LinkedIn has become an important communication channel for many businesses. Not only is it incredibly useful for interacting and engaging with contacts and prospects, but it’s also a great way to help the world understand the expertise and experience within your business.

Because a LinkedIn company page is often the focal point with individual team members sharing and commenting on company posts via their individual accounts, there are some good reasons why it’s important to keep it up to date with engaging and well thought-through content.

• Brand awareness and proposition understanding: your LinkedIn company page is a great way to showcase your brand and help potential customers understand how you can support them or their businesses. By regularly updating your page with company news, events, case studies, staff interviews, articles and other relevant information, you can keep your brand top-of-mind, and help to establish yourself as a thought leader in your industry.
• Recruiting and talent acquisition: with LinkedIn now a powerful recruitment tool, keeping an active company page that showcases your company culture, values, and success could be hugely important to attracting the best talent
• Networking and partnerships: as a professional networking platform, maintaining an active company page can help you connect and engage with other businesses and professionals in your industry. By participating in groups, commenting on posts, and building relationships with other companies, you can expand your network and identify potential partnerships and collaborations.
• Lead generation: providing valuable content, such as informative articles, infographics, and videos on your LinkedIn company page, helps to attract and engage potential customers. Your page can also be used to promote your products or services, and drive traffic to your website.

One of the key challenges, of course, is having the time, skills and strategic focus to keep your LinkedIn company page up to date and active. For those looking to do this there are a few things to bear in mind:

Posting regular interesting content will help your brand be recognised and your proposition understood – and where people see and engage with your posts, your content will be amplified further. Aim to post at least once a week, but more frequently if possible. Also use a variety of content types: impactful images with your text updates, videos (videos don’t all have to be long and difficult to put together), and articles of interest and relevance from others.

Post employee-generated content and encourage your employees to share content from the company page on their personal LinkedIn profiles. This can give a more personal touch to your company page, which is important.

Engage with your followers by responding to comments and messages – have a conversation, that’s what LinkedIn is about, after all.

Don’t forget to use LinkedIn Insights too. This is LinkedIn’s built-in analytics tool that can provide valuable data on your page’s performance; who’s visiting and following, which content has performed well and so on. Use this data to optimize your page and better understand what types of content your followers are engaging with.

Your LinkedIn company page is a valuable channel for your business so don’t ignore it. Keep it up to date and active to build your brand awareness, help with recruitment and ensure those you want to engage with understand how your company can help their business.