How to Schedule LinkedIn Company Page Updates

Scheduling your LinkedIn company page updates transforms your content strategy from chaotic to consistent, saving you time and keeping your audience engaged. Learning how to schedule posts directly on LinkedIn is your first step toward building a more strategic presence. This guide will walk you through exactly how to do it natively on the platform, discuss the best times to post, and show you how to create content that really connects with your professional audience.

Why Bother Scheduling LinkedIn Posts?

If you're still manually posting updates whenever you find a spare five minutes, you're likely not seeing the results you want. Scheduling isn't just a time-saver, it’s a strategic move that delivers real benefits for your brand.

• Sustain a Consistent Presence: Consistency is the foundation of brand building on any social platform. When followers know they can expect valuable content from you regularly, they’re more likely to stay engaged. Scheduling helps you avoid random posting gaps that can happen when you get caught up in other work.
• Reclaim Your Time: Imagine dedicating just one or two blocks of time per week to writing and scheduling all of your LinkedIn content. This "batching" approach is far more efficient than stopping what you're doing multiple times a day to post in real-time. It frees up your mental energy to focus on bigger marketing initiatives.
• Post at Optimal Times: Your target audience isn't active on LinkedIn 24/7. Scheduling allows you to publish your updates exactly when your followers are most likely to be scrolling, commenting, and clicking - even if that’s outside of your personal working hours.
• Plan Cohesive Campaigns: Trying to run a product launch, webinar promotion, or hiring campaign with on-the-fly posting is stressful and often ineffective. A content calendar lets you map out a narrative, building anticipation and ensuring your messaging is perfectly timed for maximum impact.

How to Schedule Posts Directly on LinkedIn (Native Scheduling)

LinkedIn has a built-in scheduling feature that's straightforward and easy to use. It’s perfect for getting started and managing content directly for one company page. Here’s the step-by-step breakdown.

Step 1: Go to Your Company Page and Start a Post

Navigate to your LinkedIn Company Page. You'll find a "Start a post" box at the top of your page's feed. Click it to open the post composer, just as you would when posting live.

Step 2: Create Your Post

Now, build your update. Write your caption, add an image or video, create a poll, upload a document (perfect for creating carousels), or celebrate an occasion.

Take the time to tag any relevant people or companies by typing "@" followed by their name. Add a few specific hashtags (we recommend 3-5) to increase your post's visibility beyond your immediate followers.

Pro-Tip: When uploading a PDF, LinkedIn automatically turns it into a multi-page carousel post. This format is highly engaging because it encourages people to click through your content.

Step 3: Click the Clock Icon to Schedule

Once your post is crafted and ready to go, look for the small clock icon next to the "Post" button. This is the schedule button. Click it to bring up the scheduling options.

Step 4: Choose Your Date and Time

A calendar and time selection module will appear. Select the date and time you want your post to go live. LinkedIn automatically suggests some time slots, but you can choose any time you like.

Heads-up: LinkedIn's native scheduler has a few rules:

• You must schedule at least one hour in the future.
• You can schedule posts up to 90 days in advance.

Step 5: Click "Schedule" and You're Done!

After selecting your desired date and time, the "Post" button will change to a "Schedule" button. Click it. That's it! Your post is now queued and will publish automatically at the time you set.

How to View, Edit, or Delete Your Scheduled Posts

Changed your mind or spotted a typo? No problem. Managing your scheduled content is simple.

After you schedule a post, a confirmation bar will appear at the top of your feed with a link that says, "View all scheduled posts." You can also find this link in the post composer anytime. Clicking this brings you to a queue of everything you have scheduled.

From here, you have three options for each post:

• Change the time: Click the clock icon to select a new date and time.
• Post now: If you decide you'd rather publish it immediately, click the three-dot menu (...) and select "Post now."
• Delete: Click the three-dot menu (...) and choose "Delete" to remove it from the queue completely.

Unfortunately, you can't directly edit the content of a scheduled post. If you need to fix a typo or change an image, you'll have to delete the post and create and schedule a new one.

When Are the Best Times to Post on LinkedIn?

