Show Up (And Stand Out) On LinkedIn

In a world where small marketing teams struggle to stand out organically, LinkedIn Company Pages are often underutilized.

According to HootSuite, there are 67 million company pages on LinkedIn. And, just like any other social media platform, businesses that post weekly see a significant boost in their follower growth. LinkedIn reports these businesses experience 5.6 times more growth than pages that don’t post as often.

However, some businesses must decide whether to focus on creating content for their company page or building a personal brand. In other words, is the focus on the company CEO, or is the focus on the company posting more?

Short answer: both.

Weighing Contrasting Approaches

The reality is they are different tasks and asks. You can grow your followers, engagement and impressions on your company page just as easily as “you, the CEO.”

One reason many companies switch from posting as a company to posting as “you, the CEO” is the lack of internal restrictions. “It’s my page; I can post what I want, when I want, how I want,” is usually the thought process.

On the other hand, the company page’s posts must go through a round of internal reviews — which may or may not be helpful.

The “not helpful” part is when it throws the enthusiasm and excitement for creating content out the window. Company pages often get stuck between what they know works and what they are allowed to do.

Here are some examples:

• Company Page: You know how you use stock images on every post? They don’t work.

• Internal Review: Yeah, but that’s our brand.

• Company Page: You know how you are overly branding all posts. And it looks like a template? Don’t do that.

• Internal Review: But that’s how we’ve always done it.

These examples are how (and why) your company page looks like everyone else’s.

Potential employees are professionally stalking your page when they are looking for job ads. Are you the type of company they want to work with for the next 5–10 years? If they see no posts — or boring, templated posts, what message is it sending?

The reality of having an employee (or the CEO) perform “employee advocacy” posts and have a personal branding page is they can leave the job and take all 6,000 of their followers with them. What does this leave your company page? Nothing.

The challenge is to break free from this mindset and consider breaking free from the “norms” to bring more creativity to the company page.

If you would not stop for your content, why would anyone else?

The antidote is creativity; it involves trying something new and being different, which in the firearm industry can be a difficult hurdle at times.

To accomplish this, let’s review the PAGE framework, which Aussie LinkedIn expert Michelle J. Raymond created. Luckily, this doesn’t require a large budget or ample time, and it works for both B2B and B2C.

PAGE stands for: “P” — Play. “A” — Amplify. “G” — Give. “E” — Establish.

“P” – Play.

An average Company Page post today might receive 1,000 impressions — or sets of eyes (give or take on the number of followers), which isn’t much. Therefore, let’s consider a company with five employees, who, together, might have 8,000 impressions on their posts. Better reach and better impressions combined, right? Therefore, your job as company admin is to comment on these employees’ posts. You must leverage their audience! And when you support them, they help you back.

When a CEO shares a company post, comment on it. When an employee posts a win, repost it to your feed and comment on the original post (make sure to switch from your personal LinkedIn to your company LinkedIn before commenting or reposting).

To help further, ensure the company page follows all employees and other businesses by adding them to the company feed. Another option is to tap the “bell” icon in the right corner of the employee’s profile, which sends a notification when they post.

Now, this doesn’t mean to “spam” posts or followers with silly, willy comments. It involves finding posts within the industry and commenting intelligently as the company page. This task doesn’t have to be done daily, but should be done at least once a week.

“A” — Amplify.

Besides employees, there are company partners. These could be distributors or suppliers. Who else can you support? Who else can you amplify their voice in a thoughtful, meaningful way?

Also, think of comments as a signpost that creates an impression. Every time the task is completed, it provides an opportunity for people to return to the company page.

Plus, commenting is faster than building and approving a feed post for the social media team.

“G” — Give.

An old saying is, “Give to get.” Where can you give on LinkedIn as the Company Page? Examples to consider include a shout-out about a partner or distributor who did something great for you or a repost from an employee who shared a success, which may or may not get a lot of impressions (doesn’t matter). That company or person knows you went out of your way to do it. The key is giving genuinely helpful value without expecting immediate returns. Remember the “social” in social media? You will be surprised by what comes back.

“E” — Establish.

Building a community with a company page doesn’t happen with CTAs (Calls to Action). Sometimes the “marketing bros” on LinkedIn will instruct the focus always be on lead generation versus building a community. If followers see the CTA too frequently, they know the drill: they know they get into a marketing funnel and are on an email list if they download your white paper or sign up for a free class.

The job of the Company Page is not to talk about the company too much. Think of it like being stuck at a party and all that is heard around the room is “I do this, and I do that… I, me, my…” Boring. Self-centered.

Followers want something of substance, guidance and examples. Share a white paper without asking for emails; give a tutorial without requesting followers to “like and share” the post. Put in the effort, and people will show up.

There are emotional people on the other side of that post who are looking for help in making decisions day in, day out. How can you be of service?

What Does This All Mean?

In 2025, LinkedIn has seen a substantial growth in users uploading videos. The company started testing vertical video formats in 2024 and has hosted workshops about video on the platform. Anytime a platform is pushing something — or the CEO of the platform is making something — pay attention. What we’ve seen is the door is open for video creation. If video is being used on other platforms, could it be restructured for LinkedIn? Ask: Is this content relevant to the person I am targeting here? 

In the end, the benefits to the company page are:

• Brand visibility multiplies

• Improved brand engagement

• More qualified leads and growth

• Improved brand authority

Lastly, consider a Company Page challenge: Engage with five posts per day as the company for five days. Remember to switch from your personal profile to the company profile before doing so. Check your analytics before starting the challenge and then recheck them afterward — what changed?

By embracing creativity, leveraging the PAGE framework and staying attuned to LinkedIn’s evolving trends, your company page can transform into a hub of engagement and authority. Start small — take the five-day challenge, track your progress and watch your brand visibility soar.

Remember, LinkedIn is more than a platform; it’s a community. The question is: how will your company show up and stand out?

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