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Getting Smart With LinkedIn: Optimising Profiles & Company Pages

Jamie Hallitt

by Jamie Hallitt on 21st February 2014

Linkedin Login PageI’ve always been a fan of LinkedIn. Not many people can say that honestly nowadays unless they’re looking for a new job. However, it’s true. I genuinely like LinkedIn and value its resources and tools because to me it’s more than just an online CV or content platform.

If you make use of all of the available tools, the world’s largest professional social media platform becomes a multi-channelled resource not only for recruitment, but also sales, brand awareness and affiliate marketing. However, first you need to make sure your company page and employees’ personal profiles are optimised to showcase your business in the way you want them to.

Personal Profiles

Your personal profile is not an online CV. It is a sales tool for yourself, your employer or your own business. Whether you’re a sales/marketing manager with access to your colleagues’ profiles, or an employee of a business or organisation and want to improve your online presence using LinkedIn, these following tips will help you to present yourself and your organisation as being professional, highly-reputed and well-established:

1) Upload a profile picture

There’s nothing worse than a personal profile with no personal element in it. Including a photo of yourself is the first step to showing your audience that you are a real human being, which is always a big help if you’re going to try to engage with other users! Ideally you should have a high quality and professional photo clearly showing your face, but not a snapshot of you in a trashy night-club with a vodka-red bull in both hands – keep that for your private Facebook profile.

2) Claim your vanity URL

Make your profile look more professional by claiming your LinkedIn vanity URL; instead of sharing or sending people a URL with dozens of confusing numbers and characters, use something simple like www.linkedin.com/in/JamieHallitt. You can do this by going to your public profile settings page and clicking on “Customise your public profile URL”:

LinkedIn Vanity URL

3) Edit or remove endorsements

Endorsements is a feature that was introduced a long a while ago now, whereby your connections can endorse you for a particular skill or expertise. Don’t be afraid to delete the irrelevant ones, or rather, the skills or expertise that do not truly reflect who you are as a professional, or your role. Your other option is to simply remove endorsements from specific connections; for example, if you want to limit your endorsements so that they only come from trusted connections, you can do so easily.

4) Customise the anchor text in the links to your websites

When you add external links to the Contact Info part of your profile, instead of selecting “Company Website” or “Blog” etc. you should select “Other” and you will be able to customise the anchor text of the link, otherwise it will appear on your profile as the type of link you selected beforehand.

Company Pages

Company pages are a sales tool for business and allow you to present the services, products, employees, ethics and business information to users in a fully customisable way. Here are some ways to ensure you make the most of Company Pages.

1) Include contact information in the description box

The description box is at the very top of the page and will be the first text the user sees; therefore it’s a great place to include your contact details and your website.

2) Ensure all employees have associated their job to the right company page

When employees add their employment details to their profiles, they will have the ability to select a company from a list as they begin typing in the name of their employer. Doing this will ensure that when a user visits the Company Page, they will be visible as an employee of the business. The more employees associating themselves with the business on the Company Page, the more established the business will appear to be.

3) Showcase your company with up to 3 images

On the Product/Services page you can upload 3 banner-style images which can be used to showcase products/services, special offers or simple call-to-actions. The images are clickable and you set a URL for the user to be sent to if they click on the image. Here is a simple example of a call-to-action:

LinkedIn Showcase Image

4) Add relevant images to your products and services

Company Pages can often contain so much text that they become tedious and hard to read. Adding images relating to each of the products/services on your Company Page will help to split up the text and ensure that users are able to find the most relevant page as quickly as possible.

5) Set up target audiences and show them different versions of your services page

Many businesses operate nationally, but can’t always provide the same service in one particular location as they can in another. To tackle this issue, you can choose to set up an audience targeting users in a certain location and showcase the appropriate services to them, whilst also setting up another audience list with users in other locations and show them different services. Usually most people show just one version of the services page to every single user, using the “Default” settings:

LinkedIn Company Page Audience

You can create audiences based on:

  • Company Size (by number of employees)
  • Job Function
  • Industry
  • Seniority
  • Geography

Think about how you would segment your target market in your other online and offline marketing campaigns, and apply it to this tool in LinkedIn. It’s not a lot of work and it can make a big difference if implemented correctly.

6) Add a video to your company page

Rich media is becoming so much more popular in online user behaviour and videos are a great way to get across a very short, snappy message or introduction to you as an organisation.

7) Get customers, clients and employees to recommend you

Nothing helps more with improving credibility than having real life recommendations for everyone to see and take in. Ask all of the main stakeholders in your business to recommend a service or product to help build up a good reputation that’s visible to your target audience.

These are all great ways to make sure that you are going that step further to present your business and its employees in the way you would like to, whoever your target audience might be.

In the Part 2 I will be covering how to use LinkedIn to expand your network and followers, target new prospects to win new business and recruit without spending a fortune.

Image Source

LinkedIn Login Page via BigStock

Jamie Hallitt

Jamie Hallitt

Jamie specialises in building, managing & optimising SEO and PPC campaigns and has three years of experience in Digital Marketing. He has a particular interest in the professional services sector and multi-channelled eCommerce campaigns, focusing on ROI and conversion optimisation.

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  • Better Graph 24th February 2014

    Jamie, Setup target audience and showcase is new for me. i am going to update the company profile by adding these thing. Thanks for your post. Can you explain how to generate the leads from linkedin?

    Reply to this comment

    • Jamie Hallitt

      Jamie Hallitt 24th February 2014

      Hi and thanks for your comment. There are various ways of generating leads through LinkedIn, depending on the type of leads you are trying to generate. I’ll be covering these in the second part of this blog post.

      In a nutshell, I’ll be covering:

      - Advanced People Searches
      - Linkedin Advertising
      - Group Interactions & Contributions
      - Optimised InMails
      - Targeted Blog Writing
      - Building Up An Online Community
      - Targeting Job Seekers

      To make sure you don’t miss it, just subscribe to our blog here: http://www.koozai.com/about/koozai-blog-signup/

      Just reply to this comment if you have any questions at all. Jamie

      Reply to this comment

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  • Chad Dearey 19th March 2014

    quick question- I have a small company and I am trying to increase our website traffic, does it help if I make a company post on Linkedin and then share it on my personal contacts?

    Reply to this comment

    • Jamie Hallitt

      Jamie Hallitt 20th March 2014

      Hi Chad,

      It would depend on how many followers you have for your company page and the number of personal contacts you have, but in theory, yes it would certainly contribute to your website traffic. To give you an idea, I shared this article on several LinkedIn groups and sent it to about 60 of my LinkedIn connections, and it’s had 57 pageviews from people finding the article through LinkedIn.

      If your main goal is to generate more traffic to your website then LinkedIn probably isn’t the best tool to use. I would recommend that you look into setting up an AdWords account to generate more interest and boost your website visits. LinkedIn tends to work better if your main goal is to interact with people and discuss your posts, rather than directing people to your site.

      Paid search is arguably the quickest way to get relevant traffic to your site, perhaps have a read of our paid search page if you’d like a better idea of how it works: http://www.koozai.com/paid-search/ .

      Feel free to contact us if you’d like more information.

      Many thanks,

      Reply to this comment

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