If you have a company page OR if you’re a creative agency helping clients with their messaging, social media and/or LinkedIn page – this newsletter is for you!
Having a company page is something most companies see as an essential part of their marketing strategy. They’re right: in 2026 it would be as odd not to have a company page on LinkedIn as it would be not to have a website. In fact there are companies that rely on their LinkedIn company page for most, or all, of their online visibility.
The company page should be a big focus for the marketing department – in terms of time and budget. Setting up a powerful page takes time and consideration and then of course, it has to be kept ‘active’ with engaging content to appeal to the company’s ideal customers.
Regularly populating the page with appealing, relevant and well-designed posts to ensure there is a steady flow of activity so it looks exactly as it should. There is consistency, there is structure, and there is a clear intention to “show up”.
However, there’s a problem. When the marketing department and/or the CEO look at the results, something doesn’t quite add up. Reach is limited. Engagement is inconsistent and most importantly, those posts are not leading to meaningful conversations or commercial opportunities.
At that point, the assumption is often that more needs to be done. More content, more frequency, more refinement. Or a different content plan; more video, brighter colours, more product.
However, the issue is rarely the quality or the amount of the content. It is where that content is coming from.
The moment things start to shift
A few years ago, I came across a statistic that completely changed how I think about LinkedIn, and which led me to change my business model.
Content shared by employees can generate up to 561% more engagement than the same content shared by a company page. It is the same message, but with a different messenger, it carries a different weight.
Now that I’ve seen it, I have found it becomes difficult to ignore. Put simply, it explains why so many company pages feel like they are working hard without seeing a return, while individual profiles, often with far less effort, are generating visibility, conversations and opportunities.
Why people outperform company pages
This is not about the algorithm; this is about psychology.
This is about trust.
People respond to people.
We are far more likely to engage with someone who has a name, a face, a track record and a point of view than we are with a brand speaking in a neutral, polished tone.
This is reflected more broadly in how trust is evolving. The Edelman Trust Barometer consistently shows that trust in institutions is declining, while trust in individuals—particularly peers and ‘people like me’ is significantly higher.
“41% of people no longer trust CEO’s or PR departments”
So, when a piece of content appears in a feed, the question is not just ‘Is this relevant?’, but ‘Do I trust where this is coming from?’.
That is where employee advocacy becomes powerful.
The asset most companies are under-using
The most valuable asset a company has is not its company page. It is its people.
It’s real people with names and job titles. People with experience and credibility. People who have built networks with intention and who can engage conversationally.
And yet, in most organisations, that asset is largely untapped.
Employees may have profiles, but they are not positioned properly. They may occasionally share content, but without any real direction or confidence. In many cases, they are simply not encouraged to be active at all.
This means the company is relying on a single channel when it could be amplifying its message through dozens, or even hundreds, of individual voices.
It’s not just about getting more leads
I worked with a finance company in Wales who weren’t facing the challenge of getting more business. Business was going well so they were looking to expand.
But, they were struggling to recruit. They had spent a significant amount on recruitment agencies, with limited success. They were finding it difficult to attract candidates who were the right fit for their culture.
Instead of focusing on job adverts, we shifted the approach. Members of the team started sharing posts about what it was like to work at the company. Not in a scripted or corporate way, but in a way that reflected their real experience. They talked about the culture, the opportunities, the small details that make a difference day to day.
What happened next was immediate.
They received more applications than they had through any previous campaign, or previous recruitment agencies, and more importantly, those applicants were far more aligned with the business. Each applicant understood the culture before they even applied because the employees had been sharing it on their personal profiles.
I’m not saying they were flooded with applicants. This was just after the pandemic and they were looking for someone to work in the office full time, in a remote part of the UK. It wasn’t an easy hire.
However, their campaign worked so well that they ended up hiring two people, not just one! The quality of the applicants was so high, they couldn’t resist!
The commercial impact, and why this matters to leadership teams.
This is where employee advocacy moves from being a ‘nice to have’ to something much more strategic. When your people are active on LinkedIn in the right way, several things happen at once.
Not only does your company become more visible to the outside world, but your credibility strengthens, because your message is coming from multiple trusted sources. Showing the culture of your company to a relevant audience helps future clients and also potential employees, what it’s like to work with you. So not only will potential hires be more aligned but future clients will too. Making your job, as a company, much simpler and more enjoyable.
I talk about this in CHAPTER 1 of my book ‘Employee Advocacy on LinkedIn’. You can buy your copy HERE.
Employees are not always sure what to say or how to say it. There is often no clear framework to guide them, and in some organisations, there is a concern about what happens when individuals start speaking more openly. But right now, in 2026, the risk of not doing it far outweighs the risk of doing it. While one company is holding back, another is empowering its people to build visibility, credibility and relationships in a way that is far more aligned with how business is done today.
If your competitors are doing it and you’re not, you will get left behind.
Why is this important for agencies?
As an agency, if you can get your clients to engage in an employee advocacy programme, your work will go so much further! Just think about it: you create a content strategy which either
1. Sits quietly on the clients’ company page
Or
2. Gets up to 561% more engagement because the teams are spreading it all over LinkedIn
Which is going to bring you the biggest ‘thank you’ and ‘wow you’re amazing, we’ll keep using you AND recommend you to all our fellow agency owners?
I think you know the answer.
A shift in mindset
Employee advocacy is often misunderstood as a content exercise. In reality, it is a behaviour shift. It is about moving from a model where communication is centralised and controlled, to one where individuals are trusted to represent the business in a way that feels natural and authentic.
That does not mean removing structure altogether. It means putting the right support, training and strategy in place so that people can show up consistently and confidently.
Final thought
Most companies are trying to grow their presence on LinkedIn by doing more of the same.
More posts.
More campaigns.
More effort focused on the company page.
But the opportunity is not in doing more, it’s in doing things differently.
The companies that are seeing results are not relying on a single voice. They are building networks of trusted voices, and those voices belong to their people.
If you are investing time and budget into LinkedIn, but not seeing the return you expected, it may be worth asking yourself a simple question:
Are we making the most of the most powerful assets we already have?
