This is the follow-up to my piece on the LinkedIn algorithm shift, which drew on Richard van der Blom’s freshly published Algorithm InSights Report 2026. Read that one first if you can, as it gives useful context for everything that follows. This piece stands alone though, and it is aimed specifically at law firms, legal businesses, and the marketing teams trying to work out what their company page should be doing in 2026, whilst slowly losing the will to market.
I still speak with firms and businesses where lawyers are emailing marketing team saying “post this random legal event I attended to the company page” and thinking that this is a marketing win. A lot of firms are still treating the company page as the marketing engine, expecting it to generate visibility, develop relationships, and somehow make the proverbial phone ring. Meanwhile their people are scrolling past without engaging, or reposting company content to a network of 350 connections, the vast majority of whom work at the same firm.
The data explains why this is not working and what to do instead.
Your Brand Can Only Do So Much Heavy Lifting.
When LinkedIn company pages became “a thing”, legal marketing teams did what marketing teams do – they centralised. The brand owned the channel, controlled the message, distributed content to an audience. It felt like a sensible extension of every other marketing channel. But social media was always built around people, not logos, and LinkedIn’s algorithm has now made that explicit. Organic reach lives with individuals. And LinkedIn, like every platform, will always favour paid amplification for brand content because that is its commercial model. Organic reach for company pages was never going to be the long game.
Van der Blom’s data makes the scale of this shift clear. Organic company page content now account for just 1.6% of all LinkedIn feed impressions. Lawyer profiles outperform the company page by over 300% in engagement and 270% in conversions. Just 3% of employees actively sharing and engaging with company content can generate approximately 30% of total page engagement.
Reach has not disappeared, but LinkedIn has redistributed it to individuals. It’s not a punishment, it can still be an opportunity, but only for firms that are ready to adapt with it.
More Eyes, Fewer Conversations: What the Data Is Telling You
Van der Blom’s data contains one figure that looks encouraging at first glance. Between March 2025 and February 2026, the median company page saw impressions grow by 33% and followers grow by 24.5%. For a marketing team reporting upwards, those numbers feel like progress.
The engagement figures tell a more useful story. Over the same period, page engagement fell by 6.2% and the engagement rate dropped from 3.74% to 2.73% – a 26.9% drop. More people are seeing company page content, but fewer are doing anything about it. Pages have gained distribution but lost audience quality. The 33% impressions figure is flattering, but its also noise.
A lot of firms are still optimising for the wrong metrics: follower count, total impressions, likes. Van der Blom is clear that these are poor predictors of commercial outcomes. Qualified conversations, engagement rate, content that prompts external comments and shares from people outside the firm, these are the signals worth tracking. A post that generates 20 external comments from potential clients is doing more commercial work than one that gets 200 likes from colleagues.
Your Colleagues Liking Your Posts Is Lovely, But The Algorithm Is Not Impressed.
Even when firms succeed in getting their people to engage with company page content, the algorithm discounts it. Van der Blom’s research shows that employee comments and reposts carry two to 2.5x less algorithmic weight than the same action from an external audience. The platform treats internal engagement as loyalty-motivated rather than genuine interest and adjusts distribution accordingly.
So if, the majority of a lawyer’s LinkedIn network is internal (as can often be the case on certain levels in some larger firms) their engagement with company content is being discounted by the algorithm and is barely reaching anyone outside the firm anyway. The ‘please like and share this post’ email is better than nothing, but it is a weaker reach strategy than it feels.
Two or three external comments from people who do not follow the page will often outperform twenty internal reactions in terms of what the algorithm does next. And a single comment from an established industry voice, a recognised thought leader or senior figure in a relevant sector, can push company content into entirely new interest clusters.
One Size Does Not Fit All (And Never Did)
Different firms should be using their company page in different ways, and Van der Blom’s research makes clear that size and structure should determine strategy.
Large law firms
For established firms with significant headcount, the company page works best as a stakeholder and internal communications channel – a credible, well-maintained anchor that employees and partners can draw from and build on. Organic reach to new audiences comes from your people posting in their own voices, supported by paid amplification used strategically. Van der Blom’s data on thought leader ads is worth knowing here: amplifying employee posts rather than company page content delivers 20 to 35% lower cost per lead than running ads from the company page. If your firm has a marketing budget, that is a meaningful number.
