How to Attract Followers on a LinkedIn Company Page

Growing your LinkedIn Company Page follower count can feel like a slow grind, but it doesn't have to be. Getting the right people to hit that Follow button is about more than just posting updates, it's about building a hub of value for your industry. This guide gives you actionable strategies to optimize your page, create compelling content, and proactively attract the audience that matters most to your business.

First Things First: Nail Your Page's First Impression

Before you can attract new followers, your Company Page needs to look professional, polished, and purposeful. Think of it as your digital storefront on LinkedIn. An incomplete or sloppy profile signals that you aren't serious, which can turn potential followers away.

Polish Your Profile Essentials

These are the non-negotiable basics that every single page must have right. They take just a few minutes to set up but make a huge difference in how your brand is perceived.

• Logo and Cover Image: Use your high-resolution company logo as the profile picture. Your cover image is prime real estate, use it to showcase your brand's personality, a product, or a clear tagline. Make sure both are sized correctly and look sharp on both desktop and mobile.
• Compelling "About" Section: This is your elevator pitch. Clearly state who you are, what you do, who you serve, and why it matters. Use keywords your ideal customers would search for, as this section is indexed by search engines.
• Clear Tagline: Your tagline appears right under your company name. Make it a concise and powerful statement that instantly communicates your value proposition.
• Website &, CTA Button: Add a link to your website and customize the call-to-action (CTA) button. LinkedIn offers options like "Visit website," "Learn more," or "Contact us." Choose the one that best aligns with your primary business goal.

Claim Your Custom URL

By default, LinkedIn gives your page a URL with a string of numbers at the end. Get rid of it. Claiming a custom URL (e.g., linkedin.com/company/your-brand-name) makes your page easier to find, share, and remember. It's a small detail that makes your brand look more established.

Create Content People Actually Want to Follow

Your content is the engine of your follower growth. If you only post self-promotional updates, you’ll struggle to gain traction. The goal is to become a trusted resource that your target audience can't afford to miss. People follow pages that educate, inform, or inspire them.

The Four Pillars of Great LinkedIn Content

Balance your content strategy across these four key categories to keep your feed interesting and provide consistent value.

1. Industry Insights &, Trends: Share articles, insights, and data about what’s happening in your field. This positions you as a thought leader who is on top of the latest developments. Don't just share a link, add your own two cents. What's your take on the trend? What does it mean for your customers?
2. Company Culture &, Behind-the-Scenes: Humanize your business. People connect with people, not logos. Share photos from team events, spotlight employees and their achievements, or talk about your company's mission and values. This builds trust and makes your brand more relatable.
3. Educational &, Helpful Advice: This is where you provide immense value. Create content that solves a problem or answers a question for your audience. Think "how-to" guides, quick tips, common mistakes to avoid, or checklists. This solidifies your reputation as an expert.
4. Product &, Service in Action: Instead of a sales pitch ("Buy our product!"), show your product or service solving a problem. Share a short case study, a customer testimonial, or a quick video demonstrating a specific feature. Focus on the benefits and the outcome, not just the features.

Mix Up Your Content Formats

Leaning on different content formats keeps your page dynamic and caters to how different people prefer to consume information. Don't just stick to text posts.

• Video: Video gets prime attention on LinkedIn. Create short-form videos like employee interviews, quick tutorials, or a walkthrough of a new feature.
• Document Posts (Carousels): Uploading a PDF as a "document" creates a swipeable carousel that is highly engaging. Turn a blog post, a presentation, or a list of tips into a visually appealing document to increase dwell time on your post.
• Polls: LinkedIn Polls are a simple way to boost engagement and gather feedback. Ask thought-provoking questions related to your industry to spark conversations in the comments.
• Graphics &, Infographics: Use tools like Canva or Figma to create branded graphics that share a statistic, a quote, or a key takeaway. Strong visuals stop the scroll and make information easier to digest.

Don't Just Post and Pray: Actively Attract Followers

Creating great content is only half the battle. You have to be proactive in getting a relevant audience to see it. Treat follower growth as an active, ongoing process.

Activate Your Biggest Advocates: Your Employees

Your team is your most powerful - and most overlooked - growth tool. An average employee has a network that is 10 times larger than their company's follower count. When they share your content, they expose your brand to thousands of new, relevant people.

• Encourage Profile Updates: Ask every employee to correctly list your Company Page as their current employer in their profile. This automatically links their profile to your page and adds them as an employee.
• Make Sharing Easy: Don't just hope they find your content. Create an employee advocacy system, even if it's just a simple Slack channel where you share direct links to your best posts and suggest a caption. People are more likely to share when you make it frictionless.
• Notify Employees of New Posts: When you publish a significant post, click the "Notify employees" button. This sends a notification to your team, encouraging them to view and engage with the content, which boosts its initial reach.

Use the "Invite Connections" Feature (Strategically)

As a page admin, you can directly invite your personal connections to follow your Company Page. LinkedIn provides a monthly pool of credits for this. Use them wisely.

• Don't Be Spammy: Don't just invite all 500+ of your connections at once.
• Be Relevant: Prioritize inviting connections who work in your industry, could be potential customers, or have previously shown interest in your work. A smaller, engaged following is far more valuable than a large, uninterested one.

Engage with Others as Your Brand

You can 'like' and comment on posts from your Company Page's identity. This improves your visibility. Find popular hashtags in your niche or follow a few industry influencers. When you see a relevant conversation, jump in and add a thoughtful comment from your official company account. It’s a great way to put your brand in front of new, highly targeted communities.

Promote Your LinkedIn Page Beyond LinkedIn

Think beyond the platform itself. You already have existing touchpoints with customers, prospects, and fans. Use them to make people aware of your LinkedIn presence and give them a reason to follow.

Add a Follow Button Everywhere You Can

• Your Website: Add a LinkedIn "Follow" button to the footer or header of your website.
• Your Blog: Include a call-to-action to follow you on LinkedIn at the end of every blog post.
• Your Email Signatures: This is a simple but incredibly effective tactic. Ensure every employee has an email signature that links directly to the company’s LinkedIn page. Think of how many emails your team sends every single day.
• Your Newsletter: Your email subscribers are already a captive audience. Remind them to connect with you on LinkedIn for daily insights and updates that don't fit into the weekly newsletter.

Use Analytics to Fuel Your Growth

LinkedIn provides solid native analytics for Company Pages. Don't ignore them. Your data tells you exactly what's working and what isn't, so you can stop guessing and start making strategic decisions.

What to Look For

• Follower Demographics: Go to your analytics tab and check out the demographics of your followers. Are they the right job titles, industries, and seniority levels? If not, you may need to adjust your content or engagement strategy to attract your target audience.
• Content Performance: Sort your individual posts by impressions, click-through-rate, and engagement rate. Look for patterns. Do video posts perform best? Do people love your polls? Find your top-performing content and create more of it.
• New Followers Spike: Did a specific post lead to a large influx of new followers? Analyze that post. What was it about? What format was it? That's your blueprint for success. Replicate it.

Final Thoughts

Attracting followers on LinkedIn is a marathon, not a sprint. It boils down to a consistent combination of optimizing your page for a strong first impression, creating content that your target audience genuinely finds valuable, and actively promoting your page on and off the platform.

Being consistent with high-quality content is the foundation of it all. At our place, we use our own visual content calendar to plan our LinkedIn strategy weeks or even months ahead of time, ensuring we never miss a beat. By managing everything in one spot with Postbase, we free up time from the headaches of scheduling to focus on what really drives follower growth: engaging in meaningful conversations and building a community.