In the ever-changing digital landscape of 2025, LinkedIn continues to stand out as a powerful platform for business growth and personal branding. It has evolved far beyond a professional networking site, becoming a critical tool for building authority, fostering relationships, and driving business success.
But what is the best way to leverage LinkedIn in 2025? The answer lies in a dual strategy – one that merges the power of a company’s LinkedIn page with the influence of its employees’ personal brands. By combining these two approaches, marketing managers can maximise their impact and build a more authentic, engaged audience.
So, how do you craft a LinkedIn strategy that grows both your business and your personal brand in 2025? Let’s explore.
LinkedIn’s New Role in 2025
LinkedIn is no longer just a platform for job seekers. It’s now a key space for thought leadership, B2B marketing, and community building. With over 930 million users globally, LinkedIn offers businesses a unique opportunity to blend personal connection with professional networking. In 2025, this becomes even more important as the platform’s algorithm continues to favour personal, authentic content over purely corporate messaging.
However, many businesses still fail to integrate both their company pages and personal brands effectively. They either focus too heavily on one or neglect both, missing out on the platform’s full potential. LinkedIn’s new algorithm updates place more emphasis on community-driven content – meaning posts from personal profiles often receive more engagement than those from company pages. This shift makes it essential for businesses to embrace a dual approach that combines the company’s official presence with the voices of its employees.
The Power of a Dual LinkedIn Strategy
To succeed on LinkedIn in 2025, businesses need a strategy that balances their company page with the personal brands of their employees. Here’s why:
- Authenticity is Key: Personal profiles allow employees to inject personality into their posts, which resonates more with audiences than impersonal corporate updates. Personal content often generates 10 times more engagement than corporate content.
- Humanising Your Brand: People want to interact with real individuals, not faceless corporations. By encouraging managers and employees to share their own stories and insights, your brand becomes more relatable and trustworthy.
- Wider Reach Through Personal Networks: Employees’ personal networks often extend beyond the company’s follower base. When employees share business-related content, it amplifies your brand’s reach to new audiences.
- Collaborative Synergy: A unified approach, where the company page and personal profiles complement each other, creates a cohesive and more engaging narrative. Employees can offer personal insights on company news or share industry updates that the company page reinforces with data-driven content.
Encouraging Authentic Engagement Without Forcing Participation
While we recommend integrating personal and company page strategies for maximum impact, we also recognise in some cases employees may not want to share content on their personal profile, or choose to have a LinkedIn profile at all. Engagement from employees should always be encouraged, rather than enforced.
If employees do not wish to share content on their personal profiles, we recommend starting with engagement from company owners, directors, or senior managers. These leaders can set an example, showing how to authentically represent the brand while still sharing personal insights.
Optimising Your LinkedIn Company Page
An optimised LinkedIn company page is the foundation of a successful strategy. However, in 2025, businesses need to go beyond just sharing updates or promotions. The following elements are essential to keep your company page thriving:
- Strong Branding: Your company page should consistently reflect your brand’s voice, values, and mission. Use professional imagery, clear logos, and an engaging “About” section to communicate what your business stands for.
- Thought Leadership Content: LinkedIn favours content that positions your business as a leader in its field. Sharing long-form articles, industry insights, and original research can help you build authority and foster engagement.
- Encourage Employee Engagement: Get your employees involved. When they like, share, and comment on the company’s posts, it boosts visibility and showcases a strong internal culture.
- Engage in Conversations: Instead of just posting updates, join discussions in your industry. Comment on relevant trends and use LinkedIn’s interactive features, such as polls and newsletters, to engage with your audience.
The key to success lies in consistently posting valuable, thought-provoking content that encourages interaction, but remember- this is only one part of the equation.
Building Personal Brands for Business Growth
While your company page represents the business as a whole, personal branding is what truly allows you to connect with your audience on a deeper level. In 2025, the personal brands of your managers and employees can be as important as the company’s official messaging. Here’s how to strengthen personal branding:
- Position Employees as Experts: Employees should be encouraged to share their unique perspectives on industry trends and challenges. Personal insights offer a level of authenticity that corporate content cannot.
- Storytelling is Essential: Authentic, personal stories resonate more with audiences than dry, corporate-speak. Employees should feel empowered to share their personal experiences, client successes, and lessons learned in a way that highlights both their expertise and your company’s culture.
- Leverage Employee-Generated Content: In 2025, LinkedIn users are more likely to engage with content created by employees than with traditional corporate posts. Encourage employees to share behind-the-scenes stories, company milestones, and their own professional experiences.
As Jeff Bezos once said, “Your personal brand is what people say about you when you’re not in the room.” This sentiment is more relevant than ever on LinkedIn. By building strong personal brands, employees help elevate the business as a whole.
Integrating Company and Personal Branding Strategies
In 2025, the best LinkedIn strategies will not treat company branding and personal branding as separate efforts. Instead, they will work together in a way that creates synergy between the two. Here’s how to make this collaboration work:
- Cross-Promotion: Encourage employees to share company content, but don’t stop there. Employees should add their own personal insights to these posts, sparking meaningful conversations rather than simply re-sharing.
- Collaborative Content: Develop content that features both the company’s perspective and personal stories from employees. This could include LinkedIn Live sessions where employees discuss industry trends, offering both the official company view and individual experiences.
- Diverse Voices, Unified Message: While your company page should maintain a consistent professional tone, employees can offer a more diverse range of voices. This adds depth and personality to your company’s overall messaging.
Planning for LinkedIn Success in 2025
As we move into 2025, it’s essential to have a clear plan in place to make the most of LinkedIn’s opportunities. Businesses that don’t adapt their strategies will risk being left behind.
Here are a few key tips to ensure success on LinkedIn in the coming year:
- Mix Up Your Content: Use a combination of long-form articles, short-form videos, polls, and interactive posts to cater to different audience preferences.
- Encourage Employee-Generated Content: As mentioned earlier, employee content resonates more with audiences. Support your employees in creating authentic posts that reflect your company’s human side.
- Embrace Video: Video content remains king. Use short-form videos, personal brand clips, and company updates to give your audience a glimpse into the real people behind your business.
For more insights on how to build a successful LinkedIn strategy, check out this LinkedIn B2B Marketing Guide for 2025.
Conclusion
The ultimate LinkedIn strategy for 2025 is one that seamlessly merges the company’s brand with the personal brands of its employees. By doing so, you’ll create a strategy that enhances engagement, builds stronger relationships, and ultimately drives business growth.
Marketing managers who adopt this collaborative approach will find themselves well-placed to succeed on LinkedIn, ensuring both their company and personal brands continue to grow in the year ahead.
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