LinkedIn Company Pages: The Overlooked B2B Advantage

If you have been around LinkedIn long enough, you have probably heard the claim that company pages are dead. They may not get the same reach as personal profiles, and the algorithm favours people over brands. But writing them off entirely is a mistake many B2B brands cannot afford to make.

The truth is, while most LinkedIn company pages are quiet, it is not because the format is broken. It is because they are underused, inconsistent, and often treated as an afterthought. When done well, a company page can be a powerful hub for B2B content, thought leadership, and brand credibility.

Why Company Pages Still Matter in B2B

A LinkedIn company page is more than a formality. It is often the first place potential clients, partners, and recruits will look after finding your brand. Neglecting it is like leaving your shop window empty.

Even if your executives are active on personal profiles, your company page serves important purposes:

• A content hub – a central place to host your brand’s insights, updates, and thought leadership.
• A discovery tool – appears in employee profiles and search results, giving visitors a quick sense of who you are.
• A platform for non-posting employees – not everyone wants a personal brand. Your company page allows their voices to still be part of the conversation.

Making Your Company Page Work

Most company pages fail because they lack structure and purpose. Here is what high-performing B2B pages do differently:

1. Post high-value micro content

Break down long-form assets such as whitepapers, blogs, and reports into bite-sized, shareable posts. Think statistic cards, short videos, and quick insights. These pieces should spark curiosity and drive people to your longer content.

2. Humanise your content with faces

Content featuring employees performs better. Turn insights from your team into short video clips, audio snippets, or quote graphics. It is an easy way to make your brand feel more relatable.

3. Mix content types

Balance thought leadership posts with behind-the-scenes moments, event updates, and cultural snapshots. This keeps your feed engaging for multiple audiences including prospects, partners, and potential hires.

4. Leverage the “spiderweb” effect

When employees engage with company posts, that content reaches their networks. Even with fewer direct followers, your reach multiplies through your team.

Avoiding Common Mistakes

Many B2B brands make the same errors with company pages:

• Posting generic filler – stock graphics and templated carousels no one reads.
• Overloading with announcements – self-congratulations rarely engage audiences.
• Ignoring consistency – posting once a month will not build visibility or trust.

The fix is simple: plan your content with intent, focus on shareability, and post regularly.

The Overlooked Benefits

Company pages are not just about lead generation. They help with:

• Hiring – showcasing culture and values attracts better talent.
• Partnerships – demonstrating expertise and professionalism builds credibility.
• Internal morale – featuring employees makes them feel valued and encourages advocacy.

The Bottom Line for B2B Brands

LinkedIn company pages are not dead. Bad strategy is. With a steady flow of valuable, human, and shareable content, they can become a hidden B2B goldmine.

If you want your brand to stand out on LinkedIn, stop treating your company page like a noticeboard and start treating it like a media channel.

🎧 For more on how to make LinkedIn company pages work for your business, listen to our B2B Shower Thoughts podcast. Watch on YouTube or listen on Spotify.

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