Deciding whether to share content on a LinkedIn Company Page or your Personal Account can significantly impact your engagement and reach. Each option has its advantages, but understanding their differences and how they align with your goals will help you make the best choice.

Increased Reach on Personal Accounts

One of the most notable differences between Company Pages and Personal Accounts on LinkedIn is the potential reach. Personal profiles often have a broader reach compared to company pages. Here's why:

Algorithm Favouritism

LinkedIn's algorithm tends to favour content shared from personal profiles. When you post from your personal account, your connections are more likely to see your content in their feeds. This increased visibility can lead to higher engagement rates.

Network Connections

Personal profiles have a more extensive network of connections, which can significantly amplify the reach of your posts. When you share content from your personal account, it not only reaches your first-degree connections but also can be seen by their connections if they engage with your content.

Trust and Authenticity

People prefer engaging with other people rather than brands. Personal accounts carry a level of trust and authenticity that company pages often lack. When content is shared from a personal profile, it is perceived as more genuine and trustworthy. This perception can enhance engagement as people are more likely to interact with content they find relatable and authentic.

People Buy from People

A critical aspect of business and marketing on LinkedIn is the concept that "people buy from people." This principle underscores the importance of personal branding and leveraging personal connections.

Building Relationships

Personal accounts allow for more direct and personal interactions. You can build relationships, engage in conversations, and establish a rapport with your audience. This personal touch can be crucial in converting connections into clients or customers.

Thought Leadership

Sharing content from your personal account positions you as a thought leader in your industry. When people see insightful and valuable content from a personal profile, they are more likely to perceive the individual as an expert. This perception can enhance your personal brand and attract more engagement.

Benefits of Using Both Platforms

While personal accounts generally offer better reach and engagement, company pages also have their unique benefits. Combining both can create a robust LinkedIn presence.

Consistent Branding

Maintaining an active Company Page is essential for consistent branding. It serves as the official representation of your business on LinkedIn. Ensure that your company page is regularly updated with high-quality content that reflects your brand's voice and values.

Leveraging Personal Networks

Using your personal profile to share and amplify content from your Company Page can significantly boost visibility. When you share updates, articles, or posts from your company page to your personal network, it helps drive traffic to the company page and increases its reach. However, be mindful not to reshare every company post. Overdoing it can lead to a decrease in engagement with your personal content as your audience may find it repetitive or promotional.

Employee Advocacy

Encourage your employees to share company content on their personal profiles. Employee advocacy can significantly expand your content's reach. When employees share content, it reaches their networks, enhancing visibility and engagement.

So...

When deciding where to share content on LinkedIn — whether on a Company Page or a Personal Account — depends on your specific goals and audience. Personal accounts generally offer greater reach and engagement due to their authentic and relatable nature. However, maintaining an active Company Page is crucial for consistent branding. Combining both strategies and leveraging cross-promotion can help you maximise your LinkedIn presence and achieve your business objectives.