Company Page vs Personal Profile on LinkedIn: Where B2B Brands Should Focus

Should your B2B brand invest in its LinkedIn company page or in personal profiles? What each one does best, when to use which, and how to run both.

Company page vs personal profile: where should B2B brands focus on LinkedIn?

Ask a B2B company where they focus on LinkedIn and the answer is typically the company page. Ask where their leads actually come from and the answer is usually a person: a founder, a salesperson, someone on the team who posts and talks to buyers.

So which one deserves your time and budget? The real answer is both, but for different jobs.

What the company page is good for


  • Credibility → Buyers, candidates and partners check your page to see if you are real, active and serious. LinkedIn says Pages with complete information get 30% more weekly views.

  • A home for your brand → Your page holds your company story, services, jobs and updates in one place.

  • Newsletters → A Page can publish its own LinkedIn newsletter, which members can subscribe to.

  • Ads → You need a LinkedIn Page linked to your ad account to run ads in Campaign Manager. If you plan to advertise, your page is the base.

  • Analytics → Page admins get analytics on followers, visitors and content performance.

What personal profiles are good for


  • Reach → People follow people. Posts from real team members usually reach further than posts from a brand, because they spread through each person’s own network.

  • Trust → Buyers trust a person with a name, a face and an opinion more than a logo.

  • Conversations → A company page cannot send connection requests. A person can connect, message and follow up with prospects directly. That is where relationships and deals start.

  • Speed → A personal profile can start building an audience from day one through connection requests. A new page grows more slowly, through the followers it earns and a limited number of monthly follow invitations.

We cover the data on team posting in our post on employee advocacy [link: /blog/employee-advocacy-linkedin], so we will not repeat it here. The short version: your team already has the audience your page is trying to reach.

So where should you focus?

It depends on your stage and your goal:


  • You are a founder-led business → Start with your personal profile. You are the brand, and your network is where your first clients will come from. Keep the company page complete and active, but put your energy into your own profile.

  • You want leads and conversations → Focus on personal profiles. Daily connection requests, nurturing and content from a real person are what turn LinkedIn into pipeline.

  • You are growing a team and a brand → Run both. Keep the company page and newsletter going for credibility, and get 3 to 5 people on the team posting every week to carry your message further.

  • You plan to run ads → You need the company page anyway. Make it complete before you spend money sending people to it.

Why the answer is usually both

The company page and personal profiles work best together. People find your team’s posts, click through to the company page to check you out, and see a brand that looks active and credible. The page gives proof. The people give reach and conversations. Running only one leaves a gap.

Common mistakes


  • Page only → Posting company news to a small follower base and wondering why nobody sees it.

  • An empty page → Your team drives traffic to a page with no description, no logo and no posts in months.

  • Everyone posts the same thing → Resharing the same company post does not count as a personal voice. Each person needs their own angle.

  • No rhythm → A burst of activity for a launch, then silence. LinkedIn says companies that post weekly see a 2x lift in engagement.

How The Better Post covers both


  • Company Page Management → From $2,500 a month.
    We manage your company page and your company newsletter, and write one post a week for each of 5 core team members. That is five people carrying your message every week, each in their own voice.

  • Personal Profile Management → From $1,500 a month, 3-month minimum.
    For founders and executives: a kick-off call to set your core offer and ICP, profile setup, daily connection requests to your ICP, lead nurturing, content in your voice, engagement and a monthly report.


Not sure which one fits your business? Book a discovery call and we will tell you where to start.