A LinkedIn Company Page costs nothing and takes a few minutes to create. In our assessment, though, the page rarely brings in meetings on its own. On LinkedIn it is people who network, and both the feed and several of the tools revolve around them.

This guide shows how the page and the profiles share the work, what users in Sweden like and dislike and how a post becomes a meeting. It is written for you if you sell to other businesses, for example as an accounting firm, a consultant or a builder. The figures come from Svenskarna och internet 2026, the Swedish Internet Foundation’s (Internetstiftelsen) annual survey of internet use in Sweden, and the platform facts from LinkedIn’s own pages. Everything reflects the situation on 24 October 2026, and the sources are listed at the end.

LinkedIn in Sweden in 2026: who is there

LinkedIn is small in the population and big in working life. 27 percent of internet users in Sweden aged 8 and over have used LinkedIn in the past year, but only 5 percent use it daily. Among white-collar employees (tjänstemän) the share is 59 percent, and among people in manual occupations (arbetaryrken) 16 percent. Novus collected the answers for the Swedish Internet Foundation in January 2026.

Group (Sweden)Past yearAt least weeklyDaily
All internet users aged 8 and over27 %12 %5 %
Adults aged 20 and over32 %15 %6 %
Employed42 %20 %9 %
White-collar employees59 %30 %13 %
Manual occupations16 %6 %2 %
Private sector46 %23 %11 %
Public sector35 %17 %6 %

Source: Swedish Internet Foundation, Svenskarna och internet 2026, charts 3.2, 3.4e and 3.26b–d. Base: internet users aged 8 and over for the first two rows, employed people for the others.

Three things to take away:

  1. It is a white-collar platform. Nearly four times as many white-collar employees as people in manual occupations use LinkedIn, and more in the private sector than in the public sector. Among women in the private sector, 52 percent have used LinkedIn in the past year, against 43 percent of men.
  2. Weekly rather than daily. Among white-collar employees, 30 percent use LinkedIn at least weekly but 13 percent daily. Many of your customers look at the feed some time during the week, not every morning.
  3. No growth right now. Between 2025 and 2026 there was no significant change among white-collar employees or people in manual occupations. The report does note that use seems to have dropped among men in white-collar jobs, from 65 to 58 percent, and says it will follow up whether that is a trend.

Six in ten white-collar employees in Sweden have used LinkedIn in the past year, and it is where you can target a specific role.

Bar chart of the share in Sweden who used LinkedIn in the past year in 2026: white-collar employees 59 percent, private sector employees 46, all employed 42, public sector employees 35, all internet users aged 8 and over 27 and people in manual occupations 16 percent.
LinkedIn is small in the population but big among white-collar employees in Sweden, especially in the private sector. Occupational groups are counted among employed people. Answers collected in January 2026.

How LinkedIn compares with the other platforms is covered in Social media in Sweden 2026.

Company Page or personal profile? Both, with different jobs

Short answer: the Company Page is the company’s address and proof. The profiles are where conversations happen. A business that sells to other businesses needs both, for three reasons:

  • The feed reads the person. In its engineering blog on 12 March 2026, LinkedIn writes that ranking a post uses, among other things, the author’s name, headline, company and industry, and that the feed can show posts from professionals the reader has never connected with.
  • The forms on Pages are gone. According to LinkedIn’s Help Center, lead gen forms for LinkedIn Pages and Showcase Pages are no longer available. They remain in ads.
  • Users come for the network. Networking is what frequent users in Sweden above all say they appreciate, according to Svenskarna och internet 2026.
Company PagePeople’s profiles
JobShow that the company exists, what it does and who works thereReach the right people, hold conversations and book meetings
Who controls itThe company, through the Page adminsThe person. If someone leaves, the profile leaves too
ContactWebsite and a button you customiseMessages, connection requests and the Service Page
Paid reachSponsored posts and ads with Lead Gen FormsThought Leader Ads, if the person approves
SuitsNews, job openings and projects the client has agreed you can showExpertise, experience and answers to customers’ questions

Source: LinkedIn Help Center and LinkedIn’s pages for advertisers, read 24 October 2026. The row on who controls it is our assessment.

