LinkedIn has launched a series of new features that will change how companies can take advantage of the professional social network acquired by Microsoft in 2016.
LinkedIn now allows scheduling posts on Company Pages
The new features are already available for all companies with a LinkedIn Company Page and, according to the company, are just the first of a wide range of new tools coming in the next few weeks. For now, the available features are as follows:
-Post scheduling. Finally, LinkedIn launches its own tool so Company Page administrators can schedule content to be published at the desired time. Now you can select the date and time you want content to be published in the future.
Additionally, scheduled posts can be managed, rescheduled if desired, or deleted. For now, this feature is only available from the desktop, but the company will gradually roll it out to the mobile app.
-Audio conversations. Now companies can also create their own Audio Events on LinkedIn to interact with their audiences in audio rooms similar to those of Clubhouse.
The good thing is that there is no need to use third-party applications, as these audio chat rooms can be enabled directly from the Company Page on LinkedIn.
Followers can discover rooms and sign up for them in advance, and receive a notification when the event starts, without needing to use the camera.
When they wish, they can “raise their hand” to participate. If they want, they can also respond with emojis and reactions to comments made in the room.
-Share job offers as a Company Page. Now it is easier to share job listings on the Company Page. Companies can select for all their vacancies to be automatically shared on their Company Page. This way, the best candidates can find the positions that suit them as they become available.
When this feature is activated, LinkedIn will publish a job offer each day as if it were a scheduled post on the Company Page, promoting all the active vacancies that the company has on the professional social network.
An offer will be published automatically each day as long as there are active vacancies. When a new offer is added, it will also become part of the range of offers that the Page will share daily automatically.
-Follow other Pages as a company. Your company can now follow other Company Pages on LinkedIn, which can enrich conversation and the sharing of viewpoints between different companies on LinkedIn.
Other new features on LinkedIn Pages
The new features announced by LinkedIn for Company Pages join others launched throughout 2022, such as the following:
-“My Company” tab. In this new tab, page administrators can select content through a recommendation tool that suggests articles for employees. In addition, a new analytics tool has been added to improve how the impact of employee relationships is measured.
According to LinkedIn, 60% of workers are more likely to share content shared by other coworkers or people who are part of their company’s network. The goal of this measure is to encourage those connections among people revolving around a company.
-Employee verification. On the other hand, it has been announced that “in the coming months” employee verification will be offered free of charge to all Pages with more than 10 employees. This way, they can show on their profile that they actually work for the company they claim to work for.
-Lead generation forms on Product Pages. LinkedIn now adds, free of charge for companies with Product Pages within their Company Pages, the ability to create forms for lead generation.
When a user clicks on one of the products, the fields will be automatically filled with their LinkedIn profile data and they will have the option to submit it. Since the process is so simple, it is expected that many users will accept.
Along with these new features, LinkedIn also has the “Events” tab, which allows employees to see all the virtual events organized by a company, both past and upcoming, at a time when digital events have grown considerably.
Finally, LinkedIn has added new analytics tools on Company Pages. Until now, Page administrators could only see the total number of followers and the most basic demographic data. The new data now shows in detail how each follower found the company page and when they started following it.
-Integration with the mobile app. Now managing Company Pages will be easier from the LinkedIn mobile app, as process integration is improved. This means you can now publish and manage any corporate functionality of the social network from the app. Until now, there were certain limitations when publishing on Pages from mobile, but with the new design, this problem disappears.
-Use of Hashtags. From now on, company page managers can associate them with Hashtags. This way, they can better practice social listening on the network and stay up to date with any conversation about their brand or a relevant topic.
The page owner will see different tabs with each associated hashtag, and in each one, the latest content published on that topic will be displayed.
The use of hashtags will also make it easier for users searching for a specific topic to see the company’s Page among the search results on the professional social network.
-Content suggestions. Like trending topics, LinkedIn also launches a list of “suggested content,” which will show trending topics on the social network, based on the aforementioned hashtags. This will make it easier to find and discover content, both for companies and users.
-Share documents. Until now, company pages on LinkedIn could share photos, videos, and text. But from now on, you can also publish documents (for example, PDF files or PowerPoint presentations).
-Employee content. The new company pages also make it easier to share content generated by a company’s employees on the corporate profile. According to the platform, employee-generated content can multiply usual engagement by 8.
Additionally, sharing this type of post makes it easier to keep the company page updated, something many administrators find difficult because they often don’t know what to post.
-Replying to and sharing mentions. Now, on the new LinkedIn Pages, it is easier to reply to and share any post in which the company is mentioned. This is useful, as many times other users write reviews or their opinion about a company’s product or service. With the new tools, it is easier to generate conversation, know when something has been published about the company, and respond in different ways.
