A LinkedIn Company Page and the profiles of your leaders should not compete with each other. They do different work.
Your Company Page gives people a credible place to understand your organisation: what you do, who you serve, the work you are known for and the people behind it.
Your leaders’ profiles create a different kind of visibility. They allow expertise, perspective and professional relationships to travel into the conversations already happening across LinkedIn.
The most effective organisational presence is rarely built through a Page alone, or through individual leaders acting in isolation. It comes from helping the Page and the people behind it work together.
How the Page and your people work together
LinkedIn increasingly rewards useful, relevant professional content rather than broadcast-style updates alone. That does not mean Company Pages are no longer valuable. It means organisations need to be clearer about what each part of their LinkedIn presence is there to do.
A Company Page can provide a reliable home for:
- your organisation’s services and areas of expertise
- client stories, research, resources and announcements
- employer brand and recruitment information
- team milestones, events and organisational news
- a clearer picture of your culture, values and contribution
Leader profiles can help extend that work through human perspective. When a leader shares an insight from their work, comments thoughtfully on a sector issue or adds context to an organisational update, they can help people understand not only what the organisation does, but how it thinks.
That distinction matters because people often form views about organisations through the people they encounter within them.
What the data tells us
LinkedIn reported in 2025 that 77% of B2B marketing leaders believe audiences do not assess brands only through company channels. They also rely on their professional networks when forming a view. That is a useful reminder for organisations investing heavily in a Company Page while senior leaders remain largely invisible online.
A prospective client may visit the Page to understand the business. They may then look at the founder, executive team or client-facing leaders to assess experience, judgement and credibility.
A potential employee may do the same.
The Page gives people organisational context. The people give that context texture, perspective and trust.
The role of the LinkedIn Company Page has changed
A Company Page should not be treated only as a broadcast channel. It is better understood as an organisational home base: a place people can return to when they want to understand your work, services, culture, people and point of view.
It is also a useful publishing and distribution channel. A well-managed Page can share resources, client stories, research, team updates, events, service information and formal organisational announcements.
But the Page cannot carry the full weight of visibility on its own. Your people have their own networks, professional relationships and lived experience. Their contributions can create a more human entry point into the organisation’s work. That does not mean every leader needs to become a prolific content creator. It means leaders should have a clear, current profile and enough support to contribute when they have useful perspective to share.
A simple way to divide the work
Use the Company Page for:
- organisational news and announcements
- services and areas of expertise
- client stories and case examples
- employer brand and recruitment information
- team activity and milestones
- resources, research and reports
- events, partnerships and formal updates
Use leader profiles for:
- professional perspective
- sector observations
- commentary on relevant issues
- relationship-building and professional engagement
- reflections after events, meetings or industry conversations
- leadership lessons and practical insights
- thoughtful comments on work shared by clients, peers or partners
Use both together for:
- major reports or research
- events and speaking opportunities
- new initiatives or service launches
- recruitment campaigns
- client milestones
- thought-leadership themes
- important organisational updates that benefit from both formal context and human perspective
A practical question worth asking
Think about your senior leaders and executive team. Ask honestly:
- Do their LinkedIn profiles reflect the credibility and expertise your organisation is known for?
- Are they easy for clients, candidates, partners and referrers to understand?
- Are they contributing occasionally to the conversations that matter to your sector?
- Does their activity complement the Company Page rather than duplicate it?
- Do Marketing, Communications or HR teams have a practical way to support them?
If the answer is uncertain, that is not a failure. It is a useful starting point. The opportunity is to create a more connected LinkedIn presence where the organisation has a clear home, and the people within it can help bring the work to life.
Looking for LinkedIn support for your organisation?
Think Bespoke is a Melbourne-based LinkedIn consultancy supporting leaders, teams and organisations across Australia.
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