The authenticity filter
A company’s real culture comes through the lens of its employees. What I mean by that is your LinkedIn company account can’t escape the authenticity filter.
Post a team photo and people see a recruitment ad. Share a milestone and people see marketing. The corporate logo at the top primes everyone to read it as promotional before they even start.
When someone posts on their own personal account about solving an interesting problem or shares expertise from their work, the company affiliation becomes a discovery, not a pitch. People look up where you work because they’re curious, not because you told them to.
The companies that get this right do something counterintuitive. They stop trying to turn employees into megaphones. Instead they support the people who actually want to build their professional presence and share what they know.
Not everyone needs to be an influencer. But when you have people who genuinely want to share their work, let them focus on building their own value. That attracts better people than any company post ever could.