Company pages

LinkedIn Pages are run by the people the organization lets manage them, and creating one also requires agreeing to the LinkedIn Pages Terms123. An organization can have one or more member administrators, who post content such as industry updates, information about the organization and job posts123. The aim is to build and promote the organization's brand to the professional audience on LinkedIn, and LinkedIn's Marketing Blog calls a Page the face of a brand on the professional network1236. Groups work similarly to Pages, but Groups are created and maintained by individual members rather than by organizations or institutions1.

LinkedIn's Help Center says a member follows a Page to get updates on key information the organization posts, and all posts the Page shares appear in the member's homepage feed4. Following also lets the member view and discover the organization's employees to connect with, and its open roles and hiring trends4. In return, the member's public profile information becomes visible to all Page admins, and information about the Pages a member follows may be used to show more relevant ads4. To get less from a Page, a member can use the three-dot control menu to unfollow or mute it, which reduces content from that source5. The My Network page helps members discover recommended companies to follow5.

A Page can earn followers organically, and LinkedIn's Marketing Blog said in June 2024 that organic followers are the members who choose to engage with a Page because of the content's value and relevance to their professional interests6. The same post says a fully optimized Page is key to attracting them6. It lists three tactics: complete every section of the Page, including a comprehensive About section and up-to-date contact information; use relevant keywords to be discoverable on LinkedIn and search engines; and use high-quality images and logos that match the brand identity6. LinkedIn's Marketing Blog describes three places to boost from: a Page, a profile (currently in beta and gradually expanding) and an Event Page7. The blog also says paid campaigns are a good way to grow a targeted following, while earning followers organically has its own value6.

Collaborative posts let Pages take part in a single post, and LinkedIn's Help Center says the creator invites connections or Pages to collaborate on it9. When a Page accepts, the post appears on its Page and lists it as a collaborator, which helps the post reach a broader audience9. Page admins must accept invitations on behalf of a Page, and they can see performance only in Page analytics, because engagement metrics are not available for Pages added as collaborators9. A post can have up to five collaborators, must be public, and can be edited only by the person who created it, while collaborators can remove themselves at any time89. Pages can also create newsletters if they meet LinkedIn's criteria10.