Oftentimes, startups begin in the first category above, and eventually transition into the second one after adding multiple full-time employees. In these situations, where there is an intention to increase in scale, it almost always makes sense to create a LinkedIn Page, and it is usually advantageous to commit resources to its growth. Some small businesses remain sole proprietors, but for others, the long-term strategy calls for moving past that phase. In this case, it probably makes sense to focus on your member profile, because promoting yourself and bolstering your personal network is so critical to growing the business.ĭo You Want to Build Equity in Your Brand? For example, you might own a practice called “Jane Doe Consulting,” wherein you (Jane) are the face of the brand (i.e., “I am my business”). Some businesses are synonymous with their owners. Of course, situations vary and there are no blanket answers, but here is some general guidance for assessing whether you should put your energy into building a LinkedIn Page for your brand, as opposed to promoting through your own member profile.Īre You a Sole Proprietor or the Public Face of Your Brand? One important commonality: both are free!.A LinkedIn Page includes sections like an Overview, About, Jobs, and People. Your personal profile includes sections like Activity, Experience, Skills & Endorsements, Recommendations, and Interests.You must have a personal profile in order to set up a Page.You can only run ads on LinkedIn through a Page.Your personal profile has connections.LinkedIn Pages represent collective organizations, while personal pages (profiles) represent individuals.When people want to learn about your organization, they go to its LinkedIn Page. Whether a business, school, non-profit, or institution, your LinkedIn Page is where you can define your brand’s identity, voice, purpose, capabilities, and culture on the platform. It’s independent of the founder and employees’ profiles, although (as we’ll explore) there are ways to strategically connect the two. This is an organization’s hub on LinkedIn. When people want to learn about you, they go to your member profile. You can use this to list previous experience, build your network, share and create content to establish thought leadership, and keep up with your connections. Your profile is your personal hub on LinkedIn - a digital representation of your professional brand. We refer to these as “member profiles,” and using this terminology will probably make it easier for you to keep things straight. Both play important roles in the engagements and interactions taking place on the platform each day. The LinkedIn community is divided into two categories: members and organizations. What’s the Difference Between a LinkedIn Page and a Personal Page? The founder is the driving force behind the organization’s growth (and maybe the only full-time employee), so promoting his or her personal brand equates to promoting the business.īut how best to navigate this scenario on LinkedIn? Should you spend more time growing your personal profile and professional network, or building your brand’s LinkedIn Page and its following? When does it make sense to switch gears?Īll of your answers await in this breakdown. For many small businesses and startups, this is a fitting mentality, at least in the early stages.
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