Two weeks ago we did an experiment and created a poll on our LinkedIn Company Page with the question: What is your main struggle with your LinkedIn Company Page? This was the result:
So, apparently we are not sure whether or what to post on our Company Page or on our Personal Page and how to define a strategy to combine the two.
While managing the 100+ LinkedIn profiles from our clients, we have gained quite some insights from our experience with creating posts and post strategies.
Here are 5 tips on how to post on your LinkedIn Company or Personal Page.
1. Define your strategy.
Ask yourself these questions to find out what your goal is with your LinkedIn posting activity:
- Do you want to get as many views as possible?
- Do you want to share knowledge and get interaction?
- Do you want to work on your personal brand?
- Do you want to become an authority?
- Do you want to be a platform and build a followers base?
- Do you want to generate downloads and follow-up leads?
- Do you want people to end up on your website?
- Do you need to share updates with your customers?
For example, if you want to work on your personal brand and be an authority, post on your personal profile and share this on your company page. In this way, you will guide your followers more to follow your personal activity. If you want to be a platform and build a followers base, post on your company page and share it on your personal page.
2. Determine what suits best with your kind of company.
We all heard the ‘rumours’ that your personal posts will get more views than your company posts. Well, it depends of course. When you are working for a leading company or a big brand and you just have 250 connections, you might lose from the company page. On the other hand, when you have 2000 employees and you can motivate them to share your post. You will have more views in total with personal profiles. In this case, the management and motivation to actually get them to post will be your challenge. But besides that, this is just about your reach and your views. What really matters is what suits best with your kind of business and of course your defined strategy.
If you are a B2C brand, it could be very important to build a followers base on your company and put all bets on the company page. Also, you might have more followers on your company page already. This is an excellent channel for your brand to interact with your customers.
On the other hand, when you are a medium size B2B service provider, you might not have that many followers and also your company page is not as much as a channel to talk to your customers as with B2C companies. B2B business depends more on personal relationships between buyers and sellers. Place your bets on your personal profile.
4. Your LinkedIn company page as an employer.
The third one is your employer branding. Whether you are a big or a small company, B2C or B2B, there will be a moment that you are going to hire a new employee. To show your company from it’s the best side to your new talent, you should have an attractive company page as well.
For example, you can post your vacancies and talent programs. Also, you can post pictures of your events and show your companies activity and culture. Sharing updates from your colleagues or employees also generates more interaction on a personal level.
4. When connections visit your personal profile they will first click on your company page.
The fourth one is about the customer journey of your connection. When you connect with somebody or when somebody lands on your personal page, one of the 1st actions that people take is to see where you currently work and they will click on your company page. Therefore, the company page should always give the right impression.
5. Differences between your personal and professional posting behaviour.
Remember that the main purpose of your company page is to share relevant knowledge with your clients. Think about the challenges of your clients. Why are your clients, your clients? Make sure to share information about this and show that you are the authority.
So why can we not post articles on our company page? Good question… Remember that LinkedIn focusses more on personal profiles because LinkedIn is, in the end, and from the beginning, a person to person platform for professionals. Originally the company pages were created to be able to group individuals by sharing the same employer.
Your personal profile, on the other hand, is much more suitable for opinion and debate with regards to knowledge sharing. That’s why you are much more flexible with your personal profile to share off-topic actualities for example. The purpose of your personal profile is to establish a personal brand and create interaction. You want to show that you are the expert in your field, rather than sharing only information that is in line with your business services.
For example, you can share news updates about Corona and be positive or negative about that on your personal profile. When you would share something about Corona on your company page, it would rather be your companies policies or strategies in dealing with the Corona measures or effects.
In that way, you should compare your company profile with your website that contains news and blogs about your company and the service you provide. Your personal profile is more like your professional Facebook. Did I really say that? Yes, I did 😉
In the end, there’s not only one good strategy to post on LinkedIn. We advise you to follow your strategy and use a healthy mix of both personal and company page. Always make sure to think about this question: How would you like to be seen by others?
Now you are ready to go ALL-IN!