Whether or not you’re making an attempt to get new purchasers, recruit prime expertise, or construct up your model consciousness, LinkedIn is the place to be for B2B entrepreneurs. Over 950 million enterprise folks use LinkedIn, making it the most important skilled social community on this planet.
How does your goal demographic use LinkedIn? How do you have to tailor your content material to search out the correct folks? Is your target market even on LinkedIn?
Solutions to these questions and extra beneath, plus all of the freshest LinkedIn demographic stats you could know in your 2023 LinkedIn advertising technique.
Bonus: Download a free guide that shows the 11 tactics Hootsuite’s social media team used to grow their LinkedIn audience from 0 to 278,000 followers.
LinkedIn age demographics
60% of LinkedIn users are between 25 and 34 years previous
Millennials make up nearly all of LinkedIn’s consumer base worldwide, with the 18-24 age group coming in second at 21.7%, and folks ages 35-54 coming in third at 15.4%. Solely 2.9% of individuals over 55 use LinkedIn.
LinkedIn advertisements reach 15.3% of the worldwide 18+ inhabitants
That’s about 857 million LinkedIn customers, or simply beneath 1/sixth of everybody over 18 worldwide. Plus, LinkedIn advert attain is rising: up 8.4% in 2022 vs. 2021.
40% of people ages 30-49 learn information on LinkedIn
That’s virtually tied for first spot with Reddit (41%) as the preferred social media platform for accessing information content material for folks ages 30-49.
Whereas it’s not the highest spot for information for Gen Z, LinkedIn ranked larger than Fb and virtually as excessive as YouTube.
Supply: Pew Research
LinkedIn customers ages 16-64 are the most likely to also use Reddit and Facebook than different social media customers
25.3% of LinkedIn customers are additionally on Reddit and 87.6% additionally use Fb, the best proportion out of customers throughout all different social platforms.
LinkedIn members are additionally extremely possible to make use of Instagram (82.6%), YouTube (75.5%), and TikTok (50.6%).
LinkedIn gender demographics
57.2% of LinkedIn users determine as males
The choices for this survey have been restricted to these figuring out as both males or ladies, so the remaining 42.8% stated they determine as ladies. Hopefully future surveys will embody knowledge on customers of all gender identities.
LinkedIn advertisements reach one-third of males ages 25-34
Advert attain by gender is pretty even apart from the 25-34 age class, the place LinkedIn advertisements attain considerably extra males than ladies at 33.1% vs. 24.4%.
The survey supply for this knowledge solely offered choices for “feminine” or “male” genders, subsequently is proscribed in representing everybody on LinkedIn, although one thing to bear in mind if this age vary is a part of your target market.
1.6% of LinkedIn users are possible transgender or nonbinary
Whereas this stat isn’t particular to LinkedIn, it’s possible representational of individuals on LinkedIn, too — no less than Individuals on LinkedIn. A Pew Analysis survey estimates a mean of about 1.6% of U.S. adults are transgender or nonbinary, although 5.1% of individuals ages 18-29 self-described as such.
Supply: Pew Research
LinkedIn earnings demographics
80% of LinkedIn users drive enterprise choices
There’s a motive so many B2B entrepreneurs use LinkedIn. The place else are you able to attain such a excessive proportion of determination makers or determination influencers along with your natural content material advertising efforts? Or believe in who your paid advertisements are reaching? (Nowhere.)
53% of U.S. LinkedIn users are excessive earnings earners
In the newest knowledge out there, a survey discovered over half (53%) of U.S.-based LinkedIn customers earned a excessive earnings in 2022, whereas 29% fell into the center earnings class, and 17% into the low earnings class.
However what earnings ranges do “excessive, medium, and low” truly translate to? That examine doesn’t say, however an in-depth report from Pew Analysis in 2021 discovered comparable outcomes.
That examine confirmed 50% of U.S. LinkedIn customers earned over $75,000, 21% every earned between $50,000-$74,999 and $30,000-$49,999, and 12% earned lower than $30,000 yearly.
Supply: Pew Research
LinkedIn customers have twice the buying power of the typical on-line viewers
Maybe in step with the earnings vary stats above, LinkedIn audiences have roughly twice the shopping for energy of audiences elsewhere. That additionally aligns with the platform’s B2B-focused viewers.
How do you attain these Spendy Steves? By figuring out when the best time to post on LinkedIn is… which Hootsuite tells you, distinctive to your particular viewers, trade, and analytics outcomes. Plus, auto-schedule your content material to publish throughout your greatest occasions with one click on.
