Who's following who?
Jinfo Blog

By James Mullan

Abstract

Last month LinkedIn announced that they were launching a "Follow company" button. Designed for companies to use on their website, the LinkedIn "Follow company" button allows LinkedIn users to follow updates and activities associated with a company via their LinkedIn account.

Item

Last month LinkedIn announced that they it was launching a "Follow company" button. Designed for companies to use on their website, the LinkedIn "Follow company" button allows LinkedIn users to follow updates and activities associated with a company via their LinkedIn account.

For a company this is an excellent development for two very simple reasons: awareness and exposure. LinkedIn users are unlikely to visit a company's website every single day, however many individuals will login to LinkedIn every day, either to check their inbox, to post an update or to find new connections. Whilst logged on to LinkedIn a user will be exposed to information that has been posted by that company and will be more aware of developments taking place at the company simply because they have chosen to follow the company, either via the "Follow company" button on the company's website or via the “Follow company” option in LinkedIn.

Why would an individual follow a company on LinkedIn?

Simple really – by following a company on LinkedIn a user is updated with new developments, changes to the company's business and even job opportunities. Company profiles display recent hires, related companies, recent promotions, top locations for employees, and even showcase what they deem as "popular profiles" – meaning those individuals who get a steady stream of profile views and press mention will appear on the company profile page.

As well as being updated on developments at a company, company profiles can also be a useful way to connect with more individuals as they will show you "your network" (your connections) as well as potential connections, to which an individual can easily connect.

Company profiles are also a useful starting point if undertaking company research, although there are more authoritative databases available when undertaking this type of research. What following a company on LinkedIn does offer is a free and relatively easy way to stay up-to-date with developments at companies that have a company page on LinkedIn. If you're wondering whether a company can see who is following it via LinkedIn, the answer would appear to be No, but a company can see the total number of LinkedIn users following them.

There are currently more than two million companies in the LinkedIn network which LinkedIn users can follow; this figure is sure to grow with the development of this new functionality.

Other resources:

• LinkedIn
• Find and follow a company on LinkedIn
• What is the new LinkedIn “Follow company” button?

« Blog