If you’re wondering how to grow a LinkedIn company page that attracts meaningful engagement and elevates your organisation’s presence, it starts with rethinking your approach to organic strategy. While many businesses have traditionally relied on senior leaders to amplify thought leadership and expert insight, there’s now a major opportunity for companies to take the reins of their own LinkedIn presence, amplifying both corporate and individual voices to drive stronger, more sustainable reach.
LinkedIn has evolved far beyond a platform for individual career growth and simple corporate communications. Today, it’s a powerhouse for companies aiming to build their brand, engage their audience, and establish thought leadership.
How to Organically Grow a LinkedIn Company Page
From Individual to Company Thought Leadership
Historically, LinkedIn thought leadership came from C-suite and senior leaders. While these voices remain important, the platform now encourages companies to publish long-form content directly from their company pages, giving brands control over the conversation while still leveraging the credibility of individual contributors. For example, a post by a CEO or director can now be organically promoted by the company page, creating a unified presence that taps into multiple networks at once.
Combining company and individual content can significantly multiply reach and engagement. Posts from individual profiles generate roughly two times higher click-through rate (CTR), whilst audiences are three times more likely to trust company key messaging that is shared by an employee versus the company page or C-Suite. By aligning these efforts, brands can maximise exposure while maintaining a consistent message.
Creative Content Formats Drive Engagement
LinkedIn isn’t just for text-based updates. Companies that experiment with native post formats – videos, polls, carousels, PDFs, and document posts – stand out in busy feeds. Just like other social platforms such as TikTok and Instagram, LinkedIn’s algorithm rewards users who diversify their presence and create original content of value to their networks. Creative formats not only capture attention but also encourage interaction, allowing brands to convey complex ideas, share research, or tell stories in ways that resonate with professional audiences. Whilst you generate conversations, drive brand awareness and boost positive company perception, LinkedIn benefits from longer audience dwell times on the platform – it’s a win-win all round.
Active Engagement Builds Community
Posting is just one part of growing a LinkedIn company page. Monitoring sector conversations, tracking competitor activity, and engaging with industry thought leadership helps inform content that is relevant and timely. Responding to comments, fostering discussions, and participating in conversations on your feed strengthens trust and authority, transforming your page from a broadcast channel into an active community.
LinkedIn for All Types of Companies
While LinkedIn is often associated with B2B companies, consumer-focused brands can also benefit. Sharing corporate updates, sustainability initiatives, or insights about workplace culture can enhance brand perception and position a company as thoughtful, innovative, and socially responsible. For brands with diverse audiences – partners, employees, investors, and customers – LinkedIn provides a space to engage professionally in ways that other social platforms cannot.
Organically Measuring LinkedIn Success
Organic growth on LinkedIn is about more than vanity metrics. Engagement rates, reach, and the quality of interactions are key indicators. By combining creative content, individual amplification, and active community management, companies can steadily grow their following, enhance credibility, and create meaningful opportunities for future business connections.
Taking Organic Growth Further
Growing a LinkedIn company page organically requires a strategic mix of content, engagement, and amplification. By taking advantage of company page publishing, leveraging employee and leadership networks, using diverse post formats, and actively engaging with audiences, brands can maximise visibility, authority, and influence, all without spending a penny on paid campaigns.
In today’s professional landscape, understanding how to grow a LinkedIn company page organically is essential for building authentic connections and showcasing your expertise.
And for companies ready to go a step further, combining these organic strategies with targeted paid media campaigns can amplify reach, drive conversions, and refine audience targeting, creating a powerful, integrated approach that connects credibility with precision.
If you want to unlock the full potential of your LinkedIn presence, our team of experts can help you craft a tailored strategy, create compelling content, and engage your audience effectively to drive measurable results.
Get in touch with us today to see how we can elevate your LinkedIn growth.