How to Post on a LinkedIn Company Page

Posting on your LinkedIn Company Page is more than just sharing an update, it's a powerful way to build your brand, connect with your audience, and drive business goals. This guide walks you through everything from the simple mechanics of creating a post to the strategies that will help your content actually get seen and engage with the right people. We’ll cover different post formats, content ideas, and best practices to turn your page into a valuable asset.

The Step-by-Step Guide to Publishing a Post

First, let’s cover the basic mechanics. Knowing your way around the user interface is the foundation for everything else. Here’s how to create and publish your post from your Company Page.

1. Navigate to Your Company Page

Log in to your personal LinkedIn profile. In the left-hand navigation menu on your homepage, under the "My Pages" section, you’ll see the Company Pages you manage. Click on the one you want to post from. You must be an admin of the page to post.

2. Open the Content Composer

Once you're on your Company Page, you’ll see a box at the top that says “Start a post.” Click inside this box to open the full content editor. This is where you’ll create your content.

3. Write Your Post Copy

This is where you'll type or paste the text for your update. Keep a few quick tips in mind as you write:

• Keep it concise: While LinkedIn allows for long-form posts, shorter, punchier text often performs better. Grab attention in the first couple of lines so people don't have to click "...see more" unless they're already hooked.
• Use @mentions: If you’re referencing another company or person, type "@" followed by their name to tag them. This notifies them of the post and can help increase its visibility.
• Add Hashtags: Include a few relevant hashtags (#) to help users discover your content. Aim for three to five specific hashtags rather than a dozen broad ones. For example, use #ProjectManagementSoftware instead of just #Software.

4. Add Media or Other Elements

Below the text box, you'll see a series of icons that let you add different types of content to your post. This is where you can make your update more visually interesting.

• Add media: Click this icon to upload an image or video from your computer. Visuals dramatically increase engagement.
• Add document: This is how you create the popular "carousel" posts. Upload a PDF, and LinkedIn will turn it into a multi-page, swipeable document.
• Celebrate an occasion: This template helps you announce team milestones, welcome new members, or celebrate work anniversaries.
• Create an event: Promote an upcoming webinar, workshop, or online conference.
• Create a poll: Ask your audience a question with multiple-choice answers - a fantastic way to generate easy engagement and gather feedback.

5. Post or Schedule for Later

Once your post is ready, you have two options. You can click the blue "Post" button to publish it immediately. Or, if you want it to go live at a later time, click the clock icon next to the Post button. This opens the scheduling tool, where you can choose a specific date and time for your post to be published automatically.

Choosing the Right Content Format for Your Message

The type of content you post matters just as much as what you say. Different formats work best for different goals. Let's break down the main options and when to use them.

Image Posts

A simple post with a single image or a multi-image gallery is a social media staple. Single images are great for quick announcements, a behind-the-scenes look at company culture, or sharing an insightful quote. Multi-image posts work well for event recaps or showcasing different features of a product.

Pro Tip: Keep your visuals consistent with your brand’s look and feel. Use high-quality photos and graphics. For text-heavy graphics, make sure the font is large and easy to read on a mobile screen.

Video Posts

Native video (video uploaded directly to LinkedIn) is one of the highest-performing content types on the platform. Your audience is more likely to stop scrolling for a video than a simple text post. Use video for:

• Product Demos: A 60-second clip showing your product in action is far more compelling than a text description.
• Team Member Interviews: Put a face to your brand by sharing short interviews with your team about their work and why they love it. Authenticity resonates.
• Customer Testimonials: A brief video of a happy customer is incredibly powerful social proof.
• Industry Tips: Share a quick piece of advice or an insight related to your industry.

Video Best Practices: Most LinkedIn users browse with the sound off, so be sure to add captions to your videos. Grab attention within the first three seconds to stop scrollers in their tracks.

Document Posts (Carousels)

Document posts, often called carousels, are a powerhouse for engagement. By uploading a PDF file, you can create a swipeable presentation right in the LinkedIn feed. This format is perfect for repurposing content.

