is really like to work for them.
Digital interview platform HireVue seems like a natural fit for a professional network like LinkedIn, which may be why they seem to have mastered the art of the Company Page.
HireVue does a great job of catering to both job candidates and recruiting companies. Everything is written in language that is clear and easy to understand so that you never click away from their page wondering what they do.
This nonprofit organization makes business services—like marketing, technology and management—available to other nonprofits and social projects. What’s a little bit different from the other names on the list is that Taproot isn’t necessarily looking for customers, but for volunteers to offer their professional services.
In order to attract attention on their Company Page, Taproot utilizes a large image in the “Services” section that includes a compelling call to action. Rather than just posting that kind of messaging in the updates, Taproot is using the image space to recruit volunteers for their efforts.
HubSpot is another company on the list that is well-known for its inbound marketing efforts. Their content is top notch, and what they post on LinkedIn is no exception.
On LinkedIn, HubSpot really showcases its company as a place you would want to work. The images are fun, they describe all the perks and they use video to showcase the company's culture. It’s a great use of multimedia.
Salesforce’s LinkedIn page is a shining example of cohesion. All the blues match, all the explanations are complimentary and you really get a sense of what the company is about.
The product descriptions are something Salesforce really nails. Do you ever come across a Company Page and have no idea what that company does or what it has to offer? I think we all have. Salesforce makes sure that doesn’t happen with clear, descriptive language for all of its product offers and job openings.
The first thing you notice on the car sharing service Zipcar’s company page is the striking images. The second is probably the ridiculous amount of glowing recommendations the company has for all of its services for businesses.
A company can open up recommendations on LinkedIn to let clients do the talking for you. Potential new clients will apply more value to a client’s testimonial than they will to marketing speak directly from the brand.
Sales performance management leader Xactly has all the basics of a solid LinkedIn company page: engaging graphics, clear messaging and recommendations. What sets Xactly ahead of competitors, though, is the constant stream of interesting content the brand posts on the platform.
Xactly has a superior understanding of what makes for a stimulating post and continues to post that type of content day after day. It’s easy for LinkedIn posts to become stale, but Xactly has found a formula that works.
With over 1 million followers, maybe we don’t have to explain much about why IBM has one of the top LinkedIn Company Pages. It’s not just brand recognition that has inspired so many users to follow, it’s the content that IBM shares. Plus, it probably helps that, at any given time, IBM can have 300 or so job listings.
The company is doing some really cool things, especially with big data, that it freely shares as status updates. Combine that with magnetic employee reviews and product reviews and you have a killer Company Page.
Deloitte, one of the world’s largest private professional services firms, isn’t shy about highlighting its talents and accomplishments on LinkedIn. What would come off as bragging from other firms just appears to be engaging sharing from Deloitte—likely because they have the reputation to back it up.
To keep a professional image, the Deloitte company page is a bit less flashy than some of the others on this list, but it fits with the brand image. To keep from appearing stiff, the brand includes photos that prove employees are real people, like the banner image of bicyclists in Deloitte uniforms.
International consulting and outsourcing firm Accenture chose seriously bold, popping images for its Company Page. The images certainly set it apart from the pack and inspire viewers to dig deeper into the page.
Once you move past the images, Accenture does what any good Company Page should, putting its best company foot forward while providing real, useful information to LinkedIn users. Techies and executives will both be satisfied by Accenture’s posts.
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