You can, but you need to set the Role setting in your user profile configuration to the Company ID column in the User table. Row Owners only works with email addresses and Roles. A user always has an email but you they can also have a role if you set it up.
Once you have Roles configured, then you can apply Row Owners to any columns that contain email addresses or Company ID’s and any user with a matching email or company ID will have access to that data.