LinkedIn Redesigns Company Pages to Highlight Brand Strengths

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LinkedIn’s 100 million members reportedly follow at least one of 2 million companies with Company Pages, but use of that content has been less than optimal.

Staring this week, redesigned Company Pages offer marketers a visually-enhanced platform presence and early adopters include Philips, Citi, Dell and HP. The redesign includes improved brand imagery, streamlined navigation and a prominent follower button.

LinkedIn Global Product Marketing Director Marc Bishop told brandchannel, “Our newly redesigned Company Pages offer a suite of tools for marketers to attract LinkedIn’s affluent and influential professional audience. As companies build out their presence, it’s important for them to tailor their content and marketing messages to the needs – and professional mindset – of their specific target audiences. Marketers can then leverage the new navigational elements of Company Pages that enable our members to easily discover and engage with this content.”[more]

According to the company, 69% of professionals expect companies to have a presence on LinkedIn, 64% believe it is a suitable environment for business-to-business interaction and 48% say they are more likely to purchase from a company they engage on LinkedIn.

“Users now will be better able to focus,” said Jonathan Lister, LinkedIn’s VP global marketing solutions. The visual enhancements, similar to Facebook’s Timeline layout, will encourage companies to go beyond logos and use the real estate for branded images.

Additionally, the new Pages highlight a brand’s LinkedIn content feed, products and services and are streamlined to surface most relevant listings and items based on an algorithm generated by a user’s work history and title. Previously, products and services showed up in a single tab at the top, whereas now, there’s a dedicated module near the top of the right rail.

Member feedback has been consistent: “on LinkedIn I’m looking for product information, I’m looking for breaking news from the company,” said senior product manager Mike Grishaver to Ad Week, and suggesting that post-launch other features are in the wings: “imagine possibilities for sharing new types of content or for integrating other LinkedIn products seamlessly into the page.”

Recently LinkedIn added real-time notifications to speed up job hunts including updates in real-time when a contact likes what you’ve shared on LinkedIn, views your profile or accepts your invitation via a red dot on the top navigation bar that lights up. Currently available only on the desktop browser version, LinkedIn says support for Android, iPhone and iPad apps will be coming soon.

“LinkedIn is trying to graduate from a simple resumé-and-headhunting site into something big — Facebook big — in a sector where increased communication pays real dividends, and not just for advertisers,” notes Wired.com. “At the moment, LinkedIn is not competing directly with its big blue peer, which has shied away from specifically handling office relationships. But Facebook is under pressure to grow into new markets. If it ever decides to target the workplace, Facebook may find an expanded LinkedIn has left it little room to do anything than just “poke” around.”

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