“Where’s the best place to post on LinkedIn? Company Pages or personal profile?”

This is one of the most common questions we hear, and it comes up in almost every audit, strategy call, or review conversation we have. It’s also a question that usually signals something deeper: people are investing time in LinkedIn content marketing, but they’re not confident they’re doing so in the right place.

Some businesses tell us they only post from personal profiles because “Company Pages don’t get any reach anymore.” Others say they focus purely on the Company Page because they don’t have the time to post personally, don’t know what to say, or simply don’t feel comfortable putting themselves out there, which is completely understandable.

The problem is that content marketing on LinkedIn doesn’t work well when it’s treated as a binary choice. Personal profiles and Company Pages aren’t competing tools. They’re designed to play different roles within the same ecosystem.

The reality is that both matter, and while you can have success using just one, particularly in the short term, you will almost always see stronger, more sustainable results when the two are working together. When businesses rely on a single touchpoint, they often hit a ceiling, whether that’s limited reach, slower trust-building, or diminishing returns from content alone.

Whereas when personal profiles and Company Pages are used together, they reinforce one another and create a much stronger foundation. Personal content sparks interest and familiarity, while Company content provides validation and credibility.

That combined presence also supports everything else you’re doing on LinkedIn, whether that’s outreach campaigns, LinkedIn advertising, or lead generation, because prospects encounter a consistent, active brand at every stage of the journey. We’ll break down how this works in practice later in the article.

Why do Personal Profiles get more reach on LinkedIn than Company Pages?

To understand how Company Pages and personal profiles work together, it helps to look at how LinkedIn actually distributes content in the feed.

It’s true that personal profiles get significantly more reach than Company Pages.

On average, posts from personal profiles generate around 2.75× more impressions and 5× more engagement than Company Page posts. Company content typically accounts for only a small share of the LinkedIn feed, while posts from individuals dominate organic visibility.

You’ll likely recognise this from your own experience on the platform. Take a quick scroll through your LinkedIn feed and pay attention to how often you see a Company Page post appear organically, without someone you know having already liked or commented on it. How many times do you see a Company Page?

In most cases, Company content only surfaces when you actively follow the Page or when it’s amplified by individual engagement, such as someone commenting on a post or resharing it.

The reason for this is relatively straightforward. LinkedIn was built in 2003 with a very clear mission: “to connect the world’s professionals to make them more productive and successful.” That hasn’t changed. While the platform has evolved, added Company Pages, advertising, newsletters, events, and countless other features, its foundation is still people connecting with people.

LinkedIn is first and foremost a professional social network, and because of that, it will always prioritise individual voices over logos in its feed. This shows up in a few consistent ways:

  • Content from people is shown more frequently and earlier than branded content.
  • Engagement on personal posts tends to happen faster and feel more conversational.
  • Individual activity plays a major role in determining what spreads organically.

This is also why personal profiles are so effective in the early stages of engagement, particularly in B2B. Prospects are far more likely to engage with a person than a company, especially when that engagement happens through content or outreach. Personal posts feel more natural, more relatable, and more trustworthy, and over time, they build familiarity in a way branded content often struggles to achieve on its own.

That familiarity matters. People rarely buy from businesses they don’t recognise, and on LinkedIn, recognition almost always starts with a person.

Why are Company Pages still so important?

Where things often go wrong is when businesses take that insight and assume Company Pages are therefore optional or unimportant. They’re not.

Company Pages play a fundamentally different role, and judging them purely on reach misses the point entirely. Their value isn’t measured in likes or comments. It’s measured in what happens after someone has already shown an initial level of interest.

Once that interest is sparked through a personal profile, prospects almost always take a second step, even if it’s subtle. They look up the company. They check the Page. They scroll through recent posts. They want to understand whether the business behind the person feels active, credible, and legitimate.

This behaviour happens far more often than people realise, and it rarely comes with any visible signal. There’s no message to respond to, no comment to acknowledge, no notification to alert you that it’s happening. It’s quiet, behind-the-scenes research.

In many cases, this is where decisions begin to take shape.

At that point, the Company Page isn’t there to impress or “convert” anyone. It’s there to reassure. It answers unspoken questions like:

  • Is this a real business?
  • Do they actually know what they’re doing?
  • Are they active right now, or only when someone is selling?
  • Do they understand my industry and the challenges I’m dealing with?

