Platform Linkedin Company Pages

LinkedIn Company Page Strategy

Produce a complete Company Page strategy for the client. Every section must be populated with client-specific content — no generic filler. Apply British English throughout. Default to Uganda/East Africa context unless the client specifies otherwise.

This skill covers the organisational LinkedIn asset. For the founder or consultant's personal profile strategy — headline formula, AIDA post structure, connection tactics, thought leadership approach, and individual brand strategy for artists, politicians, and creatives — apply the platform-linkedin skill.

Use When

• Create or revise a Linkedin Company Pages-specific presence, growth or publishing plan.
• Translate a confirmed audience, offer and objective into channel decisions.

Do Not Use When

• The task is cross-channel operating procedure; use the closest playbook-* skill.
• The task is choosing channels or business direction; use strategy-channel-architecture.

Required Inputs

Capability and Permission Boundaries

Read supplied artefacts and search relevant evidence. Treat review, audit and planning as read-only. Editing the requested draft is allowed; publishing, messaging, production changes, personal-data processing, spending, destructive actions and certification claims require explicit authority. Use network access only for authorised verification.

Degraded Mode

If accounts, files, network, rendering or current evidence are unavailable, return the narrowest useful qualified Linkedin Company Pages channel plan plus an evidence-gap list. Mark each unavailable check not assessed; never convert it into a pass.

Decision Rules

Workflow

1. Confirm the consumer, objective, market, decision owner and permission boundary; stop if the objective or owner is missing.
2. Inspect supplied evidence and verify volatile claims; record missing inputs rather than filling them with assumptions.
3. Apply the decision rules, preserve useful existing material and draft the Linkedin Company Pages channel plan.
4. Test each action against platform, privacy, safeguarding, brand and approval constraints; stop and escalate a blocking risk.
5. Run the quality and anti-slop gates. If a check fails, correct the draft and rerun it before handoff.

Outputs

Evidence Produced

Quality Standards

Use British English and the specified market context. Recommendations must be executable with the stated capacity, current claims must be verified or qualified, and acceptance conditions must be observable. A worked example must use a labelled scenario, not fabricated client evidence.

Anti-Patterns

• Inventing a client fact, benchmark, budget or approval. Fix: cite the source or label the assumption and its effect.
• Copying one channel or client pattern unchanged. Fix: tie each choice to the named audience, objective and evidence.
• Stating volatile platform or legal details from memory. Fix: verify the current official source or omit the claim.
• Treating an inaccessible account, file or metric as healthy. Fix: mark it not assessed and bound the conclusion.
• Publishing, spending, messaging or changing production state from planning authority. Fix: obtain explicit action authority.
• Delivering actions without owner, timing or acceptance. Fix: assign all three or return the item as an unresolved gap.

References

• Anti-AI-slop production gate
• East African English standard
• Use the directly cited sources and companion skills in the domain guidance below; verify time-sensitive claims before use.

Required Input

Ask for the following before generating any output:

• Client name and industry — trading name and sector (e.g. "SaaS — SME accounting software")
• Country / city — defaults to Kampala, Uganda if not specified
• Primary goal — brand credibility / B2B lead generation / talent acquisition / investor relations
• Current follower count — or "none — starting from zero"
• Target audience — 2–3 decision-maker job titles and the industries where they work
• Personal posting willingness — will the founding team or leadership post personally? (yes/no and frequency) — this determines the amplification strategy
• Budget band for paid — none / low (under UGX 500K/month) / medium / high
• Brand voice — reference 04-brand-voice-intake output if available; otherwise note the three tone adjectives

1. Company Page Setup — 13-Step Checklist

Complete all 13 steps before publishing any content. A complete page receives 30% more weekly views than an incomplete one (Raymond and Johnston, 2021). Pages reach approximately 3% of followers organically — less than half the reach of personal posts (~10%). This is why the personal amplification strategy in Section 4 is not optional.

