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Analysis / Business

LinkedIn Launches Company Pages

LinkedIn is launching company pages to help businesses attract new customers using trusted, professional product and service recommendations.

The idea is to showcase products and services by making it easy for people to become brand ambassadors, building on word-of-mouth marketing. They are invited to write and share endorsements to build out their own personal brands, highlight expertise and provide value to their connections.

Already, tens of millions of professionals follow more than a million companies on LinkedIn to stay up-to-date on new developments and opportunities. Company pages will make it easier for businesses to engage with these professionals by serving as a dynamic, content-rich profile of record. In addition to product and service endorsements, businesses can display videos, featured product information and targeted ads on their page.

The new pages are powered by LinkedIn’s new InPages platform, which in addition to enabling businesses to highlight product and service recommendations, allows them to spotlight star employees on their LinkedIn Careers tabs.

It all sounds good. But I can’t seem to find any scope for people to leave any negative feedback or constructive criticism. Surely this would lend the whole exercise a little more credibility?

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Sherrilynne Starkie is a consultant at PDMS. For almost 18 years, Sherrilynne has been advising blue-chip organisations on both sides of the pond, covering Britain, Canada and the United States. For three years, Sherrilynne was the Tech Talk columnist for the Isle of Man newspapers. She serves on the steering committee for Isle of Man Women in Business, is on the Executive Council for the Isle of Man Junior Chamber of Commerce. In the past she was on the management committee for the Isle of Man British Computer Society and the marketing committee of Junior Achievement.