Let’s be honest: everyone kiiiiiind of hates LinkedIn. It can feel rigid, overly curated, and at times saturated with predictable announcements and recycled advice.
Yet for B2B organizations, LinkedIn remains indispensable (much like the U.S. dollar functions as the global reserve currency, for better or worse). It is not dominant because it is flawless, but because there is simply no alternative that matches its reach, trust, and utility for business connections. And with the platform’s latest algorithm update — which places an even greater emphasis on original expertise, meaningful engagement, and rewards creators who share thoughtful, value-driven content over promotional or clickbait-style posts (Hootsuite has an excellent breakdown) — it’s clear that how brands show up must change.
The new LinkedIn landscape where individuals outperform brands
One of the most significant shifts is LinkedIn’s increased prioritization of people over company pages.
At Sublime, we are seeing this daily. Company accounts that once enjoyed steady performance now show minimal movement, while individual posts (especially from leaders and subject-matter experts) receive far greater reach and engagement. It’s been very clear to us that LinkedIn is rewarding individual expertise, not brand-driven messaging.
To capitalize on this, organizations need more than a well-managed company page. They need active, authentic participation from people across the business.
What the algorithm now rewards: Expertise, not advertising
This shift also places new expectations on how people write. Posts that resemble advertisements or promotional copy (i.e. “We’re the best at what we do”) will increasingly be deprioritized.
What performs well today is content rooted in lived experience:
- A challenge you solved and what you learned
- Insights from your day-to-day work
- Observations from the field
- A leadership approach that has helped you
- A new perspective or question you’re exploring
Thought leadership is now less about grand declarations and more about meaningful, grounded reflection. The posts that rise to the top are ones where creators share frameworks, lived experience, and fresh ways of seeing familiar challenges. For example, Alyssa Wilson’s “corporate multiverse” article reframes organizational dynamics as an interconnected ecosystem and uses her real experience leading transformation to make a complex idea intuitive and actionable for her network. Similarly, Tracey Cesen’s posts consistently blend practical observations from her own work with reflections that spur discussion and connection with her audience. This is precisely the type of content LinkedIn is trying to elevate.
When it comes to our own client base (and our own page), this is what we’re currently observing:
- Engagement fluctuates throughout the year — this is normal.
- Consistency and patience matter more than ever.
- Authenticity consistently outperforms polish.
- Posts that teach, reflect, or genuinely add value rise to the top.
The days of immediate gratification are fading. What remains is a slower but more durable path to influence. So what does this mean for your LinkedIn strategy? Here are a few pointers to start:
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Shift from reach to relevance: Prioritize depth, expertise, and insight over broad, promotional messaging.
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Engage meaningfully: Thoughtful comments and conversations now influence reach more than likes or impressions.
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Commit to the long game: Momentum builds over weeks and months, not days. Consistency is critical.
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Activate your internal experts: Your people and their stories, experiences, and perspectives, are now your most valuable LinkedIn asset.
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Reposition your company page: Think of it as a resource hub rather than your primary engagement engine. It supports your people; it does not replace them.
LinkedIn may still feel imperfect at times, but its value in B2B marketing is undeniable. And with the platform shifting toward a more expertise-driven ecosystem, organizations that embrace authentic, human-centered content will be the ones that stand out.
Want help making LinkedIn actually work for you and your brand? Let’s talk. We create posts, build thought leadership programs, and coach teams to show up with substance.