Personal vs. Company Branding on LinkedIn: How to Build a Standout Presence in 2025

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LinkedIn isn’t just an online CV, it’s where you can build two distinct brands. On one hand, you have your personal brand: your individual expertise, your profile, and how you actively engage with your own network. On the other, there’s your company page, the collective voice of your organisation. Knowing how to leverage both is essential if you want to stand out on LinkedIn.

Your Personal Brand: Getting Visible and Building Relationships

Your personal brand is all about how you present yourself and connect with others. Here’s how to make sure you’re always on display:

Optimise Your Profile:
Your profile is your digital handshake. Use a clear, professional headshot and a banner that reflects your personality. Your headline should communicate who you help and the outcomes you deliver—not just your job title. There's a lot that can go into making your personal profile look amazing. Check out my DIY online course if you'd like a step-by-step guide showing you exactly what to do: The LinkedIn Learner's Lab
Engage Actively:
Don’t just post and disappear. Reply to comments within the first hour or two, ask follow-up questions, and jump into discussions on relevant posts. Although the free LinkedIn plan now only allows five personalised invitations per month, it seems to be more acceptable to send connection requests without a note. However, once someone accepts your connection, I'd suggest you take a moment to send a thank-you message. Mention something specific from their profile or a recent post. I find this follow-up helps build genuine relationships (although remember not everyone will reply).
Monitor Your Engagement:
Start by just liking and then commenting on other people's posts until you feel like you understand how things work and feel more confident. Then, you can start sharing posts of your own.

Once you're doing this, look at who’s liking and commenting on your posts. If you see second or third‑level connections engaging, you can decide if you'd like to have them in your network. Send them a connection request and thank them for liking or commenting on your post. This ongoing effort steadily moves you into that top group of active users.
Post Consistently:
Aim to share original content at least once a week if you can and twice a week is even better. Whether you’re posting insights, updates about projects, or sharing a bit of personal learning, consistency builds trust and credibility. Don't wait until you need something, like a job, before you start taking the time to build your relationship on LinkedIn.

Your Company Page: The Collective Voice That Amplifies Your Brand

Your company page is the storefront for your organisation, it's a place to showcase your brand’s story to partners, stakeholders, and potential clients. To get the most out of it:

Drive Team Engagement:
Encourage your team to follow your company page and then “ring the bell” by turning on notifications for company posts. When everyone likes, comments, and shares, your company’s message reaches far beyond your immediate network. This is a great way to amplify your company and team visibility. The person who is posting the content can also click on "Notify Employees" that there is a new post (you can only do this once every 24 hours - phew).
Strategic Sharing:
Use your company page to post news, success stories, introduce and showcase your team and their expertise and share and behind‑the‑scenes content that reflects your brand’s values. Tag stakeholders or colleagues when it makes sense, and encourage your team to share these posts on their personal pages.
Monitor and Respond:
Keep an eye on the engagement your company page is receiving. When potential partners or key stakeholders engage with a post, follow up or invite them to connect. This active management helps build a strong, visible brand image. I highly recommend that there be a dedicated person who will always respond to any comments made on your company page as well. We want to encourage this and in my opinion, it's a bit rude not to acknowledge the comment, thank the person (or company) and respond

Bridging Personal and Organisational Visibility

When your personal profile and company page work together, it creates a powerful ecosystem:

Individual engagement builds authentic relationships and positions you as a trusted professional. And people like to see the people they're dealing with, put a "face to the name" and it makes it much easier to recommend/refer/introduce you if they feel like they know you.
A strong company page demonstrates a united, active organisation that’s ahead of its competitors. It's also an amazing way for potential new staff members to check you out and get a feeling for what the business is like to work at and with.

Imagine your personal posts sparking conversations that are then amplified by the company page. This synergy not only enhances your visibility but also gives the impression of success and activity, which definitely gives you a clear competitive edge.

It All Starts with a Strategy for LinkedIn

Maximising LinkedIn starts with a clear, actionable plan:

Develop a standout personal profile that leaves a positive first impression.
Create a consistent posting strategy that builds your network and engagement.
Make sure your team understand how the platform works, the benefits of using it both personally and for the visibility of the company - you may need to invest in a few hours of training to help them feel confident.
Lead by example - It's important that some of the more visible leaders in the organisation are also embracing LinkedIn and modelling how they'd like the rest of the team to use it - don't fall into the "Do as I say, not as I do" category of leaders.
Implement a company page strategy that unifies your team’s voice.
Follow up on every connection to build real relationships.

If you’re ready to ensure you’re not just keeping pace but setting the pace on LinkedIn before your competitors do, let’s have a chat about how I can help you and your team truly shine.

You can book a free 15-minute call with me to see what will work best for your team and organisation.