LinkedIn Life Pages: what the Life tab contains, how to set one up, and what a seller learns from a prospect's tab.

What are LinkedIn Life Pages?

LinkedIn Life Pages are the culture section of a company's LinkedIn Page: a Life tab that shows a main image or video, company leaders, office photos, spotlight modules, employee articles and employee testimonials.

LinkedIn Help describes the tab as the part of a Page that gives insight into an organization's culture and employee life. It sits alongside Home, About, Posts and Jobs, and it is edited separately from the rest of the Page.

Pages for companies, universities, colleges and high schools get a Life tab. Search and staffing companies get a What We Do tab instead, built from the same modules plus contact information and two extra kinds of testimonial.

The tab is not part of a standard Page. LinkedIn states that the Life tab modules are available only once a LinkedIn Page has been enhanced with Career Pages.

Life Pages live inside LinkedIn Career Pages

Career Pages are what LinkedIn calls the enhanced version of a Company Page. LinkedIn Help says they help an organization attract talent through the Life tab and the Jobs tab, and the image specifications article repeats that Life tab modules need Career Pages.

Career Pages are sold, not switched on. LinkedIn's Talent Solutions site says the cost varies by company and routes visitors to contact sales or a product consultant, so treat the Life tab as a paid capability your recruiting team may or may not hold.

The Jobs tab comes with the same product. LinkedIn Help says members use it to search roles at the organization, create job alerts for new postings, and see recommended jobs plus employees who hold the role.

Life tab versus What We Do tab

The What We Do tab is built for a two-sided audience. LinkedIn Help describes audience views for potential clients or potential candidates, testimonials from both sides, and a Contact us section that invites a visitor to submit details in one click.

What the Life tab contains, module by module

In edit mode, LinkedIn lists the page name and URL, the target audience settings, the main image or video, company leaders, custom spotlight modules, company photos, Employee Perspectives and testimonials. Each module carries its own rules.

Two module rules catch teams out. Employee Perspectives accepts LinkedIn articles only, and the author must be a first-degree connection of the admin who is editing, with profile information on content turned on in their settings.

Company leaders has a similar catch: the person needs a featured profile on the Page and the setting for representing your organizations and interests enabled, or they will not appear in the search box.

Who edits it, and who sees it

Editing happens in the Page super admin view. Click Life or What we do in the left menu, pick the targeted audience page you want to change, scroll down and click Add section to add a module.

What the Life tab LinkedIn Page visitors see first

The Life tab LinkedIn Page visitors land on is not always the same one. LinkedIn matches the viewer against your targeted audience pages, and members can click Next at the top of the Life page to move through the other versions.

Three buttons sit in the upper right of the editor. Preview shows a member view, Save keeps a draft without publishing, and Publish makes the edits public and replaces the version that was live.

Targeted audience pages

A Life tab can show different versions to different viewers, based on information in the viewer's LinkedIn profile. Create one by clicking Create new page in the upper right of the Life editor, then setting the audience.

When a viewer matches more than one page, LinkedIn resolves it in a stated order: language, geography, job function, industry, title and seniority, then company size. Build the version you care most about around the criteria that rank highest.

The targeting tool shows how many viewers a setting reaches while you build, and LinkedIn suggests removing criteria if the audience comes out too narrow. There is also an option to let non-targeted members see the page.

One sequencing rule matters more than the rest: LinkedIn will not publish additional targeted audience pages until the default page has been published. Build the general version first, then split it.

How to set up a LinkedIn Life Page

1. Confirm the Page has Career Pages

   Life tab modules appear only on a LinkedIn Page enhanced with Career Pages, which LinkedIn sells through Talent Solutions. Ask recruiting whether the contract is active before you plan content.

2. Open the Page super admin view

   Go to your Page super admin view and click Life or What we do in the left menu. Page admin rights are the gate here, not a personal LinkedIn plan.

