How to Write Great Company Updates on LinkedIn

Since its launch in 2003, LinkedIn has evolved from simply being a professional networking website to a valuable content marketing platform. With more than 225 million members worldwide, LinkedIn can be a great way to build relationships with professionals by using accurate targeting to share relevant content with other professionals through Company Updates.

Anyone who is a Company Page administrator can post Company Updates from the Company Page home tab. LinkedIn members can see your company updates on your company's Home tab, while followers of your Company Page will also get the updates on their homepage.



Company updates can be targeted to give companies the ability to tailor content to specific audiences, with filters including company size, industry, function, seniority and geography; the only requirement to use targeted updates is that your company page has 100 or more followers.

One important thing to remember the better and easier to understand your content is, the higher the chance of it spreading is. Try and keep your updates short, consumable and relevant, and avoid filler text with all the interesting points buried within it all. If your post comes across to followers as spam, it will hinder your business rather than help it.

You should also make your Company Updates interesting aesthetically. Updates support multimedia URLs to external content, such as YouTube or Vimeo videos and Slideshare presentations. Remember that your update will be appearing in a long line of everybody else's, so using eye-catching images can help your update stand out. Try mixing it up between serious and light-hearted updates, and respond to topical events in your updats where possible.

Using links can drastically increase engagement in your update, with LinkedIn's own research showing that Company Updates with links have 45% more follower engagement than those without. As well as increased engagement, it's an opportunity to bring more traffic to your own company website.

Try and keep your audience’s attention by producing content consistently, responding to timely events, engaging members through comments, and getting involved with debates. Companies that respond to people, not just on LinkedIn but all social media profiles, come across better to followers than those who are distanced.

Sponsored Updates allow you to reach a targeted audience beyond your Company Page followers, and criteria includes location, company size and industry sector. Remember, you have to strike a balance between targets and audience size - obviously the more targeted your post is, the less people it will reach. Using Linkedln's detailed reporting tools, you can monitor the performance of your Company Updates, so you can optimise them in the future.



As the world’s largest professional network, LinkedIn is a powerful publishing platform. You can publish content that connects with your audience, target your Company Updates to the right audience, and extend engagement both on and off the network.