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LinkedIn – Personal Profiles and Company Pages

Should you build your personal page, company profile or both?

Firstly – let’s talk about the differences.

Your personal profile is all about you.   What you do, what you are passionate about, your skills and abilities.   Yes, your work history (though you don’t need to include all of it) as well.  

When we connect with people on LinkedIn, we are connecting with the individual.   For me, LinkedIn is about creating and building on good relationships with your network.   That’s why when I see a profile that is written in the third person, or simply talks about what the company does, my heart sinks a little. 

Think about this in terms of going to meet someone in person – you would expect to hear about what they are interested in.  Not what their company stands for.  Although you might have a little conversation around that too – but what you will remember is what you connect over personally. 

What about your company page?

A LinkedIn Company Page is the main hub for your business.

The Company Page is where you can tell your company story, posting news and updates and sending out marketing-related content. 

LinkedIn pages had a bit of an overhaul in 2018 to make them more user friendly.  

LinkedIn says it has built them with three pillars in mind:

  1. Joining conversations that matter – your page admin can now comment AS your company page on any topic they are following.   You follow three hashtags as your page and are able to contribute to the conversations where people are using these hashtags.  

2. You can upload PowerPoints and word documents, or videos to your company page as well as simple updates. 

3. It is also where you can share about jobs, and is often the place where potential employees go to find out what type of company you are running – what is the ethos, the company brand etc.  You can create a careers page that shows what it would be like to work at your company.  

For a lot of my listeners of course, you may be working as a solo preneur or have a very small team.  

 I still believe you need a company page on LinkedIn and here is why.

  1. Pure design of LinkedIn – when you have a company page, you can add your own logo and company details to your personal profile.  This gives you good credibility online
  2. Search results – when someone is searching for your company or a company that they need – you want your company to appear in the search results.  How do we do this?

How does your page get found?

Use keywords – what are your readers looking for?  

Google will display up to 156 characters of your page text in its search results, so include relevant keywords at the very beginning of your company tagline, helping the search engine and its users quickly understand what you’re about.

For example:

Teaching entrepreneurs and business owners how to use LinkedIn for growth and profit.  

LinkedIn suggest you think about writing your About section on your page to cover the following:

  • Vision. What future do we want to help create?
  • Mission. How do we create that future?
  • Values. Who are we? How do we work?
  • Positioning. What makes our brand different?
  • Tagline. Our brand summed up in one line.
  • Products/Services. Here’s what we provide.

Then provide regular updates to keep yourself Google friendly.

In the same way you have on your personal profile, include your logo and your cover photo to attract attention.

So, what do you post and how is it different to your personal profile?

 Use the 3-2-1 model. Every week aim to publish three pieces of industry-related content, two pieces of “proud” content (content that make your employees and community feel good) and just one piece of product or service-related content.

LinkedIn Blog

Check your analytics and your @mentions – share posts where someone has mentioned you.  

Post under the three hashtags you follow as your page. 

How does this differ from your personal profile? I believe your personal profile should be the place where you start conversations with your network. Ask questions – engage with your network both on your post and theirs. Use your Company Page to demonstrate the services you offer, and use your personal profile to engage with your network.

For help with your LinkedIn Strategy, get in touch today for a no-obligation ten minute discovery call to see how I could help you.

2 replies on “LinkedIn – Personal Profiles and Company Pages”

Hi I have been doing a lot of work on our company page and put in a lot of keywords but when I do a search we’re still not coming up in the first few pages! What am I doing wrong?

hi Anne, I had a quick look at your company page – I think a change in how you share your content would be good. I would be happy to work through this on a strategy session if you are interested. Drop me a line if you want more information. Thanks for commenting!

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