Here’s a not-so-secret secret: LinkedIn wants people to talk to other people — not just brands.
A few years ago, LinkedIn quietly shifted its algorithm to prioritize content from personal profiles over company pages. And that change still matters today. According to Hootsuite, posts from individual users are significantly more likely to show up in the feed and generate meaningful engagement. That means if you’re only relying on your organization’s branded LinkedIn page to share news, you’re likely missing out on the platform’s full potential.
That doesn’t mean your company page isn’t important — it’s essential. But when paired with authentic, consistent activity from individual team members, it creates more opportunities for engagement, visibility and trust.
Why Your Personal LinkedIn Profile Is a Strategic Advantage
Your LinkedIn profile is no longer just an online resume — it’s a dynamic platform for thought leadership, brand advocacy and business development. Here’s why investing in your personal LinkedIn presence pays off:
1. It opens the door to partnerships and new opportunities
Decision-makers are more inclined to engage with real people than with brand logos. A well-optimized personal profile helps build trust and credibility. When you share insights or updates as you — not just your brand — it encourages authentic conversations. Those often lead to partnerships, collaborations or even media interest.
2. It boosts visibility for your organization
Every time you share a project, milestone or opinion on LinkedIn, you’re not only showcasing your own expertise, but you’re also spotlighting your organization’s values, services and successes. Personal posts often outperform company content, which means more eyes on the good work your team is doing.
3. It generates the right kind of attention
Whether you’re looking to attract top talent, build community support or generate leads, showing up consistently on LinkedIn helps position you (and your business) where it matters most. People connect with people, and the visibility you earn personally can have ripple effects for your entire organization.
Thought Leadership Isn’t Just for Executives
You don’t have to be a CEO to have an impact on LinkedIn. In fact, we’ve helped professionals at all levels develop content strategies that blend personal voice with brand messaging. By consistently posting relevant, timely content — from project updates to industry trends — you can elevate both your credibility and your company’s presence.
Pro Tip: Combine Personal and Company Content Strategically
Think of your LinkedIn content like a conversation. Use your personal profile to:
- Share behind-the-scenes moments from work
- Offer opinions on industry news
- Reshare company posts with added insight
- Celebrate your team’s achievements
By doing so, you’re humanizing your brand and making it easier for others to relate to, trust and remember.
At communications 21, we believe that strong personal brands strengthen company brands. We help clients build smart, sustainable social media strategies that bring both together — optimizing personal profiles, creating company content calendars and developing share-worthy ideas that resonate.
If you’re ready to elevate your LinkedIn strategy but aren’t sure where to start — or just don’t have the time — we’re here to help!