For years, LinkedIn has been an attractive channel for companies and professionals looking to build visibility, credibility, and network, without spending money on advertising.
But as LinkedIn shifts its algorithm and intensifies its commercial ambitions, it has become significantly harder to achieve organic reach, whether you’re a company or an individual.
Perhaps LinkedIn has taken an example from Meta’s playbook 😉 since they have been using this strategy for years.
An evolving algorithm in 2025
Over the past few months, many users have noticed a decline in post views and engagement. Others have wondered why they’re seeing old posts in their feed. This isn’t a bug it’s a deliberate shift in LinkedIn’s algorithm.
Previously, posts were mainly ranked based on how “newsworthy” they were and on engagement metrics like likes and comments. Now, LinkedIn prioritizes relevance. That means a post from two or three weeks ago might still appear in your feed if the algorithm believes it is aligned with your interests and behaviour on the platform.
What does this mean in practice?
- Timing is no longer everything and posting at the “right” time doesn’t guarantee reach
- Relevance is key and your post must resonate with the audience’s actual interests
- The quality of your network matters more than the size – who you’re connected to and how they interact with your content significantly affects visibility
- Fewer people see your company posts organically unless you invest in advertising.
Company pages are feeling the pinch
If you manage a company LinkedIn page, you’ve probably already felt the effects. Gaining visibility without paying has become much more difficult. Posts from company pages are deprioritized compared to personal profiles, and if there’s little engagement, reach quickly drops.
At Digital Works, we’ve seen that only 23 % of our Company Page impressions in 2025 were organic. The rest came from paid visibility, like boosting posts or running Thought Leader campaigns. We see the same pattern with many of the companies we support.
What can you do?
Even though it’s harder now, there are still things you can do:
- Create valuable and meaningful content
- Video is still hot, especially authentic ones
- Leverage employees especially Thought Leader strategies where selected employees share both professional and personal insights
- Combine organic with paid efforts. A balanced LinkedIn strategy includes both
- Prioritizing interaction and real dialogue the algorithm rewards genuine conversations.
LinkedIn is no longer a platform where you can just “post and hope.” It now requires a far more strategic and well-balanced mix of organic and paid content for both businesses and individuals.
For many, that means allocating some budget if LinkedIn is to remain an effective channel for branding, recruitment, or lead generation.
Do you need help with your LinkedIn strategy? At Digital Works, we’re here to advise you.
Source: LinkedIn, Forbes.