It’s the question my CEO asks me every couple of months, usually when he’s looking at our company LinkedIn page’s less-than-dizzying engagement numbers:
“If barely anyone likes or comments, why are we still investing in this?”
And to be fair, it’s a reasonable question. Company pages on LinkedIn are a bit like having a big, shiny billboard, but on a road that doesn’t get much foot traffic. You still keep it clean, up-to-date, and well-designed, even if only a handful of passers-by actually stop to read it.
But instead of mumbling something vague about “brand presence” and “long-term awareness,” I decided to take a different approach. I asked four large language models - ChatGPT, Gemini, Microsoft Copilot, and Perplexity - the exact same question:
When do tools like ChatGPT, Gemini, Perplexity, and Copilot refer to a company LinkedIn page? What kind of information do they surface and for which queries?
It was simple, direct, and not designed to trick them. The results? Let’s just say: some were helpful, some were similar, and one misunderstood the assignment entirely and went down a “how to post on LinkedIn” rabbit hole!
The Responses - Meet the Contestants
Copilot
Copilot was the teacher’s pet of the group. Structured bullet points, neat categories, even tool-specific behaviour. It laid out situations where it would reference LinkedIn, from company background queries to leadership lookups, and the exact data it would pull, like employee counts, recent posts, and follower numbers.
Gemini
Gemini had a similar vibe to Copilot but with a touch more polish, especially for B2B scenarios. It talked about company research, employment information, and lead generation queries. It also pointed out that LinkedIn is often the go-to for real-time updates, like product launches or CEO posts.
ChatGPT
ChatGPT took a methodical approach, breaking things into three neat sections:
- When LinkedIn gets referenced
- What information is pulled
- Why LinkedIn might be chosen over other sources.
It also threw in a strategic nugget: your LinkedIn “About” section is often the version of your brand story that AI tools surface first.
Perplexity
And then there was Perplexity. This one didn’t just misunderstand the question; it packed a bag and went on an adventure about using AI to automate LinkedIn content creation, complete with mentions of Google Sheets and Zapier workflows. Interesting? Yes. Relevant? Not exactly what I’d asked for.
The Patterns
Despite their different personalities, three out of the four gave broadly similar answers on when they refer to a company’s LinkedIn page:
1. Company Facts & Background- What does the company do?
- Where is it headquartered?
- How big is it?
- When was it founded?
- Who’s the CEO or founder?
- Who’s in the leadership team?
- Is the company hiring right now?
- What kind of roles are open?
- Latest posts, product announcements, or industry updates.
If your official site is sparse or outdated, AI tools lean heavily on LinkedIn because it’s structured, searchable, and generally up-to-date.
The Gaps
While there’s consensus on the basics, each tool also had quirks:
Different Priorities
- Copilot emphasised data points like follower count.
- Gemini focused more on real-time updates for B2B research.
- ChatGPT highlighted LinkedIn’s role in shaping brand perception.
- Perplexity… well, it’s still somewhere in that rabbit hole, probably automating a content calendar for 2026.
Content vs. Data
Some tools treat LinkedIn purely as a data source. Others see it as a source of content, meaning your posts could influence the AI’s summary of you.
So, Should You Keep Posting on Your Company Page?
Here’s the honest bit:
The Case for Yes
- LinkedIn company pages are a trusted reference point for both humans and AI.
- They’re often the first (and sometimes only) structured snapshot of your business in search results.
- Your “About” section and posts shape how AI tools describe you to potential customers.
The Case for Not Expecting Too Much
- Organic reach is, frankly, modest.
- You’re unlikely to see floods of comments or shares unless you’re announcing a billion-dollar acquisition or giving away a year’s worth of product or service for free.
The Real Reason to Keep Posting
Even if engagement is low, the game is changing. SEMrush research shows that by 2027, 75% of searches will be through LLMs. And when those LLMs look for the most current, structured snapshot of your business, your LinkedIn page will be one of their go-to sources.
In other words, your company page might not be where conversations happen, but it’s increasingly where first impressions are formed.
The Takeaway
Think of your LinkedIn company page less as a place to “go viral” and more as your AI-friendly business card. Keep it updated, keyword-rich, and reflective of your best messaging.
It’s not there to win a popularity contest; it’s there so that when an AI introduces you to your next big lead, it’s quoting the good stuff.
And to my CEO’s question - yes, we’re still posting. Not because there’s a crowd gathered under our billboard every day, but because when the main road eventually gets rerouted past it - and it will - we want to be ready with the best possible message.
Author
Swetha Sitaraman
Lead - Thought Leadership
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