How to Expand Your LinkedIn Reach Beyond Just Posting

If your company page is growing, but only inside a bubble, your reach barely moves beyond your existing audience. Here’s the issue: Company content doesn’t travel. Human content does.

Think about it, when was the last time you saw a company post go viral? Hard to remember any. But that’s not the same for a CEO’s or an employee’s post. Those easily gain more traction.

That’s because LinkedIn’s algorithm ranks personal content higher than company updates. Research shows that content shared by employees gets 2x more engagement than content shared by the brand itself.

People engage with people, not logos.

Even if your company page is putting out great content, it won’t perform as well and you’d be capping your reach. To fix that, leverage your team. Here’s how:

How to turn employees into LinkedIn growth engines

Most companies assume employees don’t want to share company content. That’s not true. The real problem is, they don’t know what to post, or why it even matters.

The thing is, your employees have built-in networks of industry peers, potential clients, and future hires. If they’re not engaging with your company’s content, you’re missing out on a huge organic reach opportunity.

So how do you get them involved? Make it easy.

Instead of pushing them to post, create a culture where sharing content feels natural:

• Encourage simple engagement. Employees don’t have to post original content every day. Even liking or commenting on a company post helps push it to their network.
• Make content easy to share. Some employees want to post but don’t know what to say. Provide them with simple, tweakable post ideas so they can personalize them.
• Recognize employees who engage. A quick shoutout to an employee who shared a post or added an insightful comment is a good way to reinforce the habit.

When done right, employee advocacy can 10x your LinkedIn reach — without spending a dime on ads.

To practice: Identify 5-10 employees who are already active on LinkedIn. Get them involved this week by having them engage with company content.

The LinkedIn growth cheat code: CEO & leadership branding

There’s one LinkedIn strategy most brands aren’t using enough which is executive branding.

Your CEO’s LinkedIn profile is more powerful than your company page. And this isn’t about ego, but reach.

Founder and executive posts get 4x more engagement than company page posts.

Look at the top LinkedIn voices in your industry. You’d notice they don’t post from a company page but from their personal profiles.

And that links back to the point that LinkedIn’s algorithm favors content from real people.

A strong executive presence doesn’t just boost their personal brand, it drives visibility to the company as well when done right. For instance:

• When a CEO shares industry insights, people associate that expertise with the company.
• When leadership posts get high engagement, LinkedIn boosts their visibility, bringing more eyes to your brand.
• When a founder or executive actively engages with company page posts, it amplifies their reach.

If your leadership team isn’t posting on LinkedIn, you’re missing a massive opportunity.

How to build a strong leadership presence on LinkedIn

Corporate-sounding LinkedIn posts don’t work. The best executive content feels real.

If you Want your CEO’s content to stand out, forget the polished PR talk. Instead, focus on:

? Relatable insights – Share behind-the-scenes stories, lessons learned, and personal takes on industry trends.

? Valuable content – Provide sharp industry insights, fresh perspectives, and real expertise (not generic motivational quotes).

? Engaging posts – Use storytelling, questions, and interactive formats to start conversations.

For starters: Have your CEO commit to posting one valuable LinkedIn post per week. Here are some ideas on LinkedIn posts for founders and CEOs

What’s next? Scaling reach even further (with advanced strategies)

By now, you already know that:

? Employee engagement massively increases your content’s reach (here’s our guide to HR content strategy)

? Founder & executive branding is one of the most powerful LinkedIn growth levers.

? LinkedIn prioritizes content from people, not just brands.

But if you want to go beyond organic reach and put your content directly in front of decision-makers at scale, you’ll need to invest in LinkedIn Thought Leader Ads (TLAs).

We’ll discuss this in-depth in the next part, you’ll discover:

? What TLAs are and how they work

? Why LinkedIn Ads are different from other platforms

? How to use them to reach high-value decision-makers

For faster result: Choose one action and implement it this week

If you want to see real LinkedIn growth, you can’t just read about it, you have to take action. So pick one of these and make it happen today:

? Get 5 employees to engage with company content

? Have your CEO post once this week

? Make your next post more interactive (polls, questions, carousels, etc.)

Which of these are you tackling first?

Reach out if you also need expert help with LinkedIn content strategy, employee advocacy, and high-performance Thought Leader Ads. Column can help.