What the company page is actually good at
- Confirming you are a real, living company when someone looks you up
- Ranking on your brand name in Google
- Collecting cases, references and recruitment in one place
- Being the sender for ads and thought leader ads
What it is bad at
Organic reach. People follow and trust people. A post from an employee almost always travels further than the same post from the logo.
People follow and trust people, not logos.
// The page is the base, the people are the reachHow to sharpen the pageA checklist you can work through in fifteen minutes.
- The tagline: describe who you help and with what, not your industry category
- The About text: write for the client, in the words the client searches with
- The cover image: a clear message, not a stock photo
- Employees connected: make sure everyone has the right company on their profile
- Consistency: one good post a week beats five in a burst
- Employees first: share the page's content through people, not the other way around
Want to dig into the copy and searchability? See the company description that sells and keywords on your company page.
Four roles that work
The page, the people, the ads, and one person lifted forward.
The company pageCarries facts, cases, recruitment and campaigns.
The employeesCarry knowledge, perspective and relationships.
AdvertisingAmplifies what has already proven itself organically.
Thought leader adsLift one person, often with the best effect in B2B.
Should the page also bring in followers and leads? Then more followers to the company page and leads from the company page are the next reads.
Don't advertise your way out of something that never worked organically. Amplify what has already proven itself.
// Proof first, budget secondThe page is the base, the people are the engine
Let the company page be the proof that you exist and are serious. Build reach through your employees, and amplify with ads and thought leader ads once the content has shown it bites.
LinkedCoach handles company page administration, advertising and thought leader ads, for municipalities, law firms and B2B companies among others.
Frequently asked questions
Does a LinkedIn company page give you organic reach?
Rarely at any scale. People follow and trust people, and a post from an employee almost always travels further than the same post from the logo. Treat the company page as your credible base, not your reach engine.
How often should the company page post?
One to three times a week is enough for most B2B companies. Quality and relevance matter more than frequency.
Should we ask all employees to share the company’s posts?
Preferably not as obligatory sharing. It gets low distribution and feels forced. Let employees write in their own words instead, that is where the effect is.
Can LinkedCoach run the company page for us?
Yes. We handle company page administration, advertising and thought leader ads, for municipalities, law firms and B2B companies among others. Ask us for references.