So build the page as well, so that what is said about the company stays when someone leaves. We recommend keeping employee participation voluntary: ask, and make it easy to take part.

Create the Company Page and complete it

According to LinkedIn’s Help Center you can create a LinkedIn Page for free, and all you need is a LinkedIn account. The Page type for a business is Company. The others are Showcase page and Educational institution.

How to create the page on desktop

  1. Select the For Business icon in the upper-right corner of your homepage.
  2. Scroll down and choose Create a Company Page.
  3. Pick the Page type Company.
  4. Fill in the Page identity, the company details and the profile details.
  5. Check the verification box confirming that you can act on behalf of the organisation.
  6. Click Create page, then Start building your page!

In the iOS app, open any LinkedIn Page, tap More and select Create a LinkedIn Page. According to LinkedIn, the Android app does not support it. If your LinkedIn is set to Swedish, the menus are called För Företag and Skapa en företagssida.

Complete it

LinkedIn writes that Pages with complete information get 30 percent more weekly views. The page with that advice is undated and gives no method, so treat the figure as a pointer.

  • Logo and cover image. The same logo as on your website and Google profile. The sizes are in Image sizes for social media.
  • Open the overview with keywords. That is LinkedIn’s advice. Say what the company does, for whom and where in the first sentence.
  • Website, location, industry and company size. Fill in every field.
  • The button. LinkedIn advises customising the call-to-action button. Point it to a page where customers can book a call or send an enquiry.
  • At least two admins. That is our recommendation, so the page does not depend on a single person.

Then invite your first-degree connections to follow the page and ask employees to do the same. LinkedIn also advises notifying employees of the Page’s most important posts up to once a week. How followers grow is covered in How the algorithms work.

The profile that gets replies: headline, About and activity

When a post or a connection request sparks interest, the profile is the next stop. Within a few seconds it should say who you help, with what and how to get in touch.

The headline. The line under your name. Say who you help and with what, not just your job title. “Accountant” says little. “Accountant for restaurants and online shops | Year-end accounts, payroll and VAT” says who should get in touch. According to LinkedIn’s engineering blog the feed’s ranking model uses the author’s headline, so the headline may also affect who your posts are shown to.

About. You add the About section with Add profile section in the intro section of your profile. Say who you help and with what, how working together goes and how to get in touch, in the first person.

Services. If you sell services, you can add a Service Page to your personal profile through Add profile section and Add services. There you list your services, choose whether to show a starting hourly rate or ask people to contact you for pricing, and you can let buyers message you regardless of connection level. More media and reviews require Premium Business, Sales Navigator or Recruiter Lite, according to LinkedIn.

Activity. Comment on customers’ and partners’ posts with something that adds value, and post when you have something to say. According to the engineering blog, the feed predicts among other things whether a reader dwells on a post, likes, comments or shares, so a post that makes the right people read to the end and reply stands a better chance.

Help with your LinkedIn profile

Most of this can be done yourself in an hour. Ask a colleague or a customer to read your headline and About text and answer two questions: who do I help, and what should someone do if they want help? If they can’t answer, rewrite. If you hire a writer or agency, ask for a fixed price and for the text in a document you paste in yourself, so you don’t have to share your password.

What users in Sweden like and dislike

Svenskarna och internet 2026 asked frequent users, those who use LinkedIn weekly or daily, what they like and dislike about it. They make up 14 percent of internet users aged 18 and over in Sweden and 30 percent of white-collar employees.

LikeDislike
Networking, mentioned mostBragging, or feeling like a club for mutual admiration
Job ads and job opportunitiesPosts that are not about work
Content that inspires and makes work easierSob stories
A trustworthy, serious platform with a nicer toneLinkedIn nagging about Premium, which is seen as expensive
Fewer scam ads than other social mediaLack of anonymity, and posts weeks or months old in the feed

Source: Swedish Internet Foundation, Svenskarna och internet 2026, the LinkedIn section and charts 3.27a–b. Base: uses LinkedIn weekly or daily. Our translation.

