According to LinkedIn, companies with Career Pages get eight times as many applicants as those without, and 75% of job seekers consider an employer’s brand before applying. Candidates do their homework, and the Life tab is where the homework happens.
Most employers set it up once, fill it with photos from the Christmas party and never look at it again. This guide shows you how to build a Life tab worth that late-night tap, starting with the setup and ending with the section most employers forget: the proof.
Key insights
- The LinkedIn Life tab, called What We Do for search and staffing firms, comes with LinkedIn Career Pages, a paid add-on to a free LinkedIn Page.
- You edit the Life tab from your LinkedIn Page’s Super admin view, where you can build, preview and publish a default page and extra targeted versions.
- A Spotlight Module showing your Great Place To Work Certification, your Best Workplaces recognition and an approved Trust Index result gives candidates evidence they can check for themselves.
What is the Life tab on a LinkedIn Career Page?
The Life tab is a section of your LinkedIn Page, available with LinkedIn Career Pages, that shows candidates what working at your organisation is like through a main image or video, company leaders, Spotlight Modules, photos, employee posts and testimonials.
Your standard Company Page talks to everybody: customers, investors, competitors and that guy from uni who follows every company he has ever applied to. The Life tab speaks to one person, the candidate deciding whether your organisation deserves the next three years of their career.
| Dimension | Standard LinkedIn Page | Life tab (Career Pages) |
|---|---|---|
| Main audience | Customers, partners, investors, industry peers | Candidates and anyone weighing up a job with you |
| Typical content | News, product updates, thought leadership, announcements | Culture, people, leaders, growth, employee stories and testimonials |
| Rhythm | A regular posting schedule | Evergreen modules you refresh on a set cycle |
| Cost | Free | Requires a paid Career Pages subscription |
| Targeting | One version for every visitor | A default page plus targeted audience pages |
Why is it called Life on some LinkedIn pages and What We Do on others?
LinkedIn calls the tab Life for companies, universities, colleges and high schools, and What We Do for search and staffing companies, because recruitment firms have to talk to candidates and clients at the same time.
A software company only needs to explain what it’s like to work there. A recruitment agency also needs to explain what it does for the people it places and the businesses it serves. So the What We Do tab adds contact information, client testimonials and candidate testimonials to the usual culture modules. LinkedIn covers both in its Help Centre article on accessing the Life tab or What We Do tab and in a separate overview of the What We Do tab for search and staffing Career Pages.
ALSO READ: 5 Ways to Promote Your Employer Brand on LinkedIn
People tend to search for “LinkedIn Life page” and “LinkedIn Life tab” as if they were the same thing. The tab is the menu item. Inside it, you can build more than one page, with a default version plus targeted versions for different audiences.
| Feature | Life tab | What We Do tab |
|---|---|---|
| Who gets it | Companies, universities, colleges, high schools | Search and staffing companies |
| Culture modules | Yes | Yes |
| Client and candidate testimonials | No | Yes |
| Contact information | No | Yes |
Do you have to pay for the LinkedIn Life tab?
Yes. The Life tab comes with LinkedIn Career Pages, which LinkedIn sells as an add-on to a free LinkedIn Page, and pricing isn’t published on its Career Pages product pages, so expect to ask LinkedIn for a quote.
Pro Tip: some widely read guides still describe the Life page as free. LinkedIn’s own Career Pages help article clarifies it as a paid product. If your Super admin view shows no Life tab, your page most likely doesn’t have Career Pages.
How are companies using their LinkedIn Life tab?
Most organisations use the Life tab in one of four ways, from a single global culture story to a curated stream of posts written by their own people.
Specsavers publishes its Life content at a page named Global. That tells you it has set up a broad default version for every visitor, which is the sensible starting point for a business hiring across many countries. Cisco names its page WeAreCisco, after its long-running employee hashtag, and uses the space to collect the best posts from its own people. The page name and URL are yours to set, and both companies have used them to signal what a visitor will find.
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The global culture story
One well-built default page covering who you are, how you work and how people grow. Best for organisations whose employee experience is broadly the same across markets.
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The employee megaphone
A page built around posts written by employees, surfaced through the Employee Perspectives module. Best for companies with an active internal posting culture.