An active, well-maintained Page that regularly publishes high-quality content that addresses real pain points reinforces the trust that personal content begins to build. It signals depth and expertise beyond a single voice and reassures prospects that the individual they’ve engaged with isn’t operating in isolation, but is backed by a wider organisation, team, and body of work.

This matters even more in B2B, where buying cycles are longer, decisions involve more people, and a large part of the journey happens before anyone ever speaks to you.

For example:

  • It’s rarely a single decision-maker anymore. CEB’s research into complex B2B purchases shows buying groups have grown from around 5 stakeholders to nearly 7, often spread across multiple functions.
  • Decisions are also taking longer. Dentsu’s 2024 Superpowers Index research found that average decision timelines have increased by several weeks over the past few years, as buyers take more time to align internally, manage risk, and justify spend.

Because of this, different people check different things at different times. One person might engage with a personal post. Another might visit the Company Page weeks later. Someone else might land there after seeing an ad or receiving an outreach message.

In those moments, your Company Page often becomes one of the first places people go to form an opinion, even if you never see that interaction reflected in your metrics.

For a deeper look at how to get more from your LinkedIn Company Page, you may also find these other blogs useful:

It’s also worth remembering how low the barrier is. Reviewing a Company Page isn’t a big commitment. People can spend ten or fifteen minutes scrolling through posts on their commute or during a lunch break. If what they see is relevant, well-presented, and clearly speaks to their challenges, they’re far more likely to stay engaged and keep you in mind when the time comes to move forward.

What role do Personal Profiles and Company Pages play in B2B sales on LinkedIn?

It also reflects how LinkedIn works today, particularly when it comes to outreach messaging. Think about what actually happens when you message someone on LinkedIn. If the message is relevant, well-written, and sparks even a small amount of interest, the first thing most people do isn’t reply. They click on your profile.

That profile scan is quick, but it’s decisive. They’re looking to answer a few basic questions:

  • Who is this person?
  • Do they seem credible?
  • Do they understand my world?
  • Are they active, or does this feel like a one-off, automated sales message?

If your personal profile shows regular, relevant content that speaks to your audience’s challenges, opinions, or experiences, while also speaking to who you are as a person, it builds confidence almost instantly. It signals that you’re not just reaching out to sell something, but that you’re someone who spends time thinking about the space you operate in. That alone can be enough to keep the conversation alive.

At that point, the journey usually continues. Once someone is comfortable with you, they want to understand the business behind you. That’s when they click through to the Company Page.

Again, this isn’t a deep dive. It’s another short scan. They want to see whether the company feels active, whether what it talks about matches what you’re saying personally, and whether it looks like the business genuinely understands the problems it claims to solve.

If either of those pieces is missing, momentum drops quickly.

If there’s little or no activity on your personal profile, the conversation often ends before it really starts. The message might have been fine, but without any visible context behind it, there’s nothing to reinforce trust. Equally, if your personal profile looks strong but the Company Page is inactive or unclear, doubt creeps in. People hesitate. They probably won’t reply.

When both are working together, the path is much, much smoother.

A strong personal profile builds familiarity and interest. An active Company Page reinforces credibility and consistency.

From there, prospects are far more likely to take the next steps on their own terms: visiting your website, reading long-form content, checking reviews on platforms like Trustpilot, or replying to your message to continue the conversation.

 

StraightIn How LinkedIn Actually Works How Personal Profiles & Company Pages Work Together to Support B2B Sales on LinkedIn

 

That’s how LinkedIn typically works in practice. It’s rarely a straight line, and it’s almost never one interaction in isolation. Each touchpoint either reinforces confidence or quietly introduces doubt. Personal profiles and Company Pages don’t compete in that process. They support it.

How do Personal Profiles and Company Pages strengthen each other?

What’s more, personal profiles and Company Pages can actively support one another.

When employees are active on LinkedIn and regularly engage with Company content, whether that’s liking, commenting, or sharing posts, it has a real and measurable impact. In many cases, employee engagement is one of the most important drivers of Company Page growth.

LinkedIn doesn’t treat Company content in isolation. Early interaction from individuals, especially people connected to the business, plays a significant role in how widely that content is distributed. When employees engage with a post shortly after it’s published, it signals relevance and interest, increasing the likelihood that LinkedIn will show it to wider networks.

