If you want to market to business professionals, there’s no better place than LinkedIn. The platform users to connect with like-minded business folk, apply and recruit for jobs, and follow the latest news from organizations and influential people from across the globe.
Understanding how LinkedIn members and brands use the channel gives you valuable insights into how to LinkedIn into your social media strategy. Here are the most up-to-date LinkedIn statistics to be aware of in 2023 to help you craft exciting campaigns.
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.
General LinkedIn statistics
Ready to dive into the world of LinkedIn marketing? Here are the top general LinkedIn statistics you need to know.
1. LinkedIn turns 20 years old in 2023
LinkedIn officially launched on May 5th, 2003, just nine months before Facebook launched at Harvard. The platform was originally founded by Reid Hoffman, who built the initial version in his living room.
Microsoft acquired LinkedIn in 2016, and today, it leads a diversified business with revenues from membership subscriptions, advertising sales, and recruitment solutions under the leadership of Ryan Roslansky.
2. LinkedIn has 36 offices and 21,000 employees
Those offices are located in more than 30 cities worldwide, including 10 in the United States. Of the company’s 21,000 employees, more than 19,000 are full-time.
3. LinkedIn is available in 26 languages
This allows many global users to access the network in their native language.
4. The number of Black and Latino leaders grew by 35% and 20.3% last year
LinkedIn has made a concerted effort to improve its diversity and inclusion, with the number of Black and Latino leaders, managers, and senior ICs growing by 35% and 20.3%, respectively, in 2021.
5. Women represent nearly 42% of LinkedIn’s leadership
LinkedIn has also been actively addressing gender inequality, with women representing nearly 42% of the company’s leadership. This is a huge improvement from previous years, and LinkedIn has shown its commitment to creating an inclusive environment for all of its users.
6. Revenue increased 21% year-over-year (in constant currency) in Q1 of 2023
Revenue growth has been a major priority for LinkedIn and its user base. In Q1 of 2023, the company reported revenue growth of 21% year-over-year (in constant currency), significantly higher than the 17% year-over-year increase from the previous quarter.
LinkedIn user stats
Looking to tap into LinkedIn’s vast professional audience? Check out these LinkedIn user stats to guide your strategy.
7. LinkedIn has 875 million members
To put that number in context, Instagram currently has over 1.4 billion users, and Facebook has almost 3 billion. So LinkedIn may not be the largest of the social networks, but with a specific business focus, it’s an audience worth paying attention to.
8. 57.2% of LinkedIn users identify as men, with 42.8% identifying as women
Men significantly outnumber women on LinkedIn overall, but you’ll need to do some research to understand the makeup of your specific LinkedIn audience. Note that LinkedIn does not report any genders other than male or female.
9. Over 77% of LinkedIn users are from outside the US
While the US is LinkedIn’s biggest market with over 194 million users, the network has gained traction around the world. Coming in second place is India with 96 million users, followed by Brazil with 60 million users, Mainland China with 57 million users, and Indonesia with 21 million users.
10. LinkedIn has members in 200 countries and regions worldwide
LinkedIn’s users live in more than 200 hundred countries and regions around the world. This includes over 227 million in Europe, 49 in the Middle East and Africa, 244 million in the Asia Pacific, and 136 million in Latin America.
11. Almost 60% of LinkedIn’s users are between 25 and 34 years old
It’s not a surprise that more than half of LinkedIn users are in the age group that is starting and growing their careers. It’s a professional network, after all.
Following this cohort, though so too closely, is the 18-24 age range.
12. With 23.38 million followers, Google is the most followed organization on LinkedIn
Beating out Amazon, TED Conferences, and LinkedIn themselves, tech giant Google ranks as the most followed company account on the platform.
13. Followed by over 35 million users, Bill Gates is the most followed person on LinkedIn
The Microsoft founder is out on his own as the most followed personal account on the platform, with almost double the amount of followers as Richard Branson behind him in second place. Funny that Microsoft owns LinkedIn, but we’re just speculating here!
14. #India is the most followed hashtag on LinkedIn, with 67.6 million followers
The other most popular hashtags include #Innovation (38.8 million), #Management (36 million), and #HumanResources (33.2 million).
The dominance of the #India hashtag suggests to marketers that the nation is not to be overlooked as part of your global campaign strategy.
15. LinkedIn’s international user base grew at 2X the pace of its US user base in Q1 of 2023
LinkedIn has been making great strides internationally, with its international user base growing at 2X the pace of its US user base in Q1 of 2023. This growth shows no signs of slowing down, and LinkedIn is doing a great job of expanding its reach in different markets.
