In a previous article, marketing professional Myrna Greenfield shared the why of LinkedIn for nonprofit organizations. In this next installment of a multi-part series, she delves into the how, starting with Company Pages.
So now that you’re convinced that you should use LinkedIn, how can you use it as efficiently and effectively as possible?
Setting Up (or Editing) a “Company” Profile for Your Nonprofit
You probably already have a company page on LinkedIn, even if you didn’t set it up yourself. Over 100,000 nonprofit organizations have company pages already.
Any time that someone lists a company or organization under their work experience, LinkedIn automatically sets up a company page for that entity. LinkedIn compiles the page based on public information about your organization, and it may be inaccurate.
Accessing Your Nonprofit's Profile
In order to have a company page, LinkedIn requires your organization to have an email domain that is unique to your organization (e.g. www.xyznonprofit.org, not email@example.com).
To check to see if you already have a page, click on the “Companies” headline at the top of the home page, and enter the name of your nonprofit in the search box. If your organization already has a page, you will be prompted to claim it. If your page already has an administrator, the “Overview” tab will tell you to click the admin list to see who it is.
Note: If anyone who has included you in their profile (including volunteers) has misspelled or abbreviated your organization’s name, your organization may have more than one entry. So check to see if there are any alternate pages for your nonprofit.
If your organization doesn’t already have a company page, you can click on “Add a company” to create it.
What Visitors See
Your company page can include:
- An overview of your organization
- A description of each your services and products (programs) – with images and videos
- An RSS feed
- Your status updates, breaking news, blog posts, Twitter updates and YouTube videos
When LinkedIn members visit your page, they will automatically be shown whether anyone in their network works at your company or has recommended your products or services.
Your Organization's Statistics
Your company profile may also have a section that anyone can view that can be reached by clicking the “Check out insightful statistics about [your nonprofit] employees” link on your overview page. This section includes a variety of features, including:
- A breakdown of the job functions
- Years of experience
- Educational degree
- Changes of title
This data is available for all the current and former employees who have listed your organization on their LinkedIn profiles. The profile also compares them to organizations with similar profiles.
- It graphs annual company growth, lists how many employees live in each location, and which employees have the most LinkedIn recommendations.
- It will also tell you which other company profiles that people who visited your page also viewed.
- People who visit your company page can follow you and/or recommend specific products and services. The people who follow you will see your messages on their LinkedIn homepages.
Searches and Dynamic Content
When you’re creating your company overview, you can include a “Specialties” section. Be sure to use the keywords that people are likely to use when searching for your services, rather than the department names that you use internally, so that your organization shows up when LinkedIn members do a search for the services you provide.
The person who serves as the administrator for your company page can set it up so that when LinkedIn members visit, it will display different services or information, based on their location, industry, job function and other attributes, based on their LinkedIn profile.
If you pay for a premium account, you can also create a career page that lists your current job openings. You can set up your page so it will highlight the positions that are most relevant to the visitor, based on their LinkedIn profile.
Don't Forget Your Current Constituents
If you invest time in developing your company page, you may want to encourage your website visitors, newsletter subscribers and others to follow your page by embedding a “Follow us on LinkedIn” button on your website, or asking your employees to add your company page LinkedIn URL to their email signatures.
Your company page administrator will have access to LinkedIn analytics so you can determine which aspects of your LinkedIn presence are attracting the most visitors.
We all know that LinkedIn is fast becoming the “go to” place for nonprofit organizations as well as nonprofit professionals. And making sure your company page best reflects your programs, services – and mission – is an important part of making LinkedIn work most effectively for your nonprofit organization.