LONG STORY SHORT
A company page on LinkedIn is basically a billboard on a highway. That’s nice but how many cars did you send by there?
You see in this case you’re supposed to bring followers with you so purchasing a billboard ain’t enough. You need to purchase traffic too by paying for ads or alternatively deserve it by activity of representatives of your company.
Another important point is that LinkedIn runs on private conversations, and company pages can’t start one. Even if you rely on paid ads you still need those private profiles of your employees to do sales recruiting or any other private conversations that are needed.
And now the biggest issue with ads is that decision-makers scroll past paid ads the same way they scroll past their ex’s Stories. Instinctively, without guilt. And the fun part is that most efficient ads are sponsored posts by personal profiles - not company pages.
ACTIONABLE NEXT STEPS
Lie completely horizontal on your couch and accept that your company page exists for one reason: because it would look weird if you would have none.
Teach your employees to tag the company page in their private posts.
Make this tag more powerful by having your company page react to that post. Preferably within 59 minutes of publishing.
This method will bring your company new followers from people that are connected to your employees. This method will bring your employees posts more visibility from people that are followers of your company page.
And what about content on your company page? Remember to tag your employees, use authentic pictures of them and increase your visibility by having likes from tagged employees.