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6 Reasons to Invest in Your LinkedIn Page

In the increasingly crowded world of social media, LinkedIn can often get lost in the noise. As a less flashy, less often-publicized site, it often garners less attention from businesses. But this is a mistake. If you want to make the most of your company’s online presence, you should invest more time, effort, and money into its LinkedIn page. An optimized LinkedIn page is an invaluable tool for any business. Here are six reasons why.

Devin Partia

Guest blogger

1. You Can Attract Top Talent

The most obvious advantage of LinkedIn is that it’s primarily a platform for attracting new workers. While it’s not the only website connecting employees to new employers, it often performs better than its alternatives. Employees hired through LinkedIn are 40% less likely to leave within the first six months and twice as likely to be in high demand.

Attracting these workers will take more than simply creating a LinkedIn page. Passive candidates make up 70% of the workforce, so companies must actively look for and engage them. You’ll have a higher chance of attracting top talent if your LinkedIn presence is active.

2. It Can Help You Increase Web Traffic

You can also use your LinkedIn page to direct potential clients to your website. Research shows that 46% of B2B social media traffic comes from LinkedIn. If you optimise your page to attract customers and engage other users often, you could find and secure valuable new leads.

Take this LinkedIn page, for example. The “About” section doesn’t just describe the company but promotes it, mentioning its 30-plus years of experience early in the copy. When you think of your company’s LinkedIn page as a place to find new leads, you can mold it into an effective marketing tool.

3. Your Employees’ Pages Lead to You

Many of your employees likely have their own LinkedIn profiles, which will lead to yours. When a potential new hire or client visits their page, they could easily come to yours through their “Experience” section. Depending on how much you’ve invested in your LinkedIn page, this could either draw them in or push them away.

If your page is missing content, unattractive, or inactive, it may reflect poorly on your company and employees. Alternatively, an active, well-designed, and informative page can impress people who came to it through your employees’ pages. These users could then go on to become customers or new workers.

4. Activity Can Establish Credibility

A significant part of investing in your company’s LinkedIn page is actively engaging with the site’s community. This activity is crucial because it helps establish industry credibility for potential clients or employees who view your page. If your company page never talks about relevant industry issues, people may doubt its expertise or passion.

Credibility is essential for attracting and retaining customers, and one of the best ways to build credibility is by introducing others to your brand and voice. Staying active on LinkedIn, posting about relevant issues, and commenting on others’ posts does just that.

5. Posts and Engagement Increase Searchability

Your LinkedIn activity can even help draw attention from sources other than LinkedIn. An optimised, active LinkedIn page will improve your search-ability in two key ways. First, it gives you another opportunity to be discovered, since company LinkedIn pages rank on search engine results pages.

You can also improve search-ability by including backlinks to your website on your LinkedIn page and its posts. Having more pages that link to your site can improve your SEO, but only if these are optimised pages. Creating a search-friendly, informative LinkedIn page with well-integrated backlinks will make you more discoverable.

6. LinkedIn Is Becoming Increasingly Competitive

Finally, remember that other businesses are also realising the importance of LinkedIn. As social media use increases, it’s becoming increasingly challenging to stand out among the sea of competitors. If you don’t put effort into your LinkedIn page, you may quickly fall behind competitors who do.

Creating an active, informative, and engaging LinkedIn page will garner attention from potential clients and employees. The inverse is also true. You may struggle to attract these same people if your page isn’t as exciting or professional as similar companies’ pages.

Invest in Your LinkedIn Page Today

Since LinkedIn doesn’t receive the same attention as sites like Facebook, it can be easy to overlook. Despite this temptation, building an optimised LinkedIn page should be a crucial part of your marketing strategy. When you invest more in your LinkedIn page, you can make your business more attractive and searchable for both customers and potential hires.

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Devin Partia

Devin Partia writes about content marketing, digital technologies and social media for sites like CIO Insight, Visual Contenting, Nimble and Woorise. To read more from Devin, you can also visit ReHack.com, where she is the Editor-in-Chief.

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