LinkedIn Company Page Best Practices For Big Brands

If your brand spans multiple locations, your LinkedIn Page is more than a digital placeholder—it’s a trust-building tool, an employer brand asset, and your gateway to industry authority.

The challenge? Making sure your page doesn’t feel like a generic corporate feed.

The opportunity? Turning your company’s presence into a hub of credibility and thought leadership that amplifies your people, values, and local impact.

In this article, we’ll break down the best practices for optimising a LinkedIn Page that reflects your brand across regions, positions your business as a leader in your space, and inspires employees and prospects alike to follow, engage, and advocate.

Why LinkedIn matters for multi-location brands

With over 1 billion members, LinkedIn isn’t just a place to post job ads or corporate updates. It’s a professional network where decisions are made, opinions are shaped, and reputations are built.

For multi-location businesses, a well-optimised Page helps you:

• Build a credible brand across local and global audiences

• Empower regional leaders and teams to contribute their voices

• Centralise key updates, stories, and wins in one visible location

• Attract top talent and engage partners, stakeholders, and prospects

Put simply, a strong LinkedIn presence reinforces your expertise while making your distributed brand feel unified and human.

How to build a high-performing LinkedIn Page (step-by-step)

Use this checklist to make sure your page ticks all the right boxes:

✅ 1. Optimise the foundation

Start with the basics—but do them exceptionally well.

• Company description:

  • Communicate clearly who you are, what you stand for, and the markets you serve.

  • Include high-level stats about your scale (e.g. number of locations, countries, customers served).

  • Use keywords in the description. The About section is the perfect place to optimise your company page for search queries inside and outside of LinkedIn. 

• Profile image and banner: Use your logo in the profile image, and your cover image to tell a brand story—this could be your team, a campaign visual, or a tagline.

• Custom buttons: Add a CTA like “Visit Website” or “Learn More” based on your business goals.

• Product pages: Build your product presence, as every single day, a vast number of potential buyers scour LinkedIn in search of products similar to yours.

💡Bonus: Depending on your structure, create LinkedIn Showcase Pages for major business units, regions, or brands to highlight your unique brands, business units, or initiatives.

Source: LVMH

✅ 2. Highlight thought leadership (not just news)

Thought leadership isn’t reserved for executives. Your company can—and should—be a source of insight and inspiration.

• Share POVs from your internal experts on timely industry topics

• Repurpose blog content or whitepapers as digestible thought posts

• Use LinkedIn Articles for longer-form insights tied to your business’s values or expertise

• Spotlight innovations, partnerships, or big-picture thinking

The goal: Build trust, not traffic. Show that you understand your space and care about your audience’s challenges.

💡 Bonus: Use the Commitments section to show what your brand stands for

LinkedIn allows you to highlight up to five company commitments on your Page. These include:

• Diversity, Equity & Inclusion (DEI)

• Work-life balance

• Environmental sustainability

• Social impact

• Career growth and learning

Each commitment must be backed with supporting content—think blog posts, reports, or videos that show your values in action.

For multi-location businesses, this is an opportunity to reflect how your values play out across different communities and teams. Whether it’s a regional mentorship program, a sustainability initiative in your supply chain, or a DEI training led by your branch office—these stories help prospects, job seekers, and stakeholders connect with your brand on a deeper level.

💡 Pro tip: If your business uses employee advocacy or campaigns around these themes, link to them from your Commitments to drive traffic and trust.

✅ 3. Showcase your people and locations

Make your distributed business feel local, personal, and real.

• Share behind-the-scenes content from your offices or retail locations

• Celebrate local wins, teams, or milestones

• Highlight community involvement, employee stories, or regional events

This type of content humanises your brand and reflects your impact, especially important for brands in industries like healthcare, education, and hospitality.

✅ 4. Support employee advocacy

Your employees are your best brand ambassadors. Give them content they’re proud to share.

• Create a library of evergreen, shareable posts using Sendible’s Content Library.

• Encourage regional managers and team leads to comment, repost, or share company content.

• Recognise employee achievements publicly to boost morale and visibility.

• Equip your marketing team with tools to maintain brand consistency across all employee shares.

This not only amplifies your reach but also increases trust—people trust people more than logos.

