Many leaders and small teams put real care into their company pages.
A logo, a banner, someone manually posting company updates every week that's costing you £X amount in outsourcing to your nephew or marketing executive.
It's not a horrible idea, but its overkill. It's just not where most of the attention is.
Personal profiles on LinkedIn tend to get around 5x-8x the engagement company pages do.
To put that into perspective, if you’re posting weekly on your company page and getting ~1,500 impressions per month.
That same intensity and effort directed towards your personal brand would bring in ~12000 impressions (8x)
Not to be sniffed at.
Why people gravitate toward people
Think about your own scrolling behaviour. You're rarely on LinkedIn hoping to see a company update showing you their new office.
You're there to hear from someone, a person with a bit of perspective, maybe a name you recognise or a video that captures your attention.
A company page can share good information; it's practical and safe. What it can't easily do is feel like a conversation and a point of connection or common ground.
That's harder to build without a face, a dialogue or an expression behind it. And right now human connection is what we’re all craving.
(Don’t mention the AI slop button on LinkedIn)
A different way to think about it
None of this means your company page isn't useful. It's often the first place someone checks to see a business is legitimate, especially once they're already curious.
It’s just not overly effective at generating curiosity in the first place. That part tends to fall to a person, usually the founder or another executive.
If most of your energy is going into the company page rather than your own LinkedIn platform, it might be worth a rethink next time you're planning on sharing some updates.
Post something that you believe in, from your own experience. You might be surprised how it resonates with your network.
Wondering how to balance your time between the two?
We're happy to help you work that out. You can find us on the big purple button below.
Until then, see you next week.
Josh