Corporate and personal LinkedIn® newsletters both offer opportunities to grow an audience, but their goals and strategies often differ. Knowing these differences will help you choose the best format for your needs.
The First Thing To Know
Personal LinkedIn® Newsletters are operated through your personal LinkedIn® Profile. It’s permanently tied to your personal LinkedIn® Account. You can use a ghostwriter to assist with creating the content, but it is you that will load up and publish the content.
Eligibility: All LinkedIn® members have access to create a newsletter on LinkedIn.
Under no circumstances should you give anyone access to your personal LinkedIn® account. It goes against LinkedIn® Terms of Use, and can result in your account being restricted or removed.
Corporate LinkedIn® Newsletters are operated through, and permanently tied to, a LinkedIn® Company Page. The person(s) or agency that runs the company page on behalf of your organisation are the same people that will create and publish the LinkedIn® Newsletter.
You assign and withdraw permission to an agency or people as and when needed. This is useful if you change agency or people leave your organisation.
Eligibility: There are required criteria shown below.
You are not able to transfer LinkedIn® Newsletters. So choose wisely.
If you’re stuck, you can Book a 30 minute Q&A & Consultation Session.
Corporate LinkedIn® Newsletters: Focus on the Brand
Corporate newsletters are built around the company’s brand and message. They are designed to communicate key updates such as product launches, industry news, and company achievements. The tone tends to be professional, but it should still reflect the company’s personality.
Corporate newsletters can also be shared / reposted by employees to significantly increase reach.
Eligibility: Pages must meet the following criteria to create a newsletter:
A history of abiding by our Professional Community Policies:
Only Pages and their admins that have a good standing record will be considered for Newsletters access.
Audience baseL
Pages with more than 150 followers and/or connections are eligible to be evaluated for LinkedIn® Newsletters access.
Recent shares of original content (any type):
LinkedIn® look for Pages who have experience creating original content on LinkedIn® (For example, creating posts with text, images, or videos, publishing articles, etc.) to evaluate if they will be able to make the most of LinkedIn® Newsletters.
Key Characteristics of a Corporate LinkedIn® Newsletter:
- Audience: Customers, clients, partners, industry professionals.
- Content: Company news, product updates, thought leadership pieces tied to industry trends.
- Tone: Professional but aligned with the company’s brand voice.
- Purpose: Build brand credibility, engage customers, position the company as a leader in the market.
Example: A tech company might use its LinkedIn® newsletter to share updates on new product features, customer success stories, and expert insights on industry trends, positioning itself as a thought leader.
Personal LinkedIn® Newsletters: Focus on the Individual
In contrast, personal newsletters are driven by the individual’s voice and personal brand. These newsletters often share personal experiences, advice, or perspectives on industry topics. The tone is usually more informal and conversational, making it easier to build a closer connection with readers.
Key Characteristics of a Personal LinkedIn® Newsletter:
- Audience: Professional connections, followers interested in your personal expertise.
- Content: Personal experiences, opinions, tips, and industry knowledge.
- Tone: Conversational and personal, allowing for more flexibility in how you communicate.
- Purpose: Build thought leadership, engage with followers, and share personal insights.
Example: A consultant might use their LinkedIn® newsletter to share lessons from their professional journey, offering advice on navigating challenges in their field. This positions them as approachable and knowledgeable.
Choosing the Right Approach
How to Choose Between a Personal and Company Page Newsletter
The choice is not simply personal brand versus company visibility. Start with where the authority, audience relationship and editorial asset should live.
Choose a personal newsletter when the individual is the enduring source of the expertise. This is usually the stronger model when the publication depends on one person’s experience, point of view, professional network or reputation. The author remains central to the publication even if they later change employer or role.
Choose a Company Page newsletter when the organisation should own the publishing identity. This is usually more appropriate when the subject belongs to the business, several people may contribute, the publication needs to survive personnel changes, or the newsletter forms part of a wider Company Page content strategy. LinkedIn® Page newsletters are published through the Page by eligible super admins or content admins.
Also consider the audience you already have. When the first edition is published, LinkedIn® can invite the relevant author’s connections or followers to subscribe. For a Page newsletter, that means the Page’s followers; for a personal newsletter, the publication begins from the individual’s network and following. The larger number is not automatically the better choice: relevance matters more than raw audience size.
Think about continuity before launch. If a newsletter is effectively the voice of one executive, forcing it into a corporate publishing identity can weaken what makes it worth reading. Conversely, if customers should regard the publication as an organisational resource, tying it too closely to one employee can create an avoidable continuity problem later.
Some organisations can justify both models, but they should have distinct editorial jobs. A CEO might publish a personal newsletter built around leadership perspective while the Company Page publishes a specialist industry briefing. Two newsletters repeating the same ideas from different publishing identities usually create more production work without giving readers another reason to subscribe.
If the Company Page route fits your objective, first check whether your Page is eligible for a LinkedIn® newsletter, then use the Company Page newsletter launch guide. If you want the strategy, setup, production and ongoing delivery handled for you, see my LinkedIn® Company Newsletter Service.
