LinkedIn rolls out new features for business pages

LinkedIn has begun rolling out its new website design for business pages, three months after the initial announcement. The face-lift is intended to lure people into spending more time on the social network and includes a host of new features for business pages. For a long time LinkedIn has proudly kept a retro design, in a similar way to Reddit, but it seems modern functionally has required a revamp.

The website design change comes 12 months after LinkedIn overhauled its tablet and smartphone app experience. Now that Microsoft has secured regulatory approval for its $26 billion acquisition of LinkedIn, the design change is no doubt to prepare for better integration with Microsoft services. Thankfully this has not meant adopting the 1980s-esk blocky metro design theme.

What’s new for business pages?

At the centre of the LinkedIn business page change is a clear focus on recruitment. Whilst LinkedIn proves valuable for B2B marketing efforts, this is mostly achieved through personal profiles, leaving LinkedIn business pages struggling to find purpose. The focus on recruitment isn’t just a design tweak, but shows LinkedIn is investing in a clear HR functionality for pages.

LinkedIn new design, overview

One of the biggest changes by LinkedIn is a ‘life’ page that focuses on showcasing the culture of a company. This provides the option of integrating a featured YouTube video, showing images of the workplace, profiling company leaders, and a spotlight section on what it’s like working in the company. In an age where companies are held accountable by their workforce to reviews on websites like Glassdoor, LinkedIn is providing an opportunity for companies to have their own HR voice.

LinkedInLifePage

There is also a separate cultural insights section that uses information from registered employees on LinkedIn to profile seniority, working location, education level, and skills. Hopefully companies choose to profile the diversity of their companies in this section, rather than use higher education as a quality goal in its own right.

Content is still king

The new design change is akin to a Facebook page, as recently published content will appear high on the page. This shows that there is still a big role for content marketing on LinkedIn, beyond publishing content on individual personal profiles. It would be good to see LinkedIn Pulse article integration in the new business page design, but perhaps this is something for later this year.

What is Microsoft’s master plan?

We know that the Microsoft and LinkedIn leadership teams have been in discussions for a few months now and there is no doubt the design change plugs into Microsoft’s plans. Some of the features it has lined up that are useful for businesses are:

  • Extending the reach of sponsored content across Microsoft properties
  • Enterprise LinkedIn Lookup powered by Active Directory and Office 365
  • Redefining social selling through the combination of Sales Navigator and Dynamics 365
  • LinkedIn notifications within the Windows action centre

Read The Verge’s full round-up here.

The new LinkedIn design is being rolled out gradually in the UK and if you are an admin of a business page, you should hopefully be given the option within the next few weeks.

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