By now almost everyone in the insurance industry is connected on LinkedIn through personal profiles. LinkedIn is a great way to expand your network and find other insurance professionals. It’s also a great tool for expanding your personal brand.
But while LinkedIn has enjoyed widespread adoption from individuals, I’m always surprised when brokerages don’t have their own company LinkedIn page at all. Having a company page does a number of things.
1. It groups all of your employees together to show the size and scope of your brokerage.
2. It makes your brokerage easier to find on the web.
One of the differences between company pages and personal pages, company pages are public, meaning anyone can view them. That means the content published there is ranked on the web, and impacts your brand’s SEO ranking. By sharing content that revolves around keywords you’re trying to rank for, you increase your brokerage’s profile on the web.
Important: Make sure the summary explanation includes keywords as well.
3. Your employee profiles act as brand ambassadors of your brokerage.
When an employee updates their experience, having a company page allows them to link back. The company’s logo is displayed, and anyone viewing the personal page will be able to access the company page. This increases legitimacy and brand recognition.
4. It allows you to measure how effective your updates are.
LinkedIn provides valuable analytics, giving stats on how many impressions the post has received (number of times the post has appeared in a user’s feed), number of clicks the post has generated, and the number of interactions the post has received (likes, shares, etc.).
Although you do get some insights on your personal page, the data on a company page is much more detailed.
The best part? It’s incredibly simple to create. Here’s the process as detailed by LinkedIn:
- Click the Work icon in the top right corner of your LinkedIn homepage.
- Click Create a Company Page.
- Enter your Company Name and choose a URL. All Company Page URLs will structured as linkedin.com/company/[YOUR COMPANY NAME].
- While the name of your Company Page doesn’t need to be unique, the public URL for your page cannot be the same as one that exists on LinkedIn. LinkedIn members and search engines will use this unique URL to find your page.
- Please review the Company Page URL requirements below.
- Check the verification box to confirm you have the right to act on behalf of that company in the creation of the page.
- Click the Create page button.
- If you don’t have a confirmed email address associated with your LinkedIn account, you’ll be prompted to add and verify your email address.
- Click Get started on the welcome screen to begin editing your Company Page.
- A red error message may appear if you have problems adding a Company Page.
Your Company Page URL:
- Must contain at least one non-numeric character.
- Can be a lowercase alphabet, numeric, hyphen, or Chinese, Japanese, or Korean (CJK) Unicode.
- Must not include more than one consecutive hyphen (i.e. company–name) and can’t have a hyphen at the beginning or end (i.e. -company-name or company-name-).
Any improper characters will be automatically replaced with a hyphen.
To publish your Company Page you must include a company description (250-2000 characters including spaces) and company website URL. Keep in mind that a preview of your Company Page is not available. When you publish the page, it is live on our website.
Once you’ve created a Company Page, we recommend sharing this information with other employees at your company, such as your Human Resources department, and adding additional admins to the page, in case an admin loses access to the page or leaves the company in the future. LinkedIn can’t provide Company Page admin information to members or replace or remove admins. Learn more about requesting to become an admin of a Company Page.