Seven tips on how to grow a LinkedIn company page like a pro

Table of Contents

• 1. Treat Your Company Page Like a Personal Brand
• 2. Focus on Your Greatest Hits
• 3. Leverage Employee Advocacy
• 4. Use LinkedIn’s Built-In Tools
• 5. Engagement Over Followers
• 6. Avoid Bandwagon Trends
• 7. Be Patient and Consistent
• Final Thought: It’s a Long Game, So Stay Consistent

While personal profiles often steal the spotlight, LinkedIn Company Pages are a powerful tool for building brand awareness, engaging with your audience, and driving business growth. But how do you grow a LinkedIn Company Page effectively, especially when the platform favours personal profiles? Let’s dive into some actionable advice from LinkedIn experts Michelle Raymond and Lea Turner, shared during a recent Marketing Meetup session.

1. Treat Your Company Page Like a Personal Brand

One of the biggest misconceptions about LinkedIn Company Pages is that they need to be overly formal or corporate. Michelle Raymond emphasizes that Company Pages should feel personal and social, just like personal profiles.

• Showcase Your Team – Posts featuring employees—whether it’s a behind-the-scenes look at your office or a celebration of team achievements—perform exceptionally well. Ditch the polished corporate headshots and opt for authentic, smartphone-captured moments.
• Be Relatable – People connect with people, not faceless brands. Share stories, challenges, and wins that humanise your company.

2. Focus on Your Greatest Hits

Michelle suggests treating your Company Page like a “Greatest Hits” album. Instead of trying to post daily, focus on sharing your best content—whether it’s a case study, a client testimonial, or a thought leadership article.

• Repurpose Content – If you’re a small business or a solo marketer, it’s okay to repurpose content from your personal profile. Just avoid sharing it on the same day, and tailor it to fit your Company Page’s tone.
• Think SEO – Your Company Page often ranks high on Google searches. Make sure it’s a destination that reflects your brand’s value and expertise.

3. Leverage Employee Advocacy

Your employees are your biggest advocates. Lea Turner highlights the importance of encouraging your team to build their personal brands on LinkedIn, which in turn boosts your Company Page’s visibility.

• Empower Your Team – Provide clear social media guidelines so employees feel confident posting and engaging on LinkedIn. A single point of contact for questions can help alleviate anxiety about what’s appropriate to share.
• Tag and Celebrate Employees – Use your Company Page to highlight individual team members. This not only boosts morale but also encourages employees to share the post with their networks.

4. Use LinkedIn’s Built-In Tools

LinkedIn offers several features to help grow your Company Page organically. Michelle shares some practical tips:

• Invite Connections – Use your 250 monthly invite credits to invite your ideal audience to follow your page. Rotate this responsibility among team members to maximise reach.
• Complete Every Section – LinkedIn rewards fully completed profiles with 30% more impressions. Regularly update your page, including newer sections like Workplace Commitments.
• Newsletters and LinkedIn Lives – These are Michelle’s top recommendations for boosting engagement. They allow you to reach a wider audience and provide value in a more interactive format.

5. Engagement Over Followers

While growing your follower count might be a goal, Michelle and Lea both stress that engagement and community-building are far more important.

• Encourage Interaction – Getting your target audience to comment on your posts can be challenging, especially in industries like B2B or cybersecurity. Michelle suggests getting employees to comment first to break the ice. Think of it like a dance floor—once one person starts, others will join.
• Focus on Value – Don’t get caught up in vanity metrics. Even if people aren’t engaging publicly, they might still be watching. Quality conversations and meaningful connections matter more than likes and comments.

6. Avoid Bandwagon Trends

It’s easy to fall into the trap of chasing LinkedIn trends, whether it’s carousels, polls, or selfies. Lea advises against blindly following the crowd:

• Experiment Thoughtfully – While it’s okay to try new formats, don’t force your content into a trend just because it’s popular. Focus on what resonates with your audience and aligns with your brand.
• Diversify Your Content – Different people consume content in different ways. Mix it up with text posts, videos, carousels, and newsletters to cater to various preferences.

7. Be Patient and Consistent

Growing a LinkedIn Company Page takes time. Michelle reminds us that momentum builds gradually, and patience is key.

• Post Regularly, But Don’t Overdo It – Three posts a week is a good benchmark for most businesses. If you can only manage one, that’s fine—just keep the page active.
• Celebrate Small Wins – Whether it’s a new follower or a meaningful comment, recognise the progress you’re making.

Final Thought: It’s a Long Game, So Stay Consistent

Growing a LinkedIn Company Page isn’t about chasing vanity metrics like follower count. It’s about consistently sharing valuable content, engaging with your community, and ensuring your page is a strong representation of your brand.

By applying these strategies, your company page won’t just be an afterthought—it will become an asset.

As Michelle and Lea both emphasised, LinkedIn is a platform built on relationships. Whether you’re posting on a personal profile or a Company Page, the key is to be genuine, helpful, and consistent.

So, what’s your next step to grow your LinkedIn Company Page? Start by reviewing your page today, and don’t forget to invite those 250 connections!