A social media presence nowadays plays a very important role in building brand image and creating long-term relationships with customers. By setting up a company profile, we want to reach new users and make them interested in our offer. LinkedIn is definitely different from Facebook and other similar portals, as we use it mainly for professional and business contacts. Is it worth appearing on this platform? What advantages does it offer? 
LinkedIn - what is it about?
We have become accustomed to social media accompanying us in our daily lives. They are mainly used for entertainment and connecting with friends, but they are also becoming increasingly important in an advertising and promotional context. The right maintenance of brand profiles on social media will help us to achieve many marketing objectives, as well as to reach new audiences. It is also important to know that there is an international portal dedicated to working life called LinkedIn, bringing together job seekers, entrepreneurs running their own companies, and professionals representing various institutions. LinkedIn is mainly for education and career-enhancing networking. It is not a place for entertainment or posting holiday photos. In the profile, we provide information about our work experience, jobs, skills and education. We can also create an account for our company and present exactly what we do.
LinkedIn - how to use it?
If you want to create a company page on LinkedIn, you need to have a real private profile. This is because the service checks how long you have been using the portal and how many contacts you have before allowing you to create a company page. It's not complicated - you just need to fill in all the necessary information describing your company and your contact details. Of course, you will also need to add a profile photo in the form of a brand logo, as well as a background photo, or so-called cover photo. It is worth ensuring that the profile is complete from the outset - then all visitors to the website will quickly find out what your field of activity is. However, simply completing a profile is not enough - it is only the first step. As with other social networks, we should ensure that we are regularly active by publishing interesting content. We will post traditionally on the board, but we also have the option of using the LinkedIn Publishing tool, which is great for creating longer articles. These types of posts will not only be interesting to your audience, but are indexed by Google's search engine. 
LinkedIn for your business - is it worth it?
As you can see, LinkedIn is definitely different from other social media, so we should use it for other purposes - it is first and foremost an excellent tool for personal branding and communication with business partners as well as potential employees. LinkedIn is also excellent for recruitment - we can post adverts on the company page and promote them to a selected target group. In this way, we can reach job seekers for a specific position. What other benefits do you get from setting up a company profile on LinkedIn?
- your LinkedIn page will become a showcase for your business - more and more people are checking out businesses online before making contact, so you have the chance to present yourself at your best;
- you will gain greater authority in the industry and build your reputation;
- You will warm relationships with customers and business partners;
- you will discover opportunities to network with companies operating in the same sector;
- you will create a strong position for your brand and strengthen its image;
- you will have the opportunity to acquire new knowledge in areas that interest you and share your own experience with others;
- you will find it much easier to search for and attract potential employees - you will make contact with them straight away;
- by being active on LinkedIn, the people hired will become the company's best ambassadors;
- customers will become attached to your brand much more quickly because they can get to know it better;
- you will make contact with specialists who previously seemed difficult to reach;
- you will ensure that your organisation ranks better in search results.
Which posts to upload to your LinkedIn board?
Remember: for your account to be effective and generate interest, you need to publish content regularly. Keep in mind that LinkedIn users are not looking for entertainment or lifestyle texts. Try to produce posts that are highly useful and related to the industry in which you operate. Share professional experiences, share other people's articles and showcase your company's offerings. Use industry news and company news to create content. If you have recently attended an interesting training course or trade fair, be sure to share it.
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