Company page or personal profile: where should founders post?

Almost every founder asks this question at some point. You have a company to build and limited time. Should your LinkedIn effort go into the company page or your personal profile?

The short answer: mostly your personal profile, with the company page doing a different job alongside it. Here's why, and how to split the work.

People follow people

On LinkedIn, people engage with people far more than with logos. A post from a founder about a hard decision they made will almost always travel further than the same story posted by the company page. It feels like a conversation, not an announcement.

That's why, at the early stage especially, the founder's profile is often the company's most effective marketing channel. Investors, candidates and buyers all look up the founder.

What the company page is for

The company page still matters. It just does a different job:

• Proof. It's where people check that you're real: size, team, what you do, how active you are.
• Official news. Launches, funding, partnerships, awards.
• Hiring. Jobs, culture and the people candidates would work with.
• Customer stories. Case studies and results, told carefully.

Think of the page as the shop window and the founder's profile as the person on the shop floor who actually talks to you.

How to split your effort

For most early stage founders, something like 80 percent of the effort on the personal profile and 20 percent on the page is a sensible start. As the company grows, shift the balance: add the leadership team, and give the page more to say with customer stories, hiring and launches.

Make them work together

• When the page announces something, the founder adds a personal take on why it matters.
• When the founder posts something that does well, the page can reshare it with context.
• Leadership team members post from their own expertise, so the company looks like a team, not one person.
• Employees get easy, optional prompts to share in their own words.

When the company page should lead

There are exceptions. Large companies with many leaders, regulated businesses where individuals can't say much, and consumer brands where the product is the story may lean more on the page. Even then, the posts that do best tend to have a person in them.

The bottom line

Founders: start with your own profile. Get it positioned properly, post consistently, and let the company page carry the proof. When you're ready to bring in the leadership team and the page, that's what our company page and teams service is for.