LinkedIn Personal Profile vs. Company Page - What's Best?
What You’ll Learn in this Issue
- Why company pages struggle with organic reach and rely heavily on paid promotion
- How personal profiles build stronger trust, relatability, and audience connection
- Why using LinkedIn as a networking tool through individuals leads to better business outcomes than brand-led outreach
Clients often ask whether they should try to build a LinkedIn company page over a personal profile.
Without hesitation, I advise all of them against the idea. Here's why:
1. Limited Growth Potential
Ever stumble upon a post from a company page in your LinkedIn feed? Chances are it's sponsored. I have a hunch why:
• LinkedIn doesn't seem too keen on promoting company pages organically. If they did, why would anyone bother with ads?
• The primary call-to-action of LinkedIn pages is to get visitors to their website. That just diverts traffic away from the platform, reducing user engagement.
2. People Connect with People
Remember the quote, "People do business with people they know and like"? It rings true.
Would you rather engage with a faceless company or a real person? Most people opt for the latter. In fact, an overwhelming 70% of consumers feel a stronger bond with brands when CEOs are active on social media.
Interactions from businesses often lack that human touch we all crave. It's hard to convey authenticity when you're just a faceless brand. The most memorable experiences with businesses usually involve a person going the extra mile to address needs.
3. LinkedIn as a Networking Tool
One of the most powerful LinkedIn marketing strategies is to reach out to new contacts through connections or direct messages. And guess what? It can be done right with personal profiles.
Instead of trying to sell directly to potential clients, I suggest using LinkedIn as a networking tool to connect with potential partners. Meaningful conversations with other businesses in your industry can lead to mutually beneficial referrals.
Even in this digital age, human connection remains paramount.
Prospects want to establish relationships built on trust and rapport before committing to business transactions. This level of human connection simply can't be replicated through a company page.
What Should You Do Instead?
If you've been solely focused on growing a company page, it might be time to reconsider your strategy.
Think about it: the very purpose of posting on a company page directs visitors away from LinkedIn, which goes against the platform's goals. Furthermore, establishing the CEO as an industry expert through a robust personal profile yields far greater benefits than promoting the company itself.
If you or someone else in your organization is already seen as a thought leader offline, it would be more beneficial to focus on building your personal brand rather than investing in a company page. Even if not, growing as a personal brand is a lot easier since people crave original ideas, stories, and insights.
