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 must you tailor your content material to search out the correct folks? Is your audience even on LinkedIn?

Solutions to these questions and extra under, plus all of the freshest LinkedIn demographic stats it is advisable to know in your 2023 LinkedIn advertising and marketing technique.

LinkedIn age demographics

60% of LinkedIn users are between 25 and 34 years outdated

Millennials make up the vast majority of LinkedIn’s person base worldwide, with the 18-24 age group coming in second at 21.7%, and other people ages 35-54 coming in third at 15.4%. Solely 2.9% of individuals over 55 use LinkedIn.

Supply: Statista

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.

Supply: Hootsuite Digital Trends 2022 report

40% of people ages 30-49 learn information on LinkedIn

That’s nearly 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 greater than Fb and nearly 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 doubtless to make use of Instagram (82.6%), YouTube (75.5%), and TikTok (50.6%).

Supply: Hootsuite Digital Trends 2022 report

LinkedIn gender demographics

57.2% of LinkedIn users establish as males

The choices for this survey have been restricted to these figuring out as both males or girls, so the remaining 42.8% stated they establish as girls. Hopefully future surveys will embrace information on customers of all gender identities.

Supply: Statista

LinkedIn advertisements reach one-third of males ages 25-34

Advert attain by gender is pretty even aside from the 25-34 age class, the place LinkedIn advertisements attain considerably extra males than girls at 33.1% vs. 24.4%.

The survey supply for this information solely supplied choices for “feminine” or “male” genders, due to this fact is restricted in representing everybody on LinkedIn, although one thing to bear in mind if this age vary is a part of your audience.

Supply: Hootsuite Digital Trends 2022 report

1.6% of LinkedIn users are doubtless transgender or nonbinary

Whereas this stat isn’t particular to LinkedIn, it’s doubtless representational of individuals on LinkedIn, too — at the very least People on LinkedIn. A Pew Analysis survey estimates a median 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 revenue demographics

80% of LinkedIn users drive enterprise selections

There’s a purpose so many B2B entrepreneurs use LinkedIn. The place else are you able to attain such a excessive proportion of choice makers or choice influencers together with your natural content material advertising and marketing efforts? Or trust in who your paid advertisements are reaching? (Nowhere.)

53% of U.S. LinkedIn users are excessive revenue earners

In the latest information accessible, a survey discovered over half (53%) of U.S.-based LinkedIn customers earned a excessive revenue in 2022, whereas 29% fell into the center revenue class, and 17% into the low revenue class.

Supply: Statista

However what revenue ranges do “excessive, medium, and low” really translate to? That research doesn’t say, however an in-depth report from Pew Analysis in 2021 discovered related outcomes.

That research 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 keeping with the revenue 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 understanding when the best time to post on LinkedIn is… which Hootsuite tells you, distinctive to your particular viewers, business, and analytics outcomes. Plus, auto-schedule your content material to publish throughout your finest instances with one click on.

Try for free

98% of LinkedIn users have a post-secondary schooling

That’s not too stunning 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.

Supply: Statista

LinkedIn location demographics

200 million People use LinkedIn

Whereas folks in the USA make up the most important person section by location, LinkedIn nonetheless has a powerful presence all over the world.

78% of LinkedIn users reside outdoors the USA

Whereas the most important person group lives in the USA, the subsequent largest nation teams are India (99 million), China (60 million), and Brazil (59 million).

Supply: Statista

69% of U.S. LinkedIn users are energetic day by day

That’s about 138 million members within the U.S. With a further 15% saying they use LinkedIn a number of instances per week, a complete of 84% of all customers within the U.S. are utilizing LinkedIn day by day or semi-daily.

Supply: Statista

30% of LinkedIn’s desktop web traffic comes from U.S. customers

For comparability, the subsequent highest referring nation is India with 7.19%. Should be all these American day by day customers.

Supply: Statista

Folks in over 200 countries and territories use LinkedIn

That’s spectacular for the reason that United Nations at the moment solely acknowledges 193 countries as members. There are approximately 70 further dependent or disputed territories on this planet that aren’t acknowledged by the UN.

Briefly: 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 studies 8 individuals are employed each minute from the platform.

Girls 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 financial system has extra corporations in search of contract employees in comparison with everlasting, full-time employees.

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 on account of many leaving for retirement. Regardless, it exhibits there are many inner hiring alternatives for everybody.

Supply: LinkedIn Global Talent Trends

Gen Z values development alternatives 47% more than Gen X

In terms of recruiting, Gen Z prioritizes profession development and abilities improvement 47% and 45% extra, respectively, than Gen X.

75% of LGBTQ+ workers need to work someplace they really feel comfy being their full selves

Whereas this statistic doesn’t separate sexual orientation and gender identification, it nonetheless exhibits clearly that corporations who create a supportive surroundings will profit with regards to recruiting prime expertise from the LGBTQ+ group.

The survey additionally discovered that half (49%) of LGBTQ+ professionals won’t work for an organization that doesn’t present inclusive advantages.

Supply: LinkedIn / YouGov

59% of LGBTQ+ workers are at the moment at corporations 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. If that’s the case, take into account the impression 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. Provided that compensation is constantly ranked as the highest precedence for job seekers and that the majority economists agree we’re at the moment not in a recession (at the very least but), I need to repeat: Yikes.

Recession or no, budgets could also be tight at your organization. However understanding that 93% of companies are worried about retention, those who can discover the finances to at the very least sustain with inflation will stand a greater likelihood of holding onto prime expertise.

North American workers are 15 times more likely to hunt inner promotions vs. leaving

A latest survey from LinkedIn discovered vast discrepancies between geographic areas with regards to recruiting. On common, customers in France have been 15.3 instances extra prone to search development at a brand new firm than their Canadian, American, or Indian counterparts.

Customers in different nations had a much less dramatic, although nonetheless vital, margin, resembling Germany at 4.9 instances, Japan at 5.5 instances, and Brazil at 8.6 instances extra prone to go away their present employer vs. staying.

Simply develop, handle, and interact your LinkedIn viewers with Hootsuite. Schedule content material, get one of the best time to put up, measure analytics, handle advert campaigns, and extra — from one user-friendly dashboard. Strive it free right now.

Supply: LinkedIn Talent Solutions

Simply handle your LinkedIn Web page and all of your different social channels utilizing Hootsuite. From a single dashboard, you may schedule and share content material (together with video), reply to feedback and interact your community. Strive it free right now.

Get Started