Getting Value from LinkedIn's Company Follow Feature

LinkedIn offers another social media marketing opportunity

Online Research
Getty Images / Hero Images

LinkedIn has a feature that enables users to follow companies they're interested in. It's called "Company Profiles." These profiles often act as fact sheets to LinkedIn users and now these fact sheets just became a little more accessible and interesting. Company profiles are private unless you're logged in, but then you can view them freely.

It's a brilliant move on LinkedIn's part. LinkedIn has always been known as the professionals' social network or B2B networking playground online, so this feature only makes sense.

What You Get When You Follow a Company

Why would anyone want to follow a company? Because when you follow a company on LinkedIn, you can be updated with new developments, business opportunities and even job opportunities with a simple click. Company profiles display recent hires, related companies, recent promotions, top locations for employees, and they even showcase what they've determined are "popular profiles" – meaning those individuals who get a steady stream of profile views and press mentions.

How Company Profiles Are Built

Company profiles are built with information gained from Capital IQ and LinkedIn user data. Capital IQ works as a partner to LinkedIn and it provides them with company data, such as company overviews and revenues. All the relevant people and aggregated company statistics are based on LinkedIn network data.

What This Means for You

Another social media marketing opportunity has just opened up.

This new feature can assist in building your own company community of followers. You can update them on relevant things and keep them in the loop regarding what's going on behind company doors. Customization of company profiles on LinkedIn is not yet available, but they promise it's coming soon.

How to Follow a Company 

LinkedIn users can follow a company by simply selecting the "Follow" button on the company's profile or on that of a member who is associated with a particular company.

You'll be able to easily view the companies you're following and you will also receive recommendations on other companies you might be interested in following.

The first thing you must do to take advantage of this feature is make sure you have a company profile on LinkedIn. It's easy to setup. Just follow these five steps:

  1. Login to LinkedIn.
  2. Go to "Companies" in the menu on LinkedIn. You may have to click the "More" button to see it.
  3. Select "Add Company." 
  4. Enter some basic information about your company.
  5. Complete LinkedIn's wizard for creating your company profile. This is where you can add your logo, locations and a feed to your company blog.

There you go. Now you can suggest that people follow your company on LinkedIn – just like many of you were doing when you were building your business profile page on Facebook. And it offers double benefits. Others can follow you just as you follow them. It's a win-win situation all the way around and requires just a little time and effort. So why not give it a try?