LinkedIn Company Pages get a refresh with new content suggestion tool, ways to engage employees

LinkedIn announced on Tuesday that it has rebuilt Company Pages “from the ground up” and is rolling out the new LinkedIn Page experience in the U.S., with plans to expand globally in the coming weeks. The new Pages will include a content suggestion tool for Page Admins, a suite of tools that help businesses better engage employees on the platform and more advanced analytics.

Why marketers should care

According to LinkedIn’s data, its member base of 590 million generates more than two million pieces of content in the platform feed per day. The newly designed LinkedIn Pages and new features will give businesses more opportunities to connect with this user base and tap into the content that is most relevant to their audience.

With the new content suggestion tool, Page Admins can surface content by first choosing a topic and then filtering selections by location, job function, or seniority level. Admins will also be able to add customized buttons to posts to drive specific actions, including “request demo,” “contact us,” “sign up,” “register” or “visit website.”

A new “Share with employees” option lets Page Admins post content to employee feeds to help build engagement. This feature is part of a suite of tools to help companies connect with their employees on the platform. Along with the share feature, Page Admins will be able to discover and reshare content posted by employees and respond to and reshare any posts on LinkedIn where a company’s Page is mentioned.

One last perk for marketers: LinkedIn Page analytics will now include aggregated data from all LinkedIn Pages so that Admins can compare their Page engagement metrics with overall engagement levels for LinkedIn Pages.

More on LinkedIn Page updates

• LinkedIn’s new Pages will also include integrations with Hootsuite and CruchBase. The Hootsuite integration will allow Admins to receive notifications about activity on their Page via their Hootsuite account. The CruchBase partnership will allow LinkedIn to feature funding insights and key investor information on LinkedIn Pages.
• LinkedIn Page Admins will now be able to post updates and respond to comments using LinkedIn’s mobile app for iOS and Android.
• In August, LinkedIn launched a massive overhaul of its Groups, another key platform used by social media managers to help connect with LinkedIn audiences.