Why Every Business Needs a Strong LinkedIn Presence (and Why Your Personal Profile Matters Just as Much)

LinkedIn has evolved. What was once a digital CV site has become one of the most powerful tools for business growth, networking, and brand awareness. But here’s the mistake many businesses still make, they focus entirely on their company page, while neglecting the personal profiles behind it.

The truth is simple: people follow people.

Even if your business page is perfectly polished, it’s your personal profile, your face, your story, your expertise, that turns connections into relationships and relationships into clients.

Let’s talk about how businesses should be using LinkedIn, and why your personal profile might be the secret weapon you’re missing.

The Business Page IS Your Brand’s Digital HQ

Think of your business page as your company’s home on LinkedIn. It’s where people can find your services, learn about your values, and see what you’re up to. But it’s also where most businesses stop.

Here’s what a good business page should include:

• A clear, professional banner image, ideally something that shows what you do, not just your logo.

• An engaging “About” section that explains who you help, how you help them, and what makes you different.

• Regular updates, posts about projects, case studies, industry insights, or team wins.

• Rich media, videos, links, and images that bring your work to life.

A business page is the brand voice. But LinkedIn isn’t just about broadcasting. It’s about conversation, and that’s where personal profiles come in.

The Personal Profile IS The Human Side of Your Brand

When someone’s considering working with you, they’re not just looking at your business. They’re looking at you.

Your personal profile is where trust is built. It’s where your experience, your story, and your credibility come through. People want to know there’s a real person behind the posts, not just a logo.

Here’s how to make your personal profile work alongside your business page:

• 1. Optimise Your Profile

  Start with the basics, a professional headshot, a banner that aligns with your brand, and a headline that actually says what you do (not just your job title).
  Example:
  ❌ “Managing Director at XYZ Ltd.”
  ✅ “Helping businesses grow online through content, strategy, and digital storytelling.”

  Your headline is a mini elevator pitch, use it.

• 2. Tell Your Story

  Your About section shouldn’t read like a CV. Talk about your journey, your passion, and why you do what you do. People buy into stories, not bullet points.

• 3. Be Active, But Authentic

  Don’t just post company updates. Share thoughts, insights, lessons, and experiences. Celebrate wins, talk about challenges, and start conversations. The goal is to be visible and relatable.

• 4. Engage as You, Not Just the Brand

  If your business page posts something, share it or comment on it personally. It’s a great way to amplify reach and make your brand feel more human.

How the Two Work Together

Your business page and your personal profile should complement each other.

Think of your company page as the showroom, clean, professional, filled with great examples of what you do.
Then think of your personal profile as the front door, it’s where people actually step inside and start a conversation.

When both work in sync, you create a LinkedIn presence that:

• Builds trust and authority

• Expands your reach through personal networks

• Drives genuine engagement and leads

The Algorithm Loves People, Not Logos

Here’s the secret: LinkedIn’s algorithm gives much higher visibility to posts from personal accounts than company pages.

That means if your only LinkedIn activity is posting from your business page, you’re missing out on most of the platform’s organic potential.

When you, or your team, post personally, you reach more people, build deeper connections, and drive traffic back to your business page naturally.

A Few Quick Wins

- Post at least once per week from your personal profile
- Keep your profile photo current and professional
- Comment meaningfully on industry posts
- Encourage your team to engage with your business content
- Optimise your company page for search (include keywords)

Why This Matters

LinkedIn isn’t just another social platform. It’s where businesses grow reputations, attract clients, and position themselves as thought leaders.

And the best part? You don’t need to spend money on ads or paid campaigns to get results, just time, consistency, and a clear strategy.

Need Help Getting Your LinkedIn Strategy Right?

At Forever Callie Media, we help businesses across Essex and the UK strengthen their digital presence, from optimising LinkedIn profiles to managing social media, creating content, and building websites that convert.

We know how to make your business page and personal brand work together, helping you attract the right audience and turn connections into opportunities.

---