The answers work as a manual. An answer to a question customers actually ask fits better than “we are so proud to announce”, and a lesson from a project, with the client’s permission, fits better than a personal setback turned into a sales pitch.

This matches LinkedIn’s own guidance. On 12 March 2026, LinkedIn wrote that the feed should be relevant to your interests, not a popularity contest, and that it is reducing recycled posts, engagement bait such as prompts to comment, and the effect of engagement pods.

From post to meeting: leads and social selling

Social selling is a new name for something salespeople have long done: getting known by the right people before asking for their time. On LinkedIn it breaks down into six steps.

Measure meetings, not likes. Ask new customers how they found you, and tag the link on your Company Page and in your profile with UTM parameters so the visits show up in your web analytics. Count the calls and meetings that came via LinkedIn every month.

Your network is not a mailing list. Under the Swedish Marketing Act (marknadsföringslagen), marketing by email to a natural person generally requires prior consent (section 19), and every marketing email must include an address where the recipient can ask for it to stop (section 20). How this applies to a person’s work address is something to check with a lawyer before you start emailing LinkedIn contacts.

When paid reach pays off: Thought Leader Ads

With Thought Leader Ads, the company pays to spread a post from a person rather than from the page. According to LinkedIn this can be posts from employees, industry experts, customers or content creators. The author gets a request and can approve or deny it, and the ads run with the objectives brand awareness, engagement or video views. LinkedIn’s page on the format shows no performance figures, only customer testimonials, as of 24 October 2026.

In our assessment it pays off when three things hold: the post already works organically with the people you want to reach, a deal is worth enough to carry the ad cost and there is a next step to receive people, such as a profile, a Service Page or a page where they can book a call.

LinkedIn’s page does not mention a lead objective for Thought Leader Ads. If you want enquiries directly in the ad, Lead Gen Forms in sponsored posts and message ads are the route. Budget, audiences and setup are on our page about LinkedIn advertising (in Swedish), and the difference between boosting a post and building a campaign in Boosting posts.

It is the employee’s name and face that appear in the ad. Approval happens in LinkedIn, but also make it a clear agreement between you and the employee. The Swedish Names and Images in Advertising Act (lagen om namn och bild i reklam) prohibits businesses from using someone’s name or image in marketing without consent.

A customer thinking of hiring you may google your name. According to LinkedIn’s Help Center, some sections of your profile can appear outside LinkedIn when people search with tools such as Google or Bing, and you control which ones in your public profile settings. A profile whose headline, company and services match your website and Google profile is a source the customer can check.

AI services such as ChatGPT and Google’s AI Overviews build their answers from many sources. We have not found any independent study showing that activity on LinkedIn in itself makes AI recommend a business. What you can influence is that your details are clear and the same everywhere. More in How your business shows up in ChatGPT and AI SEO in practice.

Examples: accounting firm, builder and consultant

Three made-up businesses, to show how the parts fit together. They are not real clients.

Accounting firm

  • Who they want to reach: owners and finance managers of limited companies (aktiebolag) in industries the firm knows well, such as restaurants and e-commerce.
  • Headline for the founder: Accountant for restaurants and online shops | Year-end accounts, payroll and VAT
  • Posts: reminders before dates clients tend to miss and what a rule change means in kronor for a typical client. The Company Page shows new hires and job openings.
  • Path to a meeting: a short review of the books, offered by message or through the Service Page.

Builder

  • Who they want to reach: property managers, buyers and project managers at main contractors. Homeowners planning a renovation are better reached on Facebook and Instagram, see Facebook for business.
  • Headline for the owner: Contractor for commercial and apartment building refurbishments | Project management from quote to final inspection
  • Posts: before and after from projects the client has agreed the firm can show, and a lesson about schedules or materials. Job openings are a reason of their own to be here, since users appreciate the job ads.
  • Path to a meeting: a site visit or a call about an upcoming project. Don’t show people or addresses without permission.

