LinkedIn company pages are widely considered one of the hardest places to grow organically. They are often suppressed, faceless, and overshadowed by founder-led or creator-driven content. For most brands, paid distribution becomes the default solution.
NeetCode took a different path.
Instead of relying on ads, influencers, or personality-driven content, the team (one person) behind NeetCode turned its LinkedIn company page into a daily destination for developers preparing for technical interviews.
Over time, the page stopped behaving like a marketing channel and started functioning more like shared infrastructure for a specific professional moment.
The goal was not visibility for its own sake. It was to reshape how developers thought about interview preparation and make NeetCode synonymous with the process itself.
Becoming the Verb in a Crowded Category
NeetCode is a technical interview preparation product used by over one million developers worldwide, including engineers working at companies like OpenAI, Google, Amazon, and Spotify. The brand operates in a highly competitive space where most content looks and sounds the same.
Ali Malik, CEO and founder of Bezier Labs, which leads NeetCode’s growth, described the ambition in simple terms.
Technical interviewing prep equals NeetCode. That was the goal. Instead of saying ‘I’m preparing for coding interviews,’ we wanted people to say ‘I’m grinding NeetCode.’
This was not a lead generation objective. It was a perception shift.
The campaign targeted developers actively exploring new opportunities, particularly those using LinkedIn as a place to network, apply for jobs, and prepare for interviews. Rather than pushing product features, NeetCode focused on becoming part of the preparation ritual itself.
Why a Faceless Company Page Was a Feature, Not a Limitation
At the start of the campaign, NeetCode’s LinkedIn presence was relatively small, with roughly 10,000 followers. The team also faced clear constraints.
There was no budget for paid ads. There were no influencers or sponsored posts. The team was lean, with Ali personally handling strategy, execution, ideation, and community building.
The content was almost entirely faceless.
Our content was almost fully faceless. We didn’t have videos, UGC, or employee content. It had to be high-value content that genuinely helps the audience, because if you are a company page that’s already heavily suppressed, you need trust.
Instead of treating this as a disadvantage, NeetCode leaned into it. Without faces or personalities to rely on, every post had to earn attention on usefulness alone.
Designing LinkedIn Content for Utility, Not Promotion
The decision to focus on LinkedIn was intentional. Developers use the platform to apply for jobs and stay connected to opportunities. NeetCode reframed the feed itself as a study surface.
By turning their feed into revision for interviews, we could fill it with valuable content and save them from doomscrolling.
Early experiments borrowed from NeetCode’s YouTube success, where educational content consistently outperformed promotional material. However, those lessons had to be adapted to LinkedIn-native behavior.
Video was tested first, but it quickly became clear that the platform demanded different formats. Native carousels, cheat sheets, and mobile-first layouts consistently outperformed long-form text or blog-style posts.
Direct promotion was intentionally avoided. As Ali said:
Developers hate getting sold to. They are very no fluff. There are hundreds of tools that promised them the world and didn’t work. We wanted value upfront without constantly trying to promote.
Killing the Animation Playbook to Attract the Right Audience
Within the technical interview prep space, animated GIFs and heavily templated visuals were the dominant format. While these assets often drove engagement, NeetCode identified a problem.
They attracted the wrong audience.
Animations may get engagement, but they attract the incorrect type of following. Not the ICP.
NeetCode made a difficult decision to abandon the category playbook entirely. Animated content was replaced with static, carefully designed carousels and infographics that prioritized clarity over novelty.
The team also challenged another industry norm. Technical interview content is often dense and visually unpolished. NeetCode deliberately invested in making it cleaner, clearer, and easier to consume.
The trade-off was intentional. Speaking to us, Ali further explained what worked:
We traded short-term engagement for the right type of engagement so it would turn into a revenue engine. And it did.
Mobile-First Formatting Became the Performance Lever
A critical inflection point came when NeetCode stopped designing content for desktop consumption.
More than 60% of LinkedIn users consume content on mobile, and early posts were not optimized for that behavior. Landscape visuals, dense text, and small fonts created friction.
Once the team redesigned all assets for mobile-first viewing, performance shifted noticeably.
Carousel slides were formatted at 1080 by 1350 to dominate feed real estate. Bullet points replaced paragraphs. Ideas were repackaged rather than discarded when a format underperformed.
A/B testing effort revealed just how sensitive performance was to visual decisions:
Covers that were too simple or had little to no visuals performed significantly worse, almost a 40% point drop in CTR.
Even external links were re-evaluated. Contrary to common belief, NeetCode found that links did not hurt reach, even when posts included many of them.
We once had 21 external links in a post, and it’s one of our best-performing posts.
When Testimonials Replaced Selling
One of the most unexpected insights came from testimonials.
Instead of treating testimonials as proof points at the bottom of the funnel, NeetCode began posting them as standalone value content without sales language. Some of these posts became the highest-performing content on the page.
One testimonial reached over 110,000 impressions organically.
What made it stand out was not the format, but the restraint.
That post triggered a loop. Developers began sending unsolicited testimonials via direct messages after seeing others shared publicly. Those testimonials then became new content, reinforcing trust without promotion.
All growth was organic. There was no boosting, no paid distribution, and no sponsorships. This mattered because LinkedIn company pages typically receive a fraction of the visibility personal profiles do.
Despite this, multiple posts exceeded 100,000 impressions. The page reached engagement rates approaching 30 percent, significantly higher than platform averages.
More importantly, LinkedIn became NeetCode’s second-largest social channel.
The numbers were meaningful, but the behavior mattered more.
When a Company Page Becomes Community Infrastructure
Over time, NeetCode’s LinkedIn page stopped behaving like a brand channel.
Developers began tagging NeetCode during both high and low moments, from job offers to rejections. Users started using the page as active interview prep material. Bug reports and product feedback flowed through LinkedIn messages. Third parties began recommending NeetCode in comment threads without being prompted.
We didn’t expect people would be using the LinkedIn page as actual prep material. We also didn’t expect this many messages.
In many cases, NeetCode became the reference point developers used to help each other.
The page was no longer just content. It was infrastructure.
What Marketers Can Learn From This Approach
This Brand Story challenges several assumptions.
- Faceless does not mean trustless
- Utility can outperform personality
- Mobile-first formatting is a growth lever, not a design preference
- Testimonials can replace promotion when trust is earned consistently.
Most importantly, category ownership happens when a brand becomes useful before it becomes visible.
For NeetCode, LinkedIn was not a marketing channel. It was the place where preparation happened.
And that made all the difference.
