Stand Out! How to Promote Jobs on Your LinkedIn Company Page
Jump out of your candidate’s LinkedIn feed and get them to check out your job openings. Here’s everything you need to know about crafting eye-catching Company Page updates.
Illustration by Christian De Pape
Most companies don’t use their free LinkedIn Company Page to promote jobs as well as they could.
That’s a shame. The professional social network boasts 500 million users. It provides a top source of quality hires and remains ground zero for any social recruiting strategy.
Posting from a Company Page also lets you leverage features you don’t get with your personal account. Link preview customization and audience targeting come in handy when you’re trying to attract strong candidates.
Today, you start doing better.
This guide will show you how to create, post, and promote a LinkedIn Company Page update that will:
- Stand out in a busy feed
- Capture your target candidate’s attention
- Make them interested in what you can offer
- Get them to take the next step
Alright, let’s do this.
CHAPTER 1
Crafting Your LinkedIn Update
Your update will include three parts:
Link, text, and image.
Let’s take a look at how to optimize each of these.


Link
The purpose of your LinkedIn update is to promote a job opportunity. When you boil it down, you’re really after one of two outcomes.
Get the viewer to:
- Visit a web page – a job posting, careers site, news release, or article
- Make contact – through email, phone, or LinkedIn message
Either way, the outcome relies on providing a link. Whether it’s a URL or email address, your first step is to have that link handy and make sure it works.
Shorten web links using Bitly or Goo.gl. Not only do these tools reduce the character-count of your URL, but they also track clicks and help you understand who is clicking. You can also customize the short-link to include a call to action (http://bit.ly/join-the-acme-team) or simply remind you where the link goes (http://bit.ly/tech-recruiter-role).
Step-by-step example

Text
Getting the reader to take action requires a little persuasion. This is the job of the written part of your update.
A copywriting formula can help you structure your message for maximum effect. Try this one:
- Talk about the reader (not “I’m looking for…” or “We’re hiring…”)
- Tell them how you will improve their life
- Only then, introduce the role or company
- Tell them what to do next with a call to action (including your link)
Call to action words
Watch, see, learn, explore, discover, imagine, feel, begin, start, join, get, find, follow, build, grow, email, message, hear, chat, ping, reach out, connect, meet, introduce, talk, check out.
Keep your copy short:
- Ideal length: 200 characters or less (to avoid the “Read more” cut off)
- Maximum length: 700 characters
Make sentences short and simple, too. The shorter and simpler, the easier to read. The easier to read, the more likely it will be read. Use Hemingway Editor to see how easy your message is to read.
Where do you put the link? Typically, at the end of your message, as part of the call to action. URLs and email addresses show up bolded and blue in published updates. Because they stand out, you can play around with link placement. A colon (:), en-dash ( – ), or arrow (→) can help direct the reader’s eye to your link:
Curious? Email me: christian@recruitingsocial.com
Curious? Email me – christian@recruitingsocial.com
Curious? Email me → christian@recruitingsocial.com
When you include a website URL in your update, LinkedIn auto-generates a link preview image and title. The title can be customized to whatever you want. If you’re linking to a job posting, you can reference the role and company name:
Sales Recruiter at ACME
You might include a call to action. For example:
Sales Recruiter at ACME: Apply Today
Bonus points if you can pack the clickable title with feeling:
Sales Recruiter, Meet Your New ACME Family
Like other social media, LinkedIn supports hashtags. Because they appear in the same prominent, blue text as links, it’s wise not to include more than one or two. Use hashtags to highlight:
- Job function – #devops, #sales, or #marketing
- Location – #Seattle, #DTLA, or #Brasil
- Brand – #lifeatgrindr, #BEColliers, or #Top10Workplace
Step-by-step example
➊ Gain #recruiting experience and training. See life inside companies big and small. ➋ We’re hiring a coordinator – ➌ check out the details: http://bit.ly/apply-to-recruiting-social
➍ Recruiting Coordinator: Yes, You! Join the Recruiting Social Team
➊ Talk about the reader and how you will improve their life.
➋ Introduce the opportunity.
➌ Tell them what to do next.
➍ Link title that includes a call to action.

