How to Create and Optimize a LinkedIn Company Page for Employer Branding

In today’s digital hiring landscape, having a professional online presence is no longer optional.

Many candidates, clients, and business partners check a company’s LinkedIn company page before engaging further. It has become one of the first places people look to understand what a company does, how it operates, and what kind of culture it promotes.

A well-managed LinkedIn company page supports employer branding, recruitment efforts, and business networking. It allows organisations to showcase their values, highlight achievements, share updates, and attract talent in a competitive job market. When built and optimised properly, a LinkedIn company page becomes a powerful tool for strengthening credibility and building long-term professional relationships.

Why HR & Companies Should Have a LinkedIn Company Page

A LinkedIn company page offers several practical benefits.

Promotes Employer Brand

Candidates often check a company’s LinkedIn page before applying to check the credibility of the company. So, having a complete and active page builds trust and shows professionalism.

Supports Talent Acquisition

The LinkedIn Career Page feature allows companies to highlight job openings and culture in a structured way. It helps HR teams attract candidates who align with the company's values and work style.

Showcases Company Culture and Values

The “Life” tab within LinkedIn Career Page allows companies to share employee stories, photos, and team insights. Candidates can get a clearer picture of what working in the company looks like.

Shares Updates and Achievements

Company updates can include:

Milestones
Awards
New product launches
CSR activities
Leadership insights

Regular updates improve visibility and engagement.

Connects with Stakeholders

A LinkedIn company page helps connect with:

Business partners
Clients
Investors
Industry professionals

Buyers are more likely to trust brands they engage with on LinkedIn.

Improves Online Presence and Credibility

A complete page with logo, banner, description, and active content builds professional credibility.

LinkedIn vs Personal Profile

HR and management should understand the difference of this two.

Personal LinkedIn Profile

Represents an individual
Used for personal branding
Highlights personal experience, skills, and achievements

LinkedIn Company Page

Represents an organisation
Showcases company identity
Managed by page administrators
Used for employer branding, recruitment, and business communication

Both are important. Employees can link their personal profiles to the company page, which increases visibility and credibility.

Step-by-Step Guide: How to Create a LinkedIn Company Page

Follow this step by step below:

Step 1: Log in to LinkedIn

You must have a personal LinkedIn account first. It is recommended to use an email address that matches your company's domain. Only page admins can manage the company page.

Step 2: Go to “Create a Company Page”

On the LinkedIn homepage:

Click the “Work” icon
Select “Create a Company Page”
Choose the company type:

Small business
Medium to large business
Showcase page
Educational institution

Step 3: Enter Company Details

Fill in some information needed:

Company name
Public LinkedIn URL
Website
Industry
Company size
Company type
Location

Tips:

Use consistent brand naming
Ensure location details are accurate for search visibility

Step 4: Upload Brand Assets

Some brand assets needed are:

Logo

LinkedIn recommends a 400 x 400 pixel logo. Your logo appears in search results, employee profiles, and posts. Clear and professional logos improve recognition.

Cover Image

LinkedIn recommends 1536 x 768 pixels for cover photos. Your banner should:

Reflect brand personality
Use brand colours
Be high-quality and professional

Add a short tagline if suitable.

Step 5: Write Company Description

You have up to 2,000 characters for the company description, including:

Company mission
Core services or products
Values
Culture highlights
What makes your company unique

Use relevant keywords related to your industry to improve visibility. If your company operates globally, LinkedIn allows multiple language translations.

Step 6: Add Specialties & Hashtags

LinkedIn allows up to 20 specialties. Choose specific keywords that describe your company's expertise. Specific keywords improve search visibility. Example specialties are:

Talent acquisition
HR consulting
Recruitment services

Use relevant hashtags for engagement. Some examples are:

#HR
#TalentAcquisition
#EmployerBranding

Best Practices for Optimizing Your LinkedIn Company Page

Creating a LinkedIn company page is only the first step. To make it effective, HR and management teams need to optimise and manage it consistently.

A well-optimised page improves visibility in LinkedIn search results, strengthens employer branding, and helps attract the right audience.

The following best practices will help employers in Malaysia maintain a strong, credible, and engaging LinkedIn presence.

Profile Optimization Tips

Keep “About” section clear and concise
Use keyword-rich descriptions
Upload branded images and videos
Post regularly with professional tone
Link to website and other social platforms

Showcase Culture & Values

Use your Career Page features:

Jobs tab for open positions
Life tab for culture and team stories

Some topics your can share in the page are:

Employee spotlights
CSR activities
Company milestones
Behind-the-scenes photos

Authentic content builds stronger employer branding.

Content Strategy for HR & Employers

A LinkedIn company page should not stay inactive. Recommended content types:

Job openings
Company announcements
Industry insights
Leadership thought leadership
Team achievements

You can also use Sponsored Content to expand reach if needed.

To increase the visibility of the page, encourage employees to follow the page, share posts, and tag the company in updates

Use LinkedIn Analytics

LinkedIn provides built-in analytics to check your page performance. You can track:

Visitor demographics
Follower growth
Post engagement
Content performance

Use these insights to improve posting strategy and audience targeting.

How HR Can Use Company Pages Across Recruitment Platforms

LinkedIn company pages support employer branding. However, HR teams should also maintain consistent branding across other recruitment platforms like AJobThing.

Using AJobThing Company Pages & Analytics

On AJobThing, employers can:

Manage employer branding and job listings in one place
View company page visits and job ad views
Track candidate engagement and resume uploads
Review applications and hiring performance

By using insights from LinkedIn and AJobThing analytics together, HR teams can improve recruitment strategy and employer visibility.

FAQs

What is a LinkedIn company page?

A LinkedIn company page is an official business profile that represents an organisation on LinkedIn and showcases company information, updates, and job opportunities.

Is a LinkedIn company page free?

Yes. Creating a basic LinkedIn company page is free. Paid features like Sponsored Content or Career Pages may require additional cost.

How can HR use LinkedIn for recruitment?

HR can:

Post job openings
Share company culture content
Engage with potential candidates
Use analytics to track engagement

What images should I use on a LinkedIn company page?

Use images with requirements below:

Professional company logo (400 x 400 px)
High-quality cover banner (1536 x 768 px)
Branded images that reflect company culture

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