If you’re a B2B business owner trying to build visibility on LinkedIn in 2025, here’s what to do. Let’s start by looking at the stats…
According to the 2025 Algorithm Insights report:
- Organic reach from company pages has dropped to 1% on desktop
- Company posts make up just 1–2% of the LinkedIn feed
- Engagement on company pages continues to decline
Meanwhile, personal and creator content is surging. Individual creator posts now make up 39% of LinkedIn desktop feeds, a jump from just 27% last year. The effect is even stronger on mobile, where most LinkedIn users spend their time.
Read the full report here – https://www.linkedin.com/pulse/algorithm-insights-report-2025-here-xdooc/
What does this mean for you as a B2B leader?
It means you need to stop relying on your company page and start turning your people into your marketing engine.
Here’s your LinkedIn playbook for 2025:
DO: Empower Employees to Share and Create. Your employees are the key to visibility now. When they talk, people listen because LinkedIn is prioritising personal content.
How to start:
- Offer training on what types of posts perform well
- Provide talking points or content prompts but don’t script
- Celebrate their voices by resharing their posts (from personal profiles)
- Reward advocacy, make it part of culture, not a chore
Real impact: A single employee post with 500 connections will reach more people than a company page post with 50,000 followers.
DON’T: Post and Pray from Your Company Page
Yes, you still need your company page but only as a foundation. Not a growth channel.
What not to do:
- Don’t publish generic “we’re hiring” or “check out our blog” posts with no context
- Don’t rely on logo-driven visuals or faceless updates
- Don’t expect meaningful reach without amplification by real people
Instead, make your page a reference point, not a voice. Post sparingly and focus on key updates and credibility markers (media mentions, awards, key partnerships).
DO: Use These High-Performing Post Types
To get noticed on LinkedIn as a B2B brand through your employees focus on content that feels human, helpful, and honest:
- Personal insights & business lessons – What I learned from losing a client and how it changed our pitch strategy.
- Behind-the-scenes or day-in-the-life moments – Photos, videos, or thoughts from team members.
- Client stories, wins, or challenges – With permission!
- Industry commentary or POVs – React to news with your take, not just a link
- Talent-focused content – Why I chose to work at [Company] or How we’re building a culture of [X]
DON’T: Force Everyone to Become a Brand Billboard
Employee advocacy works when it’s authentic, not compulsory.
Avoid:
- Copy-paste templates everyone posts at once
- Policing employee tone or style
- Treating personal profiles like brand real estate
Instead, help your people find their own voice. Offer tools, guidance, and examples.
DO: Lead From the Top
If you’re in leadership, founder, CMO, sales head you need to model this behaviour.
Your own posts will:
- Set the tone for your brand’s voice
- Give permission for others to post
- Build trust and visibility for your company
Start posting regularly, not polished press releases, but real thoughts, stories, and lessons. LinkedIn rewards consistency and authenticity, not perfection.
Final Thoughts
Company pages aren’t your growth lever anymore.
Employee voices, including yours, are.
If you’re not empowering your people to show up on LinkedIn, you’re invisible. Employee advocacy the best way to get your business to be seen.
The truth is, LinkedIn’s changed, and if you’re still pinning all your hopes on your company page, you’re missing the mark. It’s the people behind your brand who get seen, who build trust, and who spark conversations.
At Little White House Marketing, we help B2B businesses bring that to life. Whether it’s creating simple content prompts, running training sessions, or helping your team build confidence online, we’ll help you turn your people into your biggest marketing asset.
If you’re ready to show up in the right way and actually get noticed, let’s chat.
Contact us today to discuss more about the LinkedIn playbook and how we can help.