Why LinkedIn Personal Profiles Trump Company Pages

May 9, 2024
LinkedIn

It’s a common myth in personal branding – “My organization has an online presence, I don’t need one! ”

While your company’s LinkedIn presence may be carefully curated and showcase your product and service, they miss the mark in accurately marketing the powerhouse that is YOU on LinkedIn. If you’re an introvert, it may seem easier to hide in the corner of the online networking world. However your personal brand on LinkedIn can be a much stronger magnet for attracting leads and establishing yourself as an industry thought leader.

Often LinkedIn Company pages can feel impersonal and overwhelming. Scrolling through endless product updates and press releases doesn’t exactly spark engaging conversations. On the other hand, your personal profile allows you to connect with people on a human level, share valuable insights, and build trust – all crucial ingredients for success on LinkedIn, especially for introverts who prefer quality connections over quantity.

Let’s ditch the misconception that LinkedIn is all about company pages, and start to embrace the powerful marketing vehicles that our Personal Profiles can serve on this professional platform.

The Pros of having a strong LinkedIn Personal Profile

Before we start completely ditching our Company Pages, let’s not forget that they serve a great purpose. They showcase your organization’s achievements and keep followers updated on major developments. But when it comes to building relationships and establishing yourself as an expert, your personal profile shines.

How?:

Authentic Voice and Increased Engagement: Your personal profile allows you to share your unique perspective and insights. People connect with other people, not faceless corporations. By injecting your personality and stories into your posts, you spark conversations and build genuine connections that your faceless Company Page may not be able to do.
Targeted Networking: Company pages tend to attract a broad audience. But with your personal profile, you can tailor your content to attract your ideal connections. Utilizing relevant hashtags and industry groups help you to connect with the right people in your niche.
Thought Leadership Potential: Sharing valuable content positions you as an expert and builds trust with potential clients and partners. By publishing insightful articles, infographics, and participating in industry discussions, you showcase your knowledge and expertise, helping encourage people to jump on the path to purchase towards your product or service.
Building Your Network Beyond the Company: Don’t limit your connections to just your colleagues. Your personal profile allows you to connect with people outside your organization, expanding your network and opening doors to new opportunities.
Direct Messaging Opportunities: Company pages often lack the ability to connect directly with individuals. Your profile allows for personalized one-on-one conversations, fostering stronger relationships with potential clients.

Potential Cons of Personal Branding on LinkedIn

Before you rush off and start crafting your next LinkedIn post, let’s acknowledge a few potential drawbacks to consider:

Content Creation Time Commitment: Generating engaging content takes time and effort; this is often the larger task left to your organization’s marketing team. However, given the pros to content creation, using a few tools (such as creating a consistent content calendar and repurposing existing content across different platforms) can help you streamline the process and save you some time.
Aligning with Corporate Messaging: While you want to showcase your individuality, ensure your content aligns with your company’s overall brand message. Discuss your content strategy with your marketing team to ensure a cohesive brand presence.
Potential Scrutiny: Putting yourself out there can be daunting. But remember, most people are more critical of themselves than others. Focus on providing value and remain professional in your interactions. This amps up that coveted “know like and trust” factor and will inspire people to work with you, work for you or refer you.

Aligning Your Content with Your Company’s Message

Balancing personal branding with corporate messaging might seem daunting, but with a bit of prep and research, you can create on-brand, compelling content:

Know Your Company’s Brand Voice and Guidelines: Familiarize yourself with your company’s core values and messaging. Ensure your content reflects those values while adding your unique perspective.
Highlight Company Achievements, But Make it Personal: Share company news and success stories, but add your own insights and commentary. This demonstrates your involvement and expertise within the organization.
Offer Complementary Content: Don’t simply regurgitate company press releases. Go a step further by offering in-depth analysis, industry trends, or practical applications related to your company’s offerings.
Promote Company Events and Initiatives: Use your platform to promote company events, webinars, or new product launches. This benefits both your personal brand and your company’s overall reach.

Overcoming Hurdles on Your LinkedIn Journey

Everyone can struggle with putting themselves out there, especially if you identify as an introvert. Here are some tips to overcome those hurdles:

Start Small: Don’t overwhelm yourself with daily content creation. Start with a few well-crafted posts a week and gradually increase your frequency as you get comfortable.
Repurpose Existing Content: Don’t reinvent the wheel! Repurpose successful blog posts, presentations, or internal documents into LinkedIn-friendly content like short articles or infographics.
Embrace Collaboration: Reach out to colleagues in your company who share similar interests. Partner on content creation, co-host LinkedIn Live sessions, or participate in industry discussions together. This not only lightens the workload but also leverages your combined expertise to create even more impactful content.
Embrace Your Introverted Superpowers: Being an introvert doesn’t mean you can’t thrive on LinkedIn. Utilize your strengths – thoughtful analysis, in-depth research, and clear communication – to craft high-quality content that resonates with your audience.

Building a strong personal brand takes time and dedication. But by consistently creating valuable content, connecting with the right people, and remaining authentic, you can transform your introvert superpower – active listening and thoughtful communication – into a powerful lead-generating machine on LinkedIn.

Are you ready to level up your LinkedIn game? Consider joining The In-fluence Circle, a LinkedIn optimization course built to help you create impact and influence by dialing into the LinkedIn activities that create ROI! Learn more here!

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