Are you looking for ways to create content on LinkedIn that will get you the most views? Are you unsure of what type of posts are best suited for your company page? We've got you covered! Here's a guide to everything you need to know about LinkedIn company pages, including tips for creating successful posts that will maximize your content marketing efforts. There are several different types of posts to choose from, and it can be difficult knowing which one is best for your company. That's why we've put together this handy guide detailing each type of post and giving examples so you know what to do. From link-rich updates to video content, this guide has it all!
What Is A LinkedIn Company Page?
A LinkedIn company page is quite different from a LinkedIn personal page. There are many features available on LinkedIn personal profiles that are not available on LinkedIn company pages.
That said, there are still many benefits to using a LinkedIn company page to promote your brand and allow users to learn about the organization in more detail and visit your website.
Types Of LinkedIn Company Page Posts
Many different types of content can be posted from the LinkedIn company page, each with its purpose and potential for driving brand awareness, traffic, and leads. In this article, we will cover each post type, the advantages of each type, and which ones we consider to be the most effective at generating views.
There are many different ways to share blog posts on your LinkedIn company page. This simplest way is to write a short teaser about the blog post, then paste the link in, which will auto-populate a clickable image to your website.
Here is an example of a blog post we recently shared on LinkedIn:
It’s important to note that we recommend you create a custom meta image for your blog post, formatted specifically for LinkedIn to get the optimal click-through rate. The best size for a blog post meta image is 1200px wide x 627px tall.
Sharing blog posts on your LinkedIn company page is one of the best ways to kill 2 birds with one stone by sharing value with your audience and driving traffic to your website. How-to content, listicles, and step by step guides are great categories to get you started.
Job Opportunity Posts
LinkedIn company pages can be used for more than just driving traffic and generating leads. Many brands use LinkedIn company pages as a recruitment tool to attract new candidates for open job opportunities.
There are a couple of different ways to use LinkedIn company pages for recruiting.
Share An Existing LinkedIn Job Post
If you have already created a LinkedIn job post in LinkedIn’s job marketplace, you’re already ahead of the curve. The next step is to share a link to the original job post on your LinkedIn company page to drive more awareness and traffic to the job ad. You can also boost the post to maximize engagement and views.
Make A Unique Post About The Open Position
If you don’t already have a LinkedIn job post up and you want to quickly see how much interest you can get in the position, you can simply share a post announcing the available position.
You can share the basic requirements in text format, however, if you want to maximize the engagement and effectiveness of the post, be sure to add a custom image and a link to the careers page on your website.
3rd Party Content
While it’s best to share original, branded content on your company page, it's also a good idea to share content from 3rd party sources to build your company’s credibility and make your company's viewpoints seem less biased. Good examples of this are sharing press releases from 3rd party websites talking about your company or industry.
Native video is when you upload a raw video file directly to your LinkedIn company page, which will be displayed in LinkedIn’s native video player. This type of content typically performs better than 3rd party video, which we will discuss in the next section. The reason why is simple - user retention. LinkedIn wants to keep users on the platform for as long as possible, therefore native video performs better in most cases.
3rd Party Video
A good example of 3rd party video would be sharing a link from Youtube or Vimeo. The problem with this is that users can click the link and end up outside LinkedIn, which is why LinkedIn’s algorithm tends to show 3rd party video to fewer people compared to a native video. While you may get fewer views, sometimes it can be a worthwhile tradeoff if you’re trying to build followers on your 3rd party video hosting sites.
Plain text posts aren’t as boring as they sound. Plain text when done correctly can result in one of the highest performing post types in terms of engagement and reach. The key to high-performing text posts is an irresistible headline that pulls readers in, and a captivating story that keeps readers holding on to the end to see what happens.
This plays well with LinkedIn’s algorithm because it not only forces readers to click the “read more” link, which counts as an engagement point, but it also forces retention/dwell time on the post, which is critical to maximizing views. The longer people stay on your posts and the more actions they take, the more likely your post is to go viral and be shown to more people.
Furthermore, long-form text posts have been shown to perform better when the character length is between 1900 and 2000 words.
Everyone consumes content differently, especially visual thinkers. While some people prefer a good long read, other people prefer to get the information in a more visual, illustrated way. Images are a great way to capture the attention of those visual thinkers, convey points in a more concise and easily digestible way, and help users connect with the visual identity of your brand.
It’s important to have a brand style guide and follow it strictly to ensure your brand is represented consistently and accurately. Try to make people feel something emotionally when they see your images for optimal results.
Polls are a great way to gather data about your audience to generate new content ideas, product ideas, and optimize your content for what your audience truly cares about. In addition to getting high-level metrics, you can also use polls as a lead magnet for outbound sales campaigns.
For example, if 60% of your audience votes for a specific challenge they have that your business can solve, your salespeople can reach out, connect with those users and spark up a conversation about how they voted to see if they need help in those areas.
In our experience, out of all of the different content types, polls tend to be towards the top of the list for generating the most views.
Like polls, in our experience, carousels tend to also be towards the top of the list in terms of reach and engagement. Something about the extra option to view more images tends to make people stay on the post longer, which as we mentioned before gives your content more points with LinkedIn’s algorithm, causing LinkedIn to show it to a larger audience.
The key to taking full advantage of the LinkedIn carousel algorithm is to design each slide so it leaves the user hanging on to see what’s coming up in the next slide.
This one is similar to the blog post type, but more specifically around company highlights such as awards, acquisitions, and partnerships.
Don’t be afraid to share company news from multiple sources to give a more unbiased perspective on your company and add to your credibility by having your company name associated with popular news outlets and 3rd party blogs.
Live events can come in many forms. Since the emergence of Covid 19, virtual events like webinars are the most popular type of live events, but you can also promote in-person live events like conferences, lunch-n-learns, LinkedIn local, and more.
To maximize reach, make sure to invite your company’s employees to engage with and share the post to get it in front of a larger audience.
While there are certain posts types like carousels and polls, which have consistently generated more views for us compared to other posts, it’s not always that cut and dry. Depending on the topic, headline, time of day you post, and other variables, you can expect different results. Our best suggestion is to not limit your brand to the post types that generate the most views but to share a healthy mix of different topics and formats to give your prospects and customers more than 1 way to consume your content. If you enjoyed this post, drop a comment below and let us know your thoughts.