Episode 453: Why LinkedIn Company Pages Enhancements are a Gamechanger

Bob Woods 00:22

Good afternoon, everyone, and thanks for joining me for Making Sales Social Live, coming to you from the Social Sales Link virtual studios. I’m Bob Woods.

Stan Robinson Jr. and Brynne Tillman are both off today, so we’re going to get right into things. I do want to say, though — I’d love to see your questions in the chat since this is live and interactive. Things might be a little clumsy because I’m running everything on my own today, so I ask for your patience if there are any hiccups.

With that, let’s get started.

Let’s talk about LinkedIn pages — or, as we’ll call them here, company pages. When you just say “LinkedIn pages,” people don’t always know what you mean unless you specify “company.”

When it comes to company pages, they’ve always kind of just been there. Companies know they need one so employees can attach it to their profiles, have the company logo show up, and make everything look official. Beyond that, though, many companies don’t really know what to do with them. They might post occasionally, but they’re not sure how to get real value from them.

Now, LinkedIn is improving this often-neglected feature and turning company pages into a true resource — not just for showcasing your business, but for tracking other companies and effectively using them for content and competitive insights.

In my opinion, this marks LinkedIn’s continued push into competitive intelligence for both companies and individuals.

Before we dive deeper, we have a lot of free material — ebooks and links — that will broaden your understanding of company pages. You can find them at socialsaleslink.com/companypages. If you’re watching live, that address is on your screen, along with a QR code you can scan. Those resources will take you to a link within Sales Navigator, and you’ll be able to download everything there. It’s a mini micro-library packed with useful information.

Now, some of these changes might seem like a “so what?” moment, but if you can gain insight into your competition and what they’re doing on LinkedIn, that alone makes company pages far more valuable than they used to be — and that’s exactly what LinkedIn is doing.

Let’s go over the improvements.

First, LinkedIn has split features between free company pages and premium company pages. With premium pages, you pay, but in my opinion, it’s worth it — especially for medium to large companies — because of all the extra intelligence you get.

For free company pages, you’ll now get insights from one competitor. LinkedIn used to offer multiple competitors, but now you can only track one. You’ll see follower and engagement highlights and one trending post from that competitor. It’s still valuable for keeping an eye on your main competition if you’re a smaller company or don’t want to pay for premium.

With premium company pages, however, you can track up to nine competitors. You’ll also see the top three trending posts across those nine competitors — not three per company, just the top three overall. You’ll also get enhanced analytics about your own company page and your competitors for deeper insights into who’s visiting and engaging with your content.

The big one: you’ll be able to see exactly who has visited your page.

Here are some of the details:

• You’ll see demographic information for visitors who’ve interacted with your page, helping you understand your audience.

• You’ll gain access to data on company growth, employee distribution, and hiring trends from other companies.

• Most importantly, you’ll be able to see the actual names of visitors — not just grouped demographics — and even click through to their profiles.

That’s a game-changer. These enhancements are transforming how organizations build visibility, trust, and measurable influence. When you understand both your own performance and your competitors’, you’re armed with valuable, actionable data.

So, with these insights, companies can now better showcase thought leadership and spotlight employees more effectively. You’ll know what content truly resonates with your audience.

If this is just the beginning — and I think it is — we’ll likely see even more features coming to company pages, especially premium ones. That’s just my guess, but I believe LinkedIn will keep expanding in this area.

Now, let’s talk about how this impacts sales and marketing teams. Company pages are becoming powerful hubs for credibility, competitive insight, and authentic connections that drive real results and conversations.

We used to rely solely on our personal profiles and feeds for this, but now, with the data company pages provide, we can do it on a company-wide level.

Another big benefit: since you can track what your competitors are doing in real time, you can react faster and position your company’s content to address what’s coming from them.

I have our analytics open right now from Social Sales Link’s premium company page, and I’ll share a few things. Since we have a premium page, I can’t see what’s available on the free version, but here’s what we’re seeing:

We can view follower metrics — for example, LinkedIn itself shows a decline in followers (and yes, we even track LinkedIn). That’s another creative way to use this feature: you don’t have to use all nine slots for competitors. You can track a mix of competitors, partners, or even prospects.

For instance, we track LinkedIn because we want to see how they manage their own company page.

We can also view post metrics. LinkedIn’s total posts are up a bit, but engagement is down — by nearly 30% in the last 30 days. The data provides a rolling 30-day snapshot, which gives timely insight into trends and engagement performance.

The three trending competitor posts are shown within the last 30 days. That includes the number of likes, the various reactions you can use on LinkedIn, and the number of comments as well.

Two of those posts come from a kind of “sort of” competitor, but LinkedIn has one that received almost 2,000 likes and 170 comments. This is the kind of insight you get with enhanced company pages — a lot more data to base your content decisions on and the ability to reach out to people using that premium feature.

And no, Jay, I’m not sharing my screen because there’s proprietary information there, and this also goes out as an audio podcast. I can’t really show visuals while recording audio at the same time. So, unfortunately, I can’t share my screen — apologies for that.

These additions aren’t primarily about visibility or employee spotlights. They’re specifically about analytics and performance insights.

But there’s another piece of the puzzle that’s recently come out about company pages, and it comes from an expert on the LinkedIn algorithm. If you’ve listened to us or seen our content before, this name will sound familiar — Richard van der Blom.

Richard recently published his update on the LinkedIn algorithm, which is worth an entire episode, maybe even a three- or four-part series. We’re not diving into the algorithm itself today, but he does address company pages specifically — and this was before LinkedIn released these latest updates. I think that’s interesting because he seemed to see the direction things were heading even before these features launched.

He believes — and I agree — that company pages are evolving from simple broadcasting channels into what he calls trust platforms. I like that term. These pages amplify employee voices, give corporate impact context in the broader world, help frame brand narratives, and even create community touchpoints.

Yes, you can actually build community through your company page.

That said, organic reach for company pages is down again. But I think we need to put that in context. That decline reflects the old broadcasting approach — just posting content and hoping for engagement.

If, instead, you view your company page as a trust platform, you’ll position it as a starting point for employees, executives, and even partners to grow influence, shape narratives, and spark real conversations. That’s how you move beyond the broadcast mindset.

On other platforms like Instagram, companies can still get away with broadcasting. But LinkedIn is different — it’s about building community and connections.

The direction LinkedIn is taking with company pages is good. With the new analytics, you can learn more about the people visiting your page and use that information to start direct conversations.

As LinkedIn continues to emphasize company pages, I believe the time for medium and large enterprises to take advantage of them is now. With the ability to track competitors and access even more data, upgrading to a premium company page might be worth it.

If you’re a smaller company, you can still benefit from the free data LinkedIn provides. But if you’re in marketing or sales — or you manage a page for a medium or large company — now is the time to leverage what’s available. And as I mentioned earlier, I expect LinkedIn will continue improving company pages in the future, shifting them from broadcasting tools into platforms for meaningful conversation and connection with your target audience.

Before wrapping up, I want to remind you about the free material that accompanies this episode. You can find it at socialsaleslink.com/companypages. That includes two eBooks on company pages and a link to Richard van der Blom’s post about the algorithm where he mentions company pages — definitely worth checking out.

You can probably tell I’m running this solo today, so I think this is the perfect time to wrap up.

Thank you for joining me today — whether live or via our podcast. We do these sessions weekly, so join us next time! Next week, we’ll have at least Brynne or Stan back — maybe even all three of us. Things change, as you can imagine, while we’re running our business and sharing insights with you.

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Thanks, everybody. I really appreciate you joining me. Have a great day. Bye-bye.