Ever feel like LinkedIn’s algorithm is a haunted maze? You pour time and effort into your company page updates, but they vanish into the digital shadows, getting minimal reach and even less engagement. If your LinkedIn strategy feels like a lonely ghost town, you’re not alone. The stark reality is that for most businesses, their sleek, official company page struggles to cut through the noise.
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The good news? The solution isn't some complex, expensive new platform. It's a "magic spell" you already possess: your employees.
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Employee advocacy is the most potent force for visibility and trust on LinkedIn. 

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Why company pages struggle in the shadows

The primary villain here is the algorithm itself. LinkedIn is, first and foremost, a platform for professionals, not corporate entities.
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The algorithm is inherently biased toward personal profiles because they drive the kind of peer-to-peer interaction and networking that keeps users scrolling. Content from a friend, colleague, or industry peer simply holds more weight than a post from a company page.
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Does this mean you should abandon your company page entirely? Absolutely not. While the algorithm may prioritise personal profiles, your company page remains the essential digital storefront and official hub for your brand. It serves as a source for critical announcements, product launches, and career opportunities. Never stop posting to your page; instead, view its content as the sturdy foundation and the essential fuel for your employee advocacy engine.

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Employees as authentic amplifiers

When your employees share content, they aren't just reposting to a bigger audience; they’re unlocking entirely new, highly valuable networks.
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1. Reach new, relevant networks

A company page primarily reaches its existing followers. An employee, however, shares content with a personal network of former colleagues, industry peers, and people who are often highly relevant. Each employee is a gateway to a unique, engaged community.
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2. Build authenticity and trust

People trust people. A piece of content shared by a human being carries an inherent stamp of authenticity. When an employee shares a company announcement and adds their own take; why they find it exciting, how it impacts the industry, or a quick personal anecdote, it transforms from a sterile corporate message into a trusted, personal recommendation.
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The key is personal perspective: Encourage your advocates to do more than just hit "repost." They should be adding their own analysis, framing, and thought leadership. That’s what makes the post truly connect.

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Driving engagement & conversation

The ultimate prize on LinkedIn is engagement (comments, likes, and shares), because engagement is what signals to the algorithm that your content is valuable.
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Employee posts consistently generate significantly more comments and interaction than company page posts. Why? Because people are more comfortable having a real, two-way conversation with an individual than they are leaving a comment on a corporate page.
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This boost in conversation is critical: engagement boosts algorithmic visibility. The more discussion a post sparks, the more LinkedIn shows it to a wider audience.
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To encourage this interaction, equip your team with conversational content, such as:

• Polls: Quick ways to gather opinions and spark debate.
• Open Questions: Asking "What's your take?" or "How does this impact your role?" invites comments.
• Storytelling: Human-interest stories about projects, failures, or successes are inherently more engaging than simple product announcements.
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Cast the strongest spell

Employees beat company pages at visibility, trust, and conversation, making them an important way to genuinely spook the LinkedIn algorithm into boosting your brand message.
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Ready to amplify your LinkedIn presence and turn your team into brand advocates? brandformula can help you design and implement a winning employee advocacy strategy that drives engagement, builds thought leadership, and cuts through the noise.
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Get in touch with us here. 

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