Our Company LinkedIn Page Got 3 Likes Last Week
Last Thursday, I did something I haven’t done in months.
I opened the analytics for a client’s company LinkedIn page. They’d been posting five days a week. Sharing company news, polished blog links, the whole corporate song and dance.
The result for their latest "expert insights" post?
217 impressions. 3 likes. Zero comments.
I’m pretty sure my mom doesn’t even work there.
I'm not cherry-picking. I see this every single week. A brilliant leadership training company posts into the void, getting no traction, while their three lead trainers have a combined audience of 60,000 people who actually listen to them.
We’re all doing this wrong.
The Dirty Secret About "Building Your Brand" on LinkedIn
Here’s the thing nobody wants to say out loud: your company page is a ghost town.
You’ve been told to "build a presence," "engage your audience," and "share valuable content." So you dutifully create posts that get buried by the algorithm because you included a link. You write generic tips for an audience of "everyone," which means they resonate with no one.
You’re pouring your best ideas into a leaky bucket, while a firehose sits in the corner, completely ignored.
That’s not a content strategy. That’s corporate karaoke.
What Actually Works (Based on Real Companies, Not Marketing Gurus)
I decided to flip the entire model on its head. No more feeding the beast. No more writing posts for a logo.
Here’s what I learned:
1. Your Company Page Needs a New Job
First thing: fire your company page.
(Not literally. Just demote it. Immediately.)
Its new role isn't to be the star quarterback. It’s the team manager who puts out the "greatest hits" album. Its only jobs are:
Resharing the best stuff your people are posting.
Posting official news like job openings or major company milestones.
Looking legit when someone discovers your brilliant salesperson and wants to check where they work.
That’s it. All your creative energy, your best stories, your sharpest opinions? They belong to your people now.
2. Turn Your Experts into Your Megaphones
You can’t just tell your team, "Hey, start posting." You have to answer their one burning question: "What's in it for me?"
Here’s the deal you offer them:
We’ll help you build your personal brand. You’ll become a recognized voice. That means more opportunities, more respect, and a bigger platform for you.
(For salespeople) You’ll get warmer leads. You’ll spend less time cold-calling and more time talking to people who already think you’re a genius.
And then you make it stupidly easy for them:
Don’t just ask them to post. Give them an "Advocacy Kit" with themes, approved stats, and simple templates. The goal isn't to write for them—that feels fake. The goal is to remove all the friction so they can just add their own voice.
The test? If it takes them more than 15 minutes to write a post, your system is too complicated.
3. Stop "Broadcasting" and Start Storytelling
The biggest reason company posts fail is they’re boring press releases. Links to blog posts. Vague tips. You have to swap that out for stuff that feels human.
Here are a few post types that actually get traction:
The "Behind-the-Curtain" Story:
The Old Way: "Read our new case study about our work with Acme Corp! [link]"
The New Way (from a trainer's profile): "Just wrapped a workshop, and Day 1 was tense. We were digging into some real communication breakdowns. But today, I saw two managers who couldn't stand each other finally connect. That's the stuff you can't put in a case study. That's why I do this."
The "Controversial Opinion" Post:
The Old Way: "Tip: Active listening is an important skill."
The New Way: "Unpopular opinion: Most 'active listening' training is garbage. It teaches people to perform, not to be curious. Instead of nodding your head, try asking one question that makes someone say, 'Huh, I never thought of that before.' Agree/disagree?"
See the difference? One is a billboard. The other is a conversation starter.
My Latest Project (And The Real Results)
For that leadership training company—the one with the ghost town page—here’s what we did:
Stopped posting from the company page (except for one weekly reshare).
Helped one trainer craft a "Behind-the-Curtain" story about a recent client win.
Had two other employees write a thoughtful comment on his post to kickstart engagement.
Total marketing budget: $0
Result: The trainer’s single post got more views and engagement than the company’s last 20 posts combined. They got two inbound demo requests within 48 hours.
The 2-Week Test That Will Fix Your LinkedIn
Here's your homework:
Pick ONE expert on your team. Someone with good stories who isn't afraid to have an opinion.
Help them craft ONE post using the "Story" or "Controversial Opinion" model. It must be posted from their personal profile.
Instruct two other teammates to leave a genuine, thoughtful comment within the first hour it goes live.
A day later, reshare their post from the company page, adding commentary about why their insight is so important.
Stop all other company page posts for two weeks and compare the results.
The Truth About Building a Brand People Trust
The best LinkedIn strategy isn't the one with the most posts or the biggest company follower count. It's the one that unleashes the authentic voices of the people doing the work.
Your brand isn't your logo. It's the collective expertise and credibility of your team.
The real question isn't "What should our company post today?"
It's "Whose story can we help tell?"
Start there. Your bottom line will thank you.