No. 04The page nobody reads
Company pages announce the new hire, the trade show stand and how "thrilled" everyone is about something. Then the marketing team wonders why nobody engages.
It isn't the content's fault. People just don't follow logos the way they follow people.
Why people win
- Reach. Content shared by employees reaches 561% further than the same content from the company page (LinkedIn).
- Trust. Employees are trusted about three times more than CEOs as spokespeople (Edelman Trust Barometer), and a CEO is still more relatable than a logo.
- Conversation. You can reply to a person. Replying to a brand feels like writing to a help desk.
What the company page is actually for
It still has a job. Buyers check it to make sure you're real. Candidates look at it. It runs your ads, and it's a good place to share your team's best posts. Keep it tidy and current. Just don't expect it to carry your reach.
A simple split
Personal profiles: opinions, lessons, stories, answers to buyers' questions. The things only a person can say.
Company page: proof, news, hiring and reposts of your team's best work.
A quick test
Look at your company page's last ten posts. If none of them would make a buyer stop scrolling, move that energy to your people's profiles.
Where we come in
We build the personal side: posts for your founder and team in their own words. Take the 60-second quiz to see which program fits.
No. 15
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No. 05