You pour hours into your LinkedIn Company Page. You craft the perfect posts, curate stunning visuals, and hit publish, full of hope.
Then… crickets.
Or maybe a smattering of likes, mostly from your own colleagues. Meanwhile, you see individual employees sharing content, and it seems to just take off. What gives?
When it comes to LinkedIn company page vs employee posts, there’s a disconnect, a fundamental misunderstanding of how the platform truly works. It’s frustrating, right?
The LinkedIn Company Page Dilemma: Who’s Actually Listening?
Let’s be brutally honest. Your company page feels like a ghost town sometimes. You’re broadcasting into what feels like an empty void, and you can’t figure out why. You’ve got thousands of followers, but where’s the engagement? Where’s the ROI? It’s enough to make you wonder if anyone is truly listening.
The “Follower” Illusion: More Than Meets the Eye
Those follower numbers look good on paper, don’t they? But dive a little deeper, and the picture changes.
Did you know that a significant 79% of LinkedIn users are primarily interested in job opportunities, not sales pitches?
Think about that for a second. Your carefully crafted sales content is likely falling on deaf ears because a large chunk of your audience is simply looking for their next career move.
Sure, followers are 6x more likely to view your Career Page – excellent for recruitment, but not so much for driving sales or thought leadership.
The Hidden Demographics: What You Can’t See
LinkedIn gives you some analytics, but it’s aggregate data. You get industry, seniority, company size, and geography, which is helpful, but it doesn’t tell you who exactly is behind those numbers.
You can’t see individual names or their true intent. This lack of granular insight makes it incredibly difficult to tailor your content effectively. You’re essentially firing blind, hoping something hits the mark.
The “Typical” Follower Mix: A Reality Check
Let’s break down that follower count. On average, 20-30% will be your own employees and alumni – people already invested in your brand.
Another 30-40% might be genuine prospects or target audience members, which sounds promising, but they’re often passively observing.
The remaining 10-20%? That’s your job-seekers and general audience members who followed you for a diverse range of reasons, many of which have nothing to do with buying your product or service.
This mix highlights why the argument for LinkedIn company page vs employee posts so often favors the latter – employee networks are inherently more targeted.
Why “Employee Posts” beat “LinkedIn Company Page vs Employee Posts” for Connection
So, if your company page isn’t performing as expected, what’s the alternative?
The answer is right there, within your organization: your employees.
Their posts consistently outperform company page content, and there are very clear reasons why.
Authenticity & Trust: The Human Advantage
People connect with people, not logos. Employees are perceived as more authentic and trustworthy than a corporate entity.
When an employee shares content, it comes with a human touch, a personal endorsement that resonates far more deeply. These are credible, diverse voices, often sharing personal insights and experiences that a company page simply cannot replicate.
They build real relationships, fostering genuine connections that go beyond mere reach.
Targeting & Engagement: Going Beyond the Broadcast
Your employees’ personal networks are inherently more targeted. Their connections are often within their industry, their professional circles, or even their local community.
This means when they share something, it’s far more likely to land in front of a relevant and engaged audience. You get higher engagement because the content is coming from a trusted source within their network, not a generic broadcast from a company page. This is where the power of an employee influencer program truly shines.
Skail’s Impact: Empowering Every Voice
This is where platforms like Skail come in. We understand the power of empowering individual voices.
Skail helps transform your employees into brand advocates, providing them with easily shareable, on-brand content that they can personalize and distribute through their own networks. This amplifies your reach exponentially, without sacrificing the individuality and authenticity that make employee posts so effective. By focusing on AI employee advocacy, we help you harness this untapped potential.
Analyzing Your LinkedIn Company Page vs Employee Posts Performance
To truly understand where your strategy falters in the perennial LinkedIn company page vs employee posts debate, you need to dig into your data with a critical eye. It’s not just about vanity metrics; it’s about genuine impact.
Follower Demographics: Who Are You Attracting?
Go beyond the raw numbers. What do your company page’s follower demographics really tell you? If you’re seeing a high percentage of entry-level professionals or individuals from irrelevant industries, that’s a red flag.
It indicates that your content or recruitment efforts are attracting the wrong kind of attention for your business goals. You need to focus on alignment with your ideal buyer persona. Are the people who follow you actually the decision-makers you want to reach?
Engagement vs. Follower Count: Quality Over Quantity
This is a critical distinction. A high follower count with low engagement is a clear sign that you have a low-quality audience. Are your posts getting comments, shares, and meaningful interactions from your target audience, or just a few likes from people who aren’t your ideal customers?
Job-seekers will click, but decision-makers will engage. Don’t let a large number of passive followers distract you from the lack of genuine interaction that actually drives business outcomes.
Content Reach & Behavior: Are You Resonating?
