LinkedIn Company Page as Employer Branding and Lead Generation Channel

Develop a complete LinkedIn Company Page strategy for [COMPANY NAME], operating in the [INDUSTRY] sector, with [NUMBER] employees and [NUMBER] current followers.

**1. Page optimization:**
- Company headline (120 characters): positioning + differentiator
- About section description (2,000 characters): history, mission, culture, key metrics
- Specialties/keywords (up to 20): list the most strategic ones
- Banner: visual elements that communicate culture and value proposition
- Main button CTA: Visit website vs. Apply now (when to use each)

**2. Content strategy (3 pillars):**

**Pillar 1 — Employer Branding (40% of posts):**
- Day-to-day at the company (real photos, no stock images)
- Employee testimonials (format: short video or carousel)
- Open positions with storytelling (not just technical requirements)
- Team celebrations, internal events, and achievements

**Pillar 2 — Thought Leadership (35% of posts):**
- Industry insights signed by company leaders
- Original data and research
- Takes on trends (AI, sustainability, etc.)
- Client success stories (with permission)

**Pillar 3 — Lead Generation (25% of posts):**
- Webinars and events
- Gated content (ebooks, whitepapers, templates)
- Product/feature launches
- Strategic partnerships

**3. Monthly editorial calendar:**
- 12–16 posts/month (3–4 per week)
- Format mix: text, image, video, carousel, poll, event
- Optimal timing for B2B audiences

**4. Employee advocacy:**
- How to activate employees to share company content
- Internal ambassador program (structure and incentives)
- Post templates for employees to share

**5. LinkedIn Ads for Company Page:**
- Follower campaign (minimum budget and targeting)
- Sponsored content for top-performing posts
- Lead Gen Forms vs. external landing pages (when to use each)

**6. KPIs:**
- Follower growth: monthly target
- Post engagement: industry benchmark
- Organic applications via LinkedIn
- Leads generated (forms, clicks, downloads)