LinkedIn Company Pages vs. Employee Accounts: Where to Invest

If your LinkedIn strategy is all about the company page, you're leaving a massive amount of reach on the table. And I don't mean a little. I mean an order-of-magnitude amount.

The engagement gap is enormous

Employee posts on LinkedIn get roughly 8 to 10 times more engagement than company page posts.

Let that sink in. Not 20% more. Not double. Eight to ten times.

Here's why. When your company page publishes something, it's competing against every other brand post in your followers' feeds. LinkedIn's algorithm knows people don't engage much with corporate content, so it throttles distribution right from the start. The result? Shrinking organic reach that slowly forces you into paying for every impression.

But when an employee posts, it enters their personal network's feed. It feels like hearing from a colleague, not getting marketed at. People actually stop. They read. They comment. And every comment pushes the post further into new networks.

Why People Follow People

Be honest with yourself. When was the last time you eagerly clicked on a post from a company page?

Now think about the last time you read something from a founder or engineer who shared a genuinely interesting insight.

That's the difference. Individual accounts carry personal credibility. When a VP of Product shares what they learned from a failed launch, it resonates because there's a real person with real stakes behind it. When the company page shares a polished version of the same story, it reads like marketing. Because it is.

This isn't a knock on marketing teams. It's just how social platforms work. People on LinkedIn want genuine professional insight, not corporate messaging.

What Company Pages Are Good For

Company pages aren't useless — they just serve a different purpose than growth. Here's what they actually do well:

• Official announcements. Fundraising rounds, product launches, earnings, acquisitions. These should come from the company page for credibility and record-keeping.
• Job postings. Still the hub for recruiting listings and employer branding basics.
• Credibility when prospects research you. Customers and candidates will check your company page. Keep it updated and professional.
• Investor and partner relations. Formal stakeholders expect company-level communication.

Think of the company page as your LinkedIn homepage. It should look good and stay current. But it's not your growth engine.

Employee Accounts Are the Growth Engine

The real leverage comes from getting multiple employees posting regularly on their personal accounts. Here's what that looks like in practice:

Start with leadership. Founders, C-suite, VPs — they have the most built-in credibility. A CEO who posts once a week creates more brand awareness than a company page posting daily. I've seen this play out over and over.

Expand to subject matter experts. Engineers, PMs, designers, customer-facing team members — they all have unique perspectives that attract different audiences. An engineering lead sharing technical decisions reaches a completely different network than the CEO does.

Encourage authenticity over polish. The posts that perform best on LinkedIn aren't perfectly crafted brand messages. They're honest reflections, lessons learned, contrarian takes, behind-the-scenes stories. Give people freedom to write in their own voice.

Provide support, not scripts. The fastest way to kill an employee advocacy program is to hand people pre-written posts and ask them to copy-paste. Don't do this. Instead, give them content ideas, writing help, and tools that make posting easy without stripping out the personal element.

Building a Sustainable Employee Posting Strategy

Getting a few people to post once is easy. Getting a team to post consistently for months? That's the hard part. Here's what actually works:

• **Make it frictionless.** The biggest barrier is the time it takes to write. Tools like TeamPost help by generating drafts from rough ideas and scheduling posts in advance, so people can batch their content creation.
• Set a low bar. One post per week per person. That's it. From a team of five, that's 20 posts a month — way more reach than the company page could ever generate alone.
• Celebrate wins. When someone's post gets traction, share it internally. Nothing motivates participation like seeing a colleague get 50,000 views on a post about their work.
• Don't obsess over vanity metrics. Impressions fluctuate. The goal is consistent presence over time, not chasing viral hits.
• Lead by example. If leadership isn't posting, employees won't either. The CEO and founders need to go first. Full stop.

It compounds fast

Employee posting compounds. Each person builds their own audience over time. After six months of consistent posting, a team of five employees might collectively reach 100,000 professionals per week — all organic, all with the trust that comes from individual voices.

Compare that to a company page reaching 2,000 people per post with declining engagement rates. The math isn't close.

Practical Takeaways

• Use your company page for official communications and as a credibility hub. Don't expect it to drive growth.
• Invest in getting 3 to 5 employees posting weekly on their personal accounts.
• Provide support and tools, not scripts. Authenticity beats polish every time.
• Start with leadership and expand outward. The CEO posts first.
• Measure progress over months, not days. Consistency creates compounding results.

The companies winning on LinkedIn right now aren't the ones with the best company pages. They're the ones with employees who show up consistently with valuable perspectives. Shift your investment accordingly.

Next steps: how to encourage employees to post on LinkedIn and how to launch a product using employee accounts.