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3 Brands Nailing It with LinkedIn Groups

Posted on 11.13.2014

LinkedIn’s Groups feature provides users with a great opportunity for generating brand awareness, establishing connections and building authority within a niche.

To form a Group that truly succeeds on the social network, however, it is important that Group managers implement best practices, such as using keywords in the Group name and description, promoting the Group on a business’s company page and monitoring the content that is published in the Group. Doing so can help bands reach a more targeted audience and create a more engaging experience.

Get inspired before creating a LinkedIn Group for your company, by checking out the examples below of three brands that are nailing it with LinkedIn Groups.

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The Skype for Business Group, which was created in 2007, boasts more than 9,000 members. The Group leverages best practices by using keywords like “Skype,” “business” and “workplace” in its name and description, which is important because keywords can increase a Group’s visibility in LinkedIn’s Groups search results. In addition, Microsoft increases the Group’s visibility by featuring the Group on its LinkedIn Skype company page.


Similar to Skype, HubSpot features its official Groups on its LinkedIn company page. The company’s most popular Group (by far) is the Inbound Marketers – For Marketing Professionals Group, which has more than 114,000 members. The company actually made this Group private a few months ago as a way to make discussions more productive. Moreover, HubSpot takes advantage of the “Manager’s Choice Carousel” feature at the top of the Group page by featuring a variety of hand-picked content, such as a complimentary e-book from the company.


IBM features a variety of Groups on its LinkedIn company page, including the IBM Big Data and Analytics Group. This open group enables users to discuss big data and IBM’s big data platform. The real standout of the Group, however, is its profile, which is very detailed and leverages many keywords, including “data,” “social media,” “videos” and “online purchases” (to name a few).

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