LinkedIn is like the serious, oldest child of the social media family. At 2 million-plus members strong, it’s very serious.

More than for social reasons, people join LinkedIn to advance their professional lives by profiling their own careers and work experience and networking with like-minded professionals, consuming business-related content as well as seeking and/or offering employment opportunities.

A company page should be the ideal place for franchisors to promote their offers, since people on LinkedIn are already in a business-focused mindset, possibly even looking for career advancement.

The key is to stand out from all the various franchise options and command some attention.

After reviewing multiple company pages of small-to-large franchise businesses, there are a few simple changes that would greatly improve the impact of your franchise development promotion and make you stand out from the crowd.

Remove Barriers to Information

Most of the pages viewed had no obvious franchise opportunity mention. A short company profile at the bottom of the page (maybe) mentioning franchise was the usual fare. To actually get any information a user had to click on the website link, if they knew to do so, and then click around the site for franchise content.

Don’t assume people know what to do. In many cases, unless someone already knew this was a franchise company, it could remain a mystery and a qualified candidate might be lost.

If someone is on your page and interested, remove as many barriers as possible:

  • Say FRANCHISE on your page, in the header text or side bar (improves SEO too).
  • Eliminate multiple clicks to get information–page to website to franchise to…?
  • Don’t bury “Franchise” buttons or links, make them prominent and direct connect.
  • Post a short, tantalizing testimonial video featuring several of your franchisees.
  • Make getting information easy, not a treasure hunt.

Service Brands International highlights their franchise opportunities at the Products & Services tab and provides an introductory video to provide instant information.

Service Brands International highlights their franchise opportunities at the Products & Services
tab and provides an introductory video to provide instant information.

Optimize Your Company Page

  • Use vibrant images in header and posts.
    • Put your “best face forward” in the header image; let the picture tell a story.
  • Post consistently with varied content types.
    • Use images, video, articles and links to SlideShare and YouTube.
  • Create banners to promote/highlight events, products, awards, etc.
  • Showcase franchise.
  • Post topics of interest to franchisees–business practices, success tips, testimonials.
  • Build out Products/Services page.
    • Feature services or products along with the franchise opportunity.
  • Ask for recommendations of your products and services.

Fantastic Sam’s image is dynamic and informative, coupled with high-interest blog posts on the Home tab.

Fantastic Sam’s image is dynamic and informative, coupled with high-interest
blog posts on the Home tab.

Tell Your Unique Story

Instead of just using the company page as a stepping stone to your website, make sure the page offers true value to the user, giving real information combined with a call to action to engage further.

You won’t tell the whole franchise story here, but you should use your company page to show what is unique or fabulous about your opportunity compared to other franchise offers. Give a quick snapshot that will generate enough interest so a prospect will be willing to spend the time to investigate your company rather than clicking away.

What success have you had with your LinkedIn company page in generating franchise leads?