Small law firms and solopreneurs
For smaller legal businesses, the interest graph works in your favour if you approach the company page with the same topical discipline you would bring to a personal profile. Two or three tightly scoped themes, posted consistently, give the algorithm enough signal to route your content to relevant audiences. The company page becomes a discovery tool for people who do not know you yet, provided it is clear enough about what you stand for that the algorithm can categorise it.
Mid-size law firms: where the confusion lives
Mid-size firms are often the most stuck. Large enough to have a marketing team with strong opinions about the company page, without the people infrastructure to run a proper advocacy programme. The temptation is to cover everything – thought leadership, culture content, event coverage, award announcements – and the result is a company page the algorithm cannot classify and an audience with no clear expectation of what to find there. Topical consistency is an algorithmic requirement for company pages. A page that posts about a recruitment drive one week, a client win the next, and a sponsored cricket match the week after is invisible to the interest graph, regardless of how well-written the individual posts are.
Write Like a Lawyer. No, Really.
Here is something counterintuitive from Van der Blom’s research, especially for lawyers. On personal profiles, plain language and conversational writing consistently outperform formal, technical content. On company pages, the data goes the other way. Depth and precision outperform plain language. Institutional writing gains authority from substance in a way that personal writing does not. So the considered, substantive register that lawyers default to is appropriate for the company page. Content that reflects intellectual depth performs better than content written to sound friendly and accessible. Your lawyers write with precision and authority. So, on the company page, lean into it.
The practical extension: document posts / carousels are the most consistently underused high-performer on company pages. They carry a reach multiplier of 1.24 to 1.8, and only 10.2% of page posts currently use them. If your firm has substantive content – reports, guides, frameworks, legal updates – the document format is where that content should live on LinkedIn. It performs well, signals expertise, and it is a gap worth slipping into.
The Culture of Quiet Excellence
Legal culture has long operated on a principle of quiet excellence. You do brilliant work. Your reputation builds over time. Clients find you because you are good at what you do, and trusted relationships pass your name along. That instinct reflects real professional values the sector is rightly proud of. And in an environment where 60% of B2B buyers in 2026 discovered brands through employee or creator content, it is worth asking whether staying quiet is still serving the firms that practise it.
The blockers lawyers cite when explaining why they are not posting are consistent. Fear of getting it wrong, worried about being judged by colleagues, just not knowing what to say, and underneath all of those, a discomfort with self-promotion that runs deep in legal culture.
These are real concerns that deserve to be taken seriously in a regulated profession. They are also solvable. Ninety-two per cent of B2B buyers trust employee recommendations over advertising. When a lawyer shares an insight in their own voice, it builds credibility that no company page post can replicate. The firms working through these blockers are building a commercial advantage.
Stop Booking the Lunch Talk and Call It Training
Let’s talk about employee advocacy.There are two levels to this, and most firms are only thinking about one of them.
The baseline level is simple, and every lawyer can do it today without a training programme. Liking and commenting on your own company page posts. Sharing a company page post with your own comment added. These are easy, low-barrier actions that cost minutes and contribute meaningfully to distribution. If your firm has 50 lawyers and all of them are doing this consistently, that is a reach multiplier. The fact that most firms have not managed to achieve even this baseline tells you something about how the ask has been framed and supported.
Above that baseline sits the proper programme – lawyers posting in their own voices, building their own topic fingerprint, developing their own audiences. That is where the real commercial value lives, and that is where proper LinkedIn training is essential (INSERT LOUD COUGH)
A proper programme starts with training built around the people being trained, not the content the firm wants to push out. Partners need a different conversation to associates, business services professionals need a different conversation again. The lawyer who has never posted and is anxious about it needs something different from the senior partner who has been posting for years and wants to sharpen their strategy. One session covering everyone is a gesture, and people can tell the difference.
Van der Blom’s data is direct: structured training leads to 60% higher adoption and a longer programme lifespan. The top barrier employees report is not knowing what to share. That is a training and content problem, entirely solvable, but only if the firm commits to addressing it properly.
Advocacy programmes also stall when framed purely around firm KPIs. If lawyers feel they are posting for the benefit of the marketing dashboard rather than their own professional development, they disengage fast. The framing that works is simpler and more honest: your LinkedIn presence is yours. It builds your reputation, opens doors for your career, and generates the relationships that bring in work. Lead with that.
