How To Compile a Company Profile: A Comprehensive Guide
By Indeed Editorial Team
Updated 21 November 2022
Published 30 November 2021
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
A compelling company profile shows what your company does and what it stands for, which is critical for any successful business. It's a useful tool for attracting new customers and investors and clearly promotes the company's image and strengths. Knowing how to build a powerful profile can help set your business apart. In this article, we look at what to include in a profile and how you can go about pulling one together, with examples.
What is a company profile?
A company profile provides an introduction to a company. It lays out what the company does and its overarching mission. It often includes the story of the company's formation and some background information on the founders. A good profile can help a business demonstrate its investment strategy, giving potential investors an insight into the opportunities to invest.
It is normal to host a profile on your website, usually on its own dedicated page. You might also include your profile in written materials like brochures for investors. Within the profile, you can list other communication platforms that you use, like social media channels. You may choose to provide a link to it using these platforms.
There is no specific length to aim for when writing a profile. It comes down to who your intended audience is, and how much information you want to share publicly about your company. It could be a few hundred words long or a few thousand words.
How to create a company profile
Whether you are the owner of the business or an employee who is putting a profile together, it is important that you have intrinsic knowledge of the company to create a compelling profile. Fact-checking and accuracy are also essential. There are a couple of simple steps you can take to pull together the best possible profile:
1. Decide on your primary purpose
A profile can achieve many things, but it's useful to think about what you're aiming to get out of it. You might decide to focus on attracting investors by providing compelling financial information. You might otherwise use it as a way to broaden your recruitment prospects.
2. Define your company's values
Your company's values are important to investors and customers. Having a great quality product or service is critical, but if your company has values that conflict with the views of potential stakeholders or customers, they may not want to invest in your company. This could also include things like commitments you have made to diversity and inclusion. You could include some facts and figures around gender and ethnicity representation in your workforce.
3. Compile your company's financial details
If you're seeking to attract new investors, it is useful to be able to see some details of the company's financial accounts. Think about how much you are willing to share publicly and how these figures might change over time. If you have a year where you perform less well, you may not want to make those figures public.
4. Select the style you want to use for the profile
It is normal for a profile to use a fairly formal style as it's generally a serious piece of communication, but some companies do have a particular tone of voice that they use in all of their communications. A popular marketing trend with companies is to use a particular informal style of writing that is fresh and, at times, humorous. Think about the kind of audiences that you are targeting and how they would respond to a particular tone of voice.
5. Include some details of the company's history
Most profiles talk a bit about why the company started. This is your chance to show a more personal and compassionate side to the company. By sharing details of the people behind the company, it can help potential customers to feel connected to you and increase brand loyalty.
What to include in a business profile
The following template provides a basic structure you can use to create a simple profile for a website or brochure:
Mission statement: Include a short, snappy mission statement that sums up the overarching goals that your company is working towards.
About us: This section covers why the company started, by who and when. You could also cover major changes that happened over the company's history.
Our team: Tell your audience about how big your team is. You could profile some of the top team like your managing director.
What we do: Describe the products and services that you offer. You could headline some of the key products that you are best known for or talk more generally about the themes and areas you specialise in.
Awards and recognition: Talk about any industry recognition that you have received- this could be specific recognition for your products or it could be an award that your company has received for inclusion and diversity or training. Mention things like your Investors in People status or any recognition from organisations like Stonewall or graduate recruitment organisations.
Financial information: You could include public accounts here or just very top-line figures. Focus on using the most positive figures that you have available- you want your profile to attract investors, but it's important that whatever figures you do use are accurate.
Customer testimonials: This is your chance to show off some great reviews- you could speak to any customers that you have worked with where you have met particularly high standards or worked hard to solve a particular problem. Ask them if they would be willing to provide a quote for your profile, as you could even use it elsewhere in advertising or on social media.
Employee testimonials: If your focus is on attracting new talent, you might also want to include some statements from your employees. Cover what it's like to work for the company and what learning and development opportunities that they gain through their role.
Related: What Is Customer Satisfaction?
'About us' example
In 2014, mum of two Amanda West was struggling to cope with the pressure of returning to work whilst juggling a baby and a toddler. After trying to make it work for nearly two years, Amanda decided that it wasn't good for her or her family. She looked, without success, to find an employer who was proactive about the support they offered to employees with young families. That's where she saw the opportunity to found Family Friendly Employment.
This employment matchmaking site has now helped over 3000 parents find satisfying roles. FFE connects companies who appreciate the skills and experience that comes from raising a family, with hard-working individuals who want to find flexible work with companies who understand that being a parent is also a 24/7 job.
'Our products' example
Finn Soaps specialises in high-quality bath and body products made to exacting ethical standards. We source our raw ingredients from around the world using fair trading practices. Free from palm oil or any other environmentally damaging ingredients, we also work with carbon offsetting charities to make sure that our products have zero net carbon impact.
'Customer testimonial' example
I spoke to a dozen florists before I met Jessica. I had some very specific details in mind for the flowers I wanted for my wedding. She worked so closely with me in the run-up to make sure every tiny detail was right. Her prices were so much more reasonable than others – I think a lot of florists hear the word ‘wedding' and see it as an opportunity to print money… Jessica treated me fairly throughout the whole process, even when I was challenging to work with! I would thoroughly recommend her to any bride to be.
Madeline Fanning: 29, Birmingham.
'Our team' example
Tom and Diana founded the company in 2015. After working out of their back room for a year, they set up in the flagship shop in Luton. This quickly turned into a chain, and three employees became 25. Diversity and inclusion are an important part of our ethos and we are proud to have team members from different backgrounds. In 2019 the Luton Business Awards recognised us as an ‘Outstanding Employer – LGBTQA+ inclusion'.
Please note that none of the companies mentioned in this article are affiliated with Indeed.
Explore more articles
- What is planned preventive maintenance? (With benefits)
- What is a product owner? (Plus job responsibilities)
- How to start a speech (with purpose and strategies)
- 13 effective cross-promotions for marketing campaigns
- What is product strategy in marketing? (How to create one)
- How to Practice Gratitude While Working Remotely
- A guide to staff training costs (plus tips to reduce them)
- 10 strategies to effectively improve customer intimacy
- 10 different ways to implement technology in recruiting
- How to study for the CFA exam: a step-by-step guide
- Source control: definition, importance and examples
- What are stress relievers? 10 effective stress relievers