When most firms think about LinkedIn, the instinct is to start with the company page. It feels safe, centralized, and on-brand.

We don’t see it that way. We believe people buy from people, not logos. And that trust primarily is built through people being generous with their best ideas.

Which is why we tend to emphasize the individual voices in a firm first. The partners, directors, principals, or subject-matter experts who will actually win and deliver the work. We believe their perspective is what prospects want to hear in an Authority Marketing campaign.

But that doesn’t meat the company page has no role. It does. And in this article we’ll discuss what that role is and how to fully leverage it.

The Purpose of the Company Page

Similar to your website, we tend to think of your company page primarily as a trust building channel rather than an awareness building channel.

This is because organic reach for company pages is much lower than it is for personal pages. Some estimates put organic reach as low as 1.8% (as of August 2025). So unless you pay to boost posts, your followers won’t necessarily see it.

The people who will see it? People who follow your firm leaders, who get curious about the firm they work for and click through to their page. They trust the person, they want to know if they can trust the business as well.

As such, we tend to use the company page for a couple of things:

• Show proof of life: If someone clicks through from a consultant’s post, they shouldn’t land on an inactive page. A well-kept company page reassures prospects you’re a real, active business.
• Celebrate wins: When individual leaders use their personal pages primarily to brag about the firm’s accomplishments, it feels gross. But it’s okay for the company page to do this. Awards, media mentions, and public recognition belong here, creating credibility at the brand level.
• Highlight case studies: The company page is a natural place to showcase engagements, partnerships, and client outcomes without tying them to a single individual. Case studies are typically considered lower funnel, consideration-type content. As such they’re perfect here. Individual leaders are free to re-post it if they like, although we generally recommend adding some context on lessons they learned from those engagements, etc.
• Show culture: People like to work with people they like. And values are one of the ways to signal that. Posts about team milestones, community engagement, or values-based content can demonstrate to prospective clients the firm’s personality.
• Support recruiting: Prospective employees often check the company page before applying. A lively feed makes you more attractive as an employer.
• Capture presence: If you’re presenting at a conference or hosting a webinar, the company page can amplify the moment and build an archive of “we’re out there” proof.

Best Practices for Professional Services Company Pages

Mix Thought Leadership, Proof, and People

• Thought leadership: Share the firm’s macro perspectives, linking to long-form content on the company site.
• Proof points: Highlight client work, case studies, or playbooks.
• People and culture: Celebrate interns, new hires, team achievements, and community events.
• Presence: Post around conferences, summits, and awards.

A healthy mix keeps the page from feeling repetitive and shows the full breadth of the firm.

Lead with a Hook, Not a Headline

Just like personal posts, the purpose of the first sentence is to get people to read the second. And so on. The best posts don’t read like press releases. They start with a provocative question, metaphor, or sharp observation. The goal is to stop the scroll and invite curiosity.

One Idea per Post

Don’t overstuff. Each post should have a single point (a case study, a report, an event, a perspective) and make that idea clear.

Make it Skimmable

Use short paragraphs, bullets, or emojis to help readers grasp the point quickly. LinkedIn is a scanning platform, not a reading room.

Always Include a Next Step

LinkedIn will suppress reach with posts that include a link in the body. But since we’re not worried about reach as a primary lever, go ahead and include them. Include a CTA at the end of each post to read the article, download the playbook, watch the webinar, apply for the role. Think of the company page as a distribution channel for deeper assets.

Keep a Cadence

Activity matters. People don’t want to hire or work for ghost towns. Consistency (even just weekly) reinforces credibility and signals momentum.

Humanize the Brand

Posts about team culture, celebrations, and behind-the-scenes moments make the brand feel more approachable.

Putting It All Together

The individual voices of your firm are the main characters. Your company page is a supporting actor. But it still has a role.

It won’t be a primary mechanism for awareness. But for prospective clients who visit it will reinforce that you are a credible and thoughtful partner.

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