98% of LinkedIn users have a post-secondary schooling
That’s not too shocking given LinkedIn is a work-focused platform. The stats break down additional with 33% of customers holding a Bachelor, or equal four-year diploma, 23% having a Grasp’s diploma or equal, and 20% itemizing an unspecified “additional schooling.” Solely 2% of customers report ending their schooling after highschool.
LinkedIn location demographics
200 million Individuals use LinkedIn
Whereas folks in the USA make up the most important consumer section by location, LinkedIn nonetheless has a powerful presence world wide.
78% of LinkedIn users reside exterior the USA
Whereas the most important consumer group lives in the USA, the subsequent largest nation teams are India (99 million), China (60 million), and Brazil (59 million).
69% of U.S. LinkedIn users are lively day by day
That’s about 138 million members within the U.S. With a further 15% saying they use LinkedIn a number of occasions per week, a complete of 84% of all customers within the U.S. are utilizing LinkedIn day by day or semi-daily.
30% of LinkedIn’s desktop web traffic comes from U.S. customers
For comparability, the subsequent highest referring nation is India with 7.19%. Have to be all these American day by day customers.
Folks in over 200 countries and territories use LinkedIn
That’s spectacular for the reason that United Nations at present solely acknowledges 193 countries as members. There are approximately 70 extra dependent or disputed territories on this planet that aren’t acknowledged by the UN.
In brief: Folks use LinkedIn all over the place.
LinkedIn is the 16th most popular web site on this planet
And, the seventeenth hottest on this planet. It’s solely two spots behind TikTok at quantity 14, too.
LinkedIn hiring and profession insights
61 million people seek for jobs on LinkedIn each week
LinkedIn is likely one of the prime spots for recruiting. LinkedIn additionally reviews 8 persons are employed each minute from the platform.
Ladies are 16% less likely to use for a job
But in addition, 16% more likely to be employed for the roles they do apply to.
Contract job listings on LinkedIn grew 26% year-over-year
Over the identical time interval, full-time job listings solely grew 6%.
The lasting results of the pandemic on distant work preparations mixed with the worldwide economic system has extra firms in search of contract staff in comparison with everlasting, full-time staff.
Gen X has the highest internal mobility rate
36% of Gen Xers took a brand new place at their present employer in 2022, in comparison with 31% of Millennials and 27% of Gen Zers.
Whereas that’s fairly shut, the info for Child Boomers is probably going skewed attributable to many leaving for retirement. Regardless, it reveals there are many inside hiring alternatives for everybody.
Supply: LinkedIn Global Talent Trends
Gen Z values development alternatives 47% more than Gen X
On the subject of recruiting, Gen Z prioritizes profession development and expertise improvement 47% and 45% extra, respectively, than Gen X.
75% of LGBTQ+ workers wish to work someplace they really feel snug being their full selves
Whereas this statistic doesn’t separate sexual orientation and gender identification, it nonetheless reveals clearly that firms who create a supportive surroundings will profit in terms of recruiting prime expertise from the LGBTQ+ group.
The survey additionally discovered that half (49%) of LGBTQ+ professionals won’t work for a corporation that doesn’t present inclusive advantages.
Supply: LinkedIn / YouGov
59% of LGBTQ+ workers are at present at firms that haven’t taken a stand on latest U.S. laws
As well as, 33% of LGBTQ+ workers really feel their present employer has not made them really feel supported within the wake of latest anti-LGBTQ+ laws in the USA.
Maybe your organization has a coverage of not making political statements. In that case, contemplate the affect this can be having in your LGBTQ+ workers: 36% would consider leaving their current employer in the event that they proceed not taking a agency stance.
Solely 45% of companies have elevated salaries to maintain up with inflation
Yikes. On condition that compensation is persistently ranked as the highest precedence for job seekers and that almost all economists agree we’re at present not in a recession (no less than but), I need to repeat: Yikes.
Recession or no, budgets could also be tight at your organization. However figuring out that 93% of companies are worried about retention, those who can discover the finances to no less than sustain with inflation will stand a greater likelihood of holding onto prime expertise.
North American workers are 15 times more likely to hunt inside promotions vs. leaving
A latest survey from LinkedIn discovered large discrepancies between geographic areas in terms of recruiting. On common, customers in France have been 15.3 occasions extra prone to search development at a brand new firm than their Canadian, American, or Indian counterparts.
Customers in different international locations had a much less dramatic, although nonetheless vital, margin, reminiscent of Germany at 4.9 occasions, Japan at 5.5 occasions, and Brazil at 8.6 occasions extra prone to go away their present employer vs. staying.
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Supply: LinkedIn Talent Solutions
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