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37+ Essential LinkedIn Statistics for Business in 2024

July 28, 2024
37+ Essential LinkedIn Statistics for Business in 2024

LinkedIn statistics for business include key information about the platform’s current state and performance metrics. By knowing data about the site’s user base, engagement, and marketing, you can tailor your strategy on the platform and fully utilize it to your advantage.

If you’re planning to build a presence on LinkedIn but are unsure of how well it fits into your strategy, keep reading as we discuss the top LinkedIn statistics for business that every marketer should know in 2024.

Let’s get started!

7 General Statistics About LinkedIn

If you’re ready to venture into LinkedIn marketing, these general LinkedIn statistics for business can provide insights into the site’s growth in the past year and help you understand its future trajectory.

#1. LinkedIn is 21 Years Old

At 21 years old, LinkedIn is the oldest social media platform still active today. Reid Hoffman and two of his colleagues started the site in 2002 and officially launched it to the public on May 5, 2003.

Despite its age, however, LinkedIn is by no means the first social networking site. SixDegrees, which was launched six years earlier in 1997, is widely regarded as the first social media platform.

#2. Microsoft Currently Owns LinkedIn

Reid sold LinkedIn to Microsoft in 2016, and since then, the platform has grown and benefited from the leadership of CEO Ryan Roslansky.

#3. LinkedIn Supports 28 Languages

The LinkedIn platform supports over 28 different languages to cater to its international user base.

#4. LinkedIn has 37 Offices Globally

Currently, LinkedIn has 18,500 full-time employees in 37 offices all around the globe. Ten of these offices are located in the United States, with the remaining locations in major cities across Europe and Asia.

#5. LinkedIn Surpassed $15 Billion Revenue in 2023

LinkedIn’s revenue surpassed $15 billion in the fourth quarter of 2023, a remarkable 5% increase year-over-year.

#6. 42% of LinkedIn’s Leaders are Women

With 42% of its leadership roles occupied by women, LinkedIn is helping to bridge the considerable employment gap caused by gender differences.

#7. The Majority of LinkedIn’s Workforce are Men

Interestingly enough, despite the previous LinkedIn business statistic we mentioned, 51.9% of the company’s workforce is made up of men. The remaining 47.3% are women, and 0.8% chose not to disclose their gender.

9 Useful LinkedIn User & Demographic Statistics

LinkedIn app opened up on a phone

LinkedIn’s user base is mainly composed of professionals, companies, and recruiters, and knowledge of these demographic statistics will help you market your brand better on the platform.

Here are some key LinkedIn statistics for business that you should know about:

#8. LinkedIn Currently Has More than 1 Billion Members

There are over one billion LinkedIn users, with the majority of audiences located in the Asia-Pacific region, closely followed by Europe and North America. However, this doesn’t equate to the actual number of LinkedIn active users, as the platform has yet to release that statistic.

Due to its large international user base, it isn’t surprising that, in a Statista survey, 84% of LinkedIn users stated that they mainly use the platform for networking.

#9. There are More Male than Female LinkedIn Users

Similar to its workforce, the LinkedIn user base is also dominated by men. In fact, according to Statista, 56.4% of the platform’s users are male and 43.6% are female.

This is a crucial statistic for businesses on LinkedIn aiming to reach a specific demographic. Make sure you monitor your LinkedIn analytics regularly to see if your content is resonating well with your target audience, and readjust your content strategy as necessary.

#10. LinkedIn has 230 Million Users in the United States

When ranking LinkedIn users by country, the United States, with 230 million users, is its biggest market by a large margin; India is in second place with 130 million users.

#11. There are Over 134,000 Schools on LinkedIn

LinkedIn is also beneficial for audiences that use social media for education, as there are more than 134,000 schools listed on the platform that publish valuable content on their profiles.

#12. 67 Million Companies are on LinkedIn

In addition to professional and individual users, 67 million companies use LinkedIn to network, share industry insights, and engage their audiences.

#13. 28 Million LinkedIn Users are #OpenToWork

LinkedIn’s #OpenToWork feature is a great way for users to show they are open to new job opportunities and connect with potential recruiters. According to data from YouGov, 62% of users on the platform use LinkedIn specifically to apply for new jobs.

So, if you’re planning to use LinkedIn for business or recruitment, you may want to keep an eye out for users with this frame on their profile pictures.

#14. LinkedIn is Popular Among Older Audiences

Data from the Pew Research Center shows that LinkedIn is one of the top social media sites among Americans aged 30 to 49. Considering that the platform is mainly used for professional reasons, this LinkedIn business statistic isn’t surprising at all.

#15. There is a Significant Millennial User Base on the Platform

What is surprising, however, is the considerable millennial presence on the platform. According to Statista, the millennial demographic comprised over 47% of LinkedIn’s total user base in 2023, and the number has likely grown since then. This makes LinkedIn an excellent platform for reaching this elusive demographic.