The "perfect" time to post is a moving target that depends heavily on your specific industry, audience, and time zone. However, there are some well-established general guidelines rooted in how people use the platform.

General Best Practices

Since LinkedIn is a professional network, user activity typically peaks during the work week. Most studies and anecdotal evidence point to these windows for a business-focused audience:

• Days: Tuesday, Wednesday, and Thursday. Mondays are often for catching up, while Fridays can see engagement drop as people wind down for the weekend.
• Times: Mid-mornings (around 10 AM - 12 PM) and just after lunch (around 1 PM - 3 PM) in your target time zone. This aligns with breaks when professionals check in on industry news and network updates.

The Best Advice: Check Your Own Analytics

General advice is a fantastic starting point, but your own data is gold. LinkedIn provides analytics that can help you pinpoint when your audience is most active.

How to Use Your LinkedIn Analytics:

1. From your Company Page, click on the Analytics tab and select Updates from the dropdown menu.
2. Here, you can see performance metrics - Impressions, Engagement rate, clicks, etc. - for each of your past posts.
3. Sort your posts by impressions and engagement rate over the last few months. Look for patterns. Are your top-performing posts consistently published on Wednesday mornings? Or maybe Thursday afternoons?
4. Start experimenting. Test out the high-performing time slots you identified and see if new content published during those windows performs just as well. Double down on what works for your unique audience.

Beyond Scheduling: Tips for Creating Engaging LinkedIn Content

Getting your timing right is only half the battle. Your content needs to be valuable and compelling to stop the scroll.

Mix Up Your Content Formats

Don't just post text with a link every day. Keep your feed fresh and interesting by using a variety of formats available on LinkedIn:

• Image Posts: Use high-quality photos, infographics, or branded graphics.
• Carousels (PDFs): Share multi-page documents that tell a story, provide a mini-lesson, or showcase data.
• Video: Upload short, native videos (under 2 minutes works best) to share behind-the-scenes content, customer testimonials, or quick tips.
• Polls: Ask your audience a simple question to spark discussion and gather feedback.
• Text-Only Posts: Sometimes a well-written, thought-provoking text post can perform incredibly well. Focus on storytelling and a strong opening line.

Hook Them With the First Sentence

Most of your posts will be truncated in the feed after the first few lines. Your opening sentence must create enough curiosity to make someone click "...see more."

Instead of this: "We just published a new blog post about content marketing trends."

Try this: "'Content is king' is dead. Here are the 3 content trends that actually matter in 2024."

Include a Clear Call-to-Action (CTA)

Every post should guide your audience to take an action. Don't leave them guessing what to do next. End your post with a question to prompt comments or a clear direction.

• "What's the best career advice you've ever received? Share it in the comments below."
• "Read our full guide to LinkedIn content on the blog [Link]."
• "Tag a colleague who needs to see this."

When Native Scheduling Isn't Enough

LinkedIn’s built-in scheduler is great for managing one single page. However, as your social media strategy grows, you might run into limitations. If you find yourself juggling multiple Brand Pages, managing profiles on other platforms like Instagram or X, and needing a clearer view of your entire content plan, the juggling act can get overwhelming fast.

Switching between networks to schedule content, manually copying posts, and trying to keep everything consistent across different channels drains time and energy. You have no bird's-eye view of your content across all accounts, making it tough to spot gaps or coordinate multi-platform campaigns.

Final Thoughts

Learning to schedule your LinkedIn updates is a core skill for any marketer looking to work more efficiently and build a brand with purpose. By using the platform's native scheduler and creating a mix of engaging content formats, you can maintain a consistent, professional presence that resonates with your audience and achieves your business goals.

As marketing managers ourselves, we faced the chaos of juggling platforms constantly, which is why we built our visual planner directly into Postbase. Being able to see all of our content - for LinkedIn, Instagram, TikTok, and everything else - in one beautiful calendar completely changed our workflow. If you want to plan weeks ahead with a clear bird's-eye view and stop managing your brand from a spreadsheet, it was designed to solve that exact problem.