Can Your LinkedIn Personal Profile Be Your Company Page?

 {Photo by  Brooke Lark  on  Unsplash }

{Photo by Brooke Lark on Unsplash}

LinkedIn personal profiles and company pages are not the same thing.

Yes, the obvious here is that LinkedIn personal pages are for persons and LinkedIn company pages are for companies.

But...there are differences in what you can do with the two types of pages.

Understanding how to use LinkedIn for your brand is especially important for solopreneurs.

While anyone interested in marketing a b2b business should understand the key differences, this is especially important for solopreneurs.

Maybe you planned on your personal page being your sole LinkedIn business presence. Some very successful solopreneurs take that approach. But before you eschew a company page, read on. 

Headline vs. About us

Unlike personal profiles, you don’t get to customize a headline for your company page. Instead, companies get to tell the world about themselves in the About Us. Higher word count, less visible real estate.

For personal profiles, that headline is high-value real estate. It's the first thing people see in searches on LinkedIn, and it always appears beneath your name in the activity feed.

For company pages, the About Us is still the place to define who you are and make a good first impression. So make that About Us blurb count. However, users will only see the About Us when they click over to your page. Imagine someone seeing an ad from you land in their feed. It piques their curiosity, so they click over to learn more about you. What do they learn? 

Advertising + Paid Marketing

You can only run advertising campaigns (for example: Sponsored Content or InMail) from a company page.

Solo entrepreneurs, take note. If you’re targeting businesses, you’ll want to create a company page so you can leverage paid tactics to build your business audience.

Yes, you can use a personal profile to post content that gets seen in the activity feed by the people who follow you. But you'll be limited to those who are already following you. And if LinkedIn goes the way of Facebook, we could one day see the disappearance of organic reach, making advertising even more of a must for businesses.

Skills vs. Specialties

On your personal profile, you’re showcasing your skills -- those things that make you valuable at work or to prospective employers. {I don’t even want to get started on endorsements. I’m so surprised that that gamification gimmick has stuck around. And I still don’t think recruiters give a hoot about them.} You select your skills from the options LinkedIn provides.

On your company page, you get to set your business specialties. And these can be anything. They’re not limited to standard options in the LinkedIn interface. They’re any keywords that relate to your industry, products, services, or customer niche.

Connections vs. Followers

Whether for personal profiles or company pages, the purpose on LinkedIn is to link your brand with people who are interested in it.

For personal pages, you’re connecting with other people. The idea being that you can leverage each other and each other’s connections as needed, right? {At least that's what Reid Hoffman envisioned.}

You follow your connections in your activity feed, seeing useful stuff they share + new things they're up to. You reach out to each other to start new stuff together.

For company pages, you’re seeking to attract followers to your page. Of course you can’t leverage each other as connections. But, your followers still end up following your updates in their activity feed, just like they do the people they’re connected to. You get to put useful stuff in front of them, share new things you're up to.

So...the activity feed is sort of the great equalizer that puts companies you follow and people you’re connected to on equal footing. At least, the companies and people who regularly post updates to their pages and end up in your activity feeds are on equal footing. {More on how to do that later.}

Publishing Articles to LinkedIn

Currently, companies can't publish articles to LinkedIn. Only individuals can do that.

So if you want to leverage LinkedIn to cross-publish your blog content, you'll need to do so as yourself -- or each of your bloggers would do so as themselves. And then you can post an update to your personal page, and another to your company page, promoting the article. {Remember to include a link back to your website in that article on LinkedIn!}

 

Whether you need a LinkedIn Company Page, a Personal Profile, or both, depends on your needs.

The primary differences between LinkedIn Company Pages and Personal Profiles are pretty straightforward.

What's not always so straightforward is what you need out of LinkedIn and how best to get it.

 


Has doing your own LinkedIn marketing not worked for you?

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