#16. One-third of LinkedIn Users Have a Bachelor’s Degree

The majority of LinkedIn’s user base is an educated audience, with one-third of all users having a bachelor’s degree or equivalent. This data is further supported by the Pew Research Center, as their findings show that Americans with higher levels of education are more likely to use LinkedIn.

Being present on LinkedIn is a great way to grow your network and connect with brands, businesses, and peers that can likely help further your career later on.

8 Important LinkedIn Engagement Statistics

While LinkedIn is primarily used for job searches and networking, the site is also an effective way for brands to engage their audience through posts and visual content.

Below, we share some vital LinkedIn statistics for businesses looking to boost their visibility and build a solid online presence on the platform.

#17. There Are 16.2% Daily Active Users on LinkedIn

In 2021, LinkedIn recorded over 16.2% daily active users, which translates to over 141 million users. While there is currently no update on the latest LinkedIn statistics for this metric, this number has likely increased as the site’s user base has grown since then.

#18. 40% of LinkedIn Users Interact With a Page Organically

According to the platform’s own data, 40% of its users interact with a LinkedIn company page organically every week. This LinkedIn stat explains the app’s continued relevance in the social media landscape, as organic reach has seen a consistent decline in recent years.

SimilarWeb’s most recent data showed that users engaged with at least 8.26 pages per visit on the site, which means you have one in eight chances of reaching your target audience.

To improve your success rate, it’s important to have all the important information about your business shown on your LinkedIn profile. According to LinkedIn, pages with complete information can receive up to 30% more weekly views than other company profiles.

#19. LinkedIn Has Twice of Instagram’s Engagement Rate

Based on our analysis of social media engagement rates, LinkedIn had an average engagement rate of 10.8%. This number is twice the rate on Instagram and five times more than on Twitter/X. So, if you aren’t posting content on LinkedIn yet, you may want to start doing so.

Posting on LinkedIn is an effective way to establish your expertise on the platform. By consistently sharing relevant content, you can position yourself as a credible figure in the industry. We also recommend scheduling your LinkedIn posts to target your audience’s peak hours and achieve even higher engagement rates.

#20. Posts With Images Perform Better on LinkedIn

According to LinkedIn, posts with images or visual content have a 98% higher comment rate than those that don’t contain any media. So, be sure you publish posts with eye-catching and compelling images to encourage interactions.

That said, be mindful of the quality of the images you use, as a study by Li and Xie (2020) found that low-quality images may lead to lower user engagement.

#21. Profiles With Photos Get More Views

LinkedIn profiles with a photo receive up to 21 times more views and 36 times more messages than those without. This is because users are more inclined to interact with someone they can perceive. Seeing your photo allows them to form a first impression and gauge your personality.

This isn’t purely based on feeling, either. A study by Fernandez et al. (2021) in the Journal of Research in Personality found that profile photos, among other signals on LinkedIn, can be an effective way to assess a person’s personality. In fact, they found a direct correlation between a user’s LinkedIn profile picture and their level of agreeableness.

#22. Live Streams Are More Engaging Than Videos

LinkedIn business statistics show that live streams are significantly more engaging than regular videos, with the former getting 24 times more comments and seven times more reactions. If you aren’t familiar with lives on LinkedIn, they work similarly to LinkedIn Events, with the only difference being that the latter requires registration beforehand.

#23. Posts With YouTube Videos Links Get More Shares

If live streams are too intimidating, consider cross-posting content from your YouTube channel to your LinkedIn page, as this can result in a 75% higher share rate.

Just make sure the videos you link to are highly relevant to the topic. Similar to other social media sites, the LinkedIn algorithm ranks content based on relevance to the audience and the overall quality of the post.

#24. LinkedIn Pages That Post Weekly Grow Faster

As with any social media site, consistently posting content will help you grow your presence much faster, but even more so on LinkedIn. According to the platform, pages that post at least once a week gain followers seven times faster than those that only post monthly.

One way to post more regularly and supercharge your growth is by utilizing social media scheduling tools like Publer in your strategy. Our platform allows you to align your posting schedule with the best times to post on LinkedIn, ensuring higher visibility and engagement.

7 Crucial LinkedIn Marketing & Advertising Statistics

linkedin statistics for business

From individuals to organizations, these LinkedIn statistics for business show how companies on the platform leverage the site in their marketing and advertising efforts:

#25. LinkedIn is the Top Platform Among B2B Marketers

According to the platform’s data, LinkedIn is the most used social media site for 80% of B2B marketers.

These LinkedIn business statistics are mirrored in the Content Marketing Institute’s Annual B2B Content Marketing study, where 96% of businesses stated that they used the platform for organic social media.

LinkedIn remains the top choice for paid social media as well, with 78% of B2B leaders utilizing the platform in their marketing strategies.

