There is no getting away from the fact that LinkedIn is one of the most popular professional networks going with more than 467 million members in over 200 countries and territories. This popularity is not just limited to personal profiles either. Coca-Cola is one company which values LinkedIn as a traffic driver and takes time to constantly improve its company profile page to ensure it is an active hub for regularly engaging with the company’s 1,000,000+ followers.
Marketers may typically focus on the copy to enhance LinkedIn company profile pages, but the importance of imagery cannot be underestimated. Images are not just powerful for Snapchat, Instagram and Facebook. They have their place on LinkedIn too, and so attracting a business audience can be better achieved through the successful use, and placement, of imagery.
Here are three tips for even the most basic LinkedIn users to use images to improve a company page:
- Choosing the right images for the right sections of your page
First, bear in mind that the most appropriate size for LinkedIn images is usually 1400 x 425 pixels. As with all internet images, a PNG file is best, as they support palette-based images and grayscale images.
There are a variety of opportunities to include imagery on a LinkedIn company profile page and the best examples of company profile pages do not necessarily replicate the same image within multiple sections. This is easily noticeable by a viewer and can be deemed as a careless mistake. Therefore, it is important to prioritize the images you wish to use, and decide on where they should go.
The most engaging company image should lead the ‘overview’ section given its prominence on the page. Something which showcases your mission statement and your brand is ideal here. For example, if you have a bold brand, then be bold with your image selection. Ultimately, this section is one of the areas which viewers are likely to see first when landing on the page, so make that first impression count!
Another significant section is the ‘company photo’ gallery. It is a good idea to try and choose something, which helps visualize your product or service. Put the best image first. Given it is a gallery, there are options for more images, so don’t be shy in posting more images, so long as they are relevant to products/services offered.
Emotive images are likely to generate most appeal in the ‘life’ section, which is where a company is most likely to outline their company culture. This is where potential new talent might look to find out more about the company before scouting for job opportunities. Images of people interacting, enjoying a social activity, etc., all work here and should help represent the company culture.
Finally, be very careful with the banner image at the top of your page. It is important to ensure the image is not overstretched or is low resolution due to the landscape nature of this section.
- Resizing and formatting
The right type of image is a start, but editing is integral to making the most of the visual.
The rule of thirds suggests that if a 3×3 grid is drawn over an image, the important subject matter within it should align with this grid, never falling between these lines. If you remember only one thing about the rule of thirds, make it this: Design elements look better off center than dead center in an image.
‘Headroom’ and ‘lead room’ are framing concepts key to crafting great images. Headroom refers to the space between the top of an image and the subject matter; subject matter should typically be placed ⅓ of the way from the top. Lead room refers to the amount of horizontal space left in front of a stationary or moving subject. This tip is particularly useful for the banner image at the top of the LinkedIn company profile page given the limitations of the dimensions for this image section.
Adjusting the headroom and lead room in an image is easy with the crop tool – all it requires is vertical or horizontal cropping. Simple, but powerful tools such as Shutterstock Editor let you edit images before you download.
- Refreshing imagery
Do not be afraid to download new images and rotate them around from time-to-time, this will keep the page looking fresh and up to date. It is a great way to show viewers that a company is not standing still and constantly looking for new ways to engage with its audience.
By Shutterstock’s art director, Eric Sams