Most small businesses on LinkedIn have both a company page and an owner with a profile, and post the same thing to each. It is worth deciding which one is doing the work, because they are not the same kind of account.
What each one is for
A profile belongs to a person. People follow people, and the feed is mostly posts from people, shown to people who know them: a comment from a colleague, a post from someone you worked with. A company page is closer to a signboard. It is where somebody lands after they have already heard of you, to check that you are real.
- Profile: where discovery happens. A post travels through the network of the person who wrote it.
- Company page: where checking happens. Customers, recruiters and journalists look here after something else sent them.
- Posting on the page only, and hoping the feed does the rest, is the usual mistake.
Organic reach on company pages is, in most people’s experience, much lower than on profiles. LinkedIn does not publish a number, so take that as an observation and not a fact — but it is consistent enough that people who run both tend to put their effort into the profile.
A sensible split
- The person writes the posts that carry opinion, stories and the work itself, from their own profile.
- The page carries what has to be official: announcements, job openings, product news, one pinned post that says what the company does.
- The person mentions the page now and then, so the two point at each other.
What a scheduler can and cannot do here
Publishing to a personal profile works through LinkedIn’s member permission, and Postgust uses it. Publishing to a company page is a different permission that LinkedIn grants through a separate review, and no scheduler can switch it on by itself. Until a tool says plainly that it supports pages, assume it does not.
If a tool claims to post to pages and profiles but asks you for your password instead of sending you to LinkedIn to approve it, do not use it. LinkedIn’s own sign-in is the only door that should open.
So the practical advice is short: write as yourself, schedule from your profile, and post to the page by hand the few times a month something has to be official.