Should you have a LinkedIn company page?
It’s a law of human nature—people want to connect to other people. So, an individual LinkedIn profile makes sense. But why would companies choose this site? Companies don’t have the same agenda that individuals do. They are not hoping to connect with other companies. However, they are using LinkedIn for advertising, promotion, and connecting with possible future employees.
Networking, or the act of connecting with others via the internet or in person, is the way we do business. Today’s job seekers should be spending 60% of their time networking in person and 20% responding to job postings. Even if you do find a job posting you are curious about, they should use this as a lead to someone they know who works for that company. They should try to connect to someone via a 2nd or 3rd degree connection—think friend of a friend of a friend.
While you “get connected” to individuals, you don’t get connected to companies. Instead, you follow them. Once you follow a company, that connection shows up on your LinkedIn home page. And that company sees your profile as well. Some companies are good at publishing updates about their firms and keeping followers abreast of new accomplishments.
Here’s how it goes: a company publishes something new on their LinkedIn page. The post pops up on search engines everywhere. That keeps that firm on the front burner of people seeking information. Other firms merely publish general information about the firm: the type of work they do, where they are located, and how to get in touch with them if you want to know more.
Moreover, the company page advantage is that it will show you individuals employed by that firm who also have a presence on the site.
If you are interested in that company, these are the people you want to get connected to. Hopefully, you can start a dialog with them. Remember, they may be able to help you get in touch with hiring staff at that company.
Now that is who you really want to connect with!
Follow Beth at LinkedIn.com/in/marybkelzer
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