I recently audited 50 LinkedIn company pages for businesses ranging from startups to Fortune 500s. My scientific conclusion? Most of them are digital snoozefests that could cure insomnia.
You know the type: sterile corporate announcements, awkward group photos at charity events, and the inevitable “We’re excited to announce our partnership with [company nobody cares about]!”
The problem isn’t that these companies are actually boring—it’s that their LinkedIn presence feels like it was created by a committee determined to offend absolutely nobody. The result? Content that excites absolutely nobody.
Last quarter, I helped revamp the LinkedIn strategy for a mid-sized B2B software company whose page engagement had flatlined. Within 60 days, their average post engagement increased 347%, page followers grew by 22%, and—most importantly—their LinkedIn-sourced leads jumped from 6 to 37 per month.
Here’s what actually works for company pages in 2024:
Showcase individual humans, not your corporate entity People connect with people, not logos. The company page that featured their junior developer explaining a technical challenge got 8x more engagement than their sleek product announcement. Your employees are your best brand ambassadors—especially those with direct customer contact.
Document, don’t create Stop trying to manufacture perfect content. Instead, document what’s already happening in your business. One client simply started posting brief interview snippets with different team members about what they were working on that week. Authentic, easy to produce, and genuinely interesting.
Develop a distinct voice Your corporate communications team might have a heart attack, but the most successful company pages have a recognizable personality. Mailchimp, Slack, and Shopify all sound like actual humans wrote their content—because actual humans did, without drowning in approval processes.
Leverage employee engagement strategically When employees engage with company content, it reaches 561% more people on average. But begging employees to like every post is the wrong approach. Instead, create an “engagement pod” of 5-10 employees who authentically care about specific content types and ask them to engage only with posts relevant to their expertise.
Use LinkedIn’s forgotten features Only 12% of company pages I audited were using LinkedIn Polls, and just 8% were using the Product Pages feature. Both dramatically increase engagement. One client’s product poll generated 4x their typical engagement and uncovered valuable customer insights simultaneously.
Respond to every. single. comment. This should be obvious but rarely happens. When companies respond to comments, those posts see 17-33% higher engagement as conversations develop. Assign someone to check notifications daily—this isn’t optional.
Establish a consistent cadence The companies showing the strongest growth posted 3-4 times weekly on consistent days. The content followed a predictable pattern: industry insights on Mondays, behind-the-scenes on Wednesdays, and customer spotlights on Fridays. This predictability builds audience expectations and habits.
Remember: your company page isn’t competing against other companies in your industry—it’s competing against every other item in your audience’s feed. If you wouldn’t stop scrolling to read what you’re posting, why would anyone else?