Behind the Scenes of a Great LinkedIn Page
Are you just chasing followers or building a brand?
A great LinkedIn Page isn’t just about the metrics—it’s about creating a connection. In this session, we dig into what truly makes a company page "work" on LinkedIn.
Here’s what we cover:
✨ How to tell a compelling story through your page that resonates with your audience.
✨ Humanizing your brand by spotlighting employees, sharing behind-the-scenes content, and getting your team involved.
✨ High-performing content strategies that don’t rely on constant paid promotions.
Let's talk about what works, what doesn’t, and how you can apply these lessons to your strategy. (And, you don't need to grow to a bazillion followers to make it work!)
If you’re ready to move beyond the metrics to build a LinkedIn Page that’s authentic, engaging, and impactful, this newsletter is for you.
What Really Drives a Great LinkedIn Page?
Let’s be honest—managing a LinkedIn Page can be frustrating, especially with organic reach not being what it used to be. Posts that might have performed well last year aren’t landing the same way, and relying on gimmicks like polls isn’t the answer.
Creating a great LinkedIn Page has never been about trends or quick hacks. It’s about sharing stories that resonate, putting the spotlight on your people, and giving your audience a peek behind the curtain of what makes your company unique.
Whether it’s showcasing employees, sharing behind-the-scenes content, or crafting thoughtful, engaging posts, there are authentic ways to drive real connections without chasing fleeting trends.
And here’s the best part—it’s all about experimenting. Focus on the content that feels right for your brand, resonates with your audience, and builds a community, not just a follower count. A LinkedIn Page done well goes beyond algorithms—it builds relationships and creates lasting impact.
Let’s dig into how to make your Page stand out!
4 Big Mistakes Holding Back Your LinkedIn Page
Managing a LinkedIn Page might seem straightforward—post content, gain followers, repeat. But so many companies fall into a few common pitfalls. Let’s talk about a few common mistakes that could be holding your LinkedIn Page back.
Mistake 1: Treating Your Page Like a Billboard
One of the most common missteps is using a LinkedIn Page solely for promotion. Endless streams of "Buy now!" or "Check out our product!" posts feel transactional and push people away rather than drawing them in. LinkedIn is a space for connection and conversation. If your Page isn’t offering value—whether that’s insights, stories, or behind-the-scenes moments—you’re missing out on the chance to build relationships with your audience. Your followers don’t want to be sold to; they want to feel connected to your brand’s mission, people, and unique perspective.
Mistake 2: Ignoring the Power of Employee Voices
Your employees are your biggest advocates, yet so many Pages overlook the opportunity to involve them in their LinkedIn strategy. When companies fail to highlight their people—whether it’s through employee spotlights, celebrating milestones, or encouraging team members to share company posts—they miss a crucial chance to humanize their brand. A company that feels like a collection of real people, not just a logo, resonates far more with an audience.
Mistake 3: Posting Without a Strategy
Consistency is key, but simply posting for the sake of posting is another mistake. Random posts with no clear audience, tone, or purpose can confuse followers and lead to low engagement. Whether it’s rehashing industry news without adding your take or flooding the feed with irrelevant updates, aimless posting dilutes your brand voice. Instead, focus on strategic content—stories that connect, posts that solve problems, and visuals that grab attention.
Mistake 4: Relying Too Much on Organic Reach Alone
With LinkedIn’s shifting algorithm, relying solely on organic reach is a recipe for frustration. While organic content is crucial, sometimes a well-placed paid boost can make all the difference. Neglecting paid strategies when they could amplify your most important content, like a big announcement or event, means you’re leaving visibility on the table. The trick is balancing authentic organic content with smart, intentional paid promotions.
By addressing these common mistakes, you can transform your LinkedIn Page into a platform that goes beyond surface-level metrics, creating real connections and measurable results. And let’s be honest—there’s no better time to start rethinking your Page strategy than right now.
Rethink Your LinkedIn Page: Connection Over Promotion
For years, many of us have approached Pages with the mindset of promotion—broadcasting products, services, or achievements.
But LinkedIn isn’t just a megaphone where we shout at people about our brand; it’s more like a room full of professionals looking for value, connection, and perspectives.
If we stop treating our LinkedIn Pages like digital billboards and start seeing them as platforms for building relationships, everything changes.
The new belief is this: your LinkedIn Page isn’t just for your company—it’s for your audience.