Look at who is actually seeing and interacting with your content. Are your employees sharing your company page posts? And more importantly, are those shares leading to interactions from your target profiles? It’s about understanding the “intent” behind the engagement. A quick like from an employee is nice, but meaningful comments or shares from potential clients or partners are what truly indicate your content is resonating. This goes beyond passively watching; it’s about prompting action and conversation.
Optimizing Your Strategy: From Company Page to Collective Influence
It’s time to shift your perspective on LinkedIn company page vs employee posts. It’s not just about one or the other; it’s about leveraging both strategically, with a clear understanding of their respective strengths.
Auditing Your Current “LinkedIn Company Page vs Employee Posts” Divide
Start with an honest audit. Segment your company page followers by buyer persona.
Who are they? What job titles do they hold? What are their industries? This will help you identify content gaps.
Are you creating content that speaks directly to your target audience, or are you just producing generic updates? Use your company page for thought leadership and broad announcements, but understand its limitations for direct sales.
For deeper, more personal engagement, you need your employees.
Mobilizing Employees as Brand Advocates with Skail
This is where the real magic happens. Empower your employees, don’t just expect them to share. With a robust employee advocacy platform like Skail, you can provide them with a steady stream of approved content, making it incredibly easy for them to share it on their personal LinkedIn profiles.
Crucially, Skail allows them to personalize messages, aligning the content with their individual voices and ensuring authenticity. This isn’t just about pushing content; it’s about encouraging genuine, organic sharing that connects with their networks in a meaningful way.
Redefining Success Metrics: Beyond Surface-Level Growth
It’s time to change what you measure. Instead of just focusing on overall follower growth for your company page, look for targeted follower growth – are more of your ideal prospects following you?
More importantly, track engagements from those ideal prospects, not just overall likes. Are they commenting? Are they tagging others? Are they initiating conversations? These are the metrics that truly matter.
A well-executed employee advocacy program, powered by tools that facilitate sharing and engagement, becomes a powerful force for building credibility and driving measurable results. For more insights on leveraging your team, check out this LinkedIn Business article on employee advocacy.
The bottom line? Your company page lays the foundation, but your employees build the relationships. Don’t let your strategy be one-sided. Leverage the collective influence of your team, and watch your engagement and impact soar. For further reading, an article from Forbes on turning employees into brand champions offers additional perspective, and Gartner provides guidance on building an effective employee advocacy program. It’s not just about the LinkedIn company page vs employee posts; it’s about integrating both for maximum effect.
FAQ Section
What is the primary difference in reach between a LinkedIn Company Page and an employee’s post?
An employee’s post typically achieves significantly greater organic reach than a LinkedIn Company Page post. This is because LinkedIn’s algorithm prioritizes content from individuals in personal networks, viewing it as more authentic and trustworthy. Company pages often face more algorithmic restrictions, leading to lower visibility without paid promotion.
Why do employee posts often generate more engagement than company page content?
Employee posts often generate more engagement because people connect with other people. Content shared by an individual within their personal network carries a higher level of trust and authenticity. Their connections are more likely to interact with content from someone they know, leading to more likes, comments, and shares compared to content from a corporate entity.
Can an employee advocacy platform like Skail help bridge the gap between company pages and employee influence?
Yes, absolutely. An employee advocacy platform such as Skail is designed to bridge this gap. It provides employees with easy access to approved, on-brand content that they can personalize and share across their individual LinkedIn profiles. This empowers them to become effective brand advocates, amplifying the company’s message and reach while leveraging the authenticity of personal networks. It streamlines content distribution and helps track the impact of employee shares.
Should a business stop using its LinkedIn Company Page if employee posts are more effective?
No, a business should not stop using its LinkedIn Company Page. The Company Page serves crucial functions like official announcements, housing career opportunities, and acting as a central hub for company information and branding. The most effective strategy involves integrating both: using the company page for official communications and thought leadership, while leveraging employee posts for extended reach, authenticity, and deeper engagement within personal networks.
What kind of content is best suited for a LinkedIn Company Page versus an employee’s post?
A LinkedIn Company Page is best suited for official company news, product launches, industry reports, recruitment ads, and broad thought leadership pieces. Employee posts, on the other hand, excel with content that benefits from a personal perspective – like success stories, insights into company culture, personal takes on industry trends, event attendance, and sharing company updates with added personal commentary or anecdotes.
How can businesses measure the success of their employee advocacy efforts on LinkedIn?
Businesses can measure the success of employee advocacy by tracking several key metrics. These include the overall reach and impressions generated by employee shares, engagement rates (likes, comments, shares) on those posts, website traffic driven from employee-shared content, lead generation, and even sentiment analysis related to the shared content. Platforms like Skail often offer built-in analytics to help track these outcomes effectively.
