The Declining Reach of LinkedIn Company Pages in 2025

Introduction

Organic reach on LinkedIn has declined sharply for company pages. According to the Algorithm InSights 2025 report from Richard Van Der Bloom, a typical company page post is shown to only 1.6% of its followers - a 15% drop from late 2023. This decline mirrors broader feed dynamics: brand posts now account for just 1–2% of the LinkedIn feed, down from 7% in 2021. In other words, unless heavily boosted or externally engaged, most company page posts go largely unseen.

LinkedIn’s algorithm has evolved to favor content that elicits genuine interaction. Brand pages struggle under this shift, as their posts are less likely to spark the kind of discussions LinkedIn rewards. The takeaway is clear: without active support, corporate posts are functionally invisible.

Why the LinkedIn Algorithm Prefers People Over Pages

LinkedIn prioritizes content that sparks engagement between individuals. Content from personal accounts enjoys algorithmic preference for two primary reasons: stronger trust signals and more relational interactions.

From the Algorithm InSights 2025 report:

• Comments from non-employees provide a 10× lift vs. Likes, and 2× vs. reshares
• Engagement from internal employees carries ~35% less weight than external engagement

Internal engagement is still critical —it drives early momentum in a post. Employee reactions, reposts, and comments can help 'prime' a post, giving it the initial lift needed to break out of its limited default distribution.

However, LinkedIn’s algorithm rewards authenticity and breadth. The most impactful posts are those that also receive engagement from outside your organization.

Company Pages vs. Employee Profiles: Measurable Performance Gaps

Quantitative data highlights the disparity:

• A Refine Labs study found employee posts generated 2.75× more impressions and 5× more engagement than the company page, despite 46% fewer followers.
• Company posts are often filtered out of user feeds, especially if they lack external interaction. Personal posts, in contrast, benefit from relational amplification through comments, reactions, and shares.
• Even founder profiles with 98% fewer followers than a company page can match or exceed its engagement.

In addition:

• Employee networks are 10× larger in aggregate than company follower lists
• Posts by employees are 2× more likely to be engaged with than those by brand pages
• Trust in personal content is 3× higher than in brand-published material

These differences are not marginal—they’re structural and compounding.

Trust and Authenticity Drive Outcomes

Decision-makers prefer content from real people. According to Edelman and LinkedIn studies, thought leadership shared by individuals is viewed as significantly more credible than official brand communication.

This dynamic also translates to pipeline impact:

• IBM found that leads sourced via employee content convert 7× more often than those from paid channels
• Engagement with a team member’s content often serves as a “dark social” pre-touch before conversion

In SaaS, where trust is critical and cycles are long, this advantage is both qualitative and quantifiable.

Employee Advocacy Has Become a Strategic Imperative

What began as a trend is now table stakes. Forward-thinking SaaS companies have shifted from page-first to people-first strategies:

• Founders are building in public
• Sales and product teams are sharing customer insights
• Marketers are elevating narratives through team-led distribution

Rather than broadcasting from the brand account, these companies mobilize internal voices to create reach and resonance. Content calendars now include team-driven content alongside brand posts.

As of 2025:

• 71% of CMOs report increased investment in internal influencer programs
• Posts that integrate personal narrative see ~30% higher engagement

How Assembly Helps SaaS Teams Scale Employee-Led Content

Assembly is purpose-built to operationalize employee-led content distribution:

• Shared Workspaces: Create, edit, and review content across both personal and company accounts
• Cross-Platform Scheduling: Publish on LinkedIn, Twitter, Instagram, and more
• Auto-Engagement: Amplify posts via scheduled likes, reposts, and tagged comments
• Analytics & Attribution: Track post performance by employee, platform, and campaign

Assembly allows companies to scale a distributed content model without sacrificing voice or visibility. Teams remain authentic, while marketers maintain consistency and oversight.

Conclusion

LinkedIn’s algorithm no longer favors companies. It favors people. SaaS brands that rely solely on company pages are competing with a structural disadvantage. Instead, leading teams are investing in employee-led content—where trust, reach, and engagement are orders of magnitude stronger.

Tools like Assembly enable this shift at scale. By coordinating content, measuring outcomes, and supporting authentic personal posting, they help teams modernize their GTM approach and unlock new surface area for growth.

The future of LinkedIn in B2B is clear: your people are the brand. Give them the tools to perform like it.