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Whether or not you’re attempting to get new shoppers, recruit high expertise, or construct up your model consciousness, LinkedIn is the place to be for B2B entrepreneurs. Over 950 million enterprise individuals use LinkedIn, making it the most important skilled social community on the earth.

How does your goal demographic use LinkedIn? How must you tailor your content material to search out the best individuals? Is your audience even on LinkedIn?

Solutions to these questions and extra beneath, plus all of the freshest LinkedIn demographic stats you’ll want to know in your 2023 LinkedIn advertising technique.

Bonus: Obtain a free information that exhibits the 11 ways Hootsuite’s social media crew used to develop their LinkedIn viewers from 0 to 278,000 followers.

LinkedIn age demographics

60% of LinkedIn customers 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.

Supply: Statista

LinkedIn advertisements attain 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 Traits 2022 report

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

That’s nearly tied for first spot with Reddit (41%) as the most well-liked social media platform for accessing information content material for individuals 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 Analysis

LinkedIn customers ages 16-64 are the most certainly to additionally use Reddit and Fb 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 seemingly to make use of Instagram (82.6%), YouTube (75.5%), and TikTok (50.6%).

Supply: Hootsuite Digital Traits 2022 report

LinkedIn gender demographics

57.2% of LinkedIn customers establish as males

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

Supply: Statista

LinkedIn advertisements attain 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 knowledge solely supplied choices for “feminine” or “male” genders, due to this fact is restricted in representing everybody on LinkedIn, although one thing to remember if this age vary is a part of your audience.

Supply: Hootsuite Digital Traits 2022 report

1.6% of LinkedIn customers are seemingly transgender or nonbinary

Whereas this stat isn’t particular to LinkedIn, it’s seemingly 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 Analysis

LinkedIn revenue demographics

80% of LinkedIn customers drive enterprise selections

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

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

In the newest knowledge 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 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 Analysis

LinkedIn customers have twice the shopping for energy of the typical on-line viewers

Maybe in step 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 figuring out when the very best time to put up 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.

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98% of LinkedIn customers 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 individuals in the USA make up the most important consumer section by location, LinkedIn nonetheless has a robust presence world wide.

78% of LinkedIn customers stay outdoors the USA

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

Supply: Statista

69% of U.S. LinkedIn customers are energetic every day

That’s about 138 million members within the U.S. With an extra 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 every day or semi-daily.

Supply: Statista

30% of LinkedIn’s desktop internet visitors comes from U.S. customers

For comparability, the following highest referring nation is India with 7.19%. Have to be all these American every day customers.

Supply: Statista

Folks in over 200 international locations and territories use LinkedIn

That’s spectacular because the United Nations presently solely acknowledges 193 international locations as members. There are roughly 70 extra dependent or disputed territories on the earth that aren’t acknowledged by the UN.

In brief: Folks use LinkedIn in all places.

LinkedIn is the sixteenth hottest web site on the earth

And, the seventeenth hottest on the earth. It’s solely two spots behind TikTok at quantity 14, too.

LinkedIn hiring and profession insights

61 million individuals seek for jobs on LinkedIn each week

LinkedIn is among the high spots for recruiting. LinkedIn additionally experiences 8 individuals are employed each minute from the platform.

Ladies are 16% much less more likely to apply for a job

But additionally, 16% extra 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 corporations in search of contract staff in comparison with everlasting, full-time staff.

Gen X has the best inner mobility charge

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

Supply: LinkedIn World Expertise Traits

Gen Z values development alternatives 47% greater than Gen X

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

75% of LGBTQ+ staff wish 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 in terms of recruiting high expertise from the LGBTQ+ neighborhood.

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

Supply: LinkedIn / YouGov

59% of LGBTQ+ staff are presently at corporations that haven’t taken a stand on latest U.S. laws

As well as, 33% of LGBTQ+ staff 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, think about the affect this can be having in your LGBTQ+ staff: 36% would think about leaving their present employer in the event that they proceed not taking a agency stance.

Solely 45% of corporations have elevated salaries to maintain up with inflation

Yikes. Provided that compensation is constantly ranked as the highest precedence for job seekers and that almost all economists agree we’re presently 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 figuring out that 93% of corporations are apprehensive about retention, those who can discover the price range to at the very least sustain with inflation will stand a greater likelihood of holding onto high expertise.

North American staff are 15 instances extra more likely to search inner promotions vs. leaving

A latest survey from LinkedIn discovered huge discrepancies between geographic areas in terms of recruiting. On common, customers in France had been 15.3 instances extra more likely 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 instances, Japan at 5.5 instances, and Brazil at 8.6 instances extra more likely to depart their present employer vs. staying.

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Supply: LinkedIn Expertise Options

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