SME Leaders: How to Make Your LinkedIn Profile and Company Page Work Together
Your LinkedIn profile and company page: Complementary roles
Your LinkedIn profile represents you as a professional: your background, expertise, experience and network. Your company page represents your organisation, its activities and its identity.
For a business leader, the distinction is straightforward:
Your profile helps people get to know you. Your company page helps them discover your business.
Someone might notice a comment you have written, visit your profile and then explore your company page. Equally, they might discover one of your company’s projects and want to learn about the person leading the business.
The aim is to make that journey consistent and give people a reason to continue the conversation.
1. Make your Business easy to understand
Before planning your posts, review your profile and company page from the perspective of someone who has never heard of you.
Can they quickly understand:
- What you do and who you work with?
- Which needs you can help address?
- Your role within the business?
- How to contact you?
Your profile headline can go beyond “Managing Director” or “Founder”. It can also explain your area of expertise and the clients you support.
On your company page, check that your description clearly presents your services, your contact details are current and your website link works.
Also make sure the position listed in your Experience section is linked to the correct company page. This helps visitors move from your profile to your business.
2. Give each space its own perspective
The same topic can provide material for both your profile and company page, with a different angle for each.
On your profile, you can share experiences, explain a decision, reflect on a professional encounter or offer your perspective on a frequently asked question.
On your company page, you can introduce your services, showcase projects, highlight your team and share business updates.
Here are some examples:
TopicOn the leader’s profileOn the company page
A completed project
What you learned and the conversations that helped move it forward
The client’s needs, the work delivered and any results you can share
An industry event
Who you would like to meet and the topics you want to discuss
Event details, the expertise you will showcase and how to arrange a meeting
A new service
The need you identified and why you developed the offering
How the service works and who it is designed for
Your team
Your perspective on a collaboration or shared achievement
Team members, their roles and their expertise
This approach helps you make more of each topic while giving readers something useful in both places.
3. Build connections between your profile and company page
When a company post is relevant to your network, share it with a personal comment.
You could explain why the project matters to you, how your team addressed a challenge or which client need the service responds to.
This gives your network context and a reason to explore the original post.
You can also mention your company in personal posts when it adds useful context. Contributing to discussions within your industry provides another opportunity to share your expertise.
Focus on adding something relevant: an observation, a practical example or a thoughtful question.
4. Build a routine that fits your schedule
Start with what is already happening in your business.
A client question, a project milestone, a site visit or preparations for an event can all provide material for a post.
For example, each month you could plan:
- One practical insight on your personal profile.
- One service introduction on your company page.
- One reflection from your day-to-day work on your profile.
- One project highlight or business update on your page.
Adapt this starting point to the time and resources available. Also set aside time to reply to comments and continue conversations.
If you delegate content preparation, schedule a short, regular discussion to share ideas and review drafts. Your personal posts should retain your voice, vocabulary and perspective.
5. Connect your content to your Business objectives
Before publishing, consider who you want to reach and what they would find useful.
An industrial business owner looking for a supplier, a scientific director assessing technical expertise and a potential partner may have different questions.
Your content can help them understand how you work, identify a relevant service or prepare for an initial discussion.
Depending on the topic, suggest a simple next step: visit a service page, explore a project example or contact you to discuss a need.
6. Look at the conversations your content creates
When reviewing your activity, look beyond the reactions beneath your posts.
Are you receiving relevant connection requests? Do prospective clients mention your content during meetings? Are people asking questions about your services?
These signals can help you identify topics worth exploring further and messages that need clarification.
Over time, you can adjust your communication around the people you want to reach and the needs they express.
How ERBD Consulting can help
As the founder of ERBD Consulting, I help business leaders and SMEs strengthen their visibility and develop their professional networks.
I can support you in refining your LinkedIn profile, improving your company page, identifying relevant topics and preparing content tailored to your business.
My experience in Business Development, marketing and communication helps connect your LinkedIn presence with the conversations you want to have with prospective clients and partners.
Would you like your LinkedIn profile and company page to work better together? Let’s discuss your current presence and your objectives.