Image
Your Company Page update will compete with a hundred other posts in the LinkedIn feed. You don’t need an image, but a strong visual will help you win the battle for your target audience’s attention.
You can include an image one of two ways:
- Attachment – like posting a photo on Facebook
- Link thumbnail – an image preview of the URL in your post
Image types
Attachment
Link thumbnail
Both appear in the LinkedIn feed at the same size. Link thumbnails auto-generate when you paste a website URL in your update. However, they can be customized – replaced with an image of your choice.
Only link previews click through to an outside URL. If your desired outcome is for the reader to visit a web page, use thumbnail customization to your advantage. It gives another, bigger target for the reader to click.
Unlike images shared from your personal LinkedIn profile, photos, illustrations, and graphics shared from your company page must meet specific shape and size guidelines. This includes link preview images. Otherwise, a less-than-attractive white border will frame the visual.
- Use a 1.91:1 image aspect ratio
- Ideal image size: 1,200 x 627 pixels
- Minimum width: 200 pixels
Image shapes
1,200 x 627 pixels
900 x 900 pixels
What should your image actually be?
A photo can be used to show off your employees and workplace.
Choosing group shots of your team is tempting. However, close-ups of two to three individuals are more intimate and impactful. Photos of company swag can also be effective.
Avoid stock images, which tend to give themselves away and appear inauthentic. Professional photos are ideal, but DIY photography with your iPhone or Android works just fine.
Some guidelines for social media photography:
- Use natural light. Position subjects so the light hits from the front or side, not from behind (don’t put the subject in front of a window).
- Take landscape-oriented photos (turn the phone on its side). They’re easier to crop for LinkedIn and provide better resolution.
- Don’t zoom. Stand closer to your subject, or crop the photo later.
If the photo isn’t too busy, you can overlay your logo or tagline.
Image content
Photo
Graphic
A simple graphic is another image option. This might be as simple as your logo on a colored background. It might be the job title and location. It could be your employer value proposition. Or maybe be a relevant quote from an employee or executive.
Ideally, graphic images should follow your company’s branding guidelines: typography, iconography, color, and layout.
If possible, seek help from your marketing or creative team to create the image. They might even be able to produce a Photoshop or Illustrator template your team can easily customize. Otherwise, DIY tools like Pablo and Canva are useful.
Step-by-step example
Gain #recruiting experience and training. See life inside companies big and small. We’re hiring a coordinator – check out the details: http://bit.ly/apply-to-recruiting-social
Recruiting Coordinator: Yes, You! Join the Recruiting Social Team
CHAPTER 2
Posting & Boosting Reach
You’ve crafted an eye-catching, enticing update.
Now let’s get it out there, drumming up new candidates.


Posting to your Company Page
Choose a time to post. Engagement on LinkedIn peaks before work, at lunch, and immediately after work on weekdays.
Best times to post
Tuesday to Thursday
7 to 8 AM
10 to 11 AM
4 to 5 PM
Worst times to post
Saturday & Sunday
7 PM to 6 AM
Sources: The Balance; Simply Measured
Go to your Company Page. Click the “Me” icon at the top of your LinkedIn homepage.
Below Manage, select your Company Page.
Set up the update. Paste the message draft in the “Share an article, photo, or update” text box.
If you’ve included a URL, a link preview will appear. Once the preview appears, you can remove the URL from the message. This looks cleaner, but leaving the link gives your reader another option to click.
If you have included a website URL:
- Customize the link preview image. Click the camera icon. Choose the image file on your hard drive. Click “Open.”
- Customize the link title. Click on the current title. Type or paste the new title over it.
If you haven’t included a website URL:
- Attach the image. Click the “Images” button in the bottom left corner and select the image file from your computer.
Target your update. Click the “Post Settings” button in the bottom right corner. Leave the post visible to all members of the public, or click “Target Audience.” This option lets you select the attributes for the followers you want to target, such as function, seniority, and geography.
Click “Post.” Done!
Step-by-step example

Boost reach by sharing with your team
On LinkedIn, likes and shares both increase your update’s reach. Get your team involved – make it easy for them to push your post to their networks.
To share your post on Slack:
- Take a screenshot of your update (press Shift-Command-4 on a Mac; use the Snipping Tool on a PC).
- Copy the link to your update (click the “…” button in the top right corner of the post, then click “Copy link to post”).
- Drag and drop the screenshot into an appropriate Slack channel. Rename the image title if you’d like.
- Paste update URL into the comment box (press Command-V on Mac; Control-V on PC). Add a call to action, like “Like and share this job posting here: http://linkedin.com/your-update.”
To share your post in an email:
- Take a screenshot of your update (press Shift-Command-4 on a Mac; use the Snipping Tool on a PC).
- Copy the link to your update (click the “…” button in the top right corner of the post, then click “Copy link to post”).
- Create a draft email and insert the screenshot.
- Type a call to action like “Click here to like and share this post” and link it to the update URL.
CHAPTER 3
20 Inspiring Examples
Looking for ideas?
Here are twenty varied samples. Pick your favorite, identify what you like about it, and get crafting your next job-promoting LinkedIn update.

Grindr


(Full disclosure: Yours truly produced these LinkedIn updates for Grindr. Want that kinda help too? Email me: christian@recruitingsocial.com.)
TD


General Assembly




Colliers International


Hudl


Animal Logic


Igloo Software


Hulu


Nike