Consultant

  • Who they want to reach: one clear role, for example HR managers at growing companies.
  • Headline: HR consultant for companies with 20–200 employees | Recruitment, pay setting and support for managers
  • Posts: one question a week that clients actually ask, answered properly. The Service Page lists the services, with contact for pricing.
  • Path to a meeting: a short call on a concrete topic, suggested to someone who has commented or got in touch. Thought Leader Ads only once a post has already worked.

The algorithm and the rhythm in brief

  • The algorithm. LinkedIn rebuilt its feed in March 2026. According to the engineering blog, the ranking model reads more than a thousand of a member’s past interactions and uses professional signals such as industry, experience, skills and geography, but never demographic attributes. The full walkthrough is in How the algorithms work.
  • The rhythm. One post a week on the page is a reasonable minimum. LinkedIn does not show when your followers are active, so test times yourself, see Best time to post and how often.
  • The formats. LinkedIn advises Pages to use images, video, documents and articles. In February 2025 LinkedIn said video uploads had risen 36 percent in a year, according to TechCrunch. The figure is not specific to Sweden.

Do it yourself or get help

Most of this guide can be done yourself: the page in an afternoon and each profile in an hour. What takes time is writing every week and replying when someone gets in touch. What different kinds of help cost is in What does social media help cost?

LinkedIn is not part of our Plus and Premium packages, which are built around Instagram and Facebook. If you want help with LinkedIn, we put together a setup and quote it separately and in plain text before you say yes. Get in touch and we will go through what fits. How social media fits with the rest of your visibility is in Social media for local businesses, and what we do on the other channels on our page about social media help.

Frequently asked questions

Does a LinkedIn Company Page cost anything?

No. According to LinkedIn’s Help Center you can create a LinkedIn Page for free, and all you need is a LinkedIn account. What costs money is advertising, such as Thought Leader Ads, and LinkedIn’s Premium subscriptions if you choose to buy them. As of 24 October 2026.

How do you create a Company Page on LinkedIn?

On desktop, select For Business in the upper-right corner of your homepage, scroll down to Create a Company Page and choose the Page type Company. Fill in the Page identity, the company details and the profile details, check the box confirming you can act on behalf of the organisation and click Create page. You can also do it in the iOS app, but according to LinkedIn not in the Android app.

How do you market a business on LinkedIn?

With a complete Company Page that shows what the business does and personal profiles that carry the conversations. Write posts that help customers in their work, comment on other people’s posts and avoid bragging. Frequent users in Sweden appreciate the networking and the serious tone but dislike bragging and sob stories, according to Svenskarna och internet 2026. Paid reach is an add-on once a post already works.

How do you get leads on LinkedIn?

Through people and, if you want to pay, through ads. Organically you need a profile that says who you help and with what, posts that answer customers’ questions and connection requests with a personal line and a concrete next step. On the paid side, Lead Gen Forms in ads are prefilled with details from the member’s profile. LinkedIn does not permit third-party software that automates activity on its website.

What are LinkedIn Thought Leader Ads?

An ad format where the company pays to spread a post from a person, such as an employee, an industry expert, a customer or a creator. The author gets a request and can approve or deny it. According to LinkedIn the ads run with the objectives brand awareness, engagement or video views. As of 24 October 2026.

How many people in Sweden use LinkedIn?

27 percent of internet users in Sweden aged 8 and over have used LinkedIn in the past year, 12 percent use it at least weekly and 5 percent daily. Among adults aged 20 and over the shares are 32, 15 and 6 percent. Among white-collar employees, 59 percent have used LinkedIn in the past year, against 16 percent of those in manual occupations. Source: Svenskarna och internet 2026, collected in January 2026.

Sources

All web pages read on 24 October 2026 unless another date is given. Menus and features reflect the situation in October 2026 and may change.