18 Mar 15 Underutilized LinkedIn Features You Can Leverage Right Now
Though LinkedIn has been known for years as a platform for professional relationship building, brands are increasingly using the platform for brand-building and consideration. According to the 2026 Sprout Social Content Strategy Report, 35% of all social media users now maintain active LinkedIn profiles, with nearly 70% of those users interacting with brand content at least once per week. Frequently, as we work with more brands to define their social media strategy, we’ve noticed this platform has a tendency to get a bit neglected. So what LinkedIn features should companies be leveraging right now?
1. Company Page
Create a company page on LinkedIn to make your business more discoverable on the platform. Complete every section. LinkedIn notes that pages with complete information get 30% more weekly views than incomplete pages. Add your logo, banner, description, website, and contact info to make your business look professional and credible.
2. Showcase Pages
Showcase Pages are used to spotlight individual brands, business units, or business initiatives to better target specific audiences. They allow brands the opportunity for better engagement among target audiences, increased web traffic, a clutter-free company page, and a unique voice and tone for different brands or units. These pages work best for brands that have:
- Diverse Product Portfolios
- Specialist Units (distinct business units)
- Specific Targeted Audience Personas
- Regional, Global, and Local Branches
- Multiple Event-Focused Initiatives
3. Product Pages
Product Pages spotlight specific products to users like online courses and e-commerce platforms. These pages allow brands to collect testimonials, generate leads, share product demos, and boost visibility among audiences as LinkedIn can prioritize these types of pages in discovery. These pages work best for brands who are:
- B2B Companies (more specifically in software, hardware, technology, financial services, insurance, education, healthcare, and pharmaceuticals) looking to build trust.
- Companies with Diverse Portfolios, as they can create specialized pages and utilize lower-funnel engagement tools like demo requests.
4. High-Value, Original Content
Post engaging content consistently on the platform in varying formats — image, video, link, document posts, articles, carousels, polls, and more. With LinkedIn already among the top 5 sourced domains for ChatGPT, developing original content for this platform is of utmost importance. Determine what content resonates with your audience and build out content pillars that can help you editorially plan each month. Consider industry trends, case studies, employee and company milestones, behind-the-scenes content, and thought leadership that can build authenticity and trust among followers.
5. Document Posts
A Document Post is one where the user uploads a PDF, PowerPoint, or Word document that appears as a swipeable, interactive carousel in users’ feeds. Since it acts as a carousel, users can swipe through, driving further engagement — and as such, it is considered a top-performing content type for improving reach on the platform. As LinkedIn puts it, one swipe turns a passive viewer into an active reader, and content that keeps people on the page earns more visibility. Document Posts also tend to hold their place longer in the feed than a single-image update. These types of posts work well for lists, how-to guides, sharing PowerPoint presentations, industry trends, visual graphics, and case studies — just make sure to have a hook on the first slide to grab viewers’ attention.
6. Article Posts
A LinkedIn Article is a long-form, in-depth piece of content that allows for up to 125,000 characters of text plus multimedia. These posts tend to be more blog-style, where authors can write on specific topics to share expertise, insights, and thought leadership. This also gives brands a chance to include thought-provoking CTAs to encourage engagement with readers and foster growth and community. While any brand can take advantage of these types of posts, B2B companies, startups, niche brands, industry experts, and educational brands can especially benefit and establish credibility with Articles.
7. Newsletters
LinkedIn Newsletters are recurring, subscriber-based publications delivered via email and notifications. Create and publish branded newsletters on a consistent basis to help build your following. This is also an opportunity to publish more long-form content more niche to an industry or topic.
8. LinkedIn Ads & Targeting
The platform offers a variety of ads and targeting capabilities. Ad formats include Sponsored Content, Message Ads, and Dynamic Ads. Brands can also target users based on job title, industry, or company size. LinkedIn has also introduced Accelerate Campaigns, which find the right combination of targeting, creative, bidding, and placement to improve cost per action by up to 42%.
9. Lead Generation Ads
Lead Gen Ads are a specialized ad format designed to gather high-quality leads by allowing platform users to submit forms within LinkedIn. LinkedIn pre-fills data for users with their profile information automatically, which can lead to increased conversion rates. Brands can also use precise targeting such as job title, industry, and seniority to reach qualified professionals. These ads are especially effective for offering gated, high-value content such as eBooks, white papers, product demos, checklists, industry reports, newsletter signups, or webinar registrations.
10. Thought Leader Ads
LinkedIn Thought Leader Ads allow a brand to sponsor organic posts from real individual LinkedIn profiles — think executives, company employees, subject matter experts, customers, or even content creators. These look like a normal personal post, but with a small “Promoted by [company]” tag. This could be a new way to generate brand awareness or engagement without the content having to come directly from the brand itself.
11. Lives & Events
These LinkedIn features allow companies to host virtual or in-person meetings, webinars, or conferences. Lives enable real-time video streams that may better engage audiences and allow you to interact with and answer questions throughout the event. Lives can also stay on your profile permanently and can potentially be repurposed into multiple formats.
12. Creator Mode & Analytics
Toggle on Creator Mode to gain access to new content tools, profile optimizations, and detailed analytics on follower growth and post performance that can lead to smarter and more efficient content planning.
13. LinkedIn Marketing Blog
Check out the platform’s blog to obtain additional insights in a social world that is constantly evolving. For example, LinkedIn recently posted about how they are adapting to AI-led discovery, with detailed insight on how content should be structured to maximize discoverability.
14. Employee Advocacy
One feature many brands tend to underutilize on the platform? Their own employees. Encourage employees to interact with and share company content for further reach.
15. Proactive and Reactive Engagement
While it seems obvious, be sure to respond to user comments and brand mentions to build brand loyalty and advocacy. Also be on the lookout for industry conversations to participate in that are relevant to your brand. These are just some of many features you can begin using today on LinkedIn to enhance visibility and engage your audience. If you think your LinkedIn strategy needs a facelift, be sure to Contact Us. We’d love to work with you!