Automate Company Posts: LinkedIn™’s RSS Feed Feature

Keeping your LinkedIn™ company page fresh with regular content can feel like a constant uphill climb. Enter LinkedIn™’s new RSS feature—a game-changer for businesses of all sizes looking to simplify content sharing. By automating updates straight from your website, this tool removes the manual hassle while keeping your page active and engaging. Let’s explore how it works, its advantages, and who will benefit most.

What is RSS, and Why Does It Matter?

RSS, which stands for “Really Simple Syndication,” emerged in the late 1990s as a revolutionary way to distribute and consume online content. It allowed users to subscribe to website updates via RSS readers, streamlining access to fresh content without repeatedly visiting each site. RSS thrived during the early blogging boom, and tools like Google Reader became staples for internet enthusiasts.

However, the rise of social media in the 2010s shifted the way we discover content. Platforms like Facebook, Twitter, and LinkedIn™ introduced algorithm-driven newsfeeds, which personalized what we saw. Google’s 2013 shutdown of Google Reader symbolized the decline of RSS in mainstream use. Despite this, RSS survived in niche applications, particularly for automating content distribution across platforms.

LinkedIn™’s reintroduction of RSS signals a modern comeback, offering businesses a new opportunity to automate updates without the unpredictability of social media algorithms.

How to Use LinkedIn™’s RSS Feature

Accessing this feature is simple:

1. Go to your LinkedIn™ company page’s “Settings.”
2. Select “Manage Content Sharing.”
3. Paste your RSS feed link. It is commonly found in your CMS, like WordPress or HubSpot. Not sure where to find it? Simply paste your domain and LinkedIn™ will help you locate the proper feed link.
4. Depending on your settings, LinkedIn™ will process the feed and automate content sharing from your website to your company page OR notify you when new posts are available.
5. When sharing is set to “manually”, you can adjust the posts before publishing.
6. Whem sharing is set to “automatically”, you can either use the feed’s descriptoin field as your copy or set up a static text. (Not recommended – it’s the same text for every post.)

Once set up, LinkedIn™ automatically publishes updates as link posts with a standard tiny preview image. While you don’t have full control over formatting, the convenience outweighs this limitation for many users.

Who Should Use LinkedIn™’s RSS Feature?

✅ Small Businesses and Sole Proprietors

Small business owners often juggle multiple roles. Managing an active LinkedIn™ company page might slip through the cracks, especially when individual profiles take priority. Here’s where RSS shines:

• Time-saving automation: A few clicks keep your page active without daily intervention.
• Improved visibility: Consistent posting helps maintain a professional presence, building trust with potential clients and partners.
• Focus on what matters: Spend more time serving customers and less on manual content sharing.

For businesses using CMS platforms like WordPress, RSS integration is seamless. It ensures your latest blog posts, updates, and announcements automatically reach your audience.

✅ Large Corporations with Resource Constraints

While larger companies may have dedicated content teams, there’s still value in RSS automation for teams managing multiple brands or pages. RSS can serve as a backup strategy for:

• Keeping product or event pages updated with minimal effort.
• Ensuring evergreen content continues to circulate over time.
• Automating internal communications, such as sharing corporate news on LinkedIn™.

❌ Companies with Sophisticated Content Strategies

For businesses heavily invested in brand storytelling, manually curating each post remains the gold standard. Why? Automated RSS updates have limitations:

• Posts use standard link previews with minimal customization.
• Content timing may not align with your audience’s peak engagement periods.
• There’s less flexibility for creative formats like carousels, videos, or custom graphics.

If every post needs to be pixel-perfect, manual publishing will serve you better.

Advantages of LinkedIn™’s RSS Feature for All Businesses

Regardless of size, businesses benefit from LinkedIn™’s RSS feature in several ways:

• Consistency: Regular posting signals an active, trustworthy brand.
• Reduced workload: Automating updates saves hours, especially for lean teams.
• SEO-friendly distribution: Sharing website content to LinkedIn™ boosts reach and drives traffic back to your site.

My Experience Using LinkedIn™’s RSS Feature

I tested LinkedIn™’s RSS feature by connecting my website feed. Setup was quick, but I noticed a few quirks:

• LinkedIn™ pulled the meta description rather than the full post content.
• While documentation mentioned adding multiple feeds, I could only set up one. The “Add New Source” option disappeared after my first submission.
• Notifications about new posts are less-than reliable. (Don’t blame my server. She’s a max-uptime beast located at Hetzner.)

Despite these limitations, it’s a promising feature for automating content distribution. If you’re managing a lean operation or simply want a no-fuss solution, it’s worth a try.

The Future of RSS: A Tool Rediscovered

RSS may have faded from mainstream popularity, but its core purpose—content syndication—remains as relevant as ever. With social media platforms increasingly controlling what users see, tools like RSS offer a direct channel to audiences. LinkedIn™’s new integration demonstrates how timeless technology can adapt to modern needs.

A Smart Solution for Busy Teams

LinkedIn™’s RSS feature offers a practical solution for keeping your company page active with minimal effort. Small businesses, in particular, stand to benefit from the time savings and improved consistency it provides. For larger corporations, it’s a great tool to support less resource-intensive content efforts.

While it won’t replace a full-fledged content strategy, RSS brings efficiency back to the forefront—something we could all use in today’s fast-paced digital landscape.