LinkedIn is now the essential professional social network. Proof, if it were ever needed, is that the platform gains three new members every second and three new hires every minute! These figures are staggering.
They present a valuable opportunity for you to develop your online visibility. This is even more important if you are targeting a B2B professional clientele.
However, you may have noticed that competition has intensified recently. Many companies are now active on LinkedIn. In this context, it’s not always easy to make yourself heard.
So, how can you stand out and develop your company page on LinkedIn? What are the best practices for gaining followers?
We’ll be looking at these questions in this article.
Why is it in companies’ best interests to develop their LinkedIn page?
Before we get to the heart of the matter, let’s start by explaining what a company page on LinkedIn is. It differs from a standard user profile.
As the name suggests, a LinkedIn Company Page is entirely dedicated to a company. It showcases the company’s activities, offerings (products and services), and related information. It is accessible to all users of the platform.
So why take the time to develop a company page worthy of the name rather than just creating a member profile?
To develop your visibility and establish your expertise.
Creating a company page on LinkedIn allows you to benefit from the platform’s reach and increase your visibility.
Firstly, it is important to note that company pages are very well indexed by search engines. It usually appears among the top Google results. In practice, this means that if a potential customer searches for your business, they will likely come across your LinkedIn company page quickly. It is an excellent way to find out more about what you do. Therefore, if you want to make a good first impression, it is in your best interest to optimise it.
Creating a LinkedIn page also allows you to take advantage of the power of its algorithm. The social network has just passed the 30 million member mark in the Europe/USA. That’s a lot of potential users who could see your content in their news feeds. It would be a shame to miss out on this opportunity. Especially since creating a LinkedIn page takes no more than 15 minutes. However, as we will see later, you will need to devote some time to it if you want to turn it into an effective acquisition channel.
Many companies use LinkedIn to promote their employer brand and simplify recruitment.
For many companies, LinkedIn has become a customer acquisition channel in its own right. But it’s also an invaluable resource for sourcing candidates.
There are several reasons for this: your LinkedIn page also serves as a platform for posting job offers and communicating your values and corporate culture. It’s a powerful tool for promoting your employer brand and attracting qualified candidates.
The four best practices for gaining followers on your LinkedIn company page:
Many companies use the LinkedIn platform to boost their visibility and attract new customers.
Competition is fierce, and the best practices of the past are no longer as effective.
Having a complete, up-to-date LinkedIn page with all the relevant business information is no longer enough. While this is important, it is only the first step. It won’t set you apart or make you stand out.
Nor is it enough to invite all your contacts to follow your company page in order to grow it and gain followers. On LinkedIn, users are inundated with requests, and the acceptance rate for invitations is often low.
However, there are other, more advanced best practices that are much more effective and will help you grow your page. Here they are.
Best practice #1: Post relevant content regularly.
The key to growing your company page is to consistently publish valuable, high-quality content.
But what constitutes relevant content? Which topics should you cover on LinkedIn?
You could share your company’s latest news, such as a new product or service, participation in a trade show, a partnership or your CSR initiatives. The options are endless.
However, be careful not to limit yourself to content that solely focuses on your company’s branding. You should also communicate on topics that speak directly to your target audience. One way to achieve this is to create informative content.
Imagine you are a law firm specialising in copyright law. You could post content on the latest case law and legislative developments in this area.
If you are a communications agency for small and medium-sized businesses, you could post content on marketing topics or the digital transformation of small businesses.
The goal? To establish your company as a leading authority in its field.
What type of content should you post on the platform?
The classic format on LinkedIn is a written post limited to 3,000 characters. This constraint forces you to be clear and concise.
However, there are other interesting types of content, including:
- infographics;
- carousels;
- polls;
- videos;
- case studies,
- etc.
Alternate between different types of content to see what works best with your audience.
To make LinkedIn a real acquisition channel, you need to update your page regularly. Ideally, you should have a dedicated editorial calendar and set a publication schedule. One tip to save time is to recycle your content. For instance, if you have a company blog, you could summarise some articles in infographic or carousel format, highlighting key ideas.
Best practice #2: Encourage interaction!
To gain visibility on LinkedIn, you also need to post engaging content. Engaging content generates interaction in the form of reactions (likes), comments and shares.
The LinkedIn algorithm highlights posts with good interaction rates, meaning they reach more people. In marketing terms, this is referred to as the reach rate.
But how do you create engaging content?
Firstly, you need to offer content that deeply interests your target audience. As we saw in the previous paragraph, this is key. This type of post naturally generates interactions.
Once you have that in mind, here are a few tips you can use to boost engagement:
Include a call to action at the end of your post. For example, you could ask a question to encourage interaction. Another approach is to offer a free resource in exchange for a comment.
Respond to all your comments. This is common sense, but it’s key to engaging with your followers and sparking discussion.
Focus on video content. According to LinkedIn, videos generate five times more engagement than traditional written posts.
Best practice #3: Engage your employees!
This is a highly effective way to develop your LinkedIn company page and gain followers.
To begin with, ask them to update their LinkedIn profiles, especially by linking their professional experience to the correct company page.
Encourage them to speak sincerely on the platform and mention your company page in their posts.
This doesn’t mean publishing ‘corporate’ content that lacks authenticity, but rather sharing something they have experienced, such as a project they have worked on, a conference they have hosted or a blog article they have written.
This strategy is known as employee advocacy. It enables your company to strengthen its credibility and brand image. Your employees become ambassadors, humanising your communications. In turn, they build their network and develop their personal branding.
Best practice #4: Sponsor your content!
Sponsoring your content is an effective way to gain followers on your page.
Although this is a paid strategy, it is effective for increasing visibility. The LinkedIn platform will give your post greater prominence.
However, bear in mind that this is an additional best practice to complement the first three we have just mentioned. It provides an additional boost, but if you want to develop your company page in a sustainable way over the long term, it’s best not to rely solely on sponsorship.
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Last modified: July 21, 2025
