Key takeaways
- Personal profiles usually reach far more people than company pages, because people engage with people.
- Company pages provide credibility, appear in searches and give employees a page to link to.
- Most firms do best with both: people posting from personal profiles, and a well-kept company page.
- Use the company page for official updates, vacancies, events and firm news; use personal profiles for insight and conversation.
- Encourage staff to share and comment, with a simple social media policy.
When accounting firms start using LinkedIn, they often put their effort into the company page and are disappointed by the reach. Meanwhile, a partner who posts from their own profile gets comments from clients and enquiries. Understanding the difference helps you use each for what it does best.
How they differ
| Personal profile | Company page | |
|---|---|---|
| Who it represents | An individual | The firm |
| Typical reach | Usually higher, as people engage with people | Usually lower, mainly followers |
| Connections and messages | Can connect and message directly | Followers only; limited messaging |
| Trust signal | Personal expertise and approachability | Firm credibility and stability |
| Best content | Insights, opinions, stories, tips | Firm news, team updates, vacancies, events, official announcements |
| Search visibility | People searching for a name | People searching for the firm |
Why personal profiles usually reach more people
Content from individuals tends to start conversations: people comment on a colleague’s or contact’s post, which shows it to their networks. Company page posts are more often seen as promotional. Most firms find that partners and staff posting thoughtfully from their own profiles generates more engagement and more enquiries.
Why you still need a company page
- prospective clients and recruits check it to see that the firm is established and active
- staff profiles link to it, showing the size and depth of the team
- it is the natural home for official updates, awards, events and job adverts
- LinkedIn advertising runs from company pages
Keep it complete: logo, banner, description, specialisms, website link and regular posts, even if fewer people see them.
How to make them work together
- People post insight; the page posts news. A partner explains a tax change in their own words; the company page shares the firm’s webinar about it.
- Share and comment. Staff reshare company posts with a personal comment, and the company page highlights team members’ posts.
- Link everything. Make sure every employee lists the firm correctly in their experience, so their profile links to the page.
- Use consistent branding in banners and profile wording.
- Feature the team on the company page: new joiners, qualifications passed, community work.
A simple social media policy
If you encourage staff to post, give them clear, short guidance:
- what topics are encouraged and what to avoid
- never discuss clients or share confidential information
- keep tax content accurate, and avoid giving specific advice in public comments
- how to handle negative comments or complaints
- who to ask if unsure
This protects the firm and gives staff confidence. See LinkedIn complete guide for profile set-up and LinkedIn content ideas.
Frequently asked questions
Should accountants post on LinkedIn as themselves or as the firm?
Both. Personal posts usually reach more people and start conversations; the company page provides credibility and official updates.
Is a LinkedIn company page worth having?
Yes. Prospective clients and recruits look for it, staff profiles link to it, and it is needed for LinkedIn advertising.
How often should the company page post?
Once or twice a week is enough for most firms, focusing on firm news, events and useful resources.
Can staff share company posts?
Yes, ideally with a short personal comment. Resharing with context reaches more people than a plain share.
Sources
Facts and rules in this guide were checked against the sources below in October 2026. Platforms, prices and regulations change, so check the current position before acting. This guide is general information, not legal or professional advice.