LinkedIn algorithm changes will affect your Linkedin company pages :/

Your employees personal profiles are about to become your biggest asset (if you do the right thing)

But first – What’s changed in the LinkedIn algorithm:

1. Non-professional content is given the boot. Not literally, you can still post what you want, but LinkedIn will be prioritising professional content (again)

2. Connections become key. Your feed will now prioritise content from your first connections over other people and business pages

3. Thought leadership is given priority. Linkedin will (somehow) determine which users are thought leaders and give them a greater platform.

What does this mean for businesses?

Authenticity, meaningful comments and meaningful conversations become more important, especially now in the Age of AI.

I would say your biggest asset right now are your employees and your personal brand. If thought leadership posts, comments and conversations as well as content from first degree connections are what’s going to be pushed more, then your business page falls to the bottom of that list.

Okay…. so what now?

Here are my suggestions to maximise the opportunity from these changes

Help your employees work on their personal brand. This doesn’t mean making them carbon copies of your LinkedIn page but rather an expression of themselves and how they see the industry. If you need a hand with how to do this effectively, check out our personal branding strategies or skip the outsourcing and instead, train your team.
Use your Company page to share employee-curated content.
This also works vice versa, create real thought leadership on your company page and ask your employees to share it IF they like it/it resonates with them.
Stick to the 80/20 rule, 80% of your content should be providing value in the form of education or entertainment. Whether that’s within in posts, e.g. 80% of the post is value-giving and a small CTA at the bottom or within all the posts you post a week, 80% giving value, and 20% pure selling/letting people know about your services.
Make (keep) industry-relevant content the priority!

If you need a hand with coming up with content ideas which resonate with your target audience and showcase thought leadership in your industry, try our content ideas social media service.

Find out more

Subscribe to our free monthly newsletter for advice and tips to grow your clients

//js-eu1.hsforms.net/forms/embed/v2.js hbspt.forms.create({ region: “eu1”, portalId: “140245075”, formId: “54fe128a-c482-4220-b656-a961e200ac03” });