Why LinkedIn Isn’t a Company Page Strategy Anymore
Most companies are still approaching LinkedIn like it’s a platform to manage.
They are building the company page, posting consistently, and keeping it active.
On the surface, that makes sense. It feels organized, controlled, and on-brand. But it’s not where the real traction is happening anymore. What’s actually working right now on LinkedIn isn’t coming from company pages. It’s coming from people.
The Shift That’s Already Happening
I was listening to a podcast recently breaking down LinkedIn performance data, and one thing stood out immediately. Personal profiles are driving more engagement.
More comments.
More conversations.
More actual interaction.
Company pages, on the other hand, are still getting impressions. People are seeing the content, but they’re not engaging with it in the same way. And to me, that tracks.
People don’t open LinkedIn looking to interact with brands; they open it to hear from people. Especially right now, with so much AI-generated content in the mix, there’s a stronger pull toward content that feels human, specific, and grounded in someone’s actual perspective.
Where Most Companies Miss It
The default response to this shift is usually one of two things:
Double down on the company page
Or tell the team to “start posting more”
Neither of these really solves the problem because the opportunity isn’t just “more content”, it’s distributed presence.
This is where employee advocacy comes in, and where most companies are still underutilizing LinkedIn.
What Employee Advocacy Actually Looks Like
Not the version where everyone is expected to post random updates. The version where it’s intentional. Where leadership is visible. Where team members are supported in building their own voice. Where content is created in a way that people actually want to share it.
Instead of one company page trying to reach an audience, you now have:
A founder sharing perspective
A sales lead speaking directly to prospects
A team member sharing behind-the-scenes context
Each person is reaching a different network, and each post feels more personal, more specific, more credible.
And that’s what people engage with.
Why This Works
This works because it changes how the brand is experienced.
It stops feeling like marketing and starts feeling like a conversation.
When someone hears about your company through a person - not a logo - there’s context, tone, and trust built in immediately.
That’s hard to replicate from a company page alone.
The Real Role of the Company Page
This doesn’t mean company pages don’t matter. They still play a role in visibility, credibility, and housing core information, but they shouldn’t be the centre of your LinkedIn strategy anymore - they should support it.
The real momentum comes from people.
The Shift to Pay Attention To
If you’re managing LinkedIn for a business right now, the question isn’t:
“How do we grow the company page?”
It’s:
“How do we help more people within the business show up well?”
Because that’s where the platform is moving, and the companies that figure this out early will have a completely different level of reach and trust than those still treating LinkedIn as a static channel.