LinkedIn expands promotional features for businesses

October 13, 2011

The online networking site, which more than a year began ago letting companies create their own profiles, last week expanded features within Company Pages that allow businesses to build and sustain their own followings in the professional community.

“It’s some pretty good intelligence,” said Ryan Roslansky, who heads LinkedIn’s Content Products. “It really helps members to have deeper insight and richer business intelligence on these companies.”

Not unlike the microblogging site Twitter, LinkedIn’s Company Pages update individuals about specific businesses of interest. But the depth of content is richer, said Roslansky, noting that posts include company news, employee moves, videos and white papers, among other information. These status updates appear in a follower’s news feed.

“When people are on LinkedIn they’re really in the mode of… how do they become more professional, productive and successful in what they’re doing?” he said. “And in that context we want to give the companies the ability to disseminate information to members.”

Individuals can also get alerts when a company posts job listings, an enhancement that aids in individuals’ career advancement, Roslansky said, noting there are nearly 5 million LinkedIn members employed by small businesses. Businesses pay for that feature but other features in Company Pages are free.

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