LinkedIn is the world’s most popular professional networking tool, a social and advertising hub that can promote your business and get you noticed. It’s a fantastic platform to get professional exposure, get inspired by mentors, or get involved in the conversations shaping your industry.

The tricky part? Standing out from the crowd. With now over 43 million LinkedIn users in the UK, it can be easy to feel overwhelmed and get lost in the noise. To help, we’ve prepared this comprehensive guide.

We’ll take you through everything you need to know, from how to set up a profile, to understanding LinkedIn ads, to best practices to apply when promoting your thought leadership. By the end you should be equipped with all the tools you need to make the most out of your business account.

LinkedIn for business best practices

Why is LinkedIn a good platform for businesses and founders?
In February 2025, LinkedIn surpassed one billion site visits, so it’s safe to say it’s popular. If used properly, LinkedIn can put you on the fast lane towards accelerating your business, in several ways:

1. Self-promotion
   With approximately 42.9 million users in the UK alone, the platform is the perfect place to showcase your expertise, experiences, and accomplishments. Whether with LinkedIn blog posts or business updates, you can position yourself as an industry thought leader.
2. Scouting talent
   Hiring the right person is crucial to SMEs. Each month there are 260 million users looking for work – that’s a big talent pool. From advertising jobs to headhunting for the best employees on the market, you can use the platform to fast-track finding the right fit for your vacancies.
3. Growing your network
   There are 310 million active monthly users on LinkedIn, so in addition to self-promotion and recruitment, it can help expand your business’s network. The best way to do this? Through LinkedIn Groups. By joining communities of like-minded professionals, you can get a feel of the trends rocking your field and find potential partners.

How much does LinkedIn for business cost?

The good news is that creating your company page is completely free. It costs nothing to sign up, but you’ll be limited to basic search and networking features.

This gets you the shiny premium badge on your profile, but will also unlock features like:

Dynamic cover images
Display achievements and awards
LinkedIn Learning
See who’s viewed your profile
A custom call-to-action (CTA) button
Unlimited search functionality
You can also pay for a Premium Company Page, which will get you auto-invite features, enhanced page visibility, and the ability to add client quotes.

How to set up a LinkedIn business profile

To set up a company LinkedIn page, you must have a personal LinkedIn page already set up. Here are the steps you need to follow to supercharge your business networking:

• Add your company: click the grid-like Work icon on the top left of your LinkedIn page and select Create a Company page at the bottom of the option. Pick the option that best describes your business (most likely small business, fewer than 200 employees).
• Enter your company details: include info about your industry, company size, and company type.
• Add a company logo and create an engaging company description.
• Create a company description: 200 characters for your company description. The first 156 are key in that they are the ones that appear in the Google preview of your page.
• Publish! – You can see what your LinkedIn business page looks like by clicking on the ‘view as member’ button at the top right of the page.