LinkedIn’s algorithm has shifted, and if you’re a Company Page Admin, Social Media Manager, or business owner, you’ve probably noticed that Page content feels like it’s swimming upstream (putting it nicely 😉).
While most brands are still playing the impressions game, LinkedIn has moved the goalposts to relevancy and relationships. The problem? Most Company Page strategies are still broken.
Today, I’ll share how your page can avoid the most common mistakes and give you insights with my P.A.G.E. Advocacy strategy.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond.
The Brutal Truth: Stop Broadcasting. Start Engaging.
If your Company Page strategy is still “post and ghost”, LinkedIn will ghost you back.
Here’s what’s not working:
- Posting content and never engaging with your audience
- Treating your Page like a one-way megaphone
- Ignoring tags and mentions from your community
- Driving people off-platform with every post (whitepapers, blogs, events)
Company Pages that don’t actively engage will continue to see their visibility drop. The algorithm rewards conversation, not talking at people.
The Power of Alignment: Company Page + Employees = Growth
One of the simplest (but most overlooked) fixes? Align your Company Page with your employees’ activity.
Ask yourself:
- Does your Page like and comment on employee posts?
- Do your employees engage with Page posts?
- Are both working together, or is it a siloed effort?
This is where The Power of Two kicks in. When Company Pages and employee personal brands amplify each other, LinkedIn notices. Relevancy grows. Visibility grows. Business grows.
Stop Sitting on the Sidelines: Pages Need to Play
If your Page only comments on its own posts, you’re missing a huge opportunity.
Here’s what proactive LinkedIn Pages are doing:
- Commenting on posts where the brand is tagged
- Engaging with customers, partners, suppliers, and industry bodies
- Following other Company Pages to build a dedicated feed of relevant content to engage with
- Reposting content as your Page
The algorithm loves Pages that build relationships, not just content libraries.
The P.A.G.E Advocacy Framework: Your No-Hacks Strategy
Here’s how you win:
- P = Play. Get your Page out into the game. Comment on posts, especially from your team and partners.
- A = Amplify. Use your Page to spotlight your employees. Showcase their expertise and make them the heroes of your brand content.
- G = Give to Get. Proactively support others. The law of reciprocity is alive and well. Give first, and the engagement will come back to you.
- E = Establish. Focus on building your brand’s thought leadership. Use educational, behind-the-scenes, and insight-driven content to stay top of mind without always pushing people off LinkedIn.
This is the framework I use with my clients. No hacks. Just human-first, proactive brand building.
Final Thoughts: Company Pages Aren’t Dead. They’re Just Misunderstood.
If you’re still blaming the algorithm for poor Page performance, it’s time for a reset. The real question is: Are you giving the algorithm anything valuable to work with?
Company Pages that show up, join conversations, and amplify their people will always outperform those that don’t.
So, here’s your homework:
- Audit your Page. Are you broadcasting or engaging?
- Check your mentions. Have you left comments unanswered?
- Rework posts that constantly push people off LinkedIn. Keep them in-platform and engaging.
No gimmicks. No shortcuts. Just smart, strategic LinkedIn visibility.
Want to work with me? Book a time here – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
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Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
