By Rebecca Wiessmann

Watch the full Tech Tuesday conversation with Michelle Raymond, LinkedIn strategist and “Company Page Queen,” here.

Most people who spend time on LinkedIn know the conventional wisdom:

Personal pages work.

Company pages do not.

Or at least that is what everybody says.

Steve opened this Tech Tuesday conversation by pointing directly at the elephant in the room. Company pages often feel like the thing LinkedIn forgot. They get less reach. They get less engagement. People do not seem to follow them, watch them, or care very much about them.

And yet Michelle Raymond has built her whole brand around helping businesses make LinkedIn company pages work.

That either makes her a genius or, as she joked, something a little more painful.

But the conversation quickly made one thing clear: company pages are not dead. They are just wildly misunderstood.

Personal Brands Win Attention

Michelle does not pretend that company pages get the same organic reach as personal profiles. They do not.

LinkedIn wants individual members scrolling, engaging, and watching ads. Personal content gets priority because it keeps people on the platform. Paid ads come next because that is where LinkedIn makes money. Company page content is further down the food chain.

That is just reality.

But that does not mean company pages have no value.

It means leaders need to understand what job the company page is actually supposed to do.

Steve offered a perfect example from Senior Living Foresight. His personal profile has become a major part of the brand. But as he thinks about the long-term future of the company, he recognizes the problem with being too much of the brand himself.

At some point, the organization has to stand on its own.

That is where the company page matters.

A personal brand can create reach, connection, and trust. A company page can become a transferable business asset. The smart play is not picking between a personal page and a company page.

It is both.

Your Company Page Is a Front Door

Michelle made a point that every senior living operator, vendor, and industry organization should take seriously.

People may discover you through a post, a comment, a referral, a conference, or a livestream. But when they want to know whether you are real, credible, and worth paying attention to, they search.

They Google you.

They look at your website.

And very often, they click on your LinkedIn company page.

Then the question becomes simple:

Do they get the red-carpet experience?

Or do they find tumbleweeds?

This is where too many company pages fall apart. They are either barely alive, with no recent activity, or they are packed with thinly disguised advertisements that nobody wants to read.

That does not build trust.

It creates doubt.

Michelle challenged leaders to look at their company page with fresh eyes. Is the banner clear? Does the tagline say what the company does, who it serves, and what makes it different? Does the About section still reflect who the company is today?

Or was it written years ago, posted once, and forgotten?

Steve compared it to walking trade show floors and seeing expensive booths where it is still impossible to tell what the company actually does. It is maddening in person. It is just as bad online.

Stop Making Corporate Content That Smells Like an Ad

One of Michelle’s strongest points is also one of the simplest:

People do not go to LinkedIn hoping to read more advertisements. They go there looking for answers, insight, confidence, and connection.

This matters deeply in senior living, where trust is everything. Families, operators, partners, referral sources, and job candidates are all trying to make decisions in a noisy marketplace. A company page should help them feel smarter, safer, and more confident.

That does not happen when every post says, in effect, “Look how wonderful we are.”

Michelle argues that trust and credibility come from being useful. The best company page content serves the audience. It answers questions. It names problems. It shares stories. It gives people a reason to believe the company understands their world.

And, she says, it is OK to have fun on LinkedIn.

That may be hard for some corporate marketing teams to believe, but buyers are still human beings. Even C-suite leaders do not want to be bored into submission.

Too many company pages are so busy sounding professional that they become invisible.

There Is No Magic Content Format

Steve asked the question that almost every LinkedIn user eventually asks: What kind of content works best?

Text posts?

Photos?

Short videos?

Livestreams?

Polls?

Michelle’s answer is refreshingly practical. The better question is not what format works best on LinkedIn. The better question is what format works best for your audience.

Some people love long-form newsletters. Some prefer short posts. Some want video. Some listen to podcasts. Some engage with polls. Different people consume content differently, and that means the best strategy is usually a mix.

There are always moments when LinkedIn seems to favor one format. Polls had their moment. PDF carousels had their moment. Short-form video had its moment. But chasing the algorithm is a fragile strategy.

Serving the audience is better.

And then Michelle dropped one of the best lines of the whole conversation:

“The post that gets done is the perfect post.”

That is a lesson for every leader, marketer, and operator with a hundred good ideas trapped in their head.

The perfect content strategy is useless if nothing gets published.

Stop Worshiping the Algorithm

Steve also raised another frustration familiar to anyone who posts consistently: sometimes a piece of content takes off, and nobody knows why.

One livestream gets 800 views. Another gets 5,000. Another gets 26,000. The one that explodes is not always the one that feels most deserving.

Michelle’s answer: enjoy the blessing and keep going.

There are patterns worth studying, but not every spike has a clear explanation. LinkedIn’s algorithm is increasingly personalized and unpredictable. Trying to decode every move can become a colossal waste of energy.

The better approach is to keep showing up, keep serving the audience, and take the wins when they come.

That is not as satisfying as a secret formula — but it is probably truer.

Personal And Company Pages Should Work Together

For organizations wondering whether to post on a personal profile, a company page, or both, Michelle’s guidance is straightforward.

When in doubt, post first on the personal profile if reach is the goal.

Then use the company page strategically.

The company page can repost employee content. It can highlight the voices inside the organization. It can repurpose strong personal posts later. It can become a home base for the brand, while personal profiles become the human engines of reach and engagement.

For most organizations, Michelle says three company page posts per week are plenty if there is a solid plan and process in place. Individuals can also aim for three posts per week, though the right number depends on the person, the audience, and the goal.

The point is not to post more just because you can.

The point is to post content that helps the audience get closer to their goals.

Generosity Still Works

One of the more overlooked parts of LinkedIn strategy is simple generosity.

Like someone’s post.

Comment thoughtfully.

Repost something worth sharing.

Support an employee, partner, customer, or prospect.

The algorithm may not always reward it with giant numbers, but people notice. And people matter more than numbers.

Steve shared that one of his best-performing posts ever was simply resharing a touching Christmas story from someone else. It reminded him that sharing can still have value.

Michelle agreed. LinkedIn works best when people approach it with a spirit of generosity rather than pure self-promotion.

The law of reciprocity may be a mouthful, but the idea is simple: what goes around comes around.

The Real Test

Michelle’s challenge to every company is simple:

Would you read your own company page?

Would you keep scrolling?

Would you trust the organization more after seeing it?

Would you know what it does, who it serves, and why it matters?

If the answer is no, the page needs work.

For senior living, this is not a small thing. The industry is built on trust, relationships, reputation, and confidence. Whether the audience is families, residents, employees, investors, referral sources, or vendor partners, they are looking for reasons to believe.

A boring company page gives them none.

A useful, human, thoughtful company page can quietly become one of the most important front doors your organization has.

Company pages may not win the LinkedIn popularity contest.

But they still matter.

And if yours is boring, outdated, or mostly ads, Michelle’s message is pretty clear:

Fix it.