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They suck but you probably still need one.

Should you create a LinkedIn a company page? And if you do, should you post from your company page or from your own personal feed?

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.

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 page in Google search results
LinkedIn company page in Google search results

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 uses an animated logo, but LinkedIn now lets you upload only a static image as a logo. Sorry!

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 page follow prompt
A prompt to follow a person’s company page after a connection request is sent.

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.

An example of a featured post on my LinkedIn company page
An example of a featured post on my LinkedIn company page
(click to enlarge)

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 – although links in personal posts now seem to be OK) 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.

Pin to top feature on a LinkedIn company page post
Pin your best post to the top of your LinkedIn company page

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.

  1. On LinkedIn desktop, click Work.
  2. Click Create a Company Page.
Click Work | Create a Company Page
Click Work | Create a Company Page
  1. Enter a company name. (The URL field will be filled automatically.)
  2. Tick the verification box.
  3. Click Create page.
Enter a company name
Enter a company name
  1. Edit the following page to complete the fields.
Complete the fields to fill out the company page
Complete the fields to fill out the company page
(click to expand)

You can then view the final edited page:

  1. Click Me.
  2. Click Company: [your company name].
View the completed company page via the Me menu
View the completed company page via the Me menu

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.

I tested this in July 2020, when I posted regularly to my company page for a month to see what my engagement rates would be like. The results were rotten:

Posts Avg. Views Avg. Reactions Avg. Comments
33 129 2 2

During the experiment, my company page follower count increased by only 27, from 454 to 481.

OK, there’s only so much we can draw from a month-long experiment on one account, but these are still pretty terrible results!

Compare this with my usual performance.

My personal profile had 26K followers when I started the company page experiment.

My content there always gets great engagement, with my posts receiving 7K+ views on average over the past 2 years.

What should we do instead?

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.

BitmoJohn boring
People tend not to engage with boring company pages

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.

LinkedIn company page notifications
LinkedIn company page notifications

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:

  1. Go to the Me menu and click your LinkedIn Page.
  2. Note the numbers in the URL bar. This is your company ID.
  3. View any post in a new tab or window.
  4. Add /?actorCompanyId=XXXXXX to the end of the URL.
  5. Replace XXXXXX with your company ID (from step 2).
  6. 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.

  1. 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.

Be better at LinkedIn.

Buy my online How not to be a LinkedIn Loser course today.

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John Espirian.

John Espirian

I write the words that go on B2B websites. I also offer LinkedIn consultancy and profile reviews.

My book is Content DNA.

Espresso: digital caffeine by email.

Tips to improve your web content & LinkedIn presence.
Always under 200 words.

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