How to Perform a LinkedIn Audit for Brands

How to Perform a LinkedIn Audit for Brands

If your New Year’s resolution for 2022 likely wasn’t “do a LinkedIn audit,” this is the perfect moment to declare “new year, new me” by putting up your company’s profile.

It’s the world’s most extensive professional network. However, LinkedIn is more than an opportunity to post job openings. There are several 810 million users, and the number of LinkedIn sessions will increase by 30 percent by the year’s end. It’s becoming a vital place for employees’ advocacy, brand recognition, lead generation, and much more.

LinkedIn is always keeping up with the times. Here, you can read about some of the best LinkedIn tools. Follow these guidelines to do a Linkedin review that will help you make the most of this constantly-changing platform:

What is a LinkedIn Audit?

An audit of your LinkedIn profile LinkedIn audit involves carefully reviewing every aspect associated with your LinkedIn presence in the hope of enhancing the quality of your LinkedIn profile. To begin with a LinkedIn audit, it is necessary to establish your objectives and KPIs.

Smartphone With LinkedIn Application on the Screen

Based on the goals you have set, Three main kinds of LinkedIn Audits should be carried out, including:

  • A brand audit of your LinkedIn profile could contain your name, headline, picture Summary, experience, and abilities.
  • A Company LinkedIn Page audit analyzes the banner image, “About Us” section, and the employee listing.
  • A content audit reviews your post’s engagement rates, engagement rate, and the overall influence of your brand.
  • The purpose of an audit is to enhance the quality of your LinkedIn visibility to get more prospects and sales on LinkedIn.

Why Is a LinkedIn Audit Important?

As with any other social network, LinkedIn is a constantly changing platform. It is essential to keep up-to-date with the latest new trends, popular types of content, and effective marketing and advertising strategies, so you’re not left behind by your competitors.

Most companies have at least a LinkedIn profile. However, few use its full potential of it. Instead, they depend on strategies like marketing via email and sales personnel to attract the most valuable customers. While these are all crucial components of any company’s success, don’t overlook the importance of having a solid online presence.

If you meet a potential client via an uninitiated call or email, they’ll likely look into the company and your business before making a purchase. Naturally, they go to your personal LinkedIn profile or your company’s website to gain a greater understanding of who you are as a company.

Maintaining your profiles current and optimized will ensure that you will create the most memorable first impression for your customers and attract top talent to your company. Make an imposing impression of your company.

How to Perform a Personal LinkedIn Profile Audit

The first step in performing the LinkedIn Profile audit is collecting all the required data. It includes the headline of your profile, profile picture, as well as your summary, experiences, and expertise. After you have all the details, you’ll need to review them to determine what could be made better.

This audit is designed to ensure the quality of your LinkedIn profile matches the image and branding strategy. Your profile could reflect the image of your business.

Here are some ideas for improving each of these areas:

1. Set your LinkedIn Goals

Two Creative Executive Looking at Woman in Blue T-shirt Drawing Chart

What is your top brand’s reason for using LinkedIn? Set some objectives. It could be about getting more well-known within your field, becoming an authority, or selling your services.

The goal you set will define your attitude and actions in the marketplace.

2. Analyze Your LinkedIn Profile’s Image: Profile Image and Banner Image, and Headline

Profile Photo

A professional, clean photo will make the profile stand out from the crowd. As a business, I suggest you include your logo in your profile photo.

3. You Can Rate Your Team

Have you ever thought about your team’s image to a potential customer looking at your page on your site? Have they profiled photos? Do they have a profile picture on your website?

It’s easy to believe that these are just details, but they all have significance regarding your business’s image. Your employees must have an account on LinkedIn as they’re your primary ambassadors to spread your company’s message.

For instance, I was searching for an employee of the social media department employed at Sephora to do a podcast interview. In between Corinne, Amber, and Sarah, I’ll only send messages exclusively to Corinne and Sarah as I see their faces. The two girls also have excellent profiles that make them feel more natural.

4. Review the Employees’ LinkedIn Posts

Visit the company’s LinkedIn page. On your page, there is a link for ‘Employee posts. From here, you can review the posts of your employees.

It’s impossible to see the type of content they enjoy and share or comment about. However, you will observe the type of content they shared on their LinkedIn profile.

Note! You must be the administrator of the page. Like I said earlier, Your employees are your brand’s ambassadors. You can increase your visibility by inviting them to share content on your company’s blog or new features, events you’re planning, or anything related to your brand.

For instance, I’m posting all the articles I write for Socialinsider’s blog to my LinkedIn profile. The latest features, webinars and announcements, and much more. It’s important to point out that you do not have to post everything your company is working on; however, you can promote your services by displaying them on your profile.

Be sure to include the name of your company in your post.

5. Find the Correct Type of Content To Promote Your Company’s Profile on LinkedIn

People Holding a LinkedIn Icon and a Tablet

Monitoring your activities on LinkedIn can give you valuable insight into what’s working best for your brand as a whole and what’s not. You will be able to identify the best kind of content appropriate for your business and assist you in defining the LinkedIn strategy.

When you analyze your posts, you’ll learn more about the demographics of your followers and what draws them. Perhaps, your followers are interested in videos; however, they may not like it when you write text-based posts.

Look at the types of content users consume and how to create more.

Conclusion

LinkedIn has experienced an impressive turn on its side. It is indeed an excellent platform to advertise your open job positions. However, enhancing your profile will help you build confidence, trust, engagement, and business leads.

It’s time to ensure that your profile gets the importance it deserves. Follow this step-by-step guide to start getting your LinkedIn review underway, and then get the LinkedIn For Businesses list to help guide your long-term objectives for your profile and plan.

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