La page LinkedIn est un outil essentiel pour rendre visible votre entreprise auprès d’un public professionnel. Cette page, destinée à la communication officielle de l’organisation, permet de valoriser votre expertise, de recruter des collaborateurs et de renforcer vos liens avec les autres acteurs de votre écosystème professionnel. Dans cet article, on vous donne les 10 pièges à éviter pour bien gérer sa page LinkedIn !

1. Neglecting the visual aspect

The graphic dimension of your page is essential, because it catches the eye of the user. It is important to present a page that is pleasing to the eye and visually coherent. For this, you have two levers: the profile photo and the banner (cover photo). These two images are to be articulated together. The profile picture should feature your logo, as it will be visible to users when you share a post or comment.

For the banner, you have two options:

1. Propose a banner containing elements of your graphic charter: this option is ideal if your visual identity is rich, and you are able to propose illustrations other than your logo on your banner.

2. Import a photo: in this case, the banner can image your activity, or feature the company's employees.

Whatever your choice, the images must be of the right dimensions (400×400 pixels for the profile photo, 1128×191 pixels for the banner) and of good quality.

2. Submit an incomplete description

The description informs the visitor about the activity of your company. An incomplete description may not inspire confidence in your services. So remember to provide a full description of the structure, and to fill in the different fields: link to your website, sector of activity, size of the company, head office, date of foundation. It is also possible to indicate an address which will be displayed on a map. Under your business name, you also have the opportunity to add a baseline. This can be useful to reinforce the identity of your structure.

3. Leave your page abandoned

LinkedIn, like any social network, requires time to increase its performance. A completed page is good, but an active page in its publications is even better! The most efficient method is to define publication days as well as different formats to alternate. This also involves integrating the management of the LinkedIn page into the daily life of the company and defining an editorial line. For this last point, ask yourself beforehand how the company is legitimate, and what types of content the community might be interested in.

4. Not exploiting all the possibilities of the social network

LinkedIn offers several publication possibilities, so it would be a shame to deprive yourself of this diversity offered by the platform. By varying the type of posts, you will have the opportunity to offer rich content, but also to understand the type of publications that appeal to your audience. If you want a company page close to your community, which promotes the exchange of good practices, the survey can be a format to use regularly. If, on the contrary, you wish to share your expertise within the framework of a more vertical communication, the use of a carousel may be more suitable, because it allows you to highlight information in a synthetic way, using compelling visuals. Anyway, it is by testing that you will find the formula that hits the mark.

5. Publish content for the algorithm

If it is interesting to publish regularly, it is also necessary to be attentive to the relevance of the proposed content. Unfortunately, many personal accounts and business pages have taken to LinkedIn to increase their notoriety by regularly publishing uninteresting content, in order to be better positioned by the algorithm. For a company page, this type of artificial commitment risks undermining the credibility of the structure. If you do not have a relevant post to publish at the moment, or if you have little time to devote to the content of your page, we suggest spacing out the publications. Better one quality post per week than two useless content per day.

6. Forget showcase pages

If your business is growing, and has different brands or subsidiaries, creating affiliate storefront pages can be helpful. These pages allow you to segment the audience, and thus capture a more specific audience for different sections of your structure.

Depending on the company, showcase pages can be used in different ways:

1. Segmentation by country: some companies with subsidiaries by country choose to segment their showcase pages as follows,

2. Segmentation by brand: If the company houses different brands, affiliate pages can help offer them an independent space. This is also useful in case one of your brands has more fame than the overall company. For example, the Le Duff group has created affiliate pages for its various brands (Brioche Dorée, Restaurants Del Arte etc.),

3. Segmentation by service: some companies create showcase pages for the different services of their company. Sometimes, the showcases are used to highlight initiatives of the structure (CSR approaches for example).

7. Not encouraging employee engagement

Employees are the best representatives of the company. Thus, the profiles of your collaborators can constitute interesting incoming links for the company page. To do this, you can invite members to share and react to posts. On the other hand, let's keep in mind that their LinkedIn profile is halfway between the professional and the personal. It is therefore necessary to ensure that this invitation does not sound like an obligation. To encourage the members of your structure to re-share your content, we suggest, for example, that you highlight their work and their expertise by sharing the different productions produced. This employee engagement is all the more interesting as profiles generally have better visibility on LinkedIn than company pages. In addition, a company whose employees are committed will send back a positive image in the context of recruitment.

8. Not opening up to others

If employee profiles are a good way to increase its visibility, we must not forget to take care of the network. For this, it may be relevant to carry out an action with another player in the sector, whose area of ​​expertise is complementary to yours. If such partnerships already exist in your structure, consider promoting them, as this will allow you to gain visibility with the partner's audience.

9. Not analyzing your actions

Tracking performance on LinkedIn is important, especially since the platform offers a simple tool to track your stats: LinkedIn Analytics. You will be able to consult the global views on your page and understand the characteristics of your audience (geographical sector, professional activity, position, sector of activity, nature of their business, etc.). You will also be able to follow the statistics relating to each of your publications and thus understand which ones work best. You can then adapt your content and advertisements to the data collected.

10. Publish everything within the platform

To optimize your publications (and your time) on social networks, many tools exist. They have several interests:

• Plan your publications more easily,

• Schedule recurring posts,

• Manage your advertising campaigns,

• To keep vigil,

• Manage simultaneous publications on several social networks more easily.

It may therefore be relevant to select one of these solutions in order to avoid making each publication from the platform.