✅ 5. Post consistently, not constantly

You don’t need to post every day. You need to post with purpose and when your audience is most active on LinkedIn.

Here’s a simple posting rhythm:

• 1x/week: Industry insights or thought leadership

• 1x/week: Culture post (team story, event, behind the scenes)

• 1x/week: Educational content or repurposed blog

• 1–2x/month: Community involvement or location spotlight

Use scheduling tools like Sendible to plan posts in advance, repromote evergreen content, and track performance over time.

Best content formats for LinkedIn Pages

LinkedIn offers a range of post formats, but not every format suits every business goal. If you're managing a multi-location brand, understanding which types of content work best—and when to use them—can make all the difference in building authority, driving engagement, and showcasing regional impact.

Below are the most effective formats for LinkedIn Pages, along with data-backed guidance on how to use them strategically:

Image posts

Best for: Culture, team highlights, milestones, behind-the-scenes

Use when you want to: Humanise your brand and boost authenticity

According to LinkedIn, image posts receive 2x higher engagement than links. For multi-location businesses, this is a great opportunity to spotlight different teams, office events, or community impact initiatives from across your locations.

Native video

Best for: Showcasing leadership, product walkthroughs, behind-the-scenes, employer branding

Use when you want to: Build trust, increase visibility, and retain attention

Videos on LinkedIn see an average of 3x more engagement than text-only posts. Keep them short (under 1 minute for feeds) and captioned. For franchises or global businesses, consider using local leaders or employees in your videos to make them feel more relatable.

Carousel documents (PDFs)

Best for: Sharing value-packed content (how-tos, checklists, thought leadership, data)

Use when you want to: Educate and build thought leadership in a digestible format

LinkedIn Carousel posts let you upload PDFs as swipeable, visual content. They often outperform traditional text posts and are perfect for breaking down complex topics into engaging slides. Great for professional services, education groups, and SaaS.

LinkedIn Articles

Best for: Deep dives, leadership POVs, employer brand stories

Use when you want to: Build authority and expand on strategic topics

Articles are less algorithm-friendly but extremely effective for long-form credibility. They rank on search engines and are ideal for repurposing into shorter posts, carousels, or quotes.

Polls and questions

Best for: Sparking interaction, learning about your audience, or generating content ideas

Use when you want to: Boost quick engagement and tap into audience feedback

Polls tend to get higher reach, especially if the topic is timely or opinion-based. Use them sparingly and tie them to a broader narrative or campaign.

Reposts (from employees or regional leaders)

Best for: Amplifying employee voices, advocacy, and local content

Use when you want to: Strengthen employer brand and showcase real stories

Encourage employees and regional offices to create content you can reshare. When you do, always add context and a caption that connects it to the brand’s broader mission or campaign.

Real-life examples of great LinkedIn Pages

HubSpot - SaaS with global offices and communities

HubSpot continues to evolve its LinkedIn content strategy to stay relevant and build stronger emotional connections with its audience. Recently, they’ve leaned into conversational text posts that tap into relatable moments, cultural references, and trending language—bringing a human tone to B2B content.

At the same time, they consistently use carousel posts to break down product updates, feature rollouts, and integrations, making complex tools easy to understand for different departments across global teams.

Why it works:

• Engages different audience segments—marketing, sales, and customer success—with tailored content

• Uses trend-based text posts to appear more relatable and accessible

• Pairs emotional, low-lift content with high-value educational carousels

• Demonstrates how a big, cross-functional SaaS brand can unify its message through tone and content structure

Wrapping up

If you manage social media for a multi-location business, your LinkedIn Page is one of your most valuable brand assets.

It helps you:

• Centralize your message while reflecting local voices

• Position your company as a trusted industry expert

• Build stronger relationships with customers, partners, and talent

• Give your team content they’re proud to share

With tools like Sendible, you can:

• Schedule and recycle evergreen content across regions;

• Create content libraries for employee advocates;

• Track engagement to identify your top-performing posts;

• Empower multiple users to collaborate safely across your LinkedIn strategy;

• Add pre-saved information (e.g. text, hashtags, CTAs, URLs) to multiple posts to ensure consistent messaging.

Want to make your LinkedIn content more strategic and scalable? Start your 14-day free trial with Sendible and start building a Page that grows your brand—wherever your locations are.