The death of the LinkedIn company page? You might be asking the wrong question

Lots of people are asking whether LinkedIn company pages are finished. Engagement has fallen, organic reach is limited, and personal profiles dominate the feed. Company posts now make up only a small part of what users see, while personal and suggested content take most of the space. From this, it’s easy to conclude that LinkedIn favours people over brands.

But a more useful question is not whether company pages are disappearing, but how buyers decide who to trust and how that changes depending on what they are buying and where they are. LinkedIn is about both attention and credibility, but performance ultimately depends on who carries authority in each context.

How buyers judge credibility

When people scroll LinkedIn, they make quick judgments: Is this source trustworthy enough for the decision I’m making? These judgments usually depend on three factors:

1. Risk: The higher the commercial or reputational risk, the more buyers look for stability and expertise.
2. Nature of the product or service: Some decisions rely on institutional strength; others depend on individual insight.
3. Local expectations: Markets and cultures differ in how they interpret authority and professional communication.

The LinkedIn algorithm affects who sees your content, but these factors decide who people actually trust. Getting noticed helps, but it doesn’t automatically lead to confidence or action.

Industry matters more than format

The format – personal or company post – matters less than the type of credibility your audience expects. For example:

• B2B services: Personal profiles often receive far more engagement. Why? Because buyers trust real expertise over brand messaging. Clear, direct insights from a practitioner feel human and credible.
  
  
• Finance and regulated sectors: Stability and reliability are crucial. Company pages signal governance, compliance, and institutional trust. Senior leaders help, but the organisation itself carries weight.
  
  
• Luxury e-commerce: Brand perception is everything. Curated company posts reinforce exclusivity; casual personal posts may gain attention but can weaken the brand.
  
  
• SaaS and tech: Both formats work. Personal posts share lessons, insights, and behind-the-scenes perspectives. Company posts show scale and process. The best results usually combine the two.

Where geography fits in

Geography also matters, but not in a simplistic ‘this country prefers company pages, whereas that country prefers personal profiles’ way. The basic drivers of trust are similar everywhere: ultimately, buyers want credibility. What differs is how that credibility is expressed and who is expected to convey it. For example:

• In Germany, professional content tends to be detailed, structured, and evidence-based.
  
  
• In Japan, authority is often linked to seniority and clear, formal communication.
  
  
• In some Middle Eastern markets, visible senior leadership can carry weight, though institutional reputation also matters, especially in regulated sectors.
  
  
• In the Nordic region, modesty and understatement are often valued, so overt bragging or self-promotion can feel off-putting.

The common thread is that credibility signals need to fit local expectations. International brands can go wrong by using the same tone everywhere or simply translating content. When posts do not match how authority is perceived, engagement suffers. Without local insight, it is easy to misjudge whether authority should feel formal, expert, collaborative, or practical.

Why company pages are not dead

Company pages may no longer appear automatically in everyone’s feed, but that doesn’t make them irrelevant. Visibility alone isn’t the goal – trust and credibility are. Company pages offer things that personal posts cannot:

• A permanent showcase of your organisation’s expertise, culture, and track record.
• Signals of stability and reliability in high-risk sectors.
• A reference point for buyers after they’ve seen a personal post.

Personal posts attract attention and can go viral, but virality alone doesn’t guarantee impact. Attention is only valuable if it leads to trust and action. Company pages help convert interest into confidence and understanding.

Takeaway: Both personal and company content play a role. Personal posts can spark engagement and show expertise, while company pages anchor credibility and show institutional strength. Used together, they reinforce each other.

Choosing the right voices

Employee advocacy works, but only if the right people are willing to step forward. Not every employee post carries the same weight, and encouraging participation is not always straightforward. Those who volunteer to post aren’t necessarily the best voices for your audience, so selection still matters. To maximise impact, look for voices that:

• Have credibility: Expertise and experience should match the topic. Seniority helps, but real knowledge is key.
  
  
• Are relevant: Content should address your audience’s challenges, questions, or interests. Personal stories and anecdotes matter only if they reinforce the brand’s purpose.
  
  
• Match tone and style: Communication must fit local expectations. What works in one market may feel too casual, formal, or self-promotional in another.
  
  
• Bring cultural insight: Understanding professional norms in each market is crucial. It’s not just about language but also how authority is perceived in each culture.
  
  
• Complement the company page: Personal posts should reinforce, not replace, the organisation’s presence. Together, they create a full picture of expertise and reliability.

Advocacy relies on volunteers, and guidance is key to making sure their posts actually build trust. It’s worth remembering that in a world of AI-generated content, authentic first-person perspectives carry extra weight, because they’re the posts that AI can’t replicate.

Focus on credibility, not visibility

The real question is not whether company pages are dying, but how credibility works for your audience, in each market, and for the decisions they are making. When a purchase or decision carries high institutional risk, a company page can provide reassurance. When it depends on expert knowledge or interpretation, trusted individuals within the organisation matter more. Usually, both are needed to build confidence.

LinkedIn has changed, and personal voices are more prominent, but buyers still look for authority, reliability, and relevance. Local in-market expertise can help you design an approach that fits each region, rather than relying on a single global model. To find out more, please get in touch.