They suck but you probably still need one.
Should you create a LinkedIn Page (formerly known as a company page)? If you do, should you post from your company page or from your own personal feed?
These are common questions from my LinkedIn connections and Espresso ☕️ subscribers.
Get to the point.
LinkedIn company pages have limited value. Yes, you should have one – but do almost all of your posting from your personal feed.
- What is the value of creating a LinkedIn company page?
- How to create a LinkedIn company page
- Should I post on my LinkedIn company page or my own personal feed?
- How to reply to a post via your LinkedIn company page
- Do LinkedIn company pages work?
- How to inform work colleagues about company page updates
- Let’s wrap up
Listen to an audio summary of this post:
What is the value of creating a LinkedIn company page?
These are the main benefits of having a LinkedIn company page:
LinkedIn company pages make you look authoritative and give you an SEO boost.
Some potential clients want the reassurance of knowing that you’re a “proper” business. A LinkedIn company page doesn’t prove that at all, but if it helps some people to trust you more, you should have one.
Inquisitive searchers may want to know who else works for your business. A company page lets them find this out.
Having a LinkedIn company page will also give you an extra spot in Google search results, and who’s going to say no to that?
LinkedIn company pages let you display your logo on your profile.
Look at my LinkedIn profile and you’ll see the blue and white logo next to my Espirian business. That’s there because of my company page. The logo also appears in the Experience section of my profile.
Here’s a quick video to show how I added my logo to my company page. This example includes an animated logo, but it’s fine if yours is a static image.
On top of this, you get the added brand identity of potential connections seeing your logo and a link to your company page when they try to connect with you on LinkedIn.
LinkedIn company pages let you feature your best content.
Do post your very best content on your company page, because that item will be featured if anyone ever visits the page.
If you’re eager, you could post all your external content on your company page. (The LinkedIn algorithm doesn’t seem to penalise links on company page posts the same way it does on personal profiles.) I haven’t bothered to do this.
To make sure your best content doesn’t get lost in your company page stream, click the … menu in the top-right corner of the post and click Pin to top.
LinkedIn company pages let you run LinkedIn ad campaigns.
Don’t speak to me about LinkedIn ads. I tried them and they failed miserably.
People who know about social media advertising say that LinkedIn has one of the highest costs per click for its ads. Proceed with caution if you’re going to give it a try – or ask for help from someone who understands LinkedIn ads (that’s not me).
LinkedIn company pages let you share video direct from Vimeo.
On 29 October 2018, LinkedIn added support for video sharing direct to company pages from paid Vimeo accounts.
How to create a LinkedIn company page.
- On LinkedIn desktop, click Work.
- Click Create a Company Page.
- Enter a company name. (The URL field will be filled automatically.)
- Tick the verification box.
- Click Create page.
- Edit the following page to complete the fields.
You can then view the final edited page:
- Click Me.
- Click Company: [your company name].
Should I post on my LinkedIn company page or my own personal feed?
I don’t recommend posting regularly on your company page. Once in a while is OK but it’s best to post from your personal feed. That’s where all the engagement happens.
The best approach is to empower your people (if you’re not the only person in your business) to post from their personal profiles instead of funnelling everything through your company page.
Keep in mind that your audience is much more likely to want to engage with real named individuals rather than with a corporate account.
Seeing a face on a personal profile is so much more appealing than seeing an anonymous corporate logo.
So, be brave and get your people to promote your business through their own feeds.
A lot of businesses are scared by this. “What if our people get popular and leave?” – that’s not how winning organisations ought to think. If you treat your people well, this fear should go away.
There’s also a technical reason why it’s easier to manage engagement through personal profiles rather than via company pages.
When someone engages on your company page activity, the notifications don’t appear in your main Notifications tab.
Instead, you need to go to the company page and see the notifications there. This means it’s easy to miss interactions.
How to reply to a post via your LinkedIn company page.
Normally, you can reply to a post only if your LinkedIn Page has been tagged into that post.
Here is a workaround to show you how to reply to any LinkedIn post via your company page.
This process works on desktop only:
- Go to the Me menu and click your LinkedIn Page.
- Note the numbers in the URL bar. This is your company ID.
- View any post in a new tab or window.
/?actorCompanyId=XXXXXXto the end of the URL.
XXXXXXwith your company ID (from step 2).
- Press Return to load the revised address.
When you scroll down to the comments, you’ll see that your personal profile photo is replaced by a generic grey icon.
- Enter your comment and post it. It should appear with your LinkedIn Page icon.
If you save the text that’s covered in steps 4 and 5, you can paste this in whenever you want to comment on a post from your LinkedIn Page.
This could be useful to raise the profile of your LinkedIn Page and hence earn you more followers.
For many small businesses, I’d still recommend that you focus on posting from your personal profiles.
People tend not to want to engage with logos. They want to talk with real people.
Do LinkedIn company pages work?
I don’t think so.
Growing a company page is tough, as company posts tend not to get engagement in the feed and hence very low visibility overall.
The smart and brave businesses empower the personal brands of their staff, as that helps their content to reach a much larger audience.
So, rather than them posting from your company page, instruct your people to post on-brand content via their personal feeds. They’ll reach more viewers and get more engagement.
“Oh no, but what if my employees get popular and leave?”
If you treat those people well, they’ll be motivated to get you good visibility through their social channels.
Don’t operate a business model that’s based on the fear of people leaving. Operate one that’s based on the shared success of them staying.
How to inform work colleagues about company page updates.
LinkedIn notifications on personal profile activity aren’t great at the best of times. It’s even worse when it comes to company page content.
Here’s more about a couple of routes you can use to ensure that people in your organisation get to see your company page updates, so that they can interact accordingly:
Let’s wrap up.
Company pages have limited value. You should have one but don’t spend too much time on it. You’ll get better results if you focus on posting helpful content on your personal feed.
Build your LinkedIn presence.
Get all my best thinking in my premium
How not to be a LinkedIn Loser
3-part video course.
One-time cost: £99.
I write clear, engaging and fun B2B content that helps your customers understand how your products, services and processes work.
I can also help you build your presence on LinkedIn.
My book is Content DNA.