One more structural point. Van der Blom recommends starting with the 10 to 20% of your team who are already active or enthusiastic, rather than trying to activate everyone at once. Find the lawyers who are already posting, who enjoy it, who get it, and build your early programme around them. Their visibility becomes proof of concept for everyone else. Executive participation shows up in 79.5% of top-performing advocacy programmes – if your senior partners are posting, the whole programme gains credibility.
Give Your People Something Worth Getting Behind
Advocacy only works if there is something worth advocating for. And for too many firms, the company page is still running a steady diet of event announcements, sponsorship updates, and partner promotions. These are fine as occasional content. As a strategy, they give lawyers nothing to get behind.
The firms whose people are engaged on LinkedIn – sharing, commenting, adding their own voice – are the ones whose company page content goes beyond PR. They are sharing real, consistent thinking around defined topic clusters. They are taking positions. They are publishing content that their lawyers are proud to be associated with and that their clients find useful.
But honestly, those topic clusters in a firm with multiple practice areas and sector focuses is hard. Post about everything and you mean nothing to the algorithm or the audience. Post about too little and you feel like you are ignoring huge parts of the business. There is no formula for this, but there is a process, and it starts with asking what the firm wants to be known for, by whom, and why.
The Page Sets the Signal, Your People Send It.
The company page and your people’s personal profiles are two parts of the same system. They work best when designed together rather than managed as separate channels with separate owners and separate goals.
The company page provides topical clarity, credibility, and anchor content that employees and partners can engage with and build from. It is what a potential client checks when deciding whether to take a conversation further. A well-maintained, topically focused page with a complete setup, keyword-rich description, and consistent content across two or three defined themes will outperform one trying to cover everything. The 5 to 15% performance improvement from a fully completed page profile sounds unglamorous – but unglamorous and measurable is still measurable.
Your people extend that reach into audiences the page cannot access on its own. An employee engaging with a company page post within the first hour increases its reach by 72%. Two thoughtful external comments in that window doubles early traction. Employee networks are, on average, ten times larger than a company’s follower list. The page generates the signal, the people distribute it. And that only works when the page has a clear enough topical identity that employees know what to engage with and why.
A well-structured company page with trained advocates behind it is the system working as it should. Build both, build them together, and treat them as one question.
This Is All Very Nice – But What Should We Do?!
If this piece has landed and you are wondering where to begin, here is a straightforward sequence.
- Define your topic territory in one sentence. What does your firm stand for on LinkedIn, and who are you talking to? If you cannot answer that, neither can the algorithm.
- Audit your engagement rate, not your impressions. If your engagement rate is falling while your impressions grow, posting more content will not fix it.
- Start with baseline advocacy. Get every lawyer liking, commenting on, and sharing company page posts with their own comment today, no training programme required.
- Add document posts. They are the highest-performing underused format on company pages. If your firm has substantive content, this is where it belongs.
- Set your posting cadence by company size and stick to it. For most legal businesses, three to five posts per week is the right range. Quality over volume, consistently.
- Post Tuesday to Friday, 9am to 10:30am. Reach drops by 35% on Friday afternoons.
- Engage from the page handle daily. Three comments per day on relevant posts lifts page visibility by approximately 8%.
- Identify your early advocates and invest in proper training for them. Segmented by role and seniority, built around their goals as much as the firm’s.
- Get your senior people posting. Executive visibility sets the tone and gives everyone else permission.
- Measure participation rate, engagement rate, and earned media value. These are the metrics that predict commercial outcomes.
How Invested In Your Firm’s Visibility Are You?
The firms making progress on LinkedIn have had a conversation about what visibility means for their business and are committed to building it properly. They have invested in their people’s LinkedIn presence, built a company page strategy that supports rather than replaces it, and moved beyond events and promotions into content their audiences want to read.
Legal culture has always trusted excellent work to speak for itself. LinkedIn in 2026 rewards the people and firms that show up with clarity, consistency, and something useful to say. Training your people well and giving them a strong company page to anchor from – that is a business development decision.
And if you are wondering where to start, that is exactly what we are here for.
Sources and Credits
This article draws on insights from the Algorithm InSights Report 2026 by Richard van der Blom and Just Connecting, published April 2026. Richard is one of the most authoritative voices on LinkedIn strategy and algorithm research. His annual reports are essential reading for anyone serious about LinkedIn as a commercial channel.