Think of it as a hub where you solve problems, share insights, and let people see the humans behind the brand. Instead of trying to sell at every turn, focus on storytelling, offering genuine value, and showcasing what makes your company unique. It’s not about how many posts you put out; it’s about creating content that makes your audience pause, engage, and feel connected.
Another key shift is understanding that your employees aren’t just part of your company—they are your company. When you empower your team to be part of your Page strategy, you’re amplifying your message in a way that feels authentic. From employee spotlights to resharing their personal insights, leveraging employee voices turns your LinkedIn Page into a collaborative, human-centered space.
This isn’t just a tweak to your strategy; it’s a mindset shift. By focusing on connection over promotion, you create a Page that feels alive, dynamic, and valuable to your audience. That’s the kind of presence that not only drives engagement but also builds lasting relationships and real business impact.
How to Transform Your LinkedIn Page into a Storytelling Powerhouse
Now that we’ve talked about the why behind a more human, engaging LinkedIn Page, let’s dive into the how. Here’s a step-by-step guide to turn your Page into a vibrant, story-driven space that connects with your audience.
1. Define Your Brand Voice
What to do: Decide how you want your Page to sound—professional yet approachable? Thoughtful and inspiring? Bold and innovative? Whatever tone you choose, make sure it’s consistent across all your posts.
How to implement: Write a quick “voice guide” for anyone managing the Page. Include example phrases, do’s and don’ts, and the types of words or tone that best reflect your brand.
Pro Tip: Use your mission and values as a baseline. Everything you share should tie back to what your company stands for.
2. Highlight the Humans Behind the Brand
What to do: Show your audience the real people and authentic moments that make your company unique. Highlight your team’s achievements, share their stories, and offer a glimpse behind the scenes of your organization.
How to implement: Create a monthly “Meet the Team” series or spotlight employee accomplishments, whether it’s a big project win, an anniversary, or a fun fact about their role. Pair this with behind-the-scenes content like snapshots of team events, candid moments from the office, or even clips from product development or brainstorming sessions.
Pro Tip: Hand the mic to your employees! Encourage them to contribute posts about their experiences or takeovers that give their perspective. Authenticity resonates, so keep things casual and real.
3. Create Value-Driven Content
What to do: Focus on solving your audience’s problems, not just showcasing your achievements. Share insights, industry trends, or practical tips that your followers can act on.
How to implement: Brainstorm a list of your audience’s biggest challenges, then create posts or articles that address those pain points. Structure posts with actionable takeaways and ask questions to spark conversation.
Pro Tip: Keep your content dynamic by experimenting with formats. Try carousels, infographics, short videos, or thought-provoking text posts.
4. Leverage Employee Advocacy
What to do: Encourage your team to engage with and share company content to amplify its reach and add authenticity to your voice.
How to implement: Make it easy! Share pre-written snippets employees can use to repost company updates. Or, better yet, ask them to share in their own voice what the post means to them.
Pro Tip: Use recognition. Celebrate employees who actively engage with your LinkedIn Page—whether it’s a shoutout in a team meeting or a fun badge for “Social Media Superstar of the Month.”
5. Engage Directly with Your Audience
What to do: Start conversations, respond to comments, and ask questions in your posts. Make your audience feel heard and valued.
How to implement: Block out time each day or week to respond to engagement on your Page. Personalize replies when possible, and tag users when it makes sense.
Pro Tip: End your posts with an open-ended question. For example: “What’s been your biggest challenge with [X]? Let us know in the comments!”
By following these steps, your LinkedIn Page will become a place where your audience feels connected, inspired, and eager to engage. Remember, the goal isn’t to look human—it’s to be human. Lean into the authenticity that makes your company unique, and you’ll build a LinkedIn presence that truly stands out.
This combination of human connection and behind-the-scenes transparency builds trust, fosters a sense of community, and gives your audience a reason to stay invested in your company’s journey.
Thanks for spending time with me today! Let’s keep the conversation going here on LinkedIn—feel free to reach out if you want to dive deeper into strategies for building a better LinkedIn Page or if you’d like me to send you a short list of some of my favorite LinkedIn Pages! 😉
I’m currently revamping my LinkedIn resources to make sure they’re packed with the most up-to-date tips. If you’d like to stay in the loop and get notified when they’re ready, head over to my website and join my email list: http://www.mindiramsey.com.
Until next time, keep those connections real and those conversations meaningful.
