Deciding whether to post on LinkedIn using a personal profile or a company page is an important choice that can impact your branding, reach, and engagement on the platform. Here are some key factors to consider when determining the best approach for your needs.
Benefits of Posting as Yourself
Using your personal LinkedIn profile for posting content gives you some advantages:
- You build your personal brand – Posts shared under your own name allow you to establish yourself as an industry expert and thought leader.
- More authentic engagement – Followers often feel a stronger connection with an individual compared to a company.
- Thought leadership – Demonstrating your unique perspectives and knowledge helps you gain credibility.
- Your network sees your posts – Your connections are more likely to see posts from an individual rather than a company.
Posting personal insights, experiences, and perspectives can help strengthen your reputation and allow you to make connections on a more human level.
Benefits of Posting as Your Company
Using your company’s LinkedIn page for posting also has some perks:
- Broader reach – Company pages have more extensive networks than individuals, allowing for greater visibility.
- Brand building – Company page posts promote your brand identity, vision, and voice.
- Sharing news – Posting company updates, announcements, initiatives etc. in one place.
- Centralized team efforts – Multiple employees can contribute to and manage posts.
Your company LinkedIn page presents a unified destination to engage professional audiences and promote your brand.
Key Factors to Consider
When determining whether to post as yourself or your company, here are some important factors to keep in mind:
- Your goals – Are you aiming to boost your personal reputation or increase brand awareness?
- Your audience – Will your target viewers relate more to you as an individual or your company?
- Your content – Is your post about your personal expertise or company news/updates?
- Engagement needs – Do you want networking on an individual level or broader brand exposure?
- Resources – Do you have time to create content yourself or rely on a team?
The following table summarizes the differences between using a personal or company profile:
| Factor | Personal Profile | Company Page |
|---|---|---|
| Audience reach | Your existing network | Broader follower base |
| Content type | Expertise, thoughts, experiences | Company updates, news, initiatives |
| Brand building | Personal brand | Company brand |
| Engagement | Networking, relationships | Awareness, lead gen |
| Posting effort | Individual creation | Team collaboration |
Best Practices for Each Approach
To maximize the impact of your LinkedIn content, follow these best practices for each approach:
Personal Profile Tips
- Share your unique experiences and insights.
- Post regularly to stay top of mind.
- Respond to comments and engage your network.
- Rotate different types of content like articles, images, videos.
- Follow trends and current events related to your industry.
Company Page Tips
- Align posts with overall brand messaging and tone.
- Make announcements to maximize visibility.
- Curate content focused on company culture, values, and team.
- Celebrate company milestones and achievements.
- Respond to followers and mention employees by name.
Combining Personal and Company Posts
The ideal strategy is often to leverage both your personal profile and company page on LinkedIn to reach audiences through different types of content. Here are some ways to combine the approaches:
- Share company news/updates on your personal profile too.
- Repurpose your best performing personal posts on your company page.
- Co-author thought leadership content with colleagues.
- Comment or share content between your profiles.
- Cross-promote by mentioning your company page from your personal account and vice versa.
Using both profiles in a strategic, coordinated way allows you to maximize your presence and engagement on the platform.
Should You Switch Between Profile Types?
Rather than choosing one LinkedIn profile for all your posting needs, it can be beneficial to switch between your personal and company accounts depending on factors like:
- The specific content, news, or updates you want to share
- Your goals for reach and engagement with each post
- Who you want to connect and network with
- The level of interaction you have bandwidth for
Remaining flexible gives you more options to share information, promote your brand, establish your reputation, and connect with your target audiences in the most relevant way.
Conclusion
Ultimately, the ideal LinkedIn posting approach depends on your specific goals, target audience, content format, resources, and brand. Both personal profiles and company pages offer unique benefits. The most effective strategy is often to leverage both profiles synergistically to expand your reach, showcase expertise, boost brand awareness, and foster engagement with professional contacts.
With a coordinated presence, you can position yourself as an industry leader while also promoting your company and its mission. On LinkedIn, humanizing your brand while still communicating your core business values is key to success.
