Should I Be Creating LinkedIn Content for My Company’s LinkedIn Page?

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One of the most common questions I hear from founders, CEOs, and small business owners is:
“Should I be creating content from my company’s LinkedIn page?”

My short answer: If your business page has fewer than 10,000 followers, your time is better spent elsewhere.

Why?

LinkedIn simply does not prioritize content from company pages unless those pages have a substantial following or are running paid ads. Organic reach for company LinkedIn pages is minimal—sometimes as low as 2%—so for most small businesses and service providers, the ROI just isn’t there.

But that doesn’t mean LinkedIn can’t be an incredible tool for growing your business.

Here’s what I recommend instead:

1. Post from your personal LinkedIn account

If you’re the founder, CEO, or key team member—your personal LinkedIn account will go much farther in terms of reach, engagement, and visibility on the platform.

People trust people. Content coming from a personal profile feels more authentic, and it’s favored heavily in the LinkedIn algorithm.

For example, I’ve grown my business page to hundreds of followers without posting a single piece of original content directly on it. Instead, I post regularly from my personal profile and tag the business page where relevant.

This strategy works because:

• Your content is seen by more people

• You build trust as the human behind the brand

• You make it easy for your audience to discover and follow your company page (organically!)

2. Think of your LinkedIn company page as an extension of your website—not your marketing channel

Your LinkedIn company page should be optimized and up to date, just like your website.

• Include a clear description of what your company does

• Link to your website

• Keep the branding sharp and cohesive

• Re-share high-performing posts from you and your team

But don’t treat it like your primary place to build audience or community on LinkedIn.

The only time people will go check out your company page is after they already like you and your content.

So focus on earning that trust first.

3. Empower your team to post from their own LinkedIn accounts

If you’re looking to expand reach even further, prioritize employee advocacy.

Encourage your team (especially client-facing folks) to post from their personal LinkedIn accounts and talk about the work your company is doing.

Company content gets amplified when:

• Your team tags your LinkedIn business page

• They share stories or wins from inside the company

• They celebrate client results and case studies

This feels real. And it helps prospects get a full picture of what it’s like to work with your team.

4. If you must post on your LinkedIn business page, here’s what to focus on:

• Repost content from founders and employees

• Highlight press mentions or podcast features

• Add clear CTA buttons and links to your site

• Occasionally invite new followers (especially to hit the 1,000+ mark)

But again, this is secondary.

Your audience is much more likely to engage with the founder’s take on a recent event than a generic graphic from your company account.

TL;DR:

Don’t waste time posting original content to your LinkedIn company page unless you’re:

• Running ads

• Sitting on 10,000+ followers

• Managing a high-traffic brand with existing demand

Instead:

• Prioritize posting from your personal LinkedIn account

• Tag your company page in your posts when relevant

• Keep your business page clean, clear, and optimized for conversions

• Leverage your team’s voices to expand reach

When in doubt, remember: people follow people. Build the relationship first—then guide them to your business content on LinkedIn.

Have more questions about your LinkedIn strategy as a service-based founder?
Feel free to reach out—I’d be happy to help you build a smart, strategic presence on LinkedIn that drives real business growth.