16. 295,000 schools are listed on LinkedIn
Similarly, LinkedIn users can also find educational opportunities by searching through the platform’s directory of more than 295,000 schools. Users can also use LinkedIn to find mentors, build professional relationships, and network with potential employers.
LinkedIn usage stats
The latest LinkedIn usage stats are in, and they might even change how you see this platform.
17. 52 million people use LinkedIn to search for jobs each week
If your company is hiring, your LinkedIn business page can be a key source of potential new employees.
When hiring managers can’t screen potential new hires in person, tools like LinkedIn are even more important. And 81% of talent professionals say virtual recruiting will continue long after the pandemic.
18. 8 people are hired through LinkedIn every minute
If that last LinkedIn stat didn’t convince you it’s worth having a solid presence on this network, this one should. Any company planning to hire new employees in 2022 needs a polished LinkedIn Page to help attract top-tier talent and leverage the channel to recruit candidates.
19. There are 101 job applications submitted every second on LinkedIn
To put this already remarkable figure in perspective, that’s 6,060 applications sent every minute, 363,600 sent every hour, and an incredible 8.72 million job applications sent every day.
20. 16.2% of US LinkedIn users log in every day
Of their 875 million members, LinkedIn’s daily active users (DAU) account for 16.2% of them, reaching around 141 million users that log in to the platform daily.
21. 48.5% of users in the US use LinkedIn at least once a month
At roughly 424 million monthly active users (MAU), this represents an opportunity for marketers to access an extensive pool of decision-makers across the country.
22. LinkedIn saw 15.4 billion sessions in Q2 FY22
LinkedIn has transitioned from being “just” a recruitment platform to a professional network where people educate themselves and learn about other companies and opportunities in their industry.
23. There are more than 36,000 newsletters on LinkedIn
These include newsletters from Melinda Gates, Richard Branson, Ariana Huffington, and various publishers like The Economist. Of those 36k newsletters, 29 million unique people are subscribers.
24. 40% of LinkedIn visitors organically engage with a page every week
Organic engagement is hard to come by these days. But, on LinkedIn, 40% of visitors engage with a page organically each week. That’s an impressive statistic demonstrating the platform’s staying power and relevance in the market.
25. Pages that post weekly have 5.6x more followers than those posting monthly
Knowing how often to post on social media can be tricky. According to LinkedIn stats, pages that post weekly have 5.6x more followers than those posting monthly. So if you’re looking to grow your business’s social media following, aim for weekly posts at the very least.
LinkedIn advertising statistics
Have your wallet ready because, by the time you finish reading these LinkedIn advertising statistics, you’ll be ready to start running campaigns.
26. An ad on LinkedIn can reach 14.6% of the world’s population
That is, 14.6% of people over the age of eighteen. While this isn’t the highest reach among social networks, LinkedIn has the advantage of a self-selected user base that cares about their work.
27. LinkedIn Marketing Solutions surpassed $5 billion in July 2022
LinkedIn Marketing Solutions, the branch of the platform dedicated to helping businesses grow with ads, surpassed a whopping $5 billion in revenue for the first time in July of 2022. Its been projected that by 2024, LinkedIn will capture nearly 50% of all display ad spending and 25% of all digital ad spending.
28. LinkedIn’s ad reach grew by 22 million people in Q41 2021
That’s a 2.8% increase from Q3.
29. 50% of brands are seen as “higher quality” after advertising on LinkedIn
According to LinkedIn, brands that advertise on LinkedIn are seen as “higher quality” by 50% of respondents, while 92% of brands are seen as “more professional”, 74% are “more intelligent,” and 59% are “more respectable. This has resulted in a 10-15% lift in short-term sales performance.
30. Brands have seen a 33% increase in purchase intent resulting from ad exposure on LinkedIn
Marketers can benefit from LinkedIn’s ability to connect with members early in the marketing funnel through users engaging with brand posts and sharing them on their feeds.
31. Marketers see up to 2x higher conversion rates on LinkedIn
LinkedIn’s range of tools for audience targeting means website visits originating from the platform are more likely to increase conversions on B2B sites.
32. LinkedIn Marketing also brings 2x higher engagement rates
An in-depth analysis of LinkedIn advertising statistics revealed that ads made through LinkedIn Marketing Solutions produce twice the engagement rate compared to organic.