Completeness checklist:

1. Logo — 300×300px; transparent or white background; consistent with all other platforms
2. Cover image — 1128×191px; include the brand tagline, website URL, and one CTA (e.g. "Book a demo")
3. Tagline — 120 characters maximum; state precisely what the business does and for whom; this is prime search real estate
4. About / Overview section — 2,000 characters maximum; open with the value proposition; include keywords the target audience searches; state location, services, and a closing CTA; do not use the About section as a mission statement — it is a search-optimised landing page
5. Specialties — up to 20; use specific service and product terms rather than generic industry words; Specialties are indexed by LinkedIn search
6. Page hashtags — follow 3 hashtags relevant to the client's audience and content focus; the Page can then comment and engage in those hashtag communities
7. Custom URL — set to linkedin.com/company/[brand-name]; use the brand name, not a number
8. CTA button — configure for the primary goal: "Visit website" for brand credibility; "Contact us" for lead generation; "Learn more" for audience education
9. Featured content — pin the most important post, resource, or announcement; update when better content is available
10. Location — add street address or city; location data improves local search visibility
11. Company size — select the correct band; affects how the Page appears in recruiter and procurement searches
12. Page type and industry classification — set the correct industry category; this feeds LinkedIn's content recommendation algorithm
13. Admin profile linking — all active admins must link their personal profiles to the Company Page via their Experience section; this increases Page credibility and organic reach

Posting cadence note: weekly posting doubles engagement compared to less frequent posting. Posting five or more times per week on a Company Page suppresses the reach of each individual post. Three posts per week is the optimum for most SME clients.

2. Admin Roles

Assign roles before the first post goes live. The wrong admin structure causes inconsistent tone, missed comments, and content gaps.

Internal roles:

Paid media roles (only relevant when paid budget exists):

Minimum viable admin structure:

• Solo operator: one Super Admin (founder or consultant)
• Small team: Super Admin (brand owner) + Content Admin (social media manager)
• Agency managing client account: Super Admin retained by client; Content Admin role for the agency

3. Content Strategy

Apply the Know, Like and Trust framework (Raymond and Johnston, 2021) as the organising principle for all Company Page content. The audience must encounter the brand enough times to Know it exists, Like what it stands for, and Trust it enough to act. A page heavy on Trust content (case studies, credentials) without Know or Like content will not grow because it has no top-of-funnel pull.

Three content categories — use all three in every monthly content plan:

Apply the 10-4-1 rule (Bodnar and Cohen, 2012) across these categories: Products & Services content should not exceed 10–15% of total volume. Big Picture and Human Interest content carry the majority of posts.

Assign each content type a Hero / Hub / Hygiene tier (YouTube/Google model):

• Big Picture posts are typically Hub — regular, expected, community-building
• Human Interest posts are typically Hygiene — always-on, humanising the brand
• Products & Services posts are typically Hero for major announcements, Hygiene for FAQ-style explainers

Content techniques:

• Series — recurring formats on a fixed schedule (e.g. "Monday market insight", "Friday team spotlight"). Series build an audience expectation that drives return visits and follows.
• Repurposing — a blog post becomes a carousel; a webinar becomes three short video clips; a research report becomes five separate insight posts. Repurposing multiplies content output without proportionally increasing production effort.
• Themes — a monthly or seasonal content focus aligned to the business calendar (e.g. tax season for an accounting firm, harvest season for an agri-business). Themes make the content plan coherent to the audience.

Five posting mistakes to avoid:

1. Wall of text — use white space; one idea per paragraph; make posts scannable on a mobile screen
2. Over-promotion — Products & Services posts must not dominate the mix; audiences unfollow pages that feel like catalogues
3. Cross-posting without tailoring — content written for Instagram or Facebook reads as off-brand on LinkedIn; always rewrite for the professional register
4. Too many hashtags — maximum 3–5 per post; more than 5 reduces reach
5. External links in the post body — LinkedIn suppresses reach for posts that send users off-platform; paste the link in the first comment and add "(link in first comment)" at the end of the post

4. Follower Growth — Invite System and Growth Strategies

The invite system:

• Each Company Page receives 100 invite credits per month, pooled across all admins
• Credits are consumed when an invitation is sent; credits are returned when the invitation is accepted — the net cost of successful invitations is zero
• Invitations can only go to first-degree connections of Page admins
• Practical implication: the more admins with large, relevant networks, the larger the monthly invitation pool

Traction threshold: 500–1,000 followers is the point at which LinkedIn's algorithm begins surfacing the Page in discovery results and "Pages you might like" recommendations. Before this threshold, growth requires active effort.

