What Is a LinkedIn Company Page?
A LinkedIn Company Page is a free business profile on LinkedIn that represents an organization, allowing it to publish content, share company updates, post job listings, showcase products, and build a follower base of professionals interested in the brand. According to LinkedIn's marketing data, there are over 67 million Company Pages on the platform, and pages that post weekly see 5.6 times more follower growth than those that post monthly or less.
How Do You Set Up a LinkedIn Company Page?
Setting up a Company Page requires a personal LinkedIn profile that is at least 7 days old and meets LinkedIn's activity requirements. From the "For Business" menu, select "Create a Company Page" and choose your page type - small business, medium to large company, showcase page, or educational institution.
Complete every section during setup:
Company name and URL. Choose a clean, branded URL (linkedin.com/company/your-brand). This URL is permanent and affects how your page appears in both LinkedIn and Google search results.
Logo and cover image. Use your standard brand logo (300x300 pixels) and a cover image (1128x191 pixels) that communicates your value proposition or brand identity. Pages with profile images receive 6 times more visits than those without, according to LinkedIn's own data.
About section. Write a keyword-rich description (up to 2,000 characters) that explains what your company does, who it serves, and what makes it different. Front-load the primary keywords because LinkedIn truncates the About section in previews - the first 150 characters are what most visitors see.
Details. Fill in industry, company size, headquarters location, founding year, and specialties. These fields are searchable and help LinkedIn recommend your page to relevant professionals.
How Does Content Work on Company Pages?
Company Pages can publish text posts, images, videos, documents (PDF carousels), polls, events, and articles. The content appears in followers' feeds and, if it receives strong engagement, can be shown to non-followers through LinkedIn's recommendation system.
The reality, however, is that company page content gets significantly less organic reach than personal profile content. The LinkedIn algorithm prioritizes person-to-person interactions over brand-to-person content. A founder's personal post about a company milestone will typically reach 5 to 10 times more people than the same post from the company page.
This does not mean company pages are useless for content - it means they play a different role. Company pages work best for:
Recruiting and employer branding. Job postings, employee spotlights, culture content, and team updates build the employer brand that attracts talent. Candidates check company pages during their job search, and an active page with consistent content creates a stronger impression than a dormant one.
Content credibility. When employees share company content from their personal profiles, the original post lives on the company page and creates a verified source. This "employee advocacy" model uses the company page as a content hub that individuals amplify through their personal networks.
SEO and brand search. LinkedIn Company Pages rank well in Google for branded search queries. A complete, active company page helps control your brand's presence in search results and serves as a trust signal for prospects researching your company.
How Should Startups Balance Company Pages and Founder Profiles?
For early-stage startups, the founder's personal brand almost always drives more results than the company page. LinkedIn rewards personal content with broader distribution, and early-stage companies rarely have the follower base to make company page content effective on its own.
The recommended approach for B2B startups is to lead with founder personal brand content and use the company page as a supporting asset. The founder posts thought leadership, industry insights, and company updates from their personal profile. The company page maintains a consistent posting cadence with company news, blog content, and job postings.
As the company grows and hires a team, employee advocacy becomes the bridge. Team members sharing and commenting on company page content extends its reach through their personal networks. This is more scalable than depending on a single founder's personal posting.
What Analytics Do Company Pages Provide?
LinkedIn provides Company Page administrators with analytics covering:
Visitor analytics. Who is viewing your page, broken down by job function, seniority, industry, company size, and location. This data reveals whether you are attracting the right audience.
Content analytics. Impressions, clicks, engagement rate, and follower demographics for each post. This helps identify which content types and topics resonate most with your audience.
Follower analytics. Growth trends, follower demographics, and how your follower count compares to similar companies. LinkedIn shows you whether followers are coming from organic content, paid promotion, or search.
For startups, the most actionable metric is follower quality over quantity. A company page with 500 followers who are VP-level decision makers in your target industry is more valuable than one with 10,000 random followers. Use visitor and follower demographics to assess whether your content strategy is attracting the right people.