3. Gather the content before you edit

   Collect the main image or video, at least four company photos, up to four leaders, testimonial quotes under 400 characters, and two or three employee articles.

4. Set the main image or video

   In the main image section, click Add media, then upload an image or a video, or choose Embed Vimeo or Embed YouTube and paste the link.

5. Add the modules you can fill well

   Scroll down and click Add section to add company leaders, custom spotlight modules, company photos, Employee Perspectives and testimonials. Leave out any module you cannot keep current.

6. Publish the default page first

   Click Preview for a member view, Save for a draft, or Publish to make edits public. LinkedIn requires the default page to be published before extra targeted audience pages go live.

7. Create targeted audience pages

   Click Create new page, set language, geography and job function, then open advanced targeted settings for industry, company size and seniority level.

8. Customize the public URL

   Give the page a URL of 50 characters or fewer that matches its name. A URL cannot be changed more than once in a 30-day period, so agree on it first.

Image and video specs

LinkedIn publishes one specifications article covering Pages and Career Pages. These are the rows that apply to a Life tab, and the file rules apply to every image on the Page.

Every image must be a PNG or JPEG file of 3MB or less. Company photos sit in a fixed frame, which is why LinkedIn points admins to the 900 by 600 pixel size when a photo does not fit.

Video for the main slot

• Length: 3 seconds at the shortest, 10 minutes at the longest.
• File size: from 75KB up to 5GB.
• Resolution: 256 x 144 up to 4096 x 2304 pixels.
• Aspect ratio: between 1:2.4 and 2.4:1.
• Formats: MP4, MKV, WebM, FLV, MPEG-4 and others; AVI, QuickTime and MOV are no longer accepted.
• Frame rate and bit rate: 10 to 60 frames per second, 192KBPS to 30MBPS.

The public URL of a Life page

Each published and draft page gets its own URL, and LinkedIn treats it as an asset other companies cannot take while you hold it. The rules are tighter than most admins expect.

• Length: at least one character and no more than fifty.
• Characters: English letters and numbers, plus Chinese, Japanese and Korean Unicode. Hyphens are allowed, accents are not.
• Frequency: a URL cannot be changed more than once in a 30-day period.
• Renaming: changing the page name does not change the URL on its own.
• After a change: the old URL redirects to your default page and then becomes available for others to claim.
• Honesty: LinkedIn requires the URL and the name to align, and rejects changes that are misleading or ambiguous.

Search engines can take weeks to follow a new URL, which is the same patience problem covered in LinkedIn SEO. Pick the URL once, with the recruiting and brand teams in the room.

What to put on a Life page

The modules are fixed, so the work is choosing what fills them. This matrix was written for this page as a starting point, not as a LinkedIn recommendation.

Custom spotlight modules carry the most weight because they are the only free-form slot. LinkedIn describes them as a way to highlight benefits, volunteer work, team activities or office space, with room for two links.

If your team already plans posts, fold the Life tab into that calendar. The same pillars used in a LinkedIn content strategy work here, and the tab gives evergreen content a permanent home.

Trending Employee Content

LinkedIn also fills part of the tab for you. The Trending Employee Content gallery is available for all Life and What We Do Pages and shows popular photo and video posts from employees, chosen by a relevance algorithm.

The gallery follows hashtags the Page has activated. LinkedIn says the selection is evaluated every 90 days, and posts with too few reactions, comments and shares drop out again.

Members can receive one notification each week for each company listed in their work experience, which is the nudge that keeps employees posting. Admins can turn the feature on or off and remove individual posts.

Moderation on the Life tab

Life tab content goes through LinkedIn's filtering. If unpublished content is flagged as inappropriate, it will not publish until the issue is fixed, and the admin has to remove the offending element first.

Published content that gets flagged behaves differently: it stays live but becomes hidden from members, and only Page super admins can still see it. LinkedIn's Professional Community Policies are the standard being applied.

