Turn Your Company Page From Dead to Dynamic

Turn Your Company Page From Dead to Dynamic

Let’s be honest – most LinkedIn company pages are lifeless. They push out self-promotional content and wonder why nobody’s engaging. If that sounds familiar, it’s time to stop broadcasting and start empowering.

The secret? Employee advocacy.

Instead of treating your company page like a digital noticeboard, turn it into a platform that lifts your people and their insights. When employees create and share content that reflects their expertise, their networks pay attention and your company benefits from the visibility.

Start With Their Profiles

Before employees can confidently post, they need to understand what LinkedIn is really for. It’s not just a digital CV. A great profile is a professional portfolio that grows over time – highlighting projects, training, volunteering, and recommendations.

Unfortunately, many people only update their profile when job-hunting. That means achievements are forgotten, and opportunities to build a strong personal brand are missed. Support your team to build great profiles early, and they’ll feel more comfortable using LinkedIn proactively.

Let Employees Lead the Conversation

Many companies fear what might happen if employees post content independently. But with a few light-touch guidelines and a little encouragement, most people will respect the rules. And they’ll surprise you with their insight.

Start with those who are keen. Give them basic training. Offer examples. Let them write in their own voice. Then use your company page to support their efforts – commenting, sharing, and celebrating what they share.

This approach doesn’t just build visibility. It builds trust, loyalty, and culture.

Create LinkedIn Champions

One way to scale employee advocacy is to identify a few LinkedIn champions. These are team members who enjoy sharing, are good communicators, and have genuine insight to offer.

You don’t need many – just a few to lead the way. Recognise them internally, offer light support, and give them freedom. Their posts will create a ripple effect and inspire others to join in.

Encourage Networking

LinkedIn can be a powerful way for employees to build connections beyond their immediate circle, especially for younger professionals. With 1.2 billion members, LinkedIn offers a chance to learn from peers, customers, and industry leaders around the world.

Help your team understand that networking is a long game – but one that pays off. And yes, while there's always a risk that someone might leave one day, for now they’re raising your brand’s profile just by showing up and contributing thoughtfully.

In Summary

If your company page feels flat, it’s probably because it’s trying to speak for your people instead of with them. Shift the focus. Empower employees to build their voice, grow their networks, and lead with insight. Then use your company page to support them – not the other way around.

That’s how you go from dead to dynamic.