LinkedIn Company Pages are now LinkedIn Pages, and vice president of products Tomer Cohen said during a press briefing Tuesday that the pages experience has been rebuilt from scratch.
LinkedIn Pages product lead Sparsh Agarwal said in a blog post that more than 2 million posts, videos and articles are generated by the professional network’s 590 million-plus members feed on a daily basis, and the new pages experience was implemented to “help organizations authentically connect with members, grow their business and build lasting connections.”
The new LinkedIn Pages experience is already being rolled out in the U.S., and all businesses worldwide should have it over the coming weeks.
Agarwal said LinkedIn Pages was “built atop three key pillars”: Join the conversations that matter, know and grow your audience and engage your people.
LinkedIn community managers, or admins, can now post updates and respond to comments directly via the professional network’s iOS and Android applications. During the press briefing, Agarwal said LinkedIn pages brings a completely new admin experience with simple, easy access to features they need.
Admins were also given the capability to associate their pages with hashtags in order to better monitor and participate in conversations about their brands or relative topics.
And while admins previously had the ability to share images, native video and text to LinkedIn Company Pages, LinkedIn Pages now allows them to share documents such as PowerPoint presentations, Word documents and PDF files.
“91 percent of marketers feel that their content marketing in unsophisticated,” Agarwal said during the press briefing. “This is a pain point that we hear repeatedly. There is just so much content out there. Finding the right content is like finding a needle in a haystack.”
On that note, LinkedIn introduced a new tool, Content Suggestions, that gives admins a clear picture of the topics and content trending with their target audiences so that they can curate and create the proper content.
Audiences can be segmented by industry, location, job function, company size and seniority.
And new Career Pages contain a Life tab and a Jobs tab, enabling companies to give potential applicants “a customized look into your company culture, jobs and what it’s like to work at your company,” Agarwal wrote.
Cohen stressed the ways LinkedIn Pages can spur employees to promote their companies, saying, “We see this as the organization’s place in the world’s professional community—transforming employees into brand champions and advocates.”
Admins can now discover and reshare public LinkedIn posts by their employees on LinkedIn Pages, as well as respond to and reshare any posts on LinkedIn where the company page is mentioned, including customer testimonials and product reviews.
Finally, LinkedIn revealed third-party integrations with Hootsuite and Crunchbase for LinkedIn Pages.
Cohen said of adding Hootsuite as a social media management solution for the professional network, “It takes a village to actually build a community, we needed a third-party experience to help admins.”
He added that Crunchbase will bring funding and investor information about private companies to the LinkedIn Pages experience.
