For a company that sells to other businesses, LinkedIn is usually the first place a buyer checks. The page tells them what the company does and who is behind it. Assistants read public LinkedIn pages too.
Setting up the page
- Name. The exact trade name on your licence.
- Tagline and description. What you do and where, in the first two lines. Then how you work.
- Industry and location. Accurate, including the emirate and free zone or mainland address.
- Logo and banner. A clear logo and a banner with one line on what you do.
- Website link. To a page that says the same things.
Linking the people
Ask each founder and employee to set the company as their current position so their profiles link to the page. Buyers often click from a person to the company and back.
What to post first
- What the company does and why it was started, from the founder.
- The questions your first clients asked, answered in plain words.
- A document post explaining your process in five or six pages.
- The team, one person at a time.
Page or profile
LinkedIn’s feed usually favours posts from people over posts from pages. So the founder writes the posts on their own profile and the page reshares them. The page still matters as the official record, but size alone proves little. In our check of five Dubai wealth managers, followings ran past twenty thousand while the latest posts drew between 10 and 73 reactions.
How often
One good post a week from the founder and a reshare on the page is enough to start. Comment usefully on posts by people you would like to work with. Your headline travels with every comment.
The Advertiser Permit
A founder promoting a company they own on their own account is exempt from the UAE Advertiser Permit. For employees promoting the company, the guidance is less clear, so check before staff post promotional content.