On LinkedIn, the company page is your institutional showcase, but what generates conversation and clients is usually people’s personal profiles: the owner, the partners, the team. The strategy that works for a small business is to keep the page complete, post on it regularly and, most importantly, have the owner post on their own profile about the work, tagging the page.
LinkedIn is the network where decision makers at other companies are paying attention to your work. If you sell to businesses, offer consulting, professional services or high-value hires, that’s where your client is.
Company page and personal profile
| Company page | Personal profile | |
|---|---|---|
| What it’s for | Identity, job postings, proof that the company exists | Relationships, opinions, behind the scenes |
| Organic reach | Low, without boosting | Much higher, with consistency |
| Who follows | Clients, candidates, curious people | Your network and followers |
| You can run ads | Yes | No |
The combination is what works. The company page gives credibility when someone searches for your business. The owner’s profile makes the company memorable.
How to create the page
LinkedIn explains the steps in its help center for creating a page. The details that make a difference:
- Same name as your brand everywhere.
- High-resolution logo and cover image. The cover image can state in one line what your company does.
- Clear description. What you do, for whom, and where, in the first lines.
- Website, industry, size, and location filled in.
- Team linked. Each person adds the company as their employer on their own profile, and the page shows who works there.
What to post on the page
- Completed work. One case per post, with the problem, what was done, and the result, always with the client’s permission.
- Behind the scenes. How you work, what you check, which tools you use.
- Technical opinion. What you do differently and why.
- Useful content from your industry. A common client question answered in a carousel.
- People. A new hire, a new certification, an achievement.
Avoid turning the page into a news feed for your industry. Anyone can share news. What sets you apart is what only your company can tell.
What the owner should post
A personal profile works best with your own voice, in the first person.
- What you learned on a difficult project.
- A common client mistake and how to avoid it.
- A decision you made and why.
- A real number from a project, with permission.
Tag the company page when the topic is work related. That way, the profile’s reach brings people to the page.
Formats that work
- Short text with line breaks. The first line decides whether people click “see more.”
- PDF carousel. Good for explaining a process step by step. Check out how to make an Instagram carousel, since the structure logic is the same.
- Real photos. Team, events, deliverables. These work better than stock images.
- Short video, speaking directly to the camera.
How often
For the page, post one to three times a week. For the owner’s profile, two or three times a week already builds presence within a few months. More important than frequency is not disappearing.
How to measure results
Page visits, new followers who are actually part of your audience, messages received, and meetings booked through LinkedIn. A like from a fellow professional means little as a sales signal.
Frequently asked questions
Is it worth running ads on LinkedIn? For high-value B2B sales, it can be worth it. Cost per click tends to be high, so it works better with a clear offer and a well-defined audience.
Can I use the same content from Instagram? You can reuse the topic, but adjust the tone. On LinkedIn, readers expect more context and less trend-based humor.
Who creates the designs? Creating carousels and ready-to-post designs is part of Ciclicko’s content creation plans. To understand the general reasoning, read content marketing.