6 Keys to Using LinkedIn Groups in Corporate Marketing December 9, 2013
Posted: Sat Apr 05, 2025 6:34 am
There are more than 91,000 groups in Spanish on LinkedIn. It's the second most prolific language in groups: only English, with nearly 1.5 million, surpasses it. And each member can "only" be part of a maximum of... 50 groups.
In August of this year, LinkedIn modified the design of its English groups to make them more visual, and a few days ago it extended this new feature to Spanish groups as well. It's now possible to buy bulk sms service add a cover image, discussions posted by administrators have greater visibility, and the layout of group information tools has changed. LinkedIn thus gives renewed impetus to this feature, which is increasingly used by companies in corporate marketing.
“Oh! But… aren't companies communicating on LinkedIn through pages? Are there also corporate groups?”
Yes, business groups can also become a powerful marketing tool . Here are six questions and answers to help you get the most out of them.
1. What does the corporate group contribute to the company website?
The main difference lies in the type of dialogue generated in both contexts. On the company page, the brand builds a community to communicate and interact with: a dialogue opens between the brand and its community. In the group, the brand provides a networking framework for members to interact with each other: a dialogue opens between members of a community aligned with a brand. On the page, it's the brand that speaks on behalf of the company. In the group, people with first and last names communicate with each other.
2. Why a corporate group on LinkedIn?
It depends, of course, on the objective and the established theme.
To promote and project the company's corporate social responsibility strategy and establish itself as a benchmark in this field: this is the case of the "Renewable and Sustainable Energy" group created in 2010 by Acciona, with more than 9,000 members, whose objective is to "discuss topics related to renewable energy (wind, hydroelectric, solar, and biofuels), news, job offers, and other topics of interest." This is not the only group Acciona has created on LinkedIn: it has also opened others on Infrastructure and Water, although none of them includes the brand name in the group name.
As an internal communication tool for employees: Tecnocom has had a group "for internal company communication, publications of interest, and relevant news" since 2011. Only people who actually work for the company are admitted.
As a forum for discussion about the company's products and services with distributors, technicians, customers, etc. In the "Microsoft Dynamics" group, with nearly 1,000 members, consultants, technicians, users, and customers share their experiences with Microsoft Dynamics products and collaborate with each other.
To position the brand as an expert on a specific topic, PwC Spain has created the "Women as Leaders" group to facilitate exchange and communication among female executives and contribute to the debate on the role of women in business.
To promote networking among members of an educational community. This is very common in universities and business schools. In the "ESIC Alumni" group, for example, more than 9,600 ESIC professors, alumni, students, and staff share ideas.
3. How to set up the group?
LinkedIn has established the following group types : corporate, professional, networking, conference, non-profit, and alumni. Groups can be open (any LinkedIn user can view the content and discussions, even if they are not a member; however, they must join to participate and comment) or closed (only group members can access the content). The administrator can configure automatic admission of all requests, establish pre-authorization , and pre-configure welcome messages for new members. They can also specify that any comment or discussion must be reviewed before posting, or restrict participation to selected members.
In August of this year, LinkedIn modified the design of its English groups to make them more visual, and a few days ago it extended this new feature to Spanish groups as well. It's now possible to buy bulk sms service add a cover image, discussions posted by administrators have greater visibility, and the layout of group information tools has changed. LinkedIn thus gives renewed impetus to this feature, which is increasingly used by companies in corporate marketing.
“Oh! But… aren't companies communicating on LinkedIn through pages? Are there also corporate groups?”
Yes, business groups can also become a powerful marketing tool . Here are six questions and answers to help you get the most out of them.
1. What does the corporate group contribute to the company website?
The main difference lies in the type of dialogue generated in both contexts. On the company page, the brand builds a community to communicate and interact with: a dialogue opens between the brand and its community. In the group, the brand provides a networking framework for members to interact with each other: a dialogue opens between members of a community aligned with a brand. On the page, it's the brand that speaks on behalf of the company. In the group, people with first and last names communicate with each other.
2. Why a corporate group on LinkedIn?
It depends, of course, on the objective and the established theme.
To promote and project the company's corporate social responsibility strategy and establish itself as a benchmark in this field: this is the case of the "Renewable and Sustainable Energy" group created in 2010 by Acciona, with more than 9,000 members, whose objective is to "discuss topics related to renewable energy (wind, hydroelectric, solar, and biofuels), news, job offers, and other topics of interest." This is not the only group Acciona has created on LinkedIn: it has also opened others on Infrastructure and Water, although none of them includes the brand name in the group name.
As an internal communication tool for employees: Tecnocom has had a group "for internal company communication, publications of interest, and relevant news" since 2011. Only people who actually work for the company are admitted.
As a forum for discussion about the company's products and services with distributors, technicians, customers, etc. In the "Microsoft Dynamics" group, with nearly 1,000 members, consultants, technicians, users, and customers share their experiences with Microsoft Dynamics products and collaborate with each other.
To position the brand as an expert on a specific topic, PwC Spain has created the "Women as Leaders" group to facilitate exchange and communication among female executives and contribute to the debate on the role of women in business.
To promote networking among members of an educational community. This is very common in universities and business schools. In the "ESIC Alumni" group, for example, more than 9,600 ESIC professors, alumni, students, and staff share ideas.
3. How to set up the group?
LinkedIn has established the following group types : corporate, professional, networking, conference, non-profit, and alumni. Groups can be open (any LinkedIn user can view the content and discussions, even if they are not a member; however, they must join to participate and comment) or closed (only group members can access the content). The administrator can configure automatic admission of all requests, establish pre-authorization , and pre-configure welcome messages for new members. They can also specify that any comment or discussion must be reviewed before posting, or restrict participation to selected members.