How to use LinkedIn’s “Follow Company” for your Business

In September 2012, LinkedIn unveiled a new look for company pages. This is the perfect time to optimize your company’s profile on the most professional social network.

What’s New on LinkedIn?

There is a slight shift in the focus of LinkedIn. The light still shines brightly on the individuals and networking on the highly reputable network. Now company pages can help to improve your brand’s presence, and deliver targeted messages to company followers.


LinkedIn now allows you to add a company image, whereas previously the business page was mostly plain text. Choose something that is professional and well represents the image you want your brand to have.


The Follower Insights will prove to be a valuable tool. As your company page gains followers, LinkedIn will let you know who connects to you and how, providing valuable demographics including such factors as seniority, industry, region, etc. Engagements can be drilled down by click, like, and comment.

You’ll want to use the aforementioned demographic information and insights to help you tailor your company updates. When you fill your followers newsfeeds with article links, questions, or offers you can choose to share with a targeted audience or all followers.


I’ve long been a believer of LinkedIn for business marketing – as if you needed additional reasons to reach out to the 160 million users in 200 countries. Probably not, but here are a few more anyway:

  • LinkedIn users have a higher average income than any other social network.
  • According to, of LinkedIn users “39% (are) in the position of manager, director, owner, chief officer or vice president.”

The business profiles area is available on mobile devices, so don’t forget to entice those you meet at networking events or conferences to find and follow your company page from their Smartphone or tablet. Or ask them to connect when you follow up.

How Do I Get Started?

The updated pages cost nothing and chances are you already have one started. Now is the perfect time to update your business profile and your personal profile. Ask your employees to update their personal profiles as well.

Each LinkedIn user should indicate where they work to do their part to promote the company. Use my resume tips to update your profile. Take a little time to like and follow other companies in your area and your industry.

As we use the tool, watch for more revised tips and techniques. Remember, though this is an exciting opportunity, you only get out what you put in. A strong message will yield the best momentum.

Carefully consider your content. Share items of value to your audience. (Remember it’s not all about you.) And please respond to your readers.

To add a Follow Company widget to your website, use this tool from LinkedIn’s developer plugins:

Have you updated your company page recently? We’d love to see it!
Please leave a link in the comments below.

Written by
Terra L. Fletcher
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