Three growth strategies — select based on the client's current follower count and goal:

Employee amplification: each employee has their own 100 invite credits per month. A team of five generates 500 targeted invitations per month — five times the Page's direct capacity. Provide employees with a one-paragraph brief on who to invite and a suggested invitation message. For the full employee activation programme, apply the playbook-employee-advocacy skill.

5. Sub-Pages

Sub-Pages allow a Company Page to host distinct brand assets for different audiences, products, or initiatives without creating a separate unrelated Company Page.

Showcase Pages

• Up to 25 per Company Page
• Purpose: separate content feeds for distinct brand units, geographic markets, audience segments, or ongoing initiatives (e.g. a recruitment brand, a CSR programme, a product line targeting a different sector)
• Each Showcase Page has its own follower count, content feed, and admin team
• Visible under "Affiliated pages" on the main Company Page
• Use when: the initiative has a distinct audience that does not overlap meaningfully with the main Page's followers, and the client has the content capacity to maintain a separate feed
• Do not use when: follower counts are below 1,000 — creating sub-pages before critical mass fragments the brand's presence and splits follower growth

Product Pages

• Up to 35 per Company Page
• Require LinkedIn approval before going live (submit via the Company Page dashboard)
• Features: product name, description, logo, media (images and video), customer recommendations, featured customers
• Functions as a LinkedIn product catalogue — each product has a dedicated page within the Company Page
• Customer recommendations appear as social proof directly on the Product Page
• Use when: the client has discrete, named products with distinct buyer audiences and wants to accumulate public social proof at product level
• Do not use when: the client offers bespoke or project-based services where a product-style listing would misrepresent the offering

Subsidiary / Acquisition Pages

• Enterprise-level feature; links acquired companies or subsidiaries to a parent Company Page
• The subsidiary's page shows "Part of [Parent Company]" in its profile
• Not applicable to most SME clients; note this feature exists for reference if the client grows

6. LinkedIn Events

Two event types:

LinkedIn Live requires a third-party broadcasting tool (StreamYard, Restream, or similar). It cannot be broadcast directly from a standard device without this.

Registered vs non-registered events:

• Registered: attendees opt in; the organiser sees the attendee list and can send direct follow-up messages
• Non-registered: awareness only; no attendee data is captured — use only for broad awareness goals, not for lead generation

Promotion cadence:

Post-event follow-up: registrants are warm — they self-selected as interested in the topic. Send personalised connection requests within 48 hours and reference the event in the message.

7. Thirty-Day Company Page Content Plan

Deliver 20 posts across four weeks. Each entry includes format, content category, hook line, content brief, and CTA. Populate every field with content specific to the client's industry and audience — no generic placeholders.

Week 1 — Establish the Page

Week 2 — Demonstrate Expertise

Week 3 — Engage Decision-Makers

Week 4 — Convert and Grow

8. KPIs

Track all metrics monthly via LinkedIn Page Analytics. Review using the meta-reporting skill at the end of each month.

Company Page engagement rate formula (Raymond and Johnston, 2021):

Engagement rate = (Likes + Comments + Shares + Clicks + Follows) ÷ Impressions × 100

This formula is broader than the formula commonly used for personal posts (which counts only Reactions + Comments + Shares). It includes Clicks and Follows because Company Page objectives include driving traffic and acquiring followers — not only generating discussion.

Quality Criteria

• The 13-step setup checklist is complete; completeness payoff stats (30% more views; weekly posting = 2× engagement) are cited with source
• Admin roles table distinguishes internal roles from paid media roles; minimum viable structure guidance covers solo, small team, and agency scenarios
• Know, Like and Trust framework is applied as the organising principle for the content strategy section — not merely named, but operationalised through the three content categories and the 10-4-1 rule
• The invite system is explained with the credit-return mechanic clearly stated; growth strategies are mapped to follower count stage
• Sub-Pages section includes a decision framework (when to use and when NOT to use) for both Showcase and Product Pages, not just a description of features
• Events section distinguishes off-platform from LinkedIn Live with specific requirements for each; promotion cadence states named timeframes and specific actions at each stage
• The 30-day plan contains 20 posts with all five fields (format, category, hook, brief, CTA) populated; entries are written as client-specific briefs, not generic templates
• Engagement rate formula is cited correctly from source; the difference from the personal post formula is noted
• platform-linkedin is cross-referenced in the introduction for personal profile strategy — no duplication of personal profile content in this skill
• British English spelling throughout; no American spelling variants