A company page on LinkedIn helps you network and find quality business contacts, but also creates your public image on a global scale as a trustworthy organization.

While many people view LinkedIn's social networking site solely as a place for job seekers and growing their professional network, LinkedIn is an equally effective tool for generating new business leads and nurturing referral relationships.

Among the advantages of using LinkedIn for business, a company page provides your company with an opportunity to tell your company's story, engage with people, share career opportunities and scale word of mouth marketing.

To encourage your audience to connect with your company and see your company as a trusted resource, create a LinkedIn company page that is informative, error-free and well-managed by your company administrators. Additional benefits of using LinkedIn for business company pages include:

1. create shareable content that benefits your audience.

By producing content that your watchers want to see and share, your viewers become engaged advocates for your company and expand your global reach and influence. Share your content in a variety of formats, such as SlideShare business presentations, blog posts, infographics, webinars, podcasts and videos, to match the viewing preferences of your target audience.

According to LinkedIn, your company should post as many status updates as your content supports. You will reach more of your audience and expand your reach when you post more frequently. Companies that post an average of 20 times a month reach 60% of their followers with 1 or more updates; and 20% of followers are typically reached with one status update.

As with any quality content marketing effort, aim to publish authentic and relevant posts to encourage viral likes, shares and comments. Posts that appear spammy will not be shared and may actually cause your business to lose followers.

2. Introduce new products or services that you have developed.

The top 5 reasons people follow brands on social media are: promotions and discounts, information about the latest products, customer service, entertaining content and the opportunity to offer feedback. More than half of retailers say they have generated sales through LinkedIn.

With LinkedIn company pages, you can introduce new products or services that your company has developed and explain how they will help customers achieve their career goals and meet their business needs. You can also provide links to your website to allow readers to easily find more information and convert your website visitors' traffic into warm business leads.

3. differentiate yourself from the competition.

On LinkedIn, you can use your company description to highlight how you stand out from the competition. Post company news and share information about your company culture to reach potential new employees and communicate your company's values, mission and vision.

Consider how you can use stories, infographics and photos to give users an authentic, clear and positive impression of your company. Visual storytelling through links to videos, infographics, photos and artwork gives users an impression of how your company thinks and acts.

4 Finding job candidates who can significantly contribute to the success of your company.

Profiles on LinkedIn reveal valuable information about your company's job seekers, including their stability, history of successful performance and passion for what they do. By hiring and retaining these employees, your company will benefit from their expertise and energy.

When social media communication is conducted properly by existing employees, it has the potential to create strong relationships. By developing these relationships with current and potential customers, employees and referral sources, employees can significantly improve a company's bottom line.

5 Check what your competitors are doing.

94% of B2B marketers use LinkedIn to distribute content, making it the most widely used social media platform. By visiting the company pages of companies serving your target market, it is easier to monitor changes in the industry and track what your competitors have accomplished. Noting employee transitions and regularly monitoring other companies' social media content strategies will help you identify trends and talent acquisition opportunities and growth areas for your company.

6. Improve your search engine ranking.

Google and other search engines rank company pages and LinkedIn posts highly on search results pages, so adding updates to your company page and optimizing your posts for SEO helps improve your results on search results pages. As a result, your site may see an increase in visitor traffic, especially if links back to your company page are embedded in your posts.

If you are a site administrator, you can view analytics data about your company site to help you gain deeper insights into site performance by:

Seeing how engaging your individual posts are
Identify trends in key metrics
Understand more about the demographics and sources of your followers
Learn more about the movement and activities at

A quality company page on LinkedIn helps you network and attract quality business contacts, and shapes your public image globally as a reputable and trustworthy organization. By understanding the benefits of LinkedIn for business, knowing how to use LinkedIn for business, tailoring content on LinkedIn to your intended audience, and managing LinkedIn wisely, you will enhance your company's ability to build referral relationships, generate sales leads and attract talented members to your team!