Yes.
But before you rush off and add “post on the Company Page three times a week” to your already ridiculous to-do list, there’s something you need to know.
Your LinkedIn Company Page probably isn’t where you should be spending most of your time.
I know. Slightly confusing.
I’ve just told you that you need one, and now I’m telling you not to spend all your time on it.
Welcome to social media. 😂
But there is a very good reason.
LinkedIn is about people connecting with people
When you think about how you actually use LinkedIn, who do you stop and engage with?
Usually, it’s a person.
You read their post. You agree with something they’ve said. You leave a comment. They reply. You have a conversation.
Over time, you start recognising their name and their face.
You get a feel for what they know, what they stand for and whether they’re someone you might want to work with.
That’s relationship building.
And it’s much easier to build a relationship with a person than it is with a logo.
This is why, particularly if you’re the face of your business, your personal LinkedIn profile should be doing a lot of the heavy lifting.
It’s where you can share your expertise, your opinions, your experiences and a little bit of the person behind the business.
And no, that doesn’t mean telling LinkedIn what you had for breakfast or sharing every detail of your weekend.
Unless your breakfast somehow taught you an important lesson about business strategy, obviously. 😉
So what’s the point of a LinkedIn Company Page?
Think of your Company Page as your digital shop window.
Imagine walking down the high street and spotting a business you’ve never seen before.
You look through the window.
What do they sell?
Does the place look open?
Does it look professional?
Is there actually anybody in there?
Or is there a faded sign from Christmas 2023 and a suspicious-looking plant slowly dying in the corner?
Your LinkedIn Company Page does a similar job.
When somebody comes across you on LinkedIn, they may click through to your business to find out more.
Your Company Page gives them somewhere to quickly understand:
- Who your business is
- What you do
- Who you help
- What your business is about
- Whether you’re active
- Whether you look like a legitimate business they might want to know more about
It supports the work you’re doing elsewhere on LinkedIn.
Your Company Page still needs some love
This is where people sometimes go wrong.
They hear that personal profiles tend to be better for building relationships and think:
“Brilliant. I can completely ignore the Company Page then.”
Not quite.
You don’t need to be obsessing over it every day, but you do want it to look current.
Make sure your branding is up to date.
Check that your description still accurately explains what you do.
Make sure your website and contact information are correct.
And post enough content that someone visiting the page can see the business is alive and kicking.
Because if somebody visits your Company Page and your last post was three years ago, it can create completely the wrong impression.
A bit like Googling a restaurant and finding its website hasn’t been updated since 2017.
Are they still open?
Will there be food?
Should I take a packed lunch just in case?
Nobody needs that level of uncertainty. 😂
Company Pages have other jobs too
Your Company Page isn’t only there to look pretty.
It can also be useful if you’re recruiting, running LinkedIn advertising or want your business to have its own presence on the platform.
It also helps connect your personal presence with your business.
Someone might discover you through a post, enjoy what you have to say and then want to find out more about your company.
That’s when your Company Page comes into its own.
They’ve met the person.
Now they’re looking through the shop window.
Where should you spend your time?
If you’re running a small business and don’t have hours to spend messing about on LinkedIn — which I’m guessing you don’t — I’d put more of your energy into your personal profile.
Start conversations.
Comment on other people’s posts.
Share useful content.
Talk about the things you know.
Show people how you help.
And actually be social.
Then keep your Company Page ticking over alongside it.
It doesn’t need feeding every five minutes like some sort of demanding social media Tamagotchi.
It just needs to accurately represent your business and reassure people that they’ve found the right place.
Think shop sign versus shopkeeper
This is probably the easiest way to remember it:
Your Company Page is the shop sign.
It tells people who the business is and what’s inside.
Your personal profile is the person behind the counter.
That’s who people chat to.
That’s who they ask questions.
That’s who they get to know.
And ultimately, that’s often who they decide whether they trust enough to buy from.
So yes, you really do need a LinkedIn Company Page.
Just don’t make the mistake of putting all your energy into polishing the shop sign while hiding behind the counter.
People connect with people.
And on LinkedIn, that’s something worth remembering.
Need some help with your LinkedIn?
If LinkedIn feels like another thing you’re supposed to be doing but you’re not quite sure what to post, where to spend your time or whether any of it is actually working, I can help.
No jargon. No complicated strategy that requires seventeen spreadsheets and a lie down afterwards.
Just straightforward, practical help to make LinkedIn work for your business.
Get in touch and let’s have a chat.