How to Increase Brand Awareness on LinkedIn

Building meaningful brand awareness on LinkedIn doesn’t happen by accident, it's the result of a deliberate, consistent strategy that shows up for your audience every single day. This guide breaks down the actionable steps you can take to move from an occasional poster to a recognized authority in your industry. We’ll cover everything from optimizing your page to empowering your team to get your brand noticed for all the right reasons.

Optimize Your Company Page for First Impressions

Your LinkedIn Company Page is your digital storefront. Before you can attract new followers, you need to make sure your page is professional, complete, and optimized for discoverability. A strong foundation makes every other effort more effective.

Craft a Compelling "About Us" Section

This is arguably the most important real estate on your page. Visitors should understand exactly who you are, what you do, and who you help within seconds. Don’t just list your services. Tell a story.

• Lead with value: Start with a powerful one-liner that describes the problem you solve for your customers. For example, instead of "We are a B2B SaaS company," try "We build project management software that helps creative teams finish projects on time, every time."
• Use relevant keywords: Think about what terms your ideal customer might search for. Weave these phrases naturally throughout your description to improve your page's visibility in LinkedIn and Google search results.
• Include a call-to-action: End your "About Us" section by telling visitors what to do next. This could be visiting your website, requesting a demo, or following your page for industry insights.

Use Professional and On-Brand Visuals

Humans are visual creatures, and your page’s profile picture and banner image are the first things people see. Make them count.

• Profile Picture: Your brand logo is the best choice here. Make sure it's a high-resolution file that is clear and recognizable, even at a small size.
• Banner Image: This space is perfect for reinforcing your brand messaging. You can use it to showcase your products, feature happy customers, highlight a tagline, or promote an upcoming event. Keep the design clean and avoid cluttering it with too much text.

Complete Every Section of Your Page

An incomplete LinkedIn page looks sloppy and untrustworthy. Go through every field and fill it out completely. This includes your website URL, industry, company size, and physical address if applicable. LinkedIn’s algorithm tends to favor complete profiles, giving you a slight edge in visibility.

Create Content Your Audience Actually Wants to See

Once your page is set up for success, it’s time to focus on your content. The goal isn't just to post, it's to provide genuine value that makes people want to follow you and engage with your brand.

Identify and Stick to Your Content Pillars

Content pillars are 3-5 broad topics that your brand can authoritatively speak on. Defining these keeps your content focused and helps build a reputation as an expert in a specific niche. For example, a content marketing agency's pillars might be:

• Content Strategy
• SEO Best Practices
• Brand Storytelling
• Social Media Writing

Every piece of content you create should tie back to one of these pillars. This consistency helps your audience know exactly what to expect from following your page.

Go Beyond Self-Promotion with the 80/20 Rule

If every post is about your product or company, people will tune you out quickly. A healthy content balance follows the 80/20 rule: 80% of your content should be valuable, entertaining, or educational for your audience, while only 20% should be directly promotional. Value-first content includes:

• Educational Posts: How-to guides, industry trends, common mistakes to avoid, and quick tips.
• Behind-the-Scenes Content: Showcase your company culture, team wins, or the process behind how your product is made. This humanizes your brand.
• Inspiring Stories: Share customer success stories, founding stories, or motivational quotes related to your industry.
• Thought Leadership: Offer your unique perspective on a recent industry development or challenge a commonly held belief.

Master the LinkedIn Content Mix

Varying your content format keeps your feed fresh and appealing. LinkedIn supports several different types:

• Text-Only Posts: Great for storytelling, asking questions, or sharing a strong opinion. Short, punchy paragraphs and smart use of emojis can make these posts very effective.
• Single Image Posts: Use a high-quality photo or a branded graphic to capture attention. Visuals break up the monotony of the feed and can communicate an idea much faster than text alone.
• Document Posts (Carousels): Upload a PDF and LinkedIn will turn it into a clickable carousel. This format is amazing for educational content, like sharing key slides from a presentation, a step-by-step guide, or a list of resources.
• Video: Native video performs exceptionally well on LinkedIn. Short-form videos (under 90 seconds) are perfect for sharing quick tips, employee interviews, or product demos.
• Polls: A simple and highly effective way to drive engagement. Ask a relevant question about your industry to spark conversation and gather insights from your audience.

Empower Your Team as Brand Advocates

Your employees are your greatest marketing asset. Their combined networks are likely far larger than your company page's followers. Encouraging them to share and engage with your brand multiplies your reach organically.

Make it Easy for Employees to Share

Most employees are happy to help, but they're also busy. Remove the friction by establishing a simple employee advocacy process. You can create a dedicated Slack channel where you share links to new company posts along with suggested text they can copy and paste or customize.

Making it a one-click process dramatically increases participation. Remember to encourage personalization - a post shared with a personal note or a brief comment about why they're excited is always more authentic.

Use the "Notify Employees" Feature

For your most important posts, use LinkedIn’s built-in "Notify Employees of Post" feature. This sends a notification to your employees, encouraging them to view and engage with the content. Be mindful not to overuse this tool, as too many notifications can lead to fatigue. Save it for big announcements, major milestones, or thought leadership pieces you really want to gain traction.

Showcase Your People

Publicly celebrating your team is a win-win. It makes your employees feel valued, and it gives your audience a look at the real people behind your brand. Create content around:

• Employee Spotlights: Short interviews introducing team members, their roles, and what they enjoy about working at your company.
• Work Anniversaries & Promotions: Acknowledge and congratulate employees on their milestones.
• Team accomplishments: Did your engineering team just ship a major feature? Did your sales team crush its quarterly goal? Share and celebrate those wins.

Engage Strategically to Expand Your Reach

LinkedIn is a social network, not just a publishing platform. Broadcasting content without engaging in conversations is a missed opportunity. Strategic engagement helps you expand beyond your immediate followers.

Be Responsive on Your Own Posts

When someone takes the time to comment on your post, always respond. Acknowledge their contribution, answer any questions, and engage in the conversation. This not only encourages that person to comment again in the future but also signals to the LinkedIn algorithm that your post is sparking meaningful discussion, which can boost its visibility.

Participate in Industry Conversations

Your brand shouldn’t just talk, it should listen and contribute. Dedicate time each week to:

• Following relevant hashtags: Keep a pulse on conversations happening in your industry.
• Commenting on other posts: Add thoughtful, valuable comments to posts from industry leaders, partners, or even potential customers. Don't just say "Great post!" Add your own perspective or ask a follow-up question.
• Engaging in relevant LinkedIn Groups: Join groups where your target audience spends their time. Share your expertise by answering questions and contributing to discussions - without constantly pitching your product.

Use Hashtags Wisely

Hashtags help people outside your follower list discover your content. However, more is not better. Aim for 3-5 relevant hashtags per post.

Your approach should include a mix of:

• Broad industry hashtags: (e.g., #Marketing, #SaaS)
• Niche, specific hashtags: (e.g., #B2BContentStrategy, #ProductLedGrowth)
• Branded hashtags: (e.g., #YourCompanyNameCulture)

Final Thoughts

Building a strong brand presence on LinkedIn boils down to a few core principles: optimizing your page, creating consistent, value-driven content, empowering your team to be your biggest advocates, and genuinely engaging with your professional community. It’s a marathon, not a sprint, but every thoughtful post and meaningful interaction moves you in the right direction.

We know that managing a consistent content calendar and keeping all these moving pieces aligned can feel like a heavy lift. That’s why we built Postbase to make social media management feel less chaotic. With our visual calendar, you can plan and schedule all your content - from text posts to videos - across multiple platforms and get a clear view of your strategy without juggling spreadsheets or multiple tools.