LinkedIn Business Page Update – What You Need To Know 

NOVEMBER 30, 2016
Recently, LinkedIn notified page admins that it would soon be rolling out a design update for its business pages, and low and behold, it has arrived (in beta at least). We’d like to share a behind-the-scenes look at this update and outline its new features.
We were notified about the update and invited to test it via a blue bar at the top of our business page: LinkedIn Business Page Update – What You Need To Know  | Concept Group Inc. | Overview
After accessing the new view, a welcome message appeared, providing a brief explanation of what to expect: LinkedIn Business Page Update – What You Need To Know  | Concept Group Inc. | Welcome Message
The welcome message states that LinkedIn members will continue to see updates on the company’s profile page, but things have changed for admins. For starters, there’s a new navigation bar broken out into four sections: LinkedIn Business Page Update – What You Need To Know  | Concept Group Inc. | Navigation Bar
Let’s take a deeper look at the “Updates” and “Overview” tabs: View of “Updates” page LinkedIn Business Page Update – What You Need To Know  | Concept Group Inc. | Updates pageThe “Updates” page is where admins can publish new posts and view existing posts at a quick glance. Each post includes performance stats, all of which are as they appear now (impressions, engagement %, clicks and Social Actions, which replaces “interactions” but is likely the same metric). You’re also presented with a 7-day snapshot of page/post engagement. There are links for assistance both in the “Admin Tools” drop down and the “Product Guide” pop-up found at the bottom of the page, making it seem as though LinkedIn wants to ensure page admins have help, or at least the resources to solve issues when they need it.
Updating your company profile is now found under the “Overview” section: View of “Overview” page LinkedIn Business Page Update – What You Need To Know  | Concept Group Inc. | Overview pageYour company page will include a background image. The recommended size for this image is 1536px X 768px with a recommended profile image size of 300px X 300px. Other than the addition of the background image, the rest of the profile details seem to remain the same. Member views – Before and after LinkedIn Business Page Update – What You Need To Know  | Concept Group Inc. | Before and After Member ViewA LinkedIn member viewing the business page will notice it looks quite different from the old version. The company description is partially blocked with a “Show details” button, requiring the user to take an additional step to view more details. This makes it especially important to have a concise first paragraph that’s intriguing enough to encourage the user to want to expand the panel. The other addition here is the “Recent update,” which highlights the last post published. Clicking the “See more” link beneath takes you down to the actual post in the feed. It’s unclear whether your last published post will always appear or if you can “pin” a specific post. Either way, it’s an interesting modification showcasing your content at the top of the profile. Larger view of the updated versionLinkedIn Business Page Update – What You Need To Know  | Concept Group Inc. | New Business LayoutAdditional updates to this page include a “See Jobs” button; a larger and more forefront “Follow” button; and your connections to the company at the top of the page. This replaces the “See how you’re connected” link that used to be off to the side of the page. LinkedIn continues to showcase how you’re connected to the company. As you scroll down the page, you are presented with a large “connection block” prior to hitting the page’s news feed: View of “connections block” LinkedIn Business Page Update – What You Need To Know  | Concept Group Inc. | ConnectionsTake note of the “Message” buttons that are prominently displayed, making it easier (and more suggestive) to contact your connections within the business.
The newsfeed is similar to the Facebook newsfeed in that there is more focus on the image within the status update (recommended size being 700px X 400px). Research has shown that posts with imagery garner more engagement; so it’s no surprise that LinkedIn made this update. In addition to more visually appealing posts, “Sponsor Update” was changed to “Sponsor Now,” which is a more timely or stronger CTA; the “Pin to top” and “Delete post” have moved to upper right-hand corner (•••); and “Like” and “Comment” are no longer present. This could be due to the fact that we were viewing this as an admin, but perhaps LinkedIn is trying something different here. If these engagement metrics have been removed from the page newsfeed, it may be that LinkedIn is trying to drive more site traffic from its platform. Click-through rates are usually a more valuable metric than “Like” or “Comment,” but these are also core engagements we’ve come to draw insights from. We will see! Newsfeed view – Before and afterLinkedIn Business Page Update – What You Need To Know  | Concept Group Inc. | Before and After Newsfeed Status update – Before and after LinkedIn Business Page Update – What You Need To Know  | Concept Group Inc. | Posts Before and After
Overall, this is a welcome and long-overdue change for the professional social networking site. It seems the analytics and notifications tabs remain the same, but LinkedIn has stated that these too will eventually be updated … and we can’t wait for that. What are your thoughts on the new update? Share them with us on our Facebook page or @conceptgroupinc on Twitter.
Gabi Winkels

Gabi Winkels

Social Media Manager

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