LinkedIn is well-known among professionals worldwide. With a jaw-dropping 1.3 billion members across 200 countries and more than 71 million companies on board, this platform isn’t optional anymore. It’s where smart brands go to get seen, get leads, and get ahead.
Under Microsoft’s influence, LinkedIn has transformed from a social network for professionals into a premium intel hub for the corporate world. Due to spaces like LinkedIn Pressroom and company pages, the platform is now an official communication channel where organizations can share their own news, product updates, data insights, and solutions.
In a way, LinkedIn is becoming the new press room for global business. As a brand, it’s the place you want to be for the world to notice your offer. So, let’s see how established businesses use the platform to share their news with the world, and how you can build visibility as a newcomer without being a nuisance.
Why LinkedIn Is the Best Press Room
Many sales and marketing professionals use LinkedIn to grow their networks and find new clients. Other members use it for its powerful job board (over 65 million job searches per week). It’s the perfect marketplace where offer and demand can connect and have a conversation.
But since LinkedIn introduced the ability to publish long-form content in 2012, things have changed. Nowadays, members can also publish short-form content and even organize events (online, in person, or hybrid).
All these features open new possibilities for companies that understand the power of being visible on a platform that connects businesses and professionals. For instance, Ryan Hammill, the CEO of Ancient Language Institute, decided to use the platform as a way to spread the word, or “plant seeds,” as he put it. He also said:
“Even when you’re not selling, every update, insight, or thought leadership piece quietly builds trust, shapes how people see you, and keeps your brand top-of-mind. Over time, the audience that notices you grows, and when they’re ready, they remember who delivered value first.”
The LinkedIn page of the Ancient Language Institute
Since many organizations use it as a channel for communications and content dissemination, LinkedIn has become a trusty source for journalists. This made things easier, as the information is centralized in a single publicly available, searchable hub.
When big companies have something to say, whether it’s news about a merger, product updates, data insights, or an event, they post about it on LinkedIn. Ken Chartrand, the CEO of Encore Business Solutions, told us that they use the platform to share their events, updates, and more with the world.
An event shared by Encore Business Solutions on their LinkedIn page
“Since we started using LinkedIn to share our company news, events, and insights, it’s become our favorite spotlight. It’s great knowing that when we post updates, we’re connecting with real people who care about our journey. LinkedIn turned our announcements into conversations, and we couldn’t be happier with the reach and engagement it brings,” Ken shared.
Furthermore, the platform has a dedicated editorial team, staffed by professional editors who previously worked at major outlets like Forbes, Fortune, Bloomberg, Reuters, and The Wall Street Journal.
This team works hard to keep users up to date via the LinkedIn News page, where they post curated stories, expert takes, and trend breakdowns. Their job is to position LinkedIn as a trusted, human-curated source for essential business and professional updates. And they’re succeeding!
Overall, the best part of today’s LinkedIn features is that you can be as versatile as you want. For instance, some companies prefer a more human approach and share news and updates through member accounts rather than corporate pages. A great example here is Vanswe Fitness, a company that sells home gym equipment.
Wang Dong, the founder of Vanswe Fitness, told us:
“We didn’t want a traditional company profile on LinkedIn because people connect with people, not logos. By sharing updates through my account and our Project Manager’s account, we get to show the real humans behind Vanswe Fitness — our passion, our ideas, and the story behind every product. That’s the kind of connection we value.”
They still get to promote the brand and build long-lasting connections with companies in the niche, but in a more personal manner.
How to Build Your LinkedIn Visibility
“You don’t need to be the loudest to be visible online. You just need to say something worth listening to. If you want to stand out without becoming digital spam, focus on sharing insights that make people smarter, braver, or better at what they do.” — Morgan Taylor, Co-Founder at Jolly SEO.
Even though it’s more social, LinkedIn is still a great platform for lead generation and growing your network. According to recent HubSpot research, it’s 277% better at lead generation than other social platforms like Facebook or Twitter.
So, you can see why building visibility is essential for success. But how do you do this without spamming your connections’ DMs or publishing three to five posts per day?
Here are a few tips and tricks that brands use to stay connected to their audience and extend their network:
Activate Employee Advocacy
This is the same strategy used by Vanswe Fitness, where employees are the ones doing the sharing. As it turns out, content posted by member accounts (not company pages) receives more engagement and views.
That’s because LinkedIn’s algorithm prioritizes content from people (1st-degree connections). It does so to foster a sense of community.
Encourage (don’t force!) key employees and leadership to share company updates, industry analysis, and thought leadership from their personal profiles. For an extra touch of authenticity, they can also share personal opinions, as long as they align with the overall brand message and vibe.
Make Your Posts Stand Out
The algorithm strongly favors content that encourages users to dwell or interact (e.g., by posting a comment or starting a conversation). As usual, graphic posts (images and videos) are better than plain text ones, but you have other options like polls and carousels.
Besides the more appealing format, carousels (a collection of images) get users to engage with your post. They must stop and swipe through each slide, significantly increasing dwell time (a metric the LinkedIn algorithm loves).
Plus, by repurposing existing long-form data, white papers, or blog posts into visually sharp, 5-10 slide presentations focused entirely on actionable takeaways or key statistics, is a great way to get more people’s attention.
On the other hand, polls invite users to interact in a more direct manner. You just need to know how to design them so people will feel compelled to give you an answer.
For instance, here’s a poll that definitely gets people’s attention and involvement:
“Unpopular opinion: The 4-day work week is actually bad for deep, focused project work.
- (A) Agree
- (B) Disagree
- (C) Depends.
Tell me more in the comments.”
Engage Reciprocally as the Company Page
LinkedIn engagement is not a one-sided conversation. Here, more than anywhere else, you have to show up for your followers and peers. You are a proactive member of the community, not just a publisher.
Plus, engaging with posts by others in your industry increases the likelihood of reciprocal engagement and exposes your page’s name and logo to a wider, relevant audience.
To make sure you’re not missing out on important conversations, add a “Listen and engage” block to your calendar. In the beginning, spend 10 to 15 minutes per day commenting thoughtfully on content posted by industry influencers, competitors, and key customers. But don’t be generic (“Wow, such great insight!”).
Always aim to add to the piece you’re commenting on. For example: “Great point, [Poster Name]. We saw this play out in our Q3 report—specifically, the 70% uptick in X activity confirms the shift you’re describing.”
Ready to Start Your LinkedIn Adventure?
Whether you’re a business owner, journalist, or content writer, LinkedIn seems to be the right platform to grow a brand, launch a product, and get accurate, insightful information. It’s also the perfect place for job seekers, thought leaders, and anyone who wants to make their mark in the online world. So, are you ready to get started?
