If you’ve noticed that your LinkedIn company page posts barely get seen these days, you’re not alone.
Many businesses are questioning whether organic reach for company pages is disappearing altogether 🫣
Is LinkedIn deliberately limiting visibility, or is the platform evolving to favor different types of content?
We wanted to find out, so we conducted an experiment analyzing different LinkedIn feeds. Is organic reach for company pages dead? Let’s take a look at the data.
Investigating the LinkedIn Feed: Are Company Pages Dead?
Our analysis revealed a clear trend:
LinkedIn prioritizes personal connections and engagement-driven content, while company pages struggle to break through without paying for ads.
The best way businesses can gain organic traction on LinkedIn isn’t through company page posts. The impact seen from employees sharing content and, crucially, interacting with their colleagues’ posts, is significantly higher.
The Test
Our dataset contains four tests from different accounts, each analyzing the first 50 posts in the users’ LinkedIn feed.
We categorized the feed posts into:
- 1st-degree connections (direct network).
- 2nd-degree connections (with subcategories for 2nd-degree connection posts engaged with by 1st-degree connections, organic reach, or reposts by company pages followed).
- Ads (subcategories: company page ads, LinkedIn’s own ads, profile boosted ads).
- Company pages (organic or followed).
The Findings 💡
Above is a consolidated pie chart featuring the consolidated average percentages from each of our 4 tests:
| 1st connections | 42.44% |
| 2nd connections | 19.51% |
| 3rd connections | 3.41% |
| Company pages | 5.37% |
| Ads | 29.27% |
As you can see, nearly half of all feed posts, on average, were from 1st connections. Ads take up the next largest post type at just under 30%.
Let’s dive deeper into the test data:
1. 1st-Degree Connections Dominate the Feed.
- Across all tests, 1st-degree connections consistently make up the largest portion of the feed (32%–44% across tests).
- This suggests that LinkedIn prioritizes direct connections when deciding what to show users.
2. 2nd Connections Appear Mostly When 1st-Degree Engagement Is Involved.
- The most common reason for a 2nd-degree connection post appearing is when a 1st-degree connection has commented or reacted.
- This reinforces that engagement (likes, comments) plays a critical role in expanding organic reach.
- Key takeaway: Employee advocacy programs should encourage engagement, not just posting. Engaging with your colleagues’ posts will help distribute their content and increase your company’s reach.
3. Ads Are Taking Up Significant Feed Space.
- Ads (from company pages, boosted personal profiles, e.g., CEO posts and LinkedIn’s own products) appear frequently, ranging from 16% to 28% in our tests.
- Paid promotions are a major component of the LinkedIn feed. The algorithm potentially throttles organic company page posts in order to encourage boosting.
4. Company Pages Have Minimal Organic Reach.
- Posts from company pages appear very rarely unless they are ads, someone in the user’s network interacts with them, or the page’s content is reposted by an individual.
- We did not find a single organic company page post in the feed without engagement from individuals within the user’s network 🤯
The Full Data:
The Future of LinkedIn Company Pages
Our findings reveal that at this moment in time, LinkedIn Company Pages appear to be a “pay to play” endeavour.
While LinkedIn Company Pages historically could generate significant organic content reach, the only Company Page posts our team could see in the feed were ads or posts by employees reposted by the page 👀
Over the past year or so, since the last major LinkedIn algorithm changes, we’ve seen more organizations shifting their approach to focus on employee advocacy and building their CEO’s personal brand.
We’ve done the same thing: invested the time spent creating content for DSMN8’s LinkedIn page into our CEO’s profile instead.
Not all hope is lost when it comes to getting your company content seen organically.
Let’s jump into the strategies you can follow to navigate this change 👇
2 Essential Strategies to Boost LinkedIn Reach
There are two main approaches to help your company generate reach and engagement organically on LinkedIn now that Company Page reach is diminished:
1. An Employee Advocacy Program
Employee advocacy is the most effective way to combat LinkedIn’s declining organic reach for company pages.
Unlike corporate posts that struggle to appear in feeds, content shared and engaged with by employees benefits from LinkedIn’s algorithm, which prioritizes personal connections.
Plus, it’s not just the algorithm…
People are much more likely to engage with content from individuals they trust over content from companies.
Employee profiles are the way to organically drive reach and engagement on LinkedIn in 2025.
If you’re still eager to post on your company page, make sure to get your team to engage with those posts.
When your employees like, comment, or repost company content, it extends visibility beyond the company page, reaching their 1st-degree connections and, in turn, triggering further engagement from 2nd-degree connections.
This organic ripple effect significantly increases reach and credibility 🌊
You can get started with employee advocacy by using a combination of social media management tools and your internal communications solution.
However, launching a formal employee advocacy program with a platform like DSMN8 will help scale this activity throughout your company while making it as easy as possible for employees to participate.
I strongly recommend listening to the podcast episode above for the right approach to employee advocacy.
Brad Nevin took Nissan’s program from pilot to a powerhouse, overcoming challenges along the way 🫡
2. Executive Influencers.
The second key method for boosting your organic LinkedIn presence focuses on your leadership team.
Building the personal brand of your CEO (and other executives) is a game-changer.
When executives share insights, industry trends, or company updates, their posts are more likely to spark discussions, attract engagement, and extend reach beyond their immediate network.
In fact, our analysis of 11,107 employee LinkedIn posts in 2023 revealed that a CEO could generate the same level of content engagement as a company despite having 98% fewer followers 😱
This not only increases brand awareness but also humanizes your company, making it more relatable and trustworthy.
Additionally, executives can act as thought leaders, positioning the brand as an authority in its space while organically driving attention to key company messages.
“But what if my CEO is too busy to post on LinkedIn?”
Use our 5-step CEO LinkedIn Content Framework and explore our Executive Influencer solution to make this efficient for time-poor leaders.
Key Takeaways
Even though organic reach for LinkedIn company pages has drastically declined, it doesn’t mean you can’t thrive on the platform.
By shifting your focus from company pages to authentic, people-driven interactions via employees and executives, you can break through LinkedIn’s algorithm and maximize organic reach.
Additional Resources
Ready to launch an employee advocacy program that generates results?
Want to make LinkedIn as easy as possible for your CEO?
Explore our Executive Influence Platform.
More on the LinkedIn algorithm & how to grow 👇
- Podcast: Talkdesk’s Jordan Tenenbaum on Maximizing LinkedIn Engagement with Employee Advocacy.
- LinkedIn Discontinues Employee Advocacy Analytics.
- The Foolproof Guide To Getting More LinkedIn Engagement
Emily Neal
SEO and Content Specialist at DSMN8. Emily has 10 years experience blogging, and is a pro at Pinterest Marketing, reaching 1 million monthly views. She’s all about empowering employees to grow their personal brands and become influencers.