A few key points here:

  • Early engagement matters more than total engagement.
  • Comments are particularly powerful.
  • Posts that receive comments within the first few minutes can see up to 4× more reach, because LinkedIn interprets that early interaction as a signal that the content is worth showing to more people.

We see this pattern consistently across the clients we manage content for.

One client we work with has over 30 employees on LinkedIn, but very little individual activity. Most of the team doesn’t post and rarely engages with Company content. Even with consistent posting from the Company Page, growth has been steady but slow. Over six months, the Page gained 77 new followers. That’s still a positive result, especially given the starting point, but it highlights the limits of Company-only activity.

In contrast, another client operates with a much smaller team, only four or five people. Every one of them is active on LinkedIn. They regularly like, comment on, and share Company posts, and some also publish their own content alongside it. Over the same six-month period, the Company Page grew by 352 followers.

These businesses worked in different industries and started from different positions, so employee activity wasn’t the only factor at play. But the difference in engagement clearly amplified results.

Why does employee engagement make such a big difference to Company Page growth?

When employees engage, Company content travels further:

  • It reaches second- and third-degree connections.
  • It appears in more feeds.
  • It feels more human because it’s being surfaced through people, not just a logo.

This is where the relationship between personal profiles and Company Pages becomes most visible. Personal activity amplifies Company content. Company content gives employees something credible and relevant to engage with. One feeds the other.

For businesses looking to grow on LinkedIn, the takeaway is simple. You don’t need a huge team or viral posts. You need people who are willing to be involved. Even a small number of active employees can have a disproportionate impact on reach, engagement, and follower growth when that involvement is consistent.

How do Content, Outreach, and LinkedIn Advertising work together on LinkedIn to drive results?

The impact of personal profiles and Company Pages working together doesn’t stop at organic content. It also plays a significant role in how effective your wider LinkedIn marketing efforts are, particularly advertising and outreach.

Starting with LinkedIn advertising, one of the most common mistakes businesses make is judging ad performance in isolation. Ads don’t operate in a vacuum. Even when targeting is tight and the creative is strong, most people don’t convert the first time they see a paid message. Instead, ads create awareness and curiosity, and that curiosity sends people elsewhere.

Very often, that “elsewhere” is a personal profile or a Company Page.

If someone clicks on an ad, sees a brand name they don’t recognise, or isn’t quite ready to take the action being asked, they’ll usually do some light research instead. They might check who works at the company. They might click through to a founder’s profile. Or they might visit the Company Page to get a sense of whether the business feels active and credible.

When those touchpoints are in place and working together, ads tend to perform better overall. The brand feels familiar rather than cold. The messaging feels consistent rather than disconnected. And the business feels like a real organisation with people behind it, not just an ad in a feed.

Outreach works in a very similar way.

We’ve already covered what happens when someone receives a message and clicks through to a personal profile. But that process doesn’t stop there. If the outreach feels human and relevant, and the profile supports it, the next check is almost always the Company Page.

This is where a lot of outbound strategies quietly fall down. The message might be well written. The targeting might be right. But when prospects look beyond the message, they find an inactive Page, outdated content, or no clear sense of what the business actually does. That disconnect introduces friction, and friction kills response rates.

When personal profiles, Company Pages, ads, and outreach are all telling the same story, the opposite happens. Each touchpoint reinforces the next.

  • Ads introduce the brand and prime recognition.
  • Personal profiles build familiarity and trust.
  • Company Pages confirm credibility and expertise.
  • Outreach feels warmer because the brand is already known.

Together, they reduce doubt at every step.

This is why the most effective LinkedIn strategies don’t treat content, ads, and outreach as separate activities owned by different teams. They’re designed as a connected system, where each part supports the others and helps prospects move forward in their own time.

When you look at LinkedIn through that lens, the question stops being “where should we post?” and becomes “how do we make every touchpoint work harder together?”

At StraightIn, we approach LinkedIn as a connected system where people, content, pages, ads, and outreach work together. We help businesses build LinkedIn strategies that reflect how the platform actually works today.

If you want to get more from your content, outreach, or advertising, you can get in touch with us on 0161 518 4740 or email grow@straight-in.co.uk.