TLDR Tech / Marketing
LinkedIn's Algorithm Killed Company Pages. Employees Are The Distribution Now
LinkedIn has shifted distribution from company pages to employees, making personal profiles the main driver of B2B reach. Its 360Brew algorithm prioritizes semantic signals of expertise over engagement, favoring content that shows real professional insight. Only about 3% of employees post, but they generate roughly 30% of brand engagement. This aligns with buyer behavior, where 64% of hidden decision makers prefer thought leadership content over marketing materials, and with LinkedIn becoming a major source for AI search systems.
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