If you’re a B2B social media manager or advocacy program leader, you know LinkedIn is the go-to platform for reaching your target audience. But beyond just posting content, how do you make sure your company and employees stand out as industry leaders?
The first step as an advocate is to optimize your LinkedIn profile. One often-overlooked tool is LinkedIn specialisms, specific areas of expertise that help improve search visibility and credibility. Used strategically, they can help both your brand and your employees get found by the right people.
What are LinkedIn specialisms?
Specialisms are keywords and expertise areas that define what a company or professional does. They appear in different parts of LinkedIn, including:
- Company Pages – In the “About” section, where businesses describe their focus areas.
- Personal Profiles – In the skills section, job descriptions, and summaries.
- LinkedIn search and recommendations – The platform suggests people and businesses based on these keywords.
Think of specialisms as search terms, when prospects or partners look for solutions, LinkedIn pulls results based on these details. If your company and employees don’t clearly define them, you’re missing out on visibility.
How to optimize your company page with Specialisms
LinkedIn replaced business page hashtags with Specialisms. They function the same way, helping your page appear when users search for relevant terms.
To make your B2B brand easier to find, your LinkedIn page should reflect the exact terms your audience is searching for. Here’s how:
- Go to your LinkedIn business page
- Click Edit Page
- Select Details under the About section in the sidebar
- Scroll to the bottom of the page to find Specialties
Specialisms act like searchable keywords, making it easier for potential clients and partners to find your business. Choose industry-relevant terms that reflect what your company’s products and solutions do.
Helping employee advocates stand out
Specialisms aren’t just for business pages. On personal LinkedIn profiles, they appear as Skills, another key factor in LinkedIn search visibility.
Encouraging your employees to optimize their profiles is about more than just visibility, it’s about positioning them as true thought leaders in their field. When employees clearly showcase their expertise, they not only enhance their own professional presence but also amplify the company’s credibility.
Employees can update their Skills by:
- Clicking Add Profile Section on their LinkedIn profile
- Selecting Add Skills
- Adding relevant keywords that align with their expertise and your company’s focus
Your employees are often the first point of contact for potential clients and partners. Helping them optimize their LinkedIn profiles benefits both them and your company.
The bigger impact of employee advocacy
A well-optimized LinkedIn profile isn’t just about being found, it’s about being recognized as an authority. When employees refine their profiles with clear, strategic specialisms, they:
- Build credibility in their industry, making them go-to experts for insights and solutions.
- Expand the company’s reach by appearing in more searches and conversations.
- Drive engagement – content shared by employees gets twice the engagement of company posts alone.
- Strengthen trust – decision-makers vet employee profiles before engaging with a company. A well-optimized profile reinforces expertise and reliability.
Employee advocacy isn’t just about resharing corporate content, it’s about elevating employees as trusted industry voices. Helping them refine their specialisms is a key step in making that happen.
Take Action
- Review your company’s LinkedIn page and update your “About” section with clear, keyword-rich specialisms.
- Share a Skills list with employees and encourage them to update their profiles with relevant expertise.
- Host a profile optimization session to help employees refine their LinkedIn presence and strengthen their positioning as thought leaders.
Small changes can have a big impact. When your brand and employees are positioned as experts, you build credibility, increase reach, and create more opportunities for your business.