#26. B2B Marketers Find LinkedIn the Most Effective for Reaching Audiences

Based on the Content Marketing Institute’s data, LinkedIn is the most effective organic and paid social media site for businesses. In fact, 39% of B2B markets found the app “very effective” for organic marketing, and 36% shared the same sentiments for paid advertising.

#27. LinkedIn Users Are 6 Times More Likely to Convert

This number is according to LinkedIn’s data and could be due to the positive image that brands gain by being on the platform. For four years in a row, LinkedIn was named the most trusted social media platform by Insider Intelligence’s Digital Trust Report, bested only by Pinterest in 2022.

Building your brand on such a reputable platform lends some credibility to your business, which can help you forge more trusting relationships with your audience and improve your chances of converting followers into customers.

#28. Brands That Advertise on LinkedIn Are Viewed as “Higher Quality”

About 50% of LinkedIn users who see an ad on the platform start to view the brand as “higher quality,” with 92% saying that it makes the brand “appear more professional.” This LinkedIn business statistic is another testament to the halo effect that the platform provides its users.

By advertising on one of the most trusted social networking sites, you associate your brand with the same qualities, which can help improve your overall image on social media.

#29. LinkedIn Ads Cause a 33% Increase in Purchasing Intent

In addition to the positive association, advertising on LinkedIn can also directly affect your sales. According to LinkedIn, brands see a 33% increase in purchase intent after ad exposure on the platform.

#30. LinkedIn is Highly Effective at Generating Leads

For 40% of B2B marketers, LinkedIn remains the most effective social media platform for generating leads.

#31. LinkedIn Users Have Twice the Buying Power

LinkedIn provides an excellent opportunity for businesses looking to increase their sales, as the platform’s users have twice the buying power of the average online audience.

7 Key LinkedIn Job Hunting & Recruitment Statistics

LinkedIn is one of the leading platforms for job hunting and recruiting potential candidates; these notable LinkedIn statistics for business show how audiences use the platform for this purpose.

#32. 65 Million People Use LinkedIn in Their Job Search

According to LinkedIn, over 65 million people utilize the platform in their job searches. While job boards and other application methods are available, LinkedIn allows applicants to control how they are perceived on the platform without needing a first interview.

By doing so, you ensure that you always present your best possible self and improve your chances of getting hired. In fact, 6 people are hired on the platform every minute.

#33. Confirmed Hires Increased by 88% in 2022

Many job seekers find success on LinkedIn, as the rate of confirmed hires on the platform increased by 88% in 2022.

#34. 72% of Recruiters Use LinkedIn to Find Candidates

LinkedIn isn’t popular among applicants alone, as more than half of recruiters also leverage the platform to find potential candidates. According to Jobvite’s Recruiter Nation Survey report for 2020, 72% of recruiters are on LinkedIn for this specific purpose.

#35. Candidates Hired Through LinkedIn Are Higher Quality

Aside from the convenience of having the applicant’s entire history readily available, 67% of recruiters in Jobvite’s report stated that the candidates they hired through LinkedIn are of higher quality than those they find through other sites.

#36. Nearly Half of Recruiters Refer to Skills Data When Hiring

While professional degrees still hold some merit, 48% of recruiters in 2024 use a candidate’s skills data to determine if they are a perfect fit for the role. In fact, according to LinkedIn business statistics, recruiters search by skill five times more often than they do by degree.

This shift in priority is likely due to the increasing lack of access to higher education opportunities and the growing availability of courses and upskilling programs online.

However, this doesn’t mean that all positions will no longer require traditional degrees, and the results can vary for LinkedIn users by industry. For instance, accounting positions for applicants without a degree are growing at a remarkable pace of 450% compared with those in engineering.

#37. There Are Over 41,000 Skills Listed on LinkedIn

In line with the previous LinkedIn business statistics we discussed, there are more than 41,000 skill tags that candidates can add to their LinkedIn profiles. Among these skills, artificial intelligence (AI) is one of the most sought-after.

In fact, in Microsoft’s latest Work Trend Index, 66% of recruiters stated that AI is a necessary skill for an applicant to have.

#38. LinkedIn Users Submit 140 Job Applications Every Second

Among the 65 million weekly job hunters on the platform, there are 140 job applications sent out every second.

Key Takeaways

  • Despite being one of the oldest social media sites, LinkedIn is still extremely active and only growing in popularity every year. The general LinkedIn statistics for businesses tell us that venturing onto the platform is a great way for brands to connect to an international and diverse audience and establish their presence.
  • LinkedIn business statistics show that the platform currently has a male-dominated user base with a significant number of millennial and Generation X users.
  • According to the current LinkedIn engagement statistics for business, live streams, visual content, and videos generate the most interactions on the platform.
  • LinkedIn is the most used platform among marketers for its effectiveness in both organic and paid social media.
  • Based on the latest LinkedIn business statistics for recruitment, more and more LinkedIn users are on the platform in search of a job, with 140 applications sent out every second. Meanwhile, for recruiters, skills are more important than degrees when selecting a candidate.

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