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The talent-segment pages
Separate targeted pages for engineers, frontline teams or particular countries. Best when the job, benefits or career path differ between those groups.
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The proof page
Culture stories backed by independent evidence such as Great Place To Work Certification, Best Workplaces recognition and employee survey results. Best for any employer that has the receipts.
How do you set up the Life tab on LinkedIn?
Open your LinkedIn Page in Super admin view, choose Life (or What We Do) from the left-hand menu, then build, preview and publish your default page. LinkedIn’s Help Centre covers the process in Edit the Life or What We Do tab of your LinkedIn Page.
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01
Open your LinkedIn Page as a Super admin
Switch from member view to Super admin view. The Life tab settings won’t appear anywhere else.
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02
Select Life or What We Do from the left-hand menu
Which label you see depends on whether LinkedIn lists your organisation as a search and staffing company.
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03
Choose the page to edit or create a targeted one
Start with the default page. Targeted audience pages come later, once the default is live.
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04
Set the page name and URL
This is where Specsavers got “global” and Cisco got “wearecisco”. Pick something a candidate would understand at a glance.
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05
Fill each module
Main image or video, company leaders, Custom Spotlight Modules, company photos, Employee Perspectives and testimonials.
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06
Preview, then save or publish
Preview shows the member’s view. Save keeps a draft. Publish makes it public.
LinkedIn now has AI help for this step. Its own Life Pages training course teaches admins to “use AI to get up and running.” That’s useful for a first draft. Just read every generated line before it goes live, because AI copy about culture tends to come out sounding like every other company’s culture.
Get the images right before you upload. According to LinkedIn’s published image specifications for Career Pages, the main image should be 1128 x 376 pixels, Custom Spotlight Module images 502 x 282 pixels, and company photos at least 264 x 176 pixels, with 900 x 600 recommended. Files can be up to 3MB, in JPG or PNG. Full details are in LinkedIn’s image specifications help article.
| Life tab element | Image size |
|---|---|
| Main image | 1128 x 376 px |
| Custom Spotlight Module | 502 x 282 px |
| Company photos | 900 x 600 px recommended (264 x 176 px minimum) |
| File limits | JPG or PNG, up to 3MB |
What should you put in each section of the Life tab?
Each module should answer one question a candidate is already asking, such as who they will work with, how they will grow, and whether the good things you say about your culture hold up.
Main image or video
Use a short employee-led video or a strong image of people doing their real jobs. Here’s a quick test. Cover your logo and ask whether a stranger could still tell it was your workplace. A team huddle in front of a whiteboard fails that test at every company in the country.
Company leaders
Feature leaders whose work a new starter would feel, including your CEO, people leader and heads of your biggest hiring areas. Candidates click through to their profiles, so ask each one to keep their title, photo and summary current.
Custom Spotlight Modules
These are the most flexible modules on the page. Give each one a single job, a plain-English heading, a real image and a link. Good subjects include career development, flexibility for frontline or hybrid teams, employee networks, community work and your workplace recognition, which gets its own section below.
Company photos
Show work as well as celebrations. Mix roles, locations, career stages and backgrounds, and get consent from everyone pictured. A candid photo still needs a photographer who knows what they’re doing.
Employee Perspectives
This module lets you feature posts written by your own people, which is how Cisco fills its page. LinkedIn explains how to manage it in Edit the Employee Perspectives on your Life tab. Choose posts with specific details, such as someone explaining an internal move, a first-90-days reflection or a project story. Five good posts from employees will do more than fifty polished executive updates.
Why do your people’s own LinkedIn profiles matter?
Every leader you feature and every employee post you share links back to that person’s profile. A half-finished profile with a blurry photo from 2014 undoes a lot of good work on the page itself. If your leaders or employee advocates need a refresher, this walkthrough from tech educator Kevin Stratvert covers profile setup from start to finish. It’s also a handy link to include when you invite people to contribute
Testimonials
Ask employees about a real moment, such as the manager who backed them, the course they got to take or the flexibility they needed during a hard year. “The culture is amazing” tells a candidate nothing. Search and staffing firms using the What We Do tab can add client and candidate testimonials too, and the same rule applies: specific beats glowing.
Where should you show your Great Place To Work Certification on LinkedIn?
