Longhand · ghostwriting
A company page is a noticeboard. A founder is a conversation.
Most B2B brands on LinkedIn either post the same thing in both places, or post only from the page that mostly its own staff follow. The two do different jobs, and it helps to know which is which.
nobody has ever argued with a logo in the comments.
Picture a CA firm in Ahmedabad. The company page posts a logo on Independence Day, a logo on Diwali, and a photo from the office anniversary. It is followed by the people who work there and a few of their relatives. Meanwhile the senior partner has spent fifteen years collecting connections: clients, bankers, other CAs, half a batch from college. That profile has not posted since a work anniversary in 2022.
The firm has an audience. It is attached to a person, and the person is quiet.
What a company page is for
A company page is mostly read after someone has already heard of you. A name comes up in a meeting, a friend recommends you, a hospital administrator gets your mail. They search, and they land on the page to check that you are real.
So the page is a reference, and it should be read like one. Does the first screen say what you do and for whom? Is there recent work, or does the feed stop last March? Are the job openings current? Is the address right? None of this needs posting every day. It needs to be complete, current and plain, the way a good About page is.
What a founder's profile is for
A founder's profile is where people meet you before they meet you. It is the place for opinions, because opinions belong to people.
Take a line like “most doctors know their patients' medication better than they know their own nominee.” Posted by a named wealth manager, it reads as a view from someone who has sat across from doctors and noticed something. Posted by a logo, the same line reads as an ad. Nothing in the words changed. Only the speaker did.
A logo can make an announcement. Only a person can have an opinion.
In B2B, that matters more than it looks. Buyers are usually trusting someone with money, data or a deadline. They would like to know how that someone thinks before the first call, and a few honest posts tell them.
Who should post what
- The company page: launches, hiring, case studies, events, office news, anything that is a fact about the business.
- The founder: opinions about the industry, the mistakes customers keep making, why the firm does something the slow way, what changed their mind.
- Both: real news. The page says what happened. The founder says why it matters, in their own words, a day later.
The common mistake is the reverse: the founder reposts the company's logo posts with “Proud of the team,” and the page tries to have opinions in a voice that belongs to nobody.
When the founder won't post
Some founders don't want to, and that is a fair position. A reluctant post reads as reluctant. There are two decent options.
One is a different person. A senior partner, a head of sales, a doctor on the advisory board: anyone with opinions, some standing and a willingness to put their name on them. The audience follows the person, so pick one who intends to stay.
The other is to give the page a voice with a name behind it. Sign the posts. “Written by our head of tax” turns a noticeboard into someone talking, even from the company account.
If the founder is willing but short of time, that is a different problem, and it is what a LinkedIn ghostwriter is for. The opinions still have to be theirs.
Doing both without doubling the work
One idea can serve both places. The founder posts the opinion. The page posts the useful, factual version a few days later: the checklist, the explainer, the event. Written once, cut two ways.
For SELEQT Wealth we wrote six LinkedIn posts aimed at doctors, under the firm's name and the founder's, and a separate message sent from the founder's own account. Same ideas, different speakers.
A ten-minute check
- Open your company page on your phone as a stranger would. Could they tell, from the first screen, what you do and who you do it for?
- Scroll the founder's last five posts. How many say what they think, as opposed to what happened?
- Find one opinion the founder has said out loud this month, in a meeting or on a call. That is the next post, and it goes on their profile.
If the answers are no, none and “I'm not sure,” the page needs tidying and the founder needs a conversation. Both are smaller jobs than they look.