Make LinkedIn Work for Your Brand (Without Extra Work)
Small businesses and nonprofits often overlook their company pages—here’s how to use yours strategically.
Ciao Amici,
A few weeks ago, we were consulting (shameless plug: click THIS LINK to get a free brand review) with a nonprofit founder who was struggling to get traction on LinkedIn. She was posting great content on her personal profile but wasn’t seeing much engagement.
When I asked about her company page, she laughed. “Oh, that thing? I haven’t touched it in over a year.”
Sound familiar?
You’re not alone. Most small businesses and nonprofits treat their LinkedIn company page like a digital business card—static and untouched. But here’s the thing: your company page can be a strategic asset if you use it right.
Here are four ways to make the most of it:
🍕 1 + 1 = 3: Boost Your Reach
Your company page and personal profile don’t have to work in isolation. When you share content from your personal page, your company page can comment, repost, and reinforce the message. This simple strategy increases visibility, adds credibility, and helps you reach a broader audience.
Action Tip: Next time you post from your personal profile, have your company page engage with it—comment, share, or expand on the topic. Watch what happens.
🍕 Your Competitors Aren’t Doing It (Yet)
If you’re a nonprofit or a small business, competition for attention is fierce. But here’s an advantage: most of your competitors aren’t leveraging their company page effectively.
By consistently commenting on industry discussions and engaging with relevant posts as your company page, you create a presence that stands out. Visibility leads to opportunity.
Action Tip: Pick three key conversations per week to engage in as your company page. It takes five minutes but can yield long-term brand awareness.
🍕 Your Company Page Shows Up on Google
When someone Googles your business, your LinkedIn company page is one of the top results. What do they see when they land there?
A well-maintained, active page makes your business look credible and engaged, while a ghost-town page signals inactivity. First impressions (which equate to lasting impressions) matter—even online.
Action Tip: Post once a week. It could be a team update, a quick industry insight, or even repurposing content from your personal profile. The goal is to show activity.
🍕 Attract Top Talent (Without a Huge Hiring Budget)
Hiring is tough. The best talent wants to work for companies that have energy, culture, and a clear mission.
Your company page is an easy way to highlight your culture—whether that’s showcasing team wins, behind-the-scenes moments, or your broader impact. It’s a small effort that can make a big difference when recruiting.
Action Tip: Once a month, post a behind-the-scenes look at your company—whether it’s a team event, a milestone, or a simple "day in the life" post.
The Bottom Line?
Your LinkedIn company page isn’t just a checkbox—it’s an opportunity to expand your reach, establish credibility, and engage your audience. Don’t let it collect dust.
PS – Speaking of engagement, the NJ Content Studio grand opening last week was a huge success! 🎉 A massive thank you to everyone who came out to support. CLICK HERE to check out our IG account.
If you’re in the area (Philly to NYC) and looking for a space to create content that actually converts, let’s chat.
See you next week,
-Steven ✌️🍕
P.S. Today’s newsletter is brought to you by Clear Digital Labs, a digital marketing training program helping to bridge the gap between talent potential and employer needs. They provide training, mentorship, and job opportunities for aspiring digital marketers. Contact them HERE.
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