Your Life tab is the perfect place for it. Add a Custom Spotlight Module showing your Great Place To Work Certification, any Best Workplaces list recognition and an approved Trust Index result, linked to your company profile in the Great Place To Work Australia Certified companies directory.
The reason is simple. Everything else on the page is your organisation describing itself. Certification is your employees describing it, through the confidential Trust Index survey, with the result checked against a published standard. According to Great Place To Work Australia, only organisations where more than 65% of employee responses are positive earn Certification, and the badge is valid for 12 months.
Candidates notice. Great Place To Work Australia reports that two-thirds of Australian employees say they are more likely to apply for a job recognised as a great place to work.
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2 in 3
Australian employees more likely to apply
Share of Australian employees more likely to apply for a job recognised as a great place to work, per Great Place To Work Australia.
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65%
Great Place To Work Certification threshold
Organisations need more than 65% positive Trust Index responses to earn Certification.
What to include in your recognition module
- Your current Great Place To Work Certified status and the period it covers.
- Every Best Workplaces list you have made, named exactly as published, with the year.
- One or two Trust Index results that say something distinctive about your workplace, with approval to publish them.
- A link to your organisation’s profile in the Great Place To Work Australia Certified companies directory.
Sample Spotlight Module copy
Template
Our people said it first
[Organisation] is Great Place To Work Certified for 2026, based on what our employees told us in the confidential Trust Index survey. [Insert approved result, for example: X% of our people say they can be themselves at work.] We were also named on [exact Best Workplaces list name and year]. See our Certification profile.
Link “See our Certification profile” to your listing in the directory. That one click lets a sceptical candidate check the claim without leaving their browser.
Choose Trust Index results with care. A standalone percentage with no explanation can raise more questions than it answers. Say what the statement measured, keep the survey year visible, and take it down when a newer survey replaces it.
How do targeted audience pages work on the Life tab?
Targeted audience pages let you show different versions of your Life tab to different visitors based on their LinkedIn profile details, such as location, job function or seniority. LinkedIn’s targeted audience pages overview explains the options, and your default page must be published before any targeted version can go live.
Build one only when the story is different for that audience. A retailer might give store teams a page about rosters, training and promotion from the shop floor, while its head office page focuses on hybrid work. Four near-identical pages give you four times the maintenance and nothing more for candidates.
How often should you update your LinkedIn Life tab?
Review it at least once a quarter, and whenever something on it expires, such as a leader leaving, a benefit changing or your Certification renewing.
Give the page an owner and put a date in their calendar. Certification runs for 12 months, so your renewal date and any Best Workplaces announcement are good moments to update the recognition module, the photos and the employee posts together. A candidate who spots a badge from three years ago will quietly wonder what happened since.
Frequently asked questions about the LinkedIn Life tab
Why can’t I see the Life tab on my LinkedIn Page?
The most likely reason is that your page doesn’t have LinkedIn Career Pages. The second most likely is that you’re not viewing the page as a Super admin. Check both before contacting LinkedIn.
Is the LinkedIn Life tab free?
No. It comes with Career Pages, a paid add-on. A standard LinkedIn Page is free, but it has no Life tab.
Can I add a video to the Life tab?
Yes. The main module at the top of the page takes either an image or a video, and a short employee-led clip is often the strongest opener.
Can I feature employee posts on the Life tab?
Yes. The Employee Perspectives module lets admins feature content written by employees. Ask permission first, and choose posts with specific details.
Should I mention Great Place To Work Certification on LinkedIn?
Yes, as long as it’s current. Put it in a Custom Spotlight Module on your Life tab and link it to your profile in the Great Place To Work Australia Certified companies directory.
What should you check before you publish your Life tab?
Run through this list before you hit Publish:
- The main image or video shows a recognisable part of your real working life.
- Every image meets LinkedIn’s size specifications and everyone pictured has agreed to be included.
- Featured leaders have accurate titles and profiles they have updated this year.
- Employee posts and testimonials come from more than one team, role and location.
- Your Certification, Best Workplaces recognition and Trust Index results are current, approved and named exactly as published.
- Links to jobs, your careers site and your Great Place To Work Certification profile all work.
- Any targeted page is meaningfully different from the default version.
- The page has a named owner and a date for its next review.
