Employees as Brand Ambassadors on the new LinkedIn Company Pages

linkedin, social media, brand, brand ambassadors

Today’s candidates are looking for the right culture fit. A significant element of that culture includes the current company employees and the team that the candidate will be joining. Candidates care who they work with and for.

LinkedIn’s new Company Pages show employees and connections more prominently than before. Expect your prospective candidates to look at employee and leader profiles before or during the applicant journey with your company. The candidate’s connections are prominently featured as well as business leaders.


Also, the new company pages highlight status updates more prominently. Feature your employees in these updates as a way to connect with your candidates. For companies who pay for the additional Career Page, there is, even more opportunity to showcase your employer brand and employees.

The first thing you will notice is the new page design for both Company and Career Pages. LinkedIn helps companies to highlight the organization culture and unique job opportunities. There are three sections: company overview, relevant jobs, and culture (life). The last two are part of the Career Page package. Candidates who visit your company’s overview page will see visual tabs with customized previews of content from the “Life” and “Jobs” tabs.

Employees as Brand Ambassadors on the new LinkedIn Company Pages


LinkedIn states that the new design of the Career Page is meant to provide more information about your company and culture to the candidate. Consider these statistics from LinkedIn’s Talent Trends Report:

  • The number one roadblock to applying at your company is that applicants don’t know what it’s like to work there
  • 60% of candidates want to know about your business and the culture first.
  • Candidates are 2.8 times more likely to respond to an InMail if they have viewed your Career page; and 1.3 times more likely to apply to an open job.

The new “Life” tab (for Career Page subscribers) allows your company to share articles, photos, and stories created by your employees and company. Consider using the content modules:

Long form blog posts

  • This is ideal for employee articles

Photo gallery

  • For employee and company photos

Hero banner with video option

  • This is for sharing your company culture

Business leaders

  • Feature profiles of your key leaders

Company insights

  • This is for aggregating your company data


Some of this content is pre-populated for the page admin. Select content from employee created work to engage applicants. Pages can also be uniquely tailored to specific candidate groups to be more meaningful, such as engineering or marketing.

The new jobs tab within the Career page gives your candidates a personalized experience. Job recommendations and insights into your team are powerful and personal. Open roles that are most suitable for the candidate feed the jobs recommendations. There is a “meet the team” section, allowing candidates to gain insight into employees and what they might have in common. Candidates today want to know as much as possible about their future co-workers, so this is a treasured feature.


What’s a good next step? Take a good look at your Company page and see the preview for the new interface. Make sure your business description and showcase pages are updated.  Provide training to employees about their LinkedIn profile since they are more prominently featured. Consider upgrading to a Career page if your company is actively recruiting.  In that case, be sure to try all the new features including video, blog posts, and photos, so your candidates get a great sense of your team and culture.

What are your plans with your LinkedIn Company page?

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Sandra Long

Sandra Long is the author of the bestselling book LinkedIn For Personal Branding: The Ultimate Guide. She is also the managing partner of Post Road Consulting LLC. Sandra and her team work with corporations, universities, and individuals to drive successful sales, career, and talent acquisition results.

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