Linkedin For Parent Companies

Have run into this lately at my company where the parent company has acquired multiple other companies in the past few years.

In a perfect world, you would have the overarching company/brand with a company page and the sub-brands organized via spotlight pages. Spotlight pages function exactly the same way a company page does, but ladder up heirachically to the parent company’s company page. One major, if not THE major, benefit of this is that if the organization uses Sales Navigator, your reps can identify which of the spotlight pages an individual has followed beneath the overarching company page, which can allow messaging/outreach tailored to those interests and even cross-selling opportunities.

In reality, if the family of companies was built through acquisitions and mergers, the pre-existing sub-brands probably already had their own own, pre-acquisition company pages which will not be able to be converted to spotlight pages, so the Sales Navigator heirarchy point is probably moot.

As far as the employees go, which company they list as their employer likely depends on the long-term goals for the company. Will the sub-brands remain as distinct companies? If so, the employees can keep that brand listed as their employer. If the goal, long term is to merge the sub-brands into the parent brand, then a strategy and timeline for changing up how they list their employer can be developed.