Employer brand analytics

Career Pages unlock a set of employer brand reports on the Page. They answer talent questions rather than marketing ones, so read them next to your ordinary LinkedIn analytics rather than instead of them.

Talent flows is built on the industry shown on an employee's LinkedIn profile over the past 12 months, so it reflects how people describe themselves, not a verified record. Treat every figure in these reports as directional.

There is a related switch worth knowing about. The Talent Interest Pipeline lets members signal interest in working for the company, and LinkedIn says it is available for companies with an active Career Page and a Recruiter contract.

Admins toggle it under Edit Page and then Interested talent. Data about members who signaled interest expires after a year, so a pipeline built this way needs working, not storing.

Reading a prospect's Life tab as sales research

Most sellers never open the Life tab, which is exactly why it is useful. Everything on it was chosen deliberately by someone with a budget, which makes it a better signal than a job title.

Combine the tab with the Jobs tab on the same Page. Open roles tell you which functions are growing and which tools the postings name, which is the cheapest form of technographics available to a seller.

This is research, not a trigger on its own. It belongs in the same pass as your intent data and account notes, and it is most efficient when you build it into how you make a prospect list.

What a buyer or a candidate actually learns

For sellers, the tab fits into normal account work rather than replacing it. Our guide to LinkedIn prospecting covers the rest of the pass, and the buyer side is covered in B2B buyer persona.

Keeping a Life page current

• Set a review date: a quarterly check on leaders, photos and spotlight modules is enough for most companies.
• Watch for leavers: a leader or testimonial author who has left is the most visible kind of stale content.
• Rotate photos, do not pile them up: twenty is the ceiling, and a tight set of eight reads better than a full gallery.
• Refresh employee articles: the module needs two to three, so replacing one a quarter keeps it honest.
• Re-check targeting: a targeted page built for an office you closed is worse than no targeted page.
• Tie it to campaigns: if you run LinkedIn Events or a hiring push, update the spotlight that supports it.

Common LinkedIn Life Page mistakes

• Planning the content before anyone confirmed the Career Pages contract is active.
• Building targeted audience pages before the default page is published, then wondering why they will not go live.
• Pasting employee posts into Employee Perspectives, which accepts LinkedIn articles only.
• Adding a leader or a testimonial author who is not a first-degree connection of the admin doing the edits.
• Uploading photos that ignore the 900 by 600 pixel frame, so faces get cropped out.
• Treating the 400 character testimonial limit as a target and filling it with adjectives.
• Changing the public URL on impulse, then being locked out of changing it again for 30 days.
• Publishing once and never returning, so the tab shows an office and a leadership team from three years ago.
• Writing the culture story in words nobody inside the company uses, which candidates spot in the first interview.

Where the Life tab fits in your LinkedIn plan

The Life tab is a destination, not a channel. Nothing on it is pushed into a feed, so traffic comes from your Page, your jobs, your posts and the people who look you up after a meeting.

That makes it a supporting asset in a LinkedIn marketing strategy, sitting behind the posts and ads that actually earn attention. It also pays off in sales, where a prospect checks who you are before replying to an InMail.

For a B2B business, the tab is one of the few features on LinkedIn built to showcase people instead of product, and it carries the same weight as the other social proof a buyer checks before a first call.

Decide which audience the default page is for, usually the one you hire most from, and build the targeted versions around the segments that match your ideal customer profile or your priority hiring markets.

An opener built on what you read

The template below was written for this page. It uses one specific thing from a prospect's Life tab, then moves straight to a problem, because the culture detail is the reason for the message and not the message itself.

Hi {{firstName}},

Your Life tab has a spotlight on {{program}}, and the photos from {{location}} put a face on it. Teams that invest there usually hit {{problem}} soon after, because {{reason}}.

We wrote up how {{role}} teams handle that: {{link}}. No pitch in it.

Is {{problem}} on your list this quarter, or is it someone else's call?

{{senderName}}

Frequently asked questions