Barry MacQuarrie

Do you want to attract new clients like a swarm of bees?

Simple and easy steps show you how.

May 7, 2012
by Barry MacQuarrie, CPA


LinkedIn company pages offer businesses a simple way to attract attention. In my last article, I discussed how CPA firms can get noticed using opportunities that exist on Facebook, Google+, and LinkedIn. These social media sites allow firms to build company pages that help promote their brand and share their message.

This article focuses on how your firm can use a LinkedIn company page.

The big picture

LinkedIn defines a company page as “a centralized location where millions of LinkedIn members can go to stay in the loop on company news, products and services, business opportunities and job openings.”

What does your firm’s LinkedIn company page look like? It’s easy to find any company’s page by selecting Search Companies from the Companies menu on LinkedIn’s top navigation bar. View the AICPA’s LinkedIn company page below.

A complete LinkedIn company page can include a logo, a description of the organization and its specialties, a link to its blog, details about its office location, and a link to its website.

Updating your company page

LinkedIn has requirements for people who want to create or edit a company page. Essentially, an employee starting or maintaining the page must list the organization—company, accounting firm, nonprofit, etc.—as their current employer, have a valid organizational email address, have a LinkedIn profile that is at least 50% complete, and have several LinkedIn connections.

While this allows any employee who has met the criteria to edit his or her organization’s LinkedIn page, the organization can designate specific employees as administrators.

Do you know which employees can update your organization’s page? You may want to check this out soon. I recommend that you assign specific employees to the role of administrator to avoid problems. This task usually is assigned to the person responsible for your website.

Adding products and services

Your page can include information about the products and services your organization offers. This is a great way to advertise your offerings, provide information to people who visit your LinkedIn page, and drive traffic to your website.

Each product or service entry can include a name, detailed description, image, list of key features, link to a product URL, and as many as three contacts at your organization. The people designated as contacts must have a LinkedIn profile. A product or services page also can include promotional offers and links to a YouTube video.

Posting job openings

Your organization’s page also can include links to any jobs that you have posted on LinkedIn. In addition, LinkedIn allows you to build Premium Career Pages that “deliver a custom experience.” LinkedIn’s own company page offers a great example of a career page (see below).

Attracting attention

Your LinkedIn page administrators can post status updates on your page. The updates will appear on the home page of any LinkedIn member who is following your company page. Here’s a look at some of the AICPA’s status updates:

This is one way for an organization to attract attention. At the time I wrote this article, the AICPA had more than 4,000 people following its LinkedIn company page. Each time the AICPA posts a status update, it is visible to its followers. These followers can like or comment on each status update.

One of your organization’s goals should be to increase its number of followers. Do this by promoting your LinkedIn company page on your website, in your email signatures, and on your blog. The more followers you have, the more likely it is that someone will read your status update and share it with their network.

Final thoughts

LinkedIn offers some great features to help any organization tell its story and attract attention. Take a look at your LinkedIn company page and see if it is telling the right story. You may need to add content and increase the number of followers.

The results can be more attention for your firm and more exposure for your marketing message!

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Barry MacQuarrie, CPA,is the director of technology at KAF Financial Group in Braintree, Mass. He has extensive experience working with CPA firm technologies and has expertise in social networking, workflow, process improvement, disaster recovery planning, and paperless office solutions.