LinkedIn company page: setup and upkeep for SMEs

In short: the LinkedIn company page is your business card on LinkedIn, free and quickly set up. Fill it in completely, appoint at least two super admins and post regularly rather than a lot. Reach often comes through the personal profiles of the owner and team. Both together work best.

Which channels suit which businesses, and why LinkedIn also needs a legal notice, is covered in our article social media marketing for small businesses. This one is only about LinkedIn. It is based on LinkedIn's help pages, as of October 2026. Menus and features change there frequently.

Who LinkedIn pays off for

LinkedIn is a professional network. It fits especially if you are looking for business customers, for example as a sign maker, tax adviser or building services firm for commercial clients, or if you want to attract skilled workers and apprentices. Businesses with almost only private customers are often better served by the Google Business Profile and perhaps Instagram.

The requirements

A company page is always linked to a personal profile. According to its help pages, LinkedIn requires (LinkedIn Help: requirements, best practices):

• a personal profile with your real first and last name and a confirmed email address,
• more than one connection with other members,
• for new accounts, a waiting period of at least one day,
• possibly verification of your workplace, for example via your work email address.

The page is created on a computer or in the iOS app, according to LinkedIn not in the Android app. When creating it, you confirm that you have the right to act on behalf of the company (LinkedIn Help: create a page). The page itself is free.

Fill in the page completely

LinkedIn says complete pages get around 30 percent more weekly views than incomplete ones. That includes:

• Logo: according to Help at least 268 × 268 pixels, recommended 400 × 400, as PNG or JPEG up to 3 MB (LinkedIn Help: image sizes). The same logo as on your website, sign and vehicle.
• Cover image: a picture from your business, such as a piece of work or the team. The current dimensions are in LinkedIn Help; they have changed in the past.
• About text: what you do, for whom and where, in the first two sentences. The same rule as for any website copy.
• Website, industry, location, company size: complete and with the same details as in your Google profile and legal notice.

Roles: never just one admin

LinkedIn has several roles for page admins (LinkedIn Help: admin roles):

• Super admin: all permissions, including adding and removing admins.
• Content admin: create and manage posts and events.
• Analyst: view analytics only.

LinkedIn explicitly advises adding further super admins in case one loses access or leaves the organisation. That is not a detail: if only a former employee has access, getting the page back can be tedious. Our recommendation: the owner and a second person from the business as super admins, an agency at most as content admin.

What you can post

Super and content admins can post text, images, videos and documents (LinkedIn Help: posts). For a small business, in our experience these work:

• completed projects, with the customer's consent, briefly explained: task, solution, result,
• insights into your work, workshop and team,
• job offers and apprenticeships,
• expertise in two or three paragraphs, such as the answer to a question customers often ask,
• trade fairs, awards, anniversaries.

LinkedIn Help gives no fixed number for how often to post. More important than quantity is a rhythm you can keep up for months. How to set up such a plan is covered in the social media article.

Gaining followers

• Link employees: anyone who lists the business in the experience section of their profile is associated with the page. Admins cannot add anyone manually, and according to LinkedIn it can take up to 30 days for the count to update (LinkedIn Help: associated members).
• Invite connections: pages get monthly invitation credits that admins can use to invite their connections to follow the page. When an invitation is accepted, the credit comes back (LinkedIn Help: invitations).
• Link it everywhere: on your website, in your email signature, in quotes.

Reading the analytics

Page analytics show, among other things, content, followers, visitors and how often the page appears in search. All admin roles can see them (LinkedIn Help: page analytics). A look once a month is enough: which posts were read, do followers come from the right region and industry? More on figures that really count in the article measuring marketing success.

For businesses with very different business areas there are showcase pages, separate sub-pages for a brand or division, up to 25 of them (LinkedIn Help: showcase pages). For most small businesses one page is enough.

Page and people: why both count

In our experience, posts shared by a person often reach more people than the same post from a company page. People follow people. That is not an argument against the page but for teamwork: the page is the reliable place for everything the business says. The owner and team share selected posts with a sentence of their own.

For us it works like this: our managing director is on LinkedIn with a personal profile, and the link to it is also in our legal notice.

A plumbing firm looks for apprentices

The case is constructed, but typical. A plumbing and heating firm with twelve employees sets up a LinkedIn page, mainly to find apprentices and fitters. The owner and the workshop manager become super admins. The page gets a logo, a cover image from the workshop and an about text naming services and region. All employees with a LinkedIn profile list the firm as their employer.

Twice a month a post appears: a finished installation, an apprentice in their first year, a look into the workshop. The owner shares each post with a personal sentence. After six months, two apprentices apply who found the firm through LinkedIn.

Our view

A LinkedIn page is quickly set up and quickly forgotten. A page whose last post is two years old looks worse than none at all. So only create it if you know who will look after it. And make sure it looks like the rest of your presence: the same logo, the same colours, the same language. How it all fits together is shown in our overview marketing for small businesses.

Checklist

• Does LinkedIn suit your customers or your recruiting?
• Logo, cover image, about text, website and location complete?
• At least two super admins from the business?
• Legal notice linked?
• Employees associated with the business?
• A posting rhythm you can keep up, and a person who keeps it?
• A look at the analytics once a month?

Frequently asked questions

What does a LinkedIn company page cost?

Nothing. According to LinkedIn Help, a company page can be created for free. Costs only arise if you boost posts, run ads or use paid extra features.

What do I need to create a LinkedIn company page?

A personal LinkedIn profile with your real name and a confirmed email address, more than one connection with other members and, for new accounts, some patience: LinkedIn requires a waiting period of at least one day. The page is created on a computer or in the iOS app.

Is a company page enough, or should employees post too?

The page is the foundation, but in our experience posts from the owner and team often reach more people, because their own network follows them. Both together work best: the page provides content, and people in the business share and comment on it.