By Lois Atherton, Account Director
It’s a question we are discussing a lot with our clients. Content that used to bring in steady engagement is now flatlining, reach is down and engagement is unpredictable. For smaller pages, it can feel like nothing is landing at all.
There is a reason for it, and it is less about what you are doing wrong and more about how LinkedIn has evolved.
As the platform has grown, feeds are crowded, attention is finite and the algorithm has had to become far more selective about what it serves its audience. Along with a shift towards pay-to-play content whilst LinkedIn monetises its platform, sponsored ads now take priority over organic brand content.
Data backs this up. The Algorithm InSights 2025 Report analysed 1.8 million posts and found that company page content now reaches around 1.6% of followers. That content accounts for just 1–2% of what users actually see in their feeds, a sharp drop from a few years ago.
This is where many company pages fall short. When the brand is the only voice, content can feel distant, even when it is well written. When employees are absent or inactive, distribution narrows further.
At its core, LinkedIn is a networking platform, favouring human interaction over sales-led messaging. Content from individuals travels further, sparks more conversation and feels more native to the way people use the platform. Research from Refine Labs shows that posts from personal profiles receive nearly three times the impressions and five times the engagement of company posts.
This is where Employee Generated Content (EGC), content shared directly from your team becomes critical. I recently attended a great webinar from Brand Hackers that featured examples such as Moju, Pip & Nut and Nice, all using EGC in a consistent and effective way. One point that stood out was the value of a unified visual approach for team LinkedIn profiles, making content more recognisable in the feed. We’ve implemented this with our client, Athlete Focused, as they scale their own team-led content on LinkedIn to give a subtle brand nod alongside individual posts.
So what are five easy ways you can boost your brand visibility on LinkedIn?
- Let your people do the talking
Your company page still has a place, but it should not be carrying everything. Posts from real people tend to go further. If your team, especially senior staff, are active and sharing their own take, you will see more reach than relying on the brand page alone. Insights from LinkedIn show that content from CEOs performs particularly well so there is huge value in leading this charge from the top, both in generating reach and motivating your team.
- Show up regularly, not constantly
You do not need to post every day. One or two solid posts a week from individuals is plenty. A decent, well-thought-through post will do more for you than a stream of forgettable ones.
- Get a bit of early traction
What happens in the first hour matters. If people engage with a post early on, it is more likely to be pushed out further. Something as simple as dropping a link to the post on your company’s communication page and asking a few colleagues to like or comment can give it a useful lift.
- Make it worth someone’s time
People scroll quickly. If a post feels vague or overly polished, it gets skipped. Share something real, something you have learned or a clear opinion. That is the kind of thing that tends to land on today’s LinkedIn algorithm.
- Bring your team into it
Most people are not avoiding LinkedIn; they just are not sure what to say or where to start. A bit of guidance goes a long way. Share examples of posts that have worked, offer a few rough themes, keep it informal rather than turning it into a process.
The key takeaway is not to abandon your company page. It still plays a role in credibility and consistency with research showing people are more likely to trust and engage with brands that have an active, quality presence on LinkedIn. In many ways, it works like a shop front, somewhere people can land and get a feel for who you are. But today, it is rarely what will drive reach.
If you need help with your LinkedIn strategy, let’s have a chat.
