How individual voices are outperforming company pages and reshaping brand visibility.
A quiet shift is happening on LinkedIn, and it’s personal.
You might have noticed it already. The posts that stop the scroll aren’t always the slick brand videos or official company updates. More often, they’re from individuals, sharing what they’ve learned, what they care about, or what’s happening behind the scenes.
In 2025, personal LinkedIn pages are where the real conversations (and real influence) are happening.
This doesn’t mean company pages don’t matter. They still play an important role in brand building. But when it comes to engagement, reach, and trust, it’s the human stories that are cutting through.
Why personal posts travel further
LinkedIn’s algorithm is designed to prioritise content that sparks genuine interaction. That’s why posts from individuals often gain more visibility and generate more meaningful engagement than those from company pages.
Here’s what we know:
Personal profiles typically have broader, more active networks.
Posts from individuals receive up to 561% more interactions than company posts.
Content that feels relevant and conversational gets surfaced more widely, and personal pages are built for exactly that.
In other words, the platform is leaning into what it does best: helping people connect with people.
Trust, connection, and the power of showing up
People don’t build trust with logos. They build it with stories, perspectives, and consistency. That’s why thought leadership feels more compelling and credible when it’s shared through a personal lens.
When you post from your own page, you’re not just sharing information. You’re giving your network a glimpse of the person behind the role. That builds connection. And it builds trust, not just in you, but in the company you’re part of.
Research backs this up: 82% of employees say they trust a company more when its leadership is active on social media. It signals transparency, confidence, and accessibility; all things we’re looking for in the brands we follow.
Thought leadership doesn’t need a title, it needs a voice
One of the biggest misconceptions about LinkedIn is that you need to be in the C-suite to have something worth sharing. But the truth is, thought leadership can come from any level, in any role.
Some of the most impactful content comes from people simply sharing what they’re learning, what they’re noticing in the industry, or what they’re proud of in their work.
And that kind of insight resonates more deeply when it’s shared in your own words. Personal pages give you the freedom to post with authenticity, without needing sign-off or a polished press release. It’s you, offering value in a way that feels natural, and people respond to that.
The ripple effect: how your voice helps your brand
When you share from your personal page, you’re not just building your own reputation. You’re helping amplify the organisation behind you.
Employee networks tend to be 10 times larger than company pages, and the engagement is higher too. When people in your network see you talking about your work, your team, or your company’s achievements, it builds awareness and trust in a way a branded post can’t always replicate.
It’s one of the most powerful (and organic) forms of advocacy, and it’s something every business can benefit from.
So where does that leave the company page?
Think of the company page as a foundation. It’s a great place for people to go when they want to learn more about what your business does, its values, and its updates.
But for reach, engagement, and relationship-building? That’s where personal pages shine. When the two work together - company page as the anchor, personal pages as the storytellers - that’s when the magic happens.
What kind of content works well on personal pages?
The good news: you don’t have to bare your soul or become a daily poster. Some of the most effective content is simple, thoughtful, and grounded in your day-to-day.
Try sharing:
A quick lesson or insight from something you’ve worked on
A recent team win or milestone
Your take on a trend or challenge in your industry
A company update with a short reflection on why it matters
Behind-the-scenes moments that show what your work really looks like
The key is to keep it relevant, real, and in your own voice.
Real connection drives real results
LinkedIn is always evolving but one thing hasn’t changed: it’s still a platform built on connection. And connection starts with people.
Showing up on your personal page, whether it’s once a week or once a month, helps build trust, spark conversations, and grow both your personal brand and your organisation’s reach.
So, if you’ve been wondering whether it’s worth it to post, consider this your gentle nudge: your voice matters. And your network is ready to hear from you.
And if you’re not quite sure where to start, or how to get the balance right, we’re here to help. At HMC, we work with professionals and teams to build confident, authentic LinkedIn presences that amplify both personal and brand impact.
