In the ever-evolving digital landscape, trust is the new currency. For small businesses in the UK, where personal relationships and reputation are paramount, building a credible online presence is no longer optional.
LinkedIn, as the world’s leading professional network, has become a vital platform for lead generation, recruitment, and brand building. With the introduction of its verification program, LinkedIn is providing a new way for businesses and individuals to signal authenticity and stand out from the crowd.
What exactly is LinkedIn verification, and should a small business in the UK invest its time and resources into getting that little grey badge?
What is LinkedIn Verification?
At its core, LinkedIn verification is an initiative designed to enhance trust and combat the rise of fake profiles and fraudulent activity. It’s LinkedIn’s answer to the “blue tick” of other social media platforms, but with a distinctly professional focus.
Instead of a single, one-size-fits-all checkmark, LinkedIn offers three distinct types of verification:
- Identity Verification: This is the most common form of verification. It confirms that you are a real person and that the name on your LinkedIn profile matches a government-issued ID, e.g a passport or driving license. The process is conducted securely through the LinkedIn mobile app, with the third-party service only sending a signal back to LinkedIn to confirm the identity. No personal data like photos or passport numbers are shared with LinkedIn itself.
- Workplace Verification: This verification confirms your current employment at a specific company. It’s often done through a work email address or by using services like Microsoft Entra Verified ID for select companies. This type of verification is particularly useful for employees of large organisations, but can also be an option for small businesses that have been verified by LinkedIn.
- Educational Institution Verification: This badge confirms that you are an alumnus or student of a particular educational institution. It typically requires an academic email address or a LinkedIn Learning license provided by the institution.
While the individual verification badges are visible on your profile, it’s worth noting that if you have a Premium account, the gold Premium badge will take precedence in the main feed, and the grey verification shield will be visible only on your full profile.
The Pros: Why a UK Small Business Should Consider Verification
For small businesses in the UK, the benefits of LinkedIn verification are largely centred around a single, powerful concept: trust. In a market where reputation is everything, a verified profile can be a significant differentiator.
1. Enhanced Credibility and Trust: A verified profile signals to potential clients, partners, and employees that your business is legitimate and authentic. In a B2B environment, where a large part of the sales cycle relies on building relationships, a grey verification badge can act as a crucial ‘seal of trust.’ This is particularly important for small businesses that may not have the brand recognition of larger corporations. It is believed that businesses with verified pages can receive 30% more weekly views, a direct result of this enhanced trust.
2. Improved Visibility and Lead Generation: LinkedIn’s algorithm is increasingly favouring authentic profiles. While it’s not a silver bullet for search rankings, a verified page may receive a boost in visibility in search results and recommendations. This increased exposure can lead to more connection requests, more engagement with your content, and ultimately, more inbound sales leads. For a small business with limited marketing resources, this organic reach is a huge advantage.
3. Stronger Employer Branding: A verified company page and verified employee profiles can be a powerful tool for attracting top talent. It shows that your business is serious about its digital presence and that its employees are who they say they are. In a competitive hiring market, this level of transparency and professionalism can make your business a more attractive place to work.
4. Mitigation of Fraud and Impersonation: In a world of fake accounts and AI-generated personas, a verified profile provides a layer of security. It makes it significantly harder for scammers to impersonate your business or its key personnel. This protects your brand reputation and helps to ensure that your connections are engaging with the real you, not a fraudulent copy.
5. A Proactive Step Towards Future-Proofing: While the benefits of verification may seem subtle now, it is a clear direction LinkedIn is moving in. It’s highly probable that in the near future, verification will become an expected, if not mandatory, part of doing business on the platform. By embracing it now, you are staying ahead of the curve and positioning your business for long-term success.
The Cons: The Potential Downsides for a UK Small Business
While the advantages are compelling, verification is not without its potential drawbacks, especially for a small business.
1. Privacy Concerns and Data Sharing: The process of identity verification involves sharing sensitive personal data, such as your government-issued ID. While LinkedIn’s third-party partners have strict privacy policies, and only share limited, non-biometric data back to LinkedIn, there is still a valid concern for some. Small business owners who are highly protective of their personal information may be hesitant to go through this process.
2. Limited Accessibility and Complexity: The process is not always straightforward. For identity verification, UK users are required to have a specific type of passport with an NFC chip, which can be a barrier for those with older passports or who don’t have one. Furthermore, workplace verification is currently limited to select companies, meaning many small businesses may not be eligible for this type of verification at all. This creates a two-tiered system where verification is easier for some than for others.
3. The ‘Vanity’ Factor vs. Tangible Benefits: While the grey badge provides a sense of prestige, some argue that the actual, tangible benefits are not yet significant enough to warrant the effort. The presence of the badge might not be a deal-breaker for most clients or recruiters, especially if your profile is already well-optimised and your content is high-quality. A strong network and a compelling profile can often outweigh the lack of a verification badge.
4. Misplaced Focus: For a small business, time and resources are precious. Focusing on verification might distract from more impactful activities like creating valuable content, engaging with your network, and actively nurturing leads. While verification is a good-to-have, it’s not a substitute for a robust and active LinkedIn strategy.
The Final Verdict for UK Small Businesses
So, is LinkedIn verification worth it for a small business in the UK? The answer is nuanced, but leans towards yes.
For a small business, the primary goal on LinkedIn is to build trust and credibility. The verification badge, while not a silver bullet, is a powerful and visible signal that helps achieve this. It’s a proactive step that protects your brand from impersonation and positions you as an authentic and reliable professional.
However, verification should not be the sole focus of your LinkedIn strategy. It is an enhancement, not a replacement. The most effective approach for a UK small business is to:
- First, get the basics right: Ensure your personal and company pages are complete, professional, and regularly updated.
- Second, create high-quality content: Focus on providing value to your audience through posts, articles, and engagement.
- Third, nurture your network: Actively connect with and build relationships with your target audience.
- Finally, consider verification as a complementary step: If you meet the criteria and are comfortable with the privacy aspects, go for it. It’s a low-cost, high-return way to reinforce the trust you are already building.
LinkedIn verification is a sign of a maturing platform. For UK small businesses looking to compete and thrive in the digital age, embracing authenticity and transparency is a winning strategy, and the grey badge is a small but meaningful step in that direction.
At Martin & Jones Marketing, we can provide our clients with a fully comprehensive social media management service, including verification process support. Get in touch today to find out how we can support you with our bespoke marketing services.