A LinkedIn Company Page can underperform even when the marketing team publishes consistently. Unclear positioning, content driven by internal requests and a lack of support from the wider business can all limit what the Page achieves. Before adding more posts to the calendar, look at what the Page is there to do and whether your team has what it needs to deliver.
In This Article
👉 Why low engagement doesn’t tell the whole story about your Company Page
👉 What to fix before adding more posts to your content calendar
👉 How to manage internal requests and support employee participation
👉 How to assess whether your Page is helping buyers choose your business
I recently joined Barry Weston on Vista Social’s Beyond Social podcast to discuss the questions I hear from B2B marketers about Company Pages. Why is engagement so low? What should we post? How do we get employees involved? And how do we know whether any of it is working?
One observation from that conversation sits behind much of my work:
“I realise that to get the best out of LinkedIn for businesses, I have to figure out how to get the best out of the team and the people.”
When you’re responsible for the Page, you feel the pressure to make it work. But decisions about its audience, ownership and priorities involve people across the business. That’s why I believe LinkedIn is a Team Sport.
Is a LinkedIn Company Page Still Worth It If Engagement Is Low?
Yes, a LinkedIn Company Page can help buyers assess your business even when they don’t publicly engage with its content. Low engagement deserves investigation, but it doesn’t tell you everything about the Page’s value.
In my experience, the Page becomes particularly important when someone is getting closer to spending money. They may have built a relationship with a salesperson or followed an employee’s content. Now they want to check the business behind that person. Can they trust you? Will your organisation deliver what they’ve been promised?
As I said in the conversation, “You don’t want to let it get away just because you’ve got a ghost town of a Company Page.”
Look at your Page through that buyer’s eyes. Does it explain what you do? Does the content demonstrate relevant expertise? Is there evidence that you understand their challenges? A quiet comments section doesn’t answer those questions. Neither does a large follower count.
What Should We Fix Before Posting More on LinkedIn?
Start with positioning and messaging. Your Page should make it easy to understand what your business does, who it helps and what makes it different.
During the interview, I described reviewing my own Company Page and personal profile:
“So I had clarity for both around what I do and who I do it for and what makes me different.”
That review also led me back to my website. If the Page says one thing, your people say another and the website tells a different story again, buyers have to do the work of joining it all together.
Ask someone outside your team to look at your Page and explain who it’s for. If their answer is vague or wrong, you’ve found something worth fixing before increasing your posting frequency. Use clear language about the problems you solve and make sure your content supports that positioning.
A clear LinkedIn Company Page strategy gives your team an agreed direction for those decisions.
What Should a B2B Company Page Post About?
Create content that helps your audience understand a problem, do their job better or make a more confident buying decision. My advice in the interview was:
“And start creating content that makes other people better at their jobs. Give them confidence. Give them all of those insights that they need to go and convince somebody else in the business to sign off on the budget.”
There are conversations happening inside a buyer’s organisation that your sales team will never hear. Your content can give people something useful to take into those conversations.
That could include:
- Questions buyers should ask before choosing a solution
- Common mistakes and how to avoid them
- Explanations of technical issues in language colleagues can understand
- Customer examples that show how a problem was addressed
- Practical guidance from your subject matter experts
Company news can still have a place. The useful question is what that news means for the audience. An announcement becomes more relevant when you explain how it affects the people you want to reach.
How Do We Stop the Company Page Becoming an Internal Noticeboard?
Agree on the Page’s audience, priorities and decision-making process before the next wave of content requests arrives.
I understand how a noticeboard happens. Someone asks the Page admin to post something. They want to be helpful, so they agree. Then two more people ask. Each request seems reasonable on its own, but eventually the Page reflects whoever asked most recently.
As I explained to Barry, “And then all of a sudden the strategy goes out the window, but the relationships are intact inside the business, which you can’t just ignore, right?”
The marketer still has to work with those colleagues tomorrow. They need support for these decisions, especially when requests come from senior leaders or different regions.
Document who the Page serves, what belongs there, who makes the final decision and where other updates can go. A shared strategy gives the admin something to refer to beyond personal preference. It also helps colleagues understand why a different channel or approach might work better for their request.
How Do We Get Employees to Support the Company Page?
Make participation useful, realistic and supported. People need to understand what’s in it for them and feel confident about what they can contribute.
My starting point is simple: “not every employee wants to be a creator.” Expecting everyone to publish regularly overlooks different roles, confidence levels and workloads.
The Power of Two is my approach to bringing the Company Page and people together. The Page gives the business a consistent brand presence. Employees contribute expertise, relationships and their own perspectives. Each strengthens the other.
Start with willing participants and offer manageable ways to help:
- Share a customer question with the marketing team
- Add a useful comment to a relevant Company Page post
- Contribute specialist knowledge for an article or video
- Publish an original perspective on a topic the business wants to be known for
Give people guidance, examples and time to learn. Employee advocacy is more than content distribution. It takes more than sending a link and asking everyone to engage.
Should We Comment as Our LinkedIn Company Page?
Yes. Thoughtful commenting allows the Page to take part in relevant conversations and support the people around the business. I call this Page advocacy.
“It’s like a little signpost that leads people back to the page and reminds them of the brand.”
Look for opportunities to recognise an employee’s expertise, contribute to an industry discussion or support a customer’s achievement. The comment should add something specific to the conversation. A generic compliment followed by a sales pitch gives people little reason to be interested.
Page advocacy also makes employee participation more reciprocal. If you want your team to support the Company Page, consider how the Page can support them too.
For a practical example, read how ManyChat uses Company Page commenting to build community, based on my conversation with Ashley Sava.
How Should We Measure Whether the Company Page Is Working?
Measure the Page against its purpose and its own progress over time. Comparing its likes with a popular employee’s post gives you an incomplete picture.
In the interview, I discussed how personal posts can attract support from friends who like the person posting. As I put it, “Now that doesn’t mean you’re any closer to someone buying.”
Keep reviewing reach and engagement, but combine them with other evidence:
- Are relevant people responding to the content?
- Which topics bring useful questions or conversations?
- Are visitors taking relevant actions on your website?
- Do prospects mention your content during enquiries or sales conversations?
- Can sales colleagues use the content to answer buyer questions?
Ask prospects how they heard about you and what helped them decide to get in touch. You won’t be able to attribute every sale to a post, but this feedback can help you understand what the analytics miss. Equally, low engagement alone isn’t evidence that buyers are quietly converting. Look for supporting signals.
What Should We Prioritise If the Company Page Still Isn’t Performing?
Review the foundations in order: positioning, buyer relevance, ownership, team participation and measurement. Identify the biggest gap and agree who will address it. Trying to change everything at once can leave an already stretched marketing team with more work and no clearer direction.
This is where a LinkedIn Company Page Audit and Strategy can help you understand what’s holding the Page back and where to focus next.
Better results depend on what happens before and around the posts as well as the content itself. Give your team a clear audience, shared priorities and practical support, and they have a stronger basis for every decision they make on LinkedIn.
Watch or Listen to the Full Conversation
Watch Michelle J Raymond’s conversation with Barry on Vista Social’s Beyond Social podcast for more on LinkedIn Company Pages, employee participation and B2B strategy.
Watch the YouTube video here.
Prefer to listen? Listen to the episode on Apple Podcasts.
