How to Increase Reach on Your LinkedIn Company Page (2025)
- The Digital Perch
- Oct 21
- 5 min read
Updated: Oct 22
Three important facts you need to know about increasing reach on LinkedIn:
The majority of social media users today are called "lurkers" — they consume content, but they don't engage.
The crucial engagement for most social algorithms to push content / boost reach is not likes/reactions.... it's comments and shares. However, thankfully LinkedIn is one platform that does help boost post reach based on reactions.
People trump brands (big time).
The first two points may have felt like a dead end — if nobody engages anymore, but the algorithms want to see engagement, how the heck am I supposed to get that?
The answer lies in point number three: people. Aka your employees.
Employee Advocacy on LinkedIn
Employee advocacy is something every brand should be doing on all social media channels.
What is employee advocacy? It's when employees become an advocate on social media for the organization they work for by engaging regularly with the company's content.
Of all channels, LinkedIn is really good about showing any type of engagement (including likes) that a user makes on a post — which is a great way for their connections to see content from company/brand pages. The example below shows one of my connections who simply "liked" a post from their company and I now see the post, as well.
And of course, having employees post about their job/your company in a positive light by tagging your page is always helpful to boost exposure.
When is the Best Time to Post on LinkedIn?
A simple Google search for this answer will tell you that mid morning through early afternoon is when people are most active on LinkedIn, Tuesday through Thursday.... but that information is truly arbitrary. It depends on the industry — and even more so, it depends on your algorithm, and who you engage with the most.
Proof of this? If you engage on content from a company/brand (or other LinkedIn users) more frequently than others, they could have posted weeks ago and you'll still see their content near the top of your LinkedIn feed. The example below shows a company post from 3 weeks ago that I follow, favorited, and occasionally engage with.
You should still test out when your audience is most online — but instead of focusing on the "best times to post on LinkedIn," I suggest you focus on getting your employees to engage regularly with your content or post frequently about things related to the business.
A Guide to Turning Employees into Social Media Advocates
Employee-shared posts get an average of 561% higher reach than company-shared posts — so spend more time encouraging your team to post!
Want to turn your team into social media advocates? Send the following to your employees to do:
Follow your page(s)
Facebook
Instagram
Linkedin
“Favorite” your page(s) — to ensure your page content is more regularly seen on the feed
Facebook: Click Follow > click the button again, and select Favorites > click Update
Instagram: Click Follow > click the button again, and select Add to Favorites > click Update
Linkedin: Click Follow > click Turn On for notifications
Comment on posts
Commenting anything (even something simple) is great. But it's even better if they have any real experience or insights to provide based on the post content so it feels natural and looks like real engagement.
Share posts
Especially posts that you want to extend reach as much as possible! Sharing to their personal profile (and their Stories on FB/IG) are most helpful.
These posts may include special offers, exciting company news/updates, or general promotions about your products/services. For nonprofits, that might be donation drives, fundraisers, and volunteer needs.
Tag the company page
If you post anything in a positive light about the company, tag/mention the social media page so we can reshare.
Schedule it out
Go to your personal phone calendar and/or work calendar.
Add a notification to remind you to engage with your social media content.
1-2 days
At a time you are usually available.
Each channel where you have an account.
At a minimum, they should be liking/reacting to your content because even that simple action does help. But the more "real" engagement they can do, the better.
Keep in mind that if you encourage your team to post about your company, their job, behind the scenes, etc. that they should have clear guidelines on what is okay to post and what is not.
No sensitive or confidential information should be shared.
Make it clear on if they can (or can't) post about the tools, methods or processes they use in their job.... about who you work with (clients/customers).... etc.
Avoid posting any opinions that don't specifically and deliberately align with the company's mission and values.
Guide them on what kinds of posts are appropriate and encouraged — and best practices to do so. Heck even giving them content ideas for them to tweak to their personal voice and make it seem authentic is something to consider if necessary (although we've never tested what that looks like).
Consistently remind employees to engage when your company posts, or when an employee (or client, partner, vendor, etc.) posts something great about your company, that you want the algorithm to boost out via more engagement.
Lastly, as a company page, it's also important to engage with your suppliers, clients, and employees on social media — it's a helpful way to not only encourage engagement from them in return, but helps the algorithm boost your posts to get seen more on their feeds. The connection of who engages with who is part of the sequence, so don't just post and leave the platform.
People > Brands on Social Media
Regardless of your industry, niche, or social media platform, people want to see people. Not graphics. Not products. Not services. But people — oh, and also animals, but that doesn't usually relate naturally to your brand so don't force it.
Pictures of people tend to do best. Pictures of your staff, behind the scenes, at conferences, traveling for work, giving back to the community or nonprofits through volunteer work or donations, enjoying local events, team building fun, etc.
Employee thought leadership and customer success posts also outperform product- or service-centric content.
Other LinkedIn Content Best Practices
What type of media works best?
In general, native images and videos dominate in people's feeds. For LinkedIn specifically, one image can work great — but for most other platforms, they prefer multiple images (i.e. carousel post).
What about hashtags?
For LinkedIn, using just a few hashtags (2-3) can bring a small boost when used. For other platforms, especially Instagram, they can help boost reach more so we tend to use 5-10 hashtags there when relevant.
Can I add a URL to my post?
External links underperform on LinkedIn (and starting to cause underperformance across other social channels). For some accounts, engagement drops by about 35% when a link/URL is included in the main post. However, what some people will do to get around this is to add a comment right after posting and include the link there to "learn more."
Should I tag other accounts?
Yes absolutely, only when relevant. Tagging other accounts gives your content an opportunity to reach a new audience, especially when that account reshares it to their feed. At a minimum, even if they only "engage" with your post by liking it, your post reach can be extended to new potential followers.
How can I encourage more people to leave a comment or share the post?
Avoid saying, "leave a comment below!" because algorithms don't like it. Instead, you can ask an open ended question that entices readers to naturally want to leave a comment — i.e. "what have you experienced with using this tool?"). Encouraging readers to share should also be thought provoking that leads to action — i.e. "Think this office tip could help a fellow coworker? Send it their way!"
