If you’re looking to grow your business on LinkedIn, relying solely on a company page may not be your best bet. 

While company pages are useful for housing key information and establishing credibility, they often fail to deliver the engagement and reach that personal profiles can achieve.

The future of LinkedIn growth lies in personal profiles, organic content, and employee advocacy. 

These strategies not only drive visibility but also help build genuine connections with your target audience—all while boosting your ROI.

Let’s explore why personal profiles outperform company pages and how an employee advocacy strategy ncan help your business thrive.

Why company pages fall short

LinkedIn company pages have their place, but they’re not designed to drive the same level of engagement or growth as personal profiles.

The challenges of company pages:

• Lower engagement rates: Company pages typically see less interaction than personal profiles because people prefer engaging with people, not brands.
  
  

• Reduced visibility: LinkedIn’s algorithm gives preference to content from personal profiles, which means company updates often struggle to gain traction.
  
  

• Limited authenticity: A corporate voice lacks the personal touch that resonates with audiences.

Why personal profiles drive LinkedIn success

Personal profiles have the edge when it comes to engagement, trust, and visibility. Here’s why they’re so powerful for LinkedIn growth:

The benefits of personal profiles:

• Authenticity builds trust: People want to connect with real voices, not faceless brands. Personal profiles offer that authenticity.

• Greater reach: LinkedIn’s algorithm favors posts from personal accounts, giving them higher visibility.

• Engagement that matters: Personal profiles foster two-way communication through comments, messages, and reactions, strengthening relationships with your audience.

By shifting focus to personal profiles, your team members can become powerful ambassadors for your brand.

Don’t just take our word - Catherine Vicente tested it out: 

Click to watch the case study

Employee advocacy: The key to LinkedIn growth

Employee advocacy takes the power of personal profiles to the next level. By empowering your employees to share company content and insights, you can amplify your brand’s message exponentially.

Why employee advocacy works:

• Expands reach: Your employees’ combined networks far outsize your company page’s audience, increasing visibility across LinkedIn.
  
  

• Enhances credibility: Content shared by employees feels more trustworthy and relatable than corporate posts.
  
  

• Drives measurable results: Advocacy campaigns consistently outperform company pages in terms of engagement and lead generation.

With tools like Shield's employee advocacy tool, you can easily track the success of your employee advocacy efforts, from post performance to network growth.

How to create an effective employee advocacy program

Here’s how you can shift from a company page-first strategy to an employee advocacy-first approach:

1. Train and empower your employees
   Provide training sessions or resources to help employees feel confident about sharing their personal stories, professional insights, and company content.
   
   

2. Share ready-to-use content
   Make it easy for employees by providing shareable assets, such as blog posts, infographics, or updates. Encourage them to personalize these with their own voice.

   
   

3. Celebrate authentic content
   Encourage employees to share their experiences, challenges, and wins. Authenticity drives connection and engagement.

   
   

4. Track performance with Shield
   Use LinkedIn analytics tools like Shield to monitor key metrics such as engagement rates, network growth, and employee activity. Data-driven insights help you optimize your advocacy efforts.

Organic content: The secret to LinkedIn engagement

Organic content from personal profiles is the backbone of LinkedIn success. 

Here’s why:

• Higher visibility: Personal posts are favored by LinkedIn’s algorithm, ensuring they’re seen by more people.

• Stronger connections: Genuine content sparks real conversations, building relationships that last.

• Cost-effective growth: Unlike paid ads, organic content and advocacy deliver results without straining your budget.

FAQs about LinkedIn for business

Is a LinkedIn company page still important?

Yes, but think of it as a foundation for your online presence rather than your primary growth driver. Use it to establish credibility, but lean on personal profiles for engagement.

How do I get employees involved in advocacy?

Create a supportive culture, offer training, and show employees how advocacy can benefit their personal brand and career.

What content performs best for advocacy?

Content that is educational, inspiring, or entertaining works well. Encourage employees to share personal insights or company wins in an authentic way.

How do I measure the ROI of employee advocacy?

Track metrics like post engagement, follower growth, and website traffic generated by LinkedIn content using Shield’s analytics tool.

Final thoughts: Human connections drive business growth

If you’re serious about growing your business on LinkedIn, it’s time to rethink your strategy. Instead of relying solely on your company page, focus on personal profiles and employee advocacy. These strategies don’t just drive visibility—they create meaningful connections that lead to measurable results.

Use Shield to measure and optimize your performance, regardless if you are;

Executing an employee advocacy campaign

Working with social selling

Running a corporate influencer program

With tools like the LinkedIn headline generator, you can create a headline that not only stands out but also drives meaningful engagement, for you, either as a solo creator or as a part of a larger corporate strategy.

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jaziel from Shield