LinkedIn for Business: Do You Need a LinkedIn Company Page?

A LinkedIn company page is a professional representation of your business on the platform. Company pages allow organisations, businesses, and not-for-profits to represent a brand, product or service and promote job opportunities, enhancing visibility. However, not all organisations or businesses necessarily require a company page. Let's explore why. 

What is a LinkedIn Company Page? 

While a personal profile represents individuals on LinkedIn, company pages represent organisations. Personal profiles have connections and followers. Whereas, company pages only have followers.  

When I refer to a profile, I am talking about your personal representation of you professionally on LinkedIn. Your LinkedIn profile is more than just an online resume. It is an opportunity to make a good first impression and an extension of your personal brand. Think of it like your digital business card.  

Your personal profile is where you list your previous work experience, build your network and connections, and share and create content to establish thought leadership. When people want to learn about you, they visit your personal profile.
 

Company pages, however, are where people can go to learn about your organisation. It’s a space to represent your brand’s identity, voice and purpose. It’s a place to build a community of members who are interested in your business, updates, and job opportunities. 

Brand Visibility and Company Pages  

As a business owner, you may set up a company page when you want to establish the personality and purpose of your brand. A company page helps your audience connect with something bigger than just the business owner.  

Company pages can enhance the visibility of your business, because employees can link their profiles to your company, essentially becoming brand ambassadors and advocates for your business. 

In fact, according to data employees were responsible for a 30% increase in exposure for a company page. This means when an employee shares content from a company to their personal profile the click-through rate is two times higher than when a company shares the content on its page.  

Furthermore, if you want to run ads on LinkedIn you need to have a company page, as options to promote from your personal profile are limited.  And there are added benefits for SEO too, with LinkedIn company pages helping to improve your business’s online presence. By filling out your business’s company page correctly, including relevant keywords in your description, and sharing engaging content, your LinkedIn company page could achieve higher rankings in search results.    

The Cons of Company Pages  

Company pages can require additional admin in the form of content creation, monitoring comments, and regular updates. The need for consistently producing high-quality content to grow your audience can be labour intensive. So, if you’re a one person business, then a LinkedIn profile may be sufficient for you. 

Furthermore, data suggests that there has been an overall decline in reach for company pages compared to personal profiles. Therefore, sharing real-life content that helps people to connect with the business behind the brand will help you establish a stronger authority. 

Do You Need a Company Page? 

If you have more than one staff member working for your business or you want to be able to run ads on LinkedIn, you will need a company page. Company pages offer several valuable benefits, including:   

• Growing beyond a one-person business: If your business expands beyond a solo operation, a company page can provide a centralised platform for your employees. 

• Running ads: To take advantage of LinkedIn’s advertising opportunities, you must have a company page. 

• Professional image: A company page enhances your business’s professional appearance online, and is especially important for B2B businesses.  

• Community building: Interacting as a company allows you to build a community of engaged clients and partners.   

• Talent acquisition: A company page is a valuable tool for attracting new talent and showcasing your company culture. 

For small, individual businesses, a personal profile may suffice. However, as your business grows, the benefits of a company page may become more significant. By understanding these differences, you can better decide which approach suits you and your business needs.  

Want to learn more? Learn how to use LinkedIn with confidence so you can successfully grow your business. Get in touch to find out how I can help you build your professional presence.