[FAQ]

I manage my company’s LinkedIn Page, and I also try to post professionally from my personal profile to build our brand’s presence. I’ve noticed a really significant difference in the engagement I get on my personal posts compared to the posts on our Company Page, with my personal ones almost always getting more reach.

I’m looking for some insights on the types of content that tend to perform best on a Company Page versus what works well for a personal profile in 2025. Is there a different tone or format that’s better suited for each to maximise engagement?

Trying to create the right content for the right place. Thanks for any advice!

[Jeff Bullas]

The type of content that performs best on a LinkedIn Company Page versus a personal profile differs significantly because their fundamental purposes, and how the LinkedIn algorithm tends to treat them, are not the same.

First, let us look at a personal profile. Content here performs best when it is authentic and builds a direct connection with your network. People on LinkedIn are primarily there to connect with other people. Therefore, effective content from a personal profile often includes personal stories that relate to a professional lesson, strong, unique opinions on industry trends, and posts that showcase your individual expertise and personality. The tone can and should be more conversational. It is a well-observed trend that posts from personal profiles generally receive far greater organic reach and engagement than posts from Company Pages because the algorithm tends to prioritise person-to-person interaction.

Second, for a Company Page, the content strategy should be focused on building the brand’s authority, showcasing its culture, and providing value to its broader target audience, which includes potential customers, partners, and future employees. The best performing content here often includes official company news and major milestones, employee spotlights that highlight your company culture, valuable industry resources such as white papers, case studies, or data reports, and high-quality video content that showcases your products, services, or company values. The tone is generally more official and aligned with the brand’s voice, but it should always aim to be helpful and informative rather than purely promotional.

A key distinction in performance is that it is much more challenging to get high organic reach directly from a Company Page. This is why a successful strategy requires leveraging the reach of personal profiles.

The most effective approach involves using both in tandem. The Company Page should act as the central hub for the brand’s official content and announcements. Then, key people within the company, such as leaders, subject matter experts, and other employees, should be encouraged to share that content from their personal profiles, adding their own individual commentary. This strategy combines the authority of the company brand with the significantly greater reach and authenticity of the personal network.

In summary, for your personal profile, focus on authentic, opinion-driven, and story-based content that builds your individual thought leadership. For your Company Page, focus on content that establishes the brand’s authority and showcases its culture, and then actively encourage employee advocacy to amplify that message.

Cheers,

Jeff

[Author]

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