Alchemy-Spetec Blog

Contractor’s Guide to Creating a LinkedIn Company Page

Posted by Diamond Purvis on Feb 20, 2017 11:30:00 AM

In the previous post, I discussed creating an effective personal LinkedIn profile for contractors. In this post, I'll discuss creating a contractor company page on LinkedIn. (Please note that you have to create a personal profile on LinkedIn before you create a company page)

LinkedIn company pages help to build brand awareness by promoting your business and services to customers and industry professionals.

Creating the Page

  1. While logged into your personal LinkedIn profile, move your pointer over Interests at the top of your home screen and select Companies
  2. Click Create in the Create a Company Page box on the right side of the screen.
  3. Enter your company's official name and your email address.
  4. Click Continue and then proceed to enter your company information.
    • This is the space to complete an overview and detailed description of your company. Mention key services and include a few points about what makes your company unique.
    • Be sure to keep your description concise and use words that your customers may search for.

Insert a Logo and Banner

A LinkedIn company page is essentially an extension of your brand. A banner and logo will bring your page to life. It also shows on employee profiles. (Be sure to have any employees add the company page on their personal profiles for greater reach.)

Next, you want to create an attention grabbing banner to feature a key message. Next, create an eye-catching background image and feature key messaging on your page.

Company Updates

Updates are basically what you share with your connections (similar to a "post" on Facebook).

Posting tailored content consistently is the most effective way to engage your target audience.

Your main objective is to engage rather than to simply advertise. Share thought leadership pieces, advice and helpful tips related to your contracting niche, etc. Include media such as videos, presentations, images, and even info graphics to keep things exciting. Your goal is to help your target audience instead of simply making sales pitches.

LinkedIn’s activity level is not the same as other more active social platforms. Don’t overload your followers’ feeds with constant updates. Stick to one post per day or three per week. The best times to post are early in the morning or late in the workday.

Showcase Pages

LinkedIn showcase pages are essentially an extension of your company page and can be used to highlight and differentiate services. This allows users to follow certain pages for specific topics or services of interest. More relevant content in their news feeds leads to higher engagement rates.

Promotion and Engagement

Your employees are your biggest advocates and also the best place to start building up your company page followers. Encourage your employees to create LinkedIn profiles and add the company. They will start receiving company updates to like, share and comment on, which in turn extends your reach.

Promote your company page by linking it to your emails, newsletters, and blogs. Add a button to your website to make it easy for visitors to click and follow. Send an email to existing contacts and encourage them to follow your company page. Use your other social channels to cross-promote your page such as FaceBook, Twitter, and YouTube.


Many contractors are not using company pages to their full extent. Unlike FaceBook, this channel isn’t crowded yet. LinkedIn company pages are slated to grow significantly, and if your target audience is there you must create and expand your company presence. Be sure you follow the Alchemy Polymers company page for regular updates! 

Want more tips on marketing your contracting business?

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Topics: All Posts, Business Tips