LinkedIn started working for us in 2024 — here's what we changed
We had a company LinkedIn page for three years before this. We posted updates sporadically. Campaign results, the occasional project spotlight, a reshare of something relevant. Nothing bad, just nothing that was actually doing anything. The page had a few hundred followers, mostly people who already knew us, and enquiries from LinkedIn were effectively zero.
In January 2024 we made one change. We stopped posting from the company page and started writing from personal profiles instead. Not promotional content. Actual thinking: what we had tried and what happened, what we had observed about the market, specific decisions we had made and why. The kind of thing you would share in a conversation with someone whose opinion you respected.
What changed and why
LinkedIn's algorithm, in our experience, distributes content from personal profiles significantly more widely than from company pages, especially when that content generates early engagement from the writer's first-degree connections. This is not a secret. But knowing it and acting on it are different things because writing in your own voice, publicly, about your own professional judgements is uncomfortable in a way that posting from a company page is not.
The first few posts felt strange. Writing about a campaign that had not worked as expected. Writing about a disagreement we had with a client's brief and how it was resolved. Writing about the decision to rebuild our site in Laravel. These are not polished case studies. They are actual episodes from running an agency, written with some care about what they might be useful for to someone reading.
The response was immediate in a way that three years of company page posts had not been. Not viral, but engaged. People who ran businesses in our market, founders, marketing managers at growing startups, professionals in cities we had not worked in yet, started commenting, connecting, and occasionally sending a message asking about what we do.
What we are still figuring out
Consistency is hard. Writing something worth reading once a week while running client campaigns takes real time and energy, and there are weeks where it does not happen. We have not solved that. We have a rough content calendar and we miss it regularly.
What we have stopped doing is treating LinkedIn as a broadcast channel. It works as a conversation medium. The posts that have driven the most enquiries have almost all been the ones that were genuinely specific: a number, a decision, a specific outcome. Specificity builds credibility in a way that general observations about digital marketing do not.