LinkedIn Has Changed the Rules of Growth
If you’ve noticed your LinkedIn feed behaving differently, you’re not alone. Trust Insights recently released a Fall 2025 update to their Unofficial LinkedIn Algorithm Guide, which unpacks how the platform’s new AI-driven system works. The takeaway: LinkedIn no longer rewards quick hacks or keyword stuffing — it’s designed to elevate authentic expertise, well-written profiles, and consistent engagement.
At CBC, we’ve distilled the key lessons for marketers and communications leaders.
Why Your Profile Is the “Soil” for Growth
Think of your LinkedIn presence like a garden. Your posts are the plants you want to see thrive — but without the right soil, even the best seeds won’t sprout.
Your profile is that soil. LinkedIn’s AI reads your headline, about section, and experience as the executive summary of your expertise.
A clear headline rich in relevant keywords, a compelling about section that tells your professional story, and strong recommendations all create a nutrient-rich ground where your content can take root.
Content is the Plant You’re Growing
Each piece of content is a seed planted in that soil. In the old LinkedIn world, tricks like posting at the “right” time or stacking trending hashtags could boost your reach. Not anymore.
Now, each post is evaluated on clarity, structure, and expertise. Specific, well-argued posts in your niche perform better than broad, generic updates. The first sentence matters most — both for readers scrolling quickly and for the AI parsing your content.
Engagement Is the Daily Care Your Garden Needs
Once the plant is in the ground, you can’t just walk away. It needs water, sunlight, and occasional weeding. In LinkedIn terms, that’s your engagement strategy.
Every like, comment, and share is now a teaching example for the algorithm. A thoughtful comment on an industry leader’s post tells LinkedIn you belong in that conversation.
Company Pages vs. Individual Profiles
Trust Insights’ guide focuses on individual users, but the same lessons apply to company pages. Here’s the difference:
- Company pages: great for amplification, consistent branding, and paid campaigns.
- Individual profiles: stronger for organic reach, credibility, and sparking real conversations.
The best strategy is blended: use your company page for brand-level messaging and empower subject matter experts to expand, personalize, and amplify those posts.
CBC’s Strategic POV: Elevate Your Experts
At CBC, we see this as more than an algorithm tweak — it’s a strategic reset.
- Elevate subject matter experts: Build a strong “thought leader” bench with a mix of leaders and subject matter experts at every level to deliver authentic, well-rounded perspectives.
- Narrative > signals: The algorithm evaluates stories, not posting schedules.
- Engagement = reputation: Every interaction is part of your professional dossier.
- Think integrated: PR, social, and thought leadership should reinforce one another. An op-ed, LinkedIn post, and podcast appearance build the same story — and the algorithm rewards that consistency.
3 Things to Do This Week on LinkedIn
- Audit your profile. Is your headline keyword-rich? Does your About section tell a clear story?
- Draft one SME-led post. Share a unique perspective on a timely industry topic.
- Engage for 10 minutes daily. Comment thoughtfully on peers’ and leaders’ posts.
FAQs on the LinkedIn Algorithm
A: No. LinkedIn now prioritizes quality and context over frequency. One well-written post in your niche will outperform a daily stream of generic updates.
A: Both matter. Company pages build brand consistency, but individual profiles drive stronger organic reach and credibility.
A: Clear, structured posts that showcase genuine expertise in a specific niche. Niche thought leadership outperforms broad, clickbait-style content.
Final Thought
Gardens don’t thrive on neglect. Neither do LinkedIn strategies. By tending to your soil (profile), planting with intention (content), and caring consistently (engagement), you can create a presence that not only grows — but flourishes.
About the Author
Megan Paradis is the Senior Manager of Strategy & Insights at CBC, where she works at the intersection of analytics and strategy to uncover data-driven insights that fuel campaigns.
