By now, you’ve most likely read the articles, heard the podcasts, or seen posts from LinkedIn itself claiming business pages are dead. While performance has dipped over the years, we are far from closing the casket on company pages.
The narrative exists because running a successful business page is harder than it was five years ago. Audience behaviour has shifted and many businesses are struggling to keep up with this change. What was once a completely professional feed, has now transformed into something more personal as users move towards wanting to hear stories and experiences from real people.
Your team is your LinkedIn strategy
To survive, you have to move away from the relentless cycle of sales messages and update announcements. You need to focus on the one thing people actually want to see: people.
Getting your team on your LinkedIn page
If you want your performance to increase on your LinkedIn business page, you need to move away from a lifeless logo and into trusted characters by showing your team as much as possible. This could be with team photos, headshots in employee highlight posts, or videos from your team sharing thought leadership.
Showing your team is the easiest way to build engagement on LinkedIn as it encourages trust and connection with your audience. It doesn’t matter if your business is a top charity supporter or creates the best, high quality products on the market – people trust people, not logos.
Adding faces to your content helps humanise your brand, lets your customers understand who is on the other side of the phone or email, and builds a wider pool of brand recognition as your team becomes signals for your services and content.
Establish your whole team as experts, not just your brand
Thought leadership remains an untapped pool on LinkedIn with many businesses not using it to its full potential. Sharing the content on your business profile has its benefits, but that only positions the brand as the expert and limits the overall reach.
If you are using spokespeople to offer expertise, don’t stop there. Ask them to share the content from their individual LinkedIn profile as well.
The ideal situation would be to have your spokespeople share the content on their individual profiles, using their unique tone of voice to flag the content to their community. The business page can then share this to their own feed, allowing the brand to still claim the expertise, just through one of their talented team members.
This builds the brand as a collective of experts. If done well, the individuals become go-to voices in your sector, opening up opportunities for trade press features, podcasts and more.
The perfect balance of personal and business
It’s not uncommon for an agency or office to have at least one “LinkedIn obsessed” person under the roof. Usually someone who lives on the channels and has endless connections they speak with. While not everyone needs to be at this level, you want to avoid having a total lack of activity across your staff.
Start with your senior leadership team and anyone in a high-trust role. Then, look at your sales team as building up their online presence can be incredibly beneficial to breaking down barriers before the first meeting even happens.
These profiles should aim for a minimum of one or two posts a month. Updates do not need to be in your branded voice. They should be as personal and as human as possible. The main goal with these personal profiles is for your team to establish themselves as experts and build a community that begins to recognise and feel comfortable with them. Combine these active personal profiles with your new team-focused business channel, and your audience will start seeing your brand everywhere they look.
Engage everywhere you can
Social media is a two-way street. If you want engagement, you have to give it.
Outreaching and speaking to potential customers is vital. Do this from both the business page and personal profiles. Beyond the human element, it satisfies the algorithm. As of March 2026, the consensus is that engaging with three new users each day significantly boosts your own reach. Don't just post and ghost; stay in the comments and join the conversation.
LinkedIn business pages aren't dead, but the old way of using them is. If your page is still a graveyard of corporate PDF re-shares and "we are pleased to announce" posts, you're shouting into a vacuum.
The brands making a mark are those that realise their logo is the least interesting thing about them. It’s the people behind the desk, on the shop floor, or in the boardroom that drive the science of digital marketing.
Don’t be a faceless logo. If you need a social strategy that gets more than your team talking, get in touch with Tank.
