I’ve never been happier to wake up to read a LinkedIn post announcing that a brand’s Company Page wouldn’t behave like one anymore.
The page was Manychat, and I’ve been talking about it for three months now. I’ve used it as an example on stage at Social Media Marketing World. I’ve sent so many people to look at it that my DMs lit up with strangers asking me what Manychat actually sells or whether they should try it.
So I did the obvious thing and got Ashley Amber Sava, a self-described Content Anarachist and the person behind the LinkedIn Page strategy on the podcast to explain how she pulled it off.
What follows isn’t a recap of our conversation. It’s the playbook underneath it, and how you can use it on your own LinkedIn Company Page.
Most Company Pages Are Like An Empty Office Lobby
Ashley’s description of the average Company Page is one of the best I’ve heard:
“They’re beautifully vacuumed, there might be a nice plant in the corner, probably somebody replaced a motivational poster, but no one actually comes there to hang out.” Ashley Sava
That’s it. That’s most of LinkedIn.
Then we all stand around discussing why nobody engages with Company Pages. Well, what did you expect? You stripped the soul out of them and then wondered what was going on.
Here’s the thing though. Those Pages aren’t boring because the people running them are boring. They’re boring because nobody ever agreed what the Page was for.
At Manychat, employer brand owned the Page from day one. That made complete sense: their job was to make people want to work there. But Ashley’s job was entirely different.
“We don’t want to just get talent interested. We wanna recruit attention.”
Two teams, two missions, one Page. Something had to give.
Before you touch a single post, get agreement on:
- Who owns the Page day to day (a name, not a department)
- What the Page is trying to achieve. Pick one primary goal
- Who the Page is actually talking to
- What the other teams lose, and how you’ll make that up to them
That last one is the bit people skip. Ashley didn’t win the argument by telling employer brand they were doing it wrong. They weren’t. They were hitting the goals they’d been given.
She won it by being honest that the Page was being repointed at a different problem, and by still helping promote their content when she could. Give and take.
Change The Metric Before You Change The Content
This is the part I want you to sit with, because it reframes everything. Most of us measure whether people find us. Followers, impressions, reach. Ashley threw that out:
“I don’t care if people find us. I care whether they think to involve us.”
Before the change, Manychat got tagged when an automation broke, or someone had a product question. Useful, but reactive. What Ashley wanted was for creators in the middle of a debate about burnout to say “tag Manychat, I want to know what they think.”
That is a completely different relationship. You stop being customer support and start being part of the culture.
“If nobody misses your opinion when you’re absent, you haven’t actually built a voice.”
Ask yourself honestly: if your Company Page went quiet for a month, would anyone notice? If the answer is no, more posting won’t fix it. A different goal might.
Commenting Is The Strategy, Not The Afterthought
Here’s what surprised me most. Manychat publish about three times a week. That’s it. The heavy lifting happens in other people’s comment sections.
But it only works if the comments are worth reading. Ashley’s rules:
- Never leave a comment that only benefits you
- Add data, insight, a better question, or a laugh
- Entertain first. Nobody wants to be educated by someone dull
- If it could be replaced with “Great post”, don’t bother.
Fun Fact: The day after Manychat announced the change, the Page went to LinkedIn jail for over-commenting on external posts. It’s the only example I’ve ever heard of this 🤣
Brand Personality Needs Guardrails, Not a Committee
Plenty of B2B marketers know their Company Page is a snoozefest. They also know that trying something more human can feel uncomfortable. The answer isn’t removing every approval process or letting the Page become a free-for-all. It’s giving the person behind it clear guardrails and enough trust to use them.
Brand personality doesn’t come from copying the funniest Page on LinkedIn or jumping on every trend. It comes from knowing what the brand believes, how it speaks and where it has something useful to say.
That’s where a practical tone-of-voice guide earns its place.
It should help the LinkedIn Page team understand:
- Which Topics the Brand Can Speak About
- Which Opinions It Can Confidently Hold
- How Direct or Playful the Language Can Be
- Which Subjects Need More Care
- When Legal or Leadership Review Is Required
- What Strong Posts and Comments Look Like
“Stop treating your Company Page like it’s a museum exhibit behind these velvet ropes and maybe treat it instead like the most extroverted employee you have ever hired.” Ashley Sava
That employee still understands the business. They know when to listen, when to speak and when a topic needs more care. But they don’t stand quietly in the corner waiting for permission to have a personality.
When too many people need to approve every sentence, the safest version usually wins. By the time everyone has finished smoothing it out, they’ve often removed the reason anyone would read it.
Is your approval process genuinely helping the brand or quietly making it harder to stay relevant?
- Start small and build confidence.
- Publish one post that sounds like it came from an identifiable human.
- Leave thoughtful comments on a topic the brand genuinely understands.
- Test one stronger opinion backed by real experience.
Tip – You don’t need to copy ManyChat. You need to find the version of your own brand that people will recognise and remember.
Where To Start This Week
If your Company Page is dull and you can’t get buy-in for a full reset, don’t start at the top.
Start here:
- Pick one topic your audience argues about. Not a topic you like, one they have opinions on.
- Leave 20 thoughtful comments on it this week. From the Page, not just your profile.
- Publish one post that sounds like an identifiable human wrote it. One. Not a rebrand.
- Screenshot what happens and take it to whoever needs convincing.
Small enough that nobody has to approve it. Real enough to build a case with.
Your competitors are all sitting in a meeting right now deciding what to publish next.
Meanwhile, there’s an entire internet of conversations happening without them.
Go and join one.
Cheers!
Michelle J Raymond
PS Want to know what’s actually holding your LinkedIn Company Page back? I run Company Page audits and strategy for B2B businesses — https://b2bgrowthco.com/linkedin-company-page-audit-strategy/