Think about turning blog posts, whitepapers, presentation slides, or infographics into a ten-page carousel. Each slide should have a clear point and compelling visuals. Use the final slide as a call to action - ask a question, send them to your website, or encourage them to follow your page.

People tend to spend more time on these posts as they swipe through, which signals to the LinkedIn algorithm that your content is valuable.

Text-Only Posts

Don't underestimate the power of a well-written text-only post. Without visuals to distract, the focus is entirely on your message. This format works well for a storytelling, sharing a strong opinion or observation, or asking a thought-provoking question to your network.

To make a text post effective:

• Start with a strong hook: The first line determines if people will keep reading.
• Break up your text: Use short paragraphs, line breaks, bullet points, or emojis to make the text easy to scan. No one wants to read a giant wall of text.
• Finish with a question or CTA: Encourage comments and conversation by prompting a response.

A Simple Framework for What to Post: Content Pillars

Feeling stuck on what to post? A content pillar framework can bring focus and consistency to your strategy. Identify three to five core themes, or "pillars," that represent your brand and resonate with your audience. Almost every post should fit into one of these pillars.

Here’s an example for a B2B software company:

• Pillar 1: Industry Insights
• Posts that demonstrate your expertise. This could be commentary on recent industry news, sharing interesting data, or offering predictions for the future.
• Example Post: A carousel breaking down the top 3 trends in XYZ industry for the upcoming year.
• Pillar 2: Company Culture & People
• Content that humanizes your brand. Share team photos from a volunteer day, announce employee milestones, or spotlight a team member with a brief Q&A.
• Example Post: A multi-image post celebrating a work anniversary with a caption about the employee's contribution to the team.
• Pillar 3: Product Education & Value
• Content that shows your audience how your product or service solves their problems. Focus on benefits, not just features.
• Example Post: A short video showing a sped-up demo of a lesser-known feature that saves clients a lot of time.
• Pillar 4: Customer Stories
• Share case studies, testimonials, or success stories from your clients. Let others do the talking for you. This builds trust and social proof.
• Example Post: A post tagging a client with a quote about how your service helped them achieve a specific goal.

By rotating through your content pillars, you ensure a balanced content mix that educates, engages, and builds community without sounding overly promotional.

Best Practices for Timing and Frequency

How often and when you post can influence your content’s reach and engagement.

How Often Should You Post?

Consistency is more important than raw frequency. It's better to post three high-quality, engaging posts per week than to post ten mediocre ones. A good starting point for most Company Pages is 3 to 5 times per week. This keeps your page active and your brand top-of-mind without overwhelming your followers' feeds.

When Is the Best Time to Post?

Since LinkedIn is a professional network, engagement tends to be highest during business hours. General recommendations often point to mid-mornings (9-11 AM) and lunch hours (12-2 PM) from Tuesday to Thursday.

However, the best time for *your* page depends on *your* specific audience. Use LinkedIn’s native analytics to guide you:

1. On your Company Page, click the "Analytics" tab.
2. Select "Followers" from the dropdown menu.
3. Scroll down to the follower demographics to see where your audience is located and when they are most active on the platform. Adjust your posting times based on this data.

Final Thoughts

Successfully posting on your LinkedIn Company Page involves a mix of art and science. By mastering the basics of creating a post, choosing the right formats for your message, and building a consistent strategy around content pillars, you can transform your page from a simple digital signboard into a dynamic hub for your brand.

Building that consistency across LinkedIn and all your other platforms can be a constant struggle. Keeping track of content pillars, scheduling posts at the right times, and making sure your content plan doesn't have gaps requires organization. We built Postbase to solve this exact problem. Our visual calendar gives you a bird's-eye view of your entire content strategy, allowing you to drag and drop posts, spot holes in your schedule, and plan weeks or months ahead with real clarity. It's about taking the administrative headache out of social media so you can get back to creating great content.