LinkedIn offers a great branding opportunity for companies. Companies can host a company page and encourage interaction there, as well as encourage employees to engage in discussions. Here are some considerations on using LinkedIn:
You use your company profile to disseminate information, offer a listing of your products/services along with recommendations on each, and encourage people to follow your company on LinkedIn. Take a look at the screenshot below from AT&T's company page:
In the screenshot, you can see various ways that AT&T is using their page:
The screenshot below shows an example of one of their company messages, again, being seen by all of its LinkedIn followers:
Employees can engage at two levels:
LinkedIn outreach can be completed efficiently without much work beyond initial policy decisions in your company. LinkedIn can also be time consuming for employees if they decide to become active within Groups and Answers sections.