To create a company page on LinkedIn, sign in to your personal profile on desktop, open the For Business menu, choose Create a Company Page, pick the page type, then add the name, URL, industry, size, logo and tagline and confirm you're authorized to act for the company. The page is your company's official, searchable home for jobs and credibility. Reach comes from people, so the founder's personal profile should carry most of the content.
Creating a LinkedIn company page takes about ten minutes, and you need a personal LinkedIn profile to do it, because every page is managed by people (called admins). The steps are below.
The harder question is what the page is for once it exists. Most founders I talk to expect the company page to do the job their own profile should be doing. It won't. The page is the storefront sign. Your profile is the person standing in the doorway talking to customers.
I learned this at Optibus, where I was VP Product and ended up the most prolific LinkedIn writer in the company, more than both founders combined. I'll get to why that was a problem. First, the setup.
How to create a company page on LinkedIn, step by step
LinkedIn moves its menus around every so often, but the flow has looked roughly like this for a while. It's easiest on desktop.
- Sign in to your personal LinkedIn account. The page will be tied to you as its first admin.
- Click the For Business grid icon in the top-right corner of the homepage.
- Scroll to the bottom of the menu and click Create a Company Page.
- Choose the page type. For a startup or a business, pick Company. (The other options are a Showcase page, which hangs off an existing company page, and an Educational institution.)
- Fill in the page identity: company name, the LinkedIn public URL you want (linkedin.com/company/yourname), and your website.
- Fill in the company details: industry, organization size and organization type.
- Upload your logo and write a tagline, one line that says what you do and for whom.
- Tick the box confirming you are an authorized representative of the company.
- Click Create page.
That's it. You now have a page with zero followers and no posts, which is exactly how every company page starts.
A quick note on the tagline: most companies waste it on a slogan. Write it the way a buyer would search for you. "Scheduling software for public transit operators" beats "Moving the world forward." If you need help getting it tight, the same thinking behind a LinkedIn headline generator applies here.
What to do in the first hour after you create a LinkedIn business page
A bare page looks worse than no page, because buyers and candidates do check it. Before you tell anyone it exists:
- Add a cover image. Check the current dimensions in our image size guide so it doesn't crop your logo on mobile.
- Write the About section. Say what the company does, who it's for, and one concrete proof point. Skip the mission-statement fog.
- Set the custom button to your website or a demo page.
- Add your location so the page shows up for people searching locally.
- Add admins. Give at least one other person full admin access, so the page doesn't die the day the person who created it leaves.
- Ask your team to list the company as their current position. Once they select your page from the dropdown, their profiles link to it and they show up as employees.
- Publish two or three posts so the page doesn't look abandoned when someone lands on it.
This is housekeeping, and it matters, because a company page is a credibility checkpoint. When someone hears your company's name, they look it up. The page needs to look alive. It rarely needs to do more than that.
LinkedIn company page vs personal profile: what each one is for
Here is the part that most "how to create a LinkedIn business page" guides leave out. The page and the profile are different instruments. Treating them as the same instrument is the most expensive mistake I see founders make on LinkedIn.
| Company page | Founder's personal profile | |
|---|---|---|
| Who follows it | People who already know the company | People who find a person worth listening to |
| Reach in the feed | Low | Much higher (roughly 5x, in my own observation) |
| Best for | Jobs, official news, credibility check | Opinions, stories, trust, inbound |
| Voice | Controlled, approved | Personal, opinionated |
| Who runs it | Marketing | The founder, with help |
| What it's worth when you leave | Nothing to you | Everything you built |
The reach gap is the headline. In my experience, a founder's personal profile gets something like five times the reach of the company page, and I've written up the full reach math in a separate post. People follow people. Nobody wakes up excited to hear from a logo.
A founder I was walking through strategy asked me the obvious question: can't my personal profile just repost what the company page publishes? No. That's spending your best distribution slot on a post the feed already decided not to show.
Every founder posting on LinkedIn serves two masters
Once you accept that your profile is the channel, a second problem shows up, and almost nobody names it.
The company has goals for your posts. Raise the next round. Attract engineers. Make enterprise buyers trust a startup. The founder has goals too, often private ones: build a reputation that outlasts this company, have career insurance, be known as a person in their own right.
Those goals overlap a lot, and they also conflict. The company wants controlled messaging. The founder wants an authentic voice. While the company goal might be to raise another round of funding, the founder's posts might quietly serve a private goal of strengthening their own brand.
I think that's fine. It's healthy, actually. But the content has to serve both, and most agencies and in-house teams pretend there's only one master. They write the founder's posts like company-page posts with a face attached. The result reads like a press release, gets company-page reach, and the founder stops posting after a month because it doesn't feel like theirs.
Here's how I'd split it:
- Company page: product launches, funding announcements, open roles, customer logos, event appearances. Things the company says officially.
- Founder profile: what you learned building the product, what you believe about your market, the customer conversation that changed your mind, the mistake you made hiring. Things only you can say.
- Overlap: big company moments (the funding round, the launch) go on both, written differently. The page states the news. You tell the story behind it.
Some well-known operators have described the same split publicly. Daniel Priestley, for example, has framed it on LinkedIn as the personal brand driving go-to-market while the company brand carries the values and the product brand carries the benefits. That matches what I've seen: the growth engine is a person.
What I learned being the most prolific writer at Optibus
At Optibus I posted on LinkedIn more than anyone else in the company. More than both founders combined.
My posts attracted talent. They brought in customers and partnerships. The conversations came through a person.
And that was exactly the problem.
If the VP Product's posts were pulling in candidates and customers, imagine what would have happened if the CEO had shown up with the same consistency. The founders' voices were the most underused growth asset the company had. Optibus did very well anyway (it raised $260M and became the first public-transit unicorn), but I kept thinking about how much faster a company can move when the people at the top are visible.
That experience is the origin of what I believe now. The best leaders in the AI age are hands-on. You can't lead what you've never touched, and that includes your own public voice. Delegating the company page to marketing is correct. Delegating your presence entirely to the company page is how a founder stays invisible.
How to run a company page and a personal profile without them competing
A practical setup that works for most early-stage companies:
- Create the page and do the first-hour setup above. Then stop worrying about it.
- Give the page to marketing (or whoever owns brand) with a light cadence. A post or two a week is plenty for most startups. Official news, jobs, customer wins.
- Treat the founder profile as a separate channel with its own plan. It needs a content strategy of its own. I wrote about building one as an intersection of what you know and what your buyers care about.
- Don't cross-post. If the page publishes something, you can comment on it, or write your own take. Don't just reshare it with "Excited to announce."
- Get other leaders posting. One voice is good. A CTO and a head of sales posting their own opinions is better. Let their posts be their views, without a sign-off from the brand team.
- Measure them differently. Judge the page on whether it looks credible and fills job posts. Judge the profile on conversations started: DMs, meetings, candidates who say "I've been reading your posts."
The budget question gets awkward here, because the company pays for the page and nobody quite owns the founder's profile. I wrote about that tension in who owns the personal branding budget.
Do you even need a LinkedIn company page?
Yes. Even if you believe everything above, create the page.
Your employees need somewhere to link their current position. Job posts need a home. Buyers doing diligence will search for it, and a missing page looks odd for a real company. Advertising on LinkedIn also runs through the page. For a formal definition and the basics, see the LinkedIn company page glossary entry.
What you don't need is to pour your content effort into it. Build the page in ten minutes. Then put the real hours into the profiles of the people who run the company. That's where I put mine, at Optibus and now at Liftli.