The FAA is somewhat clearer.
If you are a company operating its airplane, the company is considered a private individual, and can operate the aircraft subject to Part 91 as a private aircraft. Your pilots, if paid as pilots and not flying incidentally to their employment, are commercial and must be so rated.
Other than company employees may fly in the company airplane, as long as no fee is charged. These others might share in the expenses, proportionately, but seldom do.