The 5 powers of personal profile posts vs. company page posts on LinkedIn
While both personal profiles and company pages are greatly successful on LinkedIn, it’s been found that personal profiles tend to see better growth and engagement; both are imperative for getting your business seen, heard, and approached.
So why is this?
1. People connect with people
People naturally find it easier to engage with another individual rather than a faceless brand. When a real person shares their thoughts, insights, and experiences, it adds that human touch and builds trust. Rather than a logo on a page, there’s a face on a personal profile which fosters a sense of connection. The experiences, services and success stories from a personal profile cultivate a feeling of connection and confidence which corporate pages can sometimes bypass.
2. The ‘samey’ company page posts
Companies tend to play it safe with their content. They often prioritise maintaining a consistent brand image, resulting in posts feeling generic and unoriginal. This lack of uniqueness can lead to a decreased ability to cut through the noise of the cluttered marketing that potential clients are bombarded with. Personal profiles can differ in their tone, content and purpose making them even more interesting for the audience.
3. Networking reaps rewards
Links with people you know, or think would be interesting to work, with are crucial factors when it comes to beating the LinkedIn algorithm. Adding connections shows you are willing to engage personally with others, rather than simply being present on the platform. Opening up key discussions will get you noticed which is crucial to business growth.
4. Storytelling evokes memorability
Capturing the attention of a broad audience by engaging their emotions is a great tool to make content more memorable. A client story, a recent job completion or a new, exciting project beginning are all reasons for your readers to have faith in your posts being real and insightful into your services.
5. The data proves it
I compared posts shared by a company page and a personal page (of a client) around a similar topic, looking at their performance respectively:
Company Page: The post received 2,207 impressions and 18 reactions.
Personal Page: A similar post on the personal page reaped 4,004 impressions, 58 reactions, and 7 comments.
So, evidently, there is a significant disparity in the engagement of the community with personal and company pages. To stay relevant in the competitive, cluttered advertisement swarm we are facing, marketers must recognize the power of personal branding and harness it to its full potential!
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