LinkedIn plans to roll out a redesigned version of its company pages today, part of a broader attempt to redesign and simplify everything, including its homepage.
I went down to the LinkedIn office yesterday to get a preview of the new design. As Senior Product manager Mike Grishaver jumped back-and-forth between the old company page and the new one, there were some clear differences. The old company page consisted almost entirely of text, and it was packed with different widgets. The new page (pictured above), on the other hand, is dominated by a single image chosen by the business, there’s now a big “follow” button visible at the top right, and a lot of the clutter has been removed.
Grishaver says that LinkedIn took a close look at the engagement numbers for the different company page features, and only kept the things that were actually successful. So visitors can still see a news feed, a preview of the company’s products and services, a link to the careers page, a list of other companies also viewed by visitors who looked at the current page. Companies can still use their page to deliver messages to all of their followers, or to write targeted messages for specific subsets of their audience, and they also get analytics data about who’s following and how engaging their content is.
The content in the newsfeed should also become more relevant, he says — instead of just presenting a reverse-chronological stream of updates, LinkedIn will be algorithmically sorting those updates based on how likely they are to be relevant to each user.
As for what got removed, Grishevar points to the “blog” section as an example. The section was basically just a reposted RSS feed that companies and visitors forgot about, he says — if companies want to highlight a post from their blog, they’re better off posting it directly to their feed. LinkedIn has also removed the company news section, because users should already be seeing news about companies they follow through the LinkedIn Today social news feature.
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