LinkedIn launched a new layout last year that makes the site easier to use so you can find the people you want to make up your valuable network. Critics of LinkedIn are quick to pan the old layout and say the site has room for improvement, but it remains one the most widely used social media sites for companies that want to share content, news and updates.

Creating a LinkedIn account doesn’t guarantee immediate success – it takes a little work, which includes adding value to your account. Don’t make the mistake of essentially spamming the people that have connected with you. Offer value in the form of sharing a link to an interesting article that you think the individual would find interesting. Simple steps like this can help develop trust and a stronger connection.

LinkedIn allows you to optimize your company page by adding rotating, hyperlinked banners. You can include up to three banner images on your company profile pages. These banners allow you to offer up targeted content. Keep track of how these banners are working for you by drilling down on the data. LinkedIn lets you see click-throughs of your landing pages and the conversions.

More companies are adding video to their LinkedIn pages to extend value. The best destination for adding videos are in the careers page and the product and services page. One analysis of LinkedIn profiles found that nine out of 10 of the top 10 brands have a YouTube channel link in their profile. People love videos because they are engaging and informative, which also makes them more likely to share with their own connections.

Make sure your employees are using LinkedIn to drive more value. Unless something you do goes viral, it takes a while for LinkedIn accounts to build up a healthy following. Research shows that when employees are active, the company’s page builds up steam quicker, generating the kind of buzz necessary to benefit the brand. This might take a bit of prodding; so build an internal campaign that gives your employees a reason to get involved with LinkedIn.

Promote what your company is doing on the home tab so visitors don’t have to dig and search to figure it out. Utilize the sidebar spaces to share information about your company. It makes it much easier for visitors to your page to see what you’re about. One note of advice: if there is a specific aspect of your company or product that you want to convey first and foremost, list that item first in the products and services section in the sidebar. It will then be featured within that sidebar and visitors will see that first.

Don’t be afraid of recommendations. Cultivate them and watch what they can do for your brand. LinkedIn allows users to vote on what a company is offering. The products and services page is where you can see the number of recommendations regarding specific products and services provided by a company. If you work toward getting more recommendations on this page, you’ll gain more credibility.

LinkedIn has developed an excellent search tool and is no longer just a network where companies go to look for new talent. It’s a valuable tool for finding content, building a professional social network and promoting your brand.