Recent LinkedIn Features for Company Pages

Despite the ongoing deluge of new features on LinkedIn in the first month of 2024, there’s been little for company pages.

But the one new feature may be very helpful for anyone managing a page. It’s a dedicated LinkedIn help section exclusively for company pages and can be found at https://www.dhirubhai.net/help/linkedin/ask/cp-primary. It offers a raft of help topics such as managing followers, page analytics, page posts and 13 others.

From here, let's take a look back at all the changes and new arrivals for pages in 2023. And there were many!

???Messaging

The lack of ability to communicate direct with company pages had long been a thorn in the side of page administrators. LinkedIn went part way toward resolving this in 2023 with the arrival of Messaging.

However, it did not come without constraints. Pages cannot message followers unless or until a follower messages the page. Messages cannot be initiated by page admins, only responded to. Page admins naturally would like the opportunity to initiate messages; members are likely glad they cannot as this could open them to abuse and spam by companies seeing it as an easy, direct channel through which to sell their products and services.

The messaging Inbox for pages sits in the left rail of the admin view and alerts admins to new messages. A blue Messages button now sits at the top of company pages.

?? Featured section

Also long missing from pages has been the ability to visually showcase content as per the Featured section of our profiles. This has been rectified – partially at least. The addition of a Featured section on pages allows us to display up to three previously published page posts. The new Featured section sits high up on pages, its precise position depending on the page features in use. For example, on the Link?Ability page Featured sits between the lead gen form and events.

Future iterations will likely include other media and an increase in number of featured items as per profiles.

?? Prompts

LinkedIn is making it easier for page admins to track what tasks need doing on the page through prompts that appear at the top of the page.

‘Today’s actions’ alerts you to activity on your page with suggested actions to take. These includes reply to a comment, respond to a page mention etc.

While useful, this shouldn’t be relied on as our sole source of alerts. Notifications of activity also appear in the left rail in Admin view.

????Hashtags?

Hashtags chosen for pages have previously appeared in a news feed on the Home Page. From there, the Page could comment on posts that used the followed hashtags. No longer, hashtags have been removed from pages.

?? Follower cull

As it did with profiles earlier in 2023, LinkedIn has been removing inactive accounts from company pages. This resulted in a significant drop in follower numbers for some pages; with profiles, some people lost thousands of followers.

?? Follow pages

Company pages can now follow other company pages. This creates a very useful feed of posts from the followed pages which is private to page admins. It can be used to see the content published by clients and/or competitors which we can then engage with.

This feature is easily accessible from the Home page in the middle column under Following.

A further iteration of this enabled us to see which pages are following our own. This is useful for checking out which competitors are keeping an eye on us and may also provide a source of potential clients. Find this under Analytics / All followers / Pages.

?? Posting

Several new features arrived for posting from company pages in 2023.

The first was scheduling. In 2022 we began to be able to schedule posts from our profiles (see the main posting section for more). The same functionality has been made available for company page posts. As with scheduling from profiles, while the scheduled time can be changed, once scheduled, the content of the post cannot.?

The second was AI-powered Post prompts. Hot on the heels of beta testing of AI in creating posts on profiles came AI-based posting on pages. So far very basic, it offers specific but changing topic suggestions around industry knowledge, 'latest at your organisation' and 'work culture at your organisation'.

The third posting update for pages was a separate tab for employee posts, an internal feature that only shows to company employees.

?? Page admin layout

Managing a LinkedIn company page had been tricky as it was often hard for admins to find the information they were looking for because the Home page layout was a mess. But a page overhaul has improved navigation, creation and settings.

?? Audio Events

Company pages can now host audio events in the same way as profiles. These can be created under the Events tab or through Write a post. Replays are still not available.

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