LinkedIn company page or personal profiles? Who should speak for your company

On January 27, 2025, a group of LinkedIn engineers published a paper on a model called 360Brew. They describe it as a 150-billion-parameter system that can handle more than 30 prediction tasks on the platform on its own, including deciding what to show to whom. It's a technical paper, and the abstract says nothing about company pages or personal profiles.

And yet, a year and a half later, that name shows up in articles explaining to companies why nobody sees their LinkedIn page anymore. One of them, by GaggleAMP and updated in July 2026, says 360Brew shifts visibility from pages to people's profiles. GaggleAMP sells programs that get employees to share content. That doesn't make it wrong, but it's the first filter to apply when you read about this topic.

Do LinkedIn company pages really reach fewer people?

Yes, and almost everyone agrees on this point. The most quoted figure comes from the Algorithm InSights 2025 report by Richard van der Blom and his company, Just Connecting, which analyzed more than 1.8 million posts: a company page post reaches on average 1.6% of its followers. A page with 2,000 followers, then, speaks to about 32 people every time it posts, before any shares.

The same report says personal profiles get 561% more visibility than pages. It comes with a caveat: it's an average across very different profiles and pages, and these aren't LinkedIn's numbers, since LinkedIn doesn't publish averages on this. Anyone who runs a page can check it for themselves, though, by comparing the people reached with the follower count in the analytics.

Then there are the numbers best left alone. The Italian page of La Growth Machine, a company that sells tools for reaching prospects on LinkedIn, says personal profiles generate 8 times more engagement than company pages, without saying where the figure comes from; further down, in the same text, a case study says 10 times. GaggleAMP says employee networks are “typically” 10 times larger than a page's followers. These are plausible orders of magnitude, but they come from people selling the answer. The direction is clear; the exact multipliers aren't.

Why does LinkedIn reward people over companies?

LinkedIn doesn't explain it in these terms, so what follows is our reading.

People go on LinkedIn to see what people they know, or would like to know, are doing and thinking. A post signed by a company looks like an ad even when it isn't one, and people scrolling past skip it. A post signed by a person with a name, a face and a role reads as an opinion, and people respond to opinions. If the system deciding what to show looks mainly at what makes people react, it ends up favoring those who write in the first person.

There's also a less noble reason. LinkedIn makes money when companies pay to be seen. It sells an ad format, Thought Leader Ads, that lets a page's ad account sponsor a post by an employee, an expert, a customer or a content creator. In practice the platform has acknowledged that people work better than pages, and built a way to make companies pay for people's voices.

So should you abandon the company page?

No. The page has a smaller audience but a job no personal profile can do: it's where someone goes to check who you are after reading a post by one of your people. That's where they look at how many you are, where you are, what you do and how long you've been doing it. It's also the only space left to the company when the person who was posting changes jobs.

At the end of January 2026, at Inspire Day in Milan, the message reported by ItaliaOggi was similar: the page should stop acting as a megaphone for company messages and become a space where real people speak, with team members' points of view and reflections on the industry. Also according to ItaliaOggi, LinkedIn had 25 million active members in Italy at the end of 2025.

A division of roles that works for many small B2B companies looks like this:

• The owner and two or three key people write about what they see at work: a problem customers keep running into, a common mistake in the industry, a choice they made and why.
• The page keeps the facts: finished projects, new hires, company figures, and it reshares the people's best posts.
• Sponsored posts, if there are any, run from the page but can boost the people's posts, with their permission.

Anyone deciding who should run all this may find the questions in our article on how to choose who runs your social media useful: they apply to LinkedIn too.

What should the people posting for the company say?

This is the problem the numbers don't show. A company that asks five people to “post more” gets five profiles talking about different things: one about trade shows, one about motivation, one about products, one about technology, one about the company soccer team. Visibility goes up, but none of the readers comes away with a clear idea of what the company does and why it's different from the others.

From the point of view of Category Design, which is Project Mantra's work, before deciding who speaks you have to decide what gets said. Customers put every company in a mental box, a category. If the box is the wrong one, or the same one as all the competitors, the more voices repeat it the more they reinforce it. If instead the company has chosen the category it wants to be remembered for, each person who posts can tell it in their own words and with their own examples, and the posts add up instead of scattering. How to arrive at that choice is explained in our guide to Category Design; when the category is new, you also need a name people can repeat.

In practice, a single shared sentence that everyone knows by heart is enough. It shouldn't be copied into every post: it's a yardstick for telling whether a post fits or not.

What are the risks of betting everything on people?

Two, and it's worth looking at them up front.

The first is that the profile belongs to the person. If the owner is the company's only voice on LinkedIn, the company depends on how much time and energy that person has. If an employee builds an audience, that audience follows them when they change jobs. That's why it's better to have several voices and to keep on the page what needs to stay with the company.

The second is forcing it. People who write reluctantly, or who publish texts drafted by the marketing department and signed with their name, are spotted right away. An employee who writes once a month about things they really know is worth more than ten shares of press releases. Nobody who doesn't want to write should be made to: they can comment, which still counts on LinkedIn.

The platform, after all, has already put in writing who's in charge. With Thought Leader Ads the company chooses the post, sets the budget and pays for the campaign, but the sponsorship only starts if the post's author approves the request.