LinkedIn Company Page vs Personal Profile: Which one should I use?

We manage quite a few LinkedIn accounts for our clients. Without exception those who use their personal profile in LinkedIn see better growth and engagement than those who use a company page.

For example, The Piece of Cake Marketing LinkedIn page has 64 followers. However, between us on our personal profiles we have well over 4000 connections. It therefore stands to reason that our profile posts are likely to perform to a higher standard. 

LinkedIn Company Page vs Personal Profile: Which one should I use?

Why does a LinkedIn Personal Profile perform better?

People like to connect with other people. We enjoy chatting with other people and logos don’t always mean anything to a potential client. They would much rather know who they were interacting with.

If you are willing to put in the time you can send a connection request to almost anyone else who is on LinkedIn. It is therefore relatively easy to grow your following on LinkedIn! Just use the search function to target your desired audience. 

For example…

HR Directors in London 

Virtual PA’s in Bath

Business Owners in Birmingham

As your connections grow this opens the doors to more second-degree connections. You can have 30,000 connections on LinkedIn so there is usually plenty of room for more.

Craft regular useful content for your ideal client. Think about their triggers and how you can help them. Be personal and be YOU. Just because it is LinkedIn, don’t feel that you can’t share who you are and what you love doing. We can guarantee that the posts show a little bit of personality will stand out and will generally perform better.

This combination of growing your connections and showing up on a regular basis is a great recipe for success.

So, if all of the above is true, should you just ditch your LinkedIn Page all together?

Well, it really depends on the size of your business and how many employees you have. For, example large corporate organisations are likely to have high followings and potentially have brand standards to follow therefore a company page is perfect for them.

LinkedIn will allow your employees to tag you in as their employer. They should also be encouraged to copy the messages that are put out on the company page on to their personal profiles. You may even want to invest in some training on LinkedIn and set business standards.

A page will look professional and can also often be found on Google as pages are SEO-friendly.

The perfect combination…

Make sure your LinkedIn page is complete and accurate. Depending on the size of your business create some expectations around your page and decide how you will use it.

Then head over to your LinkedIn personal profile and invest some real time here. Spend 10 minutes a day. Posting to your profile, adding new connections and commenting on posts. Think of it like networking. Be helpful and BE YOU! 

If you’re looking for more tips. Download our Getting Started with LinkedIn guide.

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