LinkedIn Company Page or Personal Page?

LinkedIn company pages have their place. Of course, they do. However, your priority should be on your personal page.

If you only have time to post on one or the other, I suggest you ditch the company page (especially if you own a small business).

Why LinkedIn prioritises personal pages?

User behaviour focus:

• LinkedIn is fundamentally a professional networking platform designed to prioritise person-to-person connections.

• Most meaningful interactions (networking, hiring, sales outreach, mentorship, etc.) occur between individuals, not companies.

Higher engagement rates:

• People are more likely to engage with content from other individuals than from brands.

• Personal profiles tend to share stories, insights, and updates that feel more authentic and relatable, encouraging comments, likes, and shares.

Trust and relationships:

• People trust people more than companies. Profiles with real identities (photos, names, positions) build trust and credibility, which is crucial in professional settings.

• Users perceive individual posts as less promotional and more insightful, unlike branded content that may seem focused on advertising.

Content distribution:

• LinkedIn's algorithm favours personal posts because they tend to spark conversations.

• Engagement is more likely when employees share company content through their personal pages, amplifying reach organically.

How LinkedIn implements this prioritisation?

Algorithm preferences:

• LinkedIn’s feed algorithm prioritises posts that receive early engagement.

• Individual posts are shown to connections and then expanded to 2nd- and 3rd-degree connections if interactions (likes, comments) occur quickly.

• Company posts often lack this initial boost, limiting their reach.

Notifications and visibility:

• Personal pages trigger more notifications when content is posted, commented on, or shared, while company page updates are less intrusive.

• People are tagged and mentioned more easily via personal profiles, further increasing visibility.

Encouraging employee advocacy:

• LinkedIn encourages companies to use employee advocacy rather than relying solely on their company pages.

• Employees share company updates and insights through their personal pages, tapping into personal networks to boost visibility.

Need help? Get in touch.