You might say you don't get business from the professional networking site. So why bother? I would say you might not think that you do or could attract business via your LinkedIn presence, but that doesn't mean that's true. Why pass up an opportunity? Also, it doesn't matter, because it's about credibility.
Don't waste the opportunity.
Recently a client pushed back on the need for a company page on LinkedIn. Just upload my logo, he said. Here's the thing, you can't do that. I find that so many people don't realize that. If you want your company's nice, pretty logo to show up on your page like the logos of past employers, you have to create a company page. There's no way to just upload an art file in place of that generic gray box.
I showed this client that when you clicked on the gray box beside his company name, it called up pages of similar companies. Do you really want people to learn more about your competitors? I showed him that when you click on a company logo on a LinkedIn profile, you are taken to that company's page and you can then click through to the company's website outside of LinkedIn.
That client relented; he needed a LinkedIn company page.
If I'm hiring a writer, graphic designer or any other professional to do work for my public relations and communications business, I'm going to take more seriously those who have taken the extra step of setting up a company page on LinkedIn. It just looks more legitimate and credible. This isn't a hobby or a side hustle, but serious business.
So it not just looks better, but it is better. It's another opportunity to tell people about your company. Don't waste it. It takes just a few moments and a few clicks to create a company page and not much more time to complete your business profile.
It's really not that hard.
Much of the information you need to fill in is easy stuff like your company address, industry and number of employees. Other information you need to fill in is information that probably exists somewhere else, like your company profile or "About," which should already be on your company website.
Once your page has been created, there's still work to be done. Let employees know about the page, so that they can link their jobs to it. They will appreciate getting rid of that ugly gray box on their profiles, too.
And finally, you will want to post content on your company page. Share articles about your company or your industry. Write your own articles. Post links to your press releases and job openings. Post updates on awards you've won or new hires you've made.
Put in that work and pay attention to the details. And then ask yourself again what the return is on your investment in your LinkedIn company page. I will be curious your answer.