33. Ads using LinkedIn’s conversion tracking tool see 13.5% lower cost per acquisition
LinkedIn stats show that when you use their conversion tracking tool, the cost per acquisition (CPA) is 13.5% lower than when not using it. This tool helps businesses track conversions from LinkedIn Ads and gives them more insight into which campaigns are working best for them.
34. Members on LinkedIn have 2x the buying power of the average online audience
LinkedIn users have higher-than-average buying power compared to other online audiences. This makes it a great platform for businesses looking to target customers who are more likely to make purchases.
LinkedIn business statistics
Next up in our LinkedIn statistics round-up, let’s explore the LinkedIn business statistics driving the professional world this year.
35. 4 out of 5 people on LinkedIn “drive business decisions”
The platform’s chief selling point for marketers is its ability to target an audience by their job, not just their demographics.
This allows B2B marketers, in particular, to reach the people who make the buying decisions.
36. More than 58 million companies are listed on LinkedIn
LinkedIn has become an invaluable resource for job seekers, recruiters, and employers alike. As of Q1 2023, more than 58 million companies are listed on LinkedIn, giving users a wealth of options for finding job opportunities.
37. 2.7 million companies post on LinkedIn every day
The sheer size of LinkedIn’s user base makes it an invaluable resource for job seekers and businesses alike. Not only can users make connections with potential employers, but they can also learn about the latest industry trends and stay informed on changes in the job market.
38. There are 39,000 skills listed on LinkedIn
With over 39,000 skills listed on LinkedIn, it is an excellent resource for employers to find the right candidate. Over the last 12 months, 365M skills members added to their profiles and made it easier for recruiters and hiring managers to pinpoint their most desired skill sets.
39. 44% of hiring managers used LinkedIn skills data to fill roles
Skills data is one of the most important features for recruiters to find the right candidate. According to LinkedIn, 44% of hiring managers used skills data from LinkedIn profiles to fill roles.
If your company is looking to fill a position, you should consider checking out the skills section of LinkedIn profiles.
40. LinkedIn saw 150 million newsletter subscriptions in Q1 of 2023
LinkedIn newsletters are a great way to stay up-to-date on the latest industry trends and network with potential contacts. LinkedIn saw 150 million newsletter subscriptions in Q1 of 2023, showing that more people are taking advantage of this feature to stay in the know about their favorite brands.
41. 96% of B2B marketers use LinkedIn for organic social marketing
These LinkedIn stats make LinkedIn the top network for B2B content marketers, followed by Facebook and Twitter (80% and 71%, respectively). This isn’t surprising, given that LinkedIn offers a context in which people expect and seek out business-related content.
42. 40% of B2B marketers surveyed indicated LinkedIn as the most effective channel for driving high-quality leads
LinkedIn users can use professional demographic data to target the right people based on their job title, company, industry, and seniority.
43. 77% of content marketers say LinkedIn produces the best organic results
As well as boasting the most used platform for organic marketers, LinkedIn ranks as the best network for producing organic results.
Some way behind LinkedIn, Facebook comes in at second with 37%, followed by Instagram with 27% and YouTube with 21%.
44. 80% of B2B marketers use LinkedIn ads
It’s not a shock that the top organic social network for B2B marketers is also the top paid social network. Facebook comes in next at 69%, followed by Twitter at 30%.
If you’re new to using paid features on LinkedIn, we’ve got a whole guide to LinkedIn ads to get you started.
45. Brands get 7x more reactions and 24x more comments on LinkedIn Live streams than regular videos
We already saw that LinkedIn video posts get more engagement than regular posts. But Live video takes things up another notch, with impressively high engagement levels, especially for comments.
That high comment rate shows people are engaged during the live video stream and waiting to interact with the participants.
46. Companies with a complete, active LinkedIn Page see 5x more page views
They also get 7x more impressions per follower and 11x more clicks per follower. Like other LinkedIn company page statistics above, this shows the value of keeping your LinkedIn page up-to-date and active.
If you need help ensuring your brand is making the most out of its LinkedIn presence, take a look at our guide to optimizing your LinkedIn company page.
47. LinkedIn posts with images see 2x higher comment rates
Organizations looking to get the most engagement from their posts should include an image with each post. Custom image collages (3-4 images in one post) perform especially well, giving users more visual context and can help expand your reach.
Easily manage your LinkedIn Page alongside your other social channels using Hootsuite. From a single platform you can schedule and share content—including video—engage your network, and boost top-performing content.