Could AI Make Company Pages Relevant Again?
For years, LinkedIn company pages have been dismissed as low-reach, low-return placeholders. Posts vanish into the feed, organic impressions barely register, and even loyal followers often miss updates. But here’s the twist: as millions of professionals shift from Google searches to AI assistants, those same company pages may be on the brink of a renaissance. What was once an afterthought could become a key visibility asset – not because LinkedIn’s algorithm cares, but because AI does.
When we first published Business Gold in 2021, LinkedIn company pages were a hot topic. Four years on, much has changed – yet much has stayed the same.
The State of Company Pages Today
LinkedIn has continued to add new features to company pages, but most of the exciting tools now sit behind the Premium paywall. Premium gives access to elements such as testimonials in the intro section, external links, and richer branding opportunities. These additions improve the look and credibility of a page, but they don’t solve the biggest problem of all: declining organic reach.
The hard truth is that organic visibility for company page posts is now minimal. Even loyal followers may not see updates in their feed, and there is little evidence that posts reliably surface in notifications. For many businesses, this has undermined the rationale for investing time and energy into maintaining a page.
Where Company Pages Still Work
Yet it isn’t all doom and gloom. Company pages can perform well in the right circumstances, particularly where employee advocacy comes into play. When organisations encourage their team to comment, share, and invite others to follow the page, visibility rises significantly.
A standout example is Out There Branding, led by Sydney-based Roy Kowarski. Their approach demonstrates how consistent effort pays off:
- A new post is published to the page every week, sharing valuable industry insights.
- Each post is then reshared to Roy’s personal profile, amplifying reach.
- Every month, Roy uses the full allocation of 250 invites to grow page followers.
- Whenever Roy comments on a post, the company page also comments, reinforcing the connection between personal brand and company brand.
- A regular company newsletter adds another layer of visibility and credibility.
By combining these actions, the page achieves far greater reach than most.
Rethinking the Purpose of Pages
If we continue to judge company pages solely on post reach, they will always appear to disappoint. But perhaps that’s the wrong metric. Instead, it may be more useful to view them as:
- An extension of your website – another trusted space to tell your story.
- A platform for building brand credibility and providing backlinks.
- A central hub for employees, clients, and prospective hires to connect with your brand values.
Company Pages and the AI Opportunity
While organic reach inside LinkedIn may be shrinking, there’s a new reason to maintain an active, well-built company page: AI visibility. As search habits shift away from Google and towards AI assistants, company pages may find a second life as digital assets optimised for discoverability.
Pages as Training Data
AI systems draw from billions of web pages to generate answers. A LinkedIn company page that is complete, factual, and regularly updated becomes part of that corpus. It provides a clear, authoritative reference that AI can surface when asked about your industry, services, or expertise.
Structured Content for AI Retrieval
The clearer your content, the more likely it is to be used by AI. Headings, descriptive text, and consistent keywords (products, services, industries, locations) make it easier for AI tools to categorise and retrieve information. In essence, you’re turning your page into a semantic reference point.
Building Authority Signals
AI doesn’t just read; it weighs credibility. A company page linked to active employee profiles, populated with events and newsletters, and supported by regular engagement sends strong authority signals. These networks of activity help AI distinguish between dormant pages and brands that are alive and trusted.
Surfacing Inside LinkedIn’s Own AI
LinkedIn itself is adding AI-powered features – from writing prompts to personalised feeds. Company pages with consistent posting, rich multimedia, and optimised descriptions are more likely to be recommended or summarised by LinkedIn’s own AI tools.
Preparing for AI Search Agents
As AI assistants evolve into “search agents” that book services, compare vendors, and suggest partners, your company page could become the AI-verified brochure. A well-maintained page signals legitimacy, showcases services, and ensures your company is a candidate when someone asks, “Which firms specialise in LinkedIn training in New Zealand?”.
Employee Advocacy and AI Amplification
AI notices patterns of interaction. When employees engage with and amplify company page content, it strengthens the brand’s digital footprint. AI tools may then surface the company alongside its visible experts, creating a blended authority effect that improves discoverability.
A New Way to Value Company Pages
Company pages may no longer deliver the organic reach we once hoped for, but their role is shifting. In 2025, the real value lies in how they enhance brand credibility, act as a secondary showcase alongside your website, and increasingly, how they feed into the AI-driven world of search and discovery.
By treating company pages as AI-ready reference points rather than social posting platforms, businesses can future-proof their visibility. In short, the question isn’t whether company pages are still useful – it’s whether we are willing to use them in new ways that reflect how the digital landscape is evolving.