LinkedIn Provides Tips on How to Maximize Company Pages

LinkedIn has published a new listing of the ten most followed company pages on the platform – which, for the most part, is likely who you would expect.

The top ten most followed LinkedIn Company Pages worldwide are:

  1. TED Conferences (12.5 million followers)
  2. Google (12.1 million followers)
  3. Amazon (8.6 million followers
  4. LinkedIn (8.2 million followers)
  5. Microsoft (7.8 million followers)
  6. IBM (6.4 million followers)
  7. Unilever (6.2 million followers)
  8. Nestlé (6 million followers)
  9. Accenture (4.4 million followers)
  10. Facebook (4.4 million followers)

So, no major surprises there – several tech companies, TED talks, major corporations, etc.

But while the list itself doesn’t offer any startling revelations, LinkedIn has also included an interesting collection of key pointers for brands looking to maximize their LinkedIn presence, based on the performance of these top organizations.

As per LinkedIn, these are the key things that these company pages do:

  • Post video content – According to LinkedIn, “video content is heavily infused into the content mixes for these LinkedIn Pages, and these posts invariably tend to rank among the top performers”. LinkedIn says that these companies post videos with “short runtimes, attention-grabbing hooks, and captions for those viewing without sound”, with many also now utilizing LinkedIn’s own live-streaming offering to provide new video types. Not all brands can access LinkedIn’s live-streaming option as yet, but there’s more information on the process here.
  • Socially Responsible – LinkedIn notes that these companies regularly highlight corporate social responsibilities, sustainability, and other socially beneficial practices on their company pages, which helps them establish better connection with their on-platform communities.
  • Diversity and inclusion – As per LinkedIn: “people want to follow, and do business with, organizations that share their values. Equality is top-of-mind for many in this regard, and several of the companies above are making their enlightened stances on these matters clear continually.” 
  • Highlighting Internal Experts – LinkedIn says that these organizations also seek to showcase the expertise of their employees, which can help to establish connection with users, putting a face to the brand. It can also help them attract new talent, as they see what working for these organizations can do for them professionally.
  • Showcasing innovation – Finally, LinkedIn notes that these Pages also utilize “creative and compelling ways to share their progress and plans”, which helps to position them as leaders in their field. By presenting their industry leadership on LinkedIn, they work to further solidify their position in their respective sectors.

LinkedIn does additionally note that, above all, these companies produce great work, which is obviously key to building and maintaining reputation.

The companies above also have significant resources to create content, so it’s not always a fair comparison for smaller organizations in terms of their content output, but there are some key notes here that can help to guide your own LinkedIn strategy – or at the least, get you thinking about how you can look to improve your on-platform performance.

You can read more on the top performing LinkedIn company pages, and LinkedIn’s page tips, here

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