LinkedIn statistics are the finger on the pulse of the professional world. They give us a glimpse into the trends and behaviors of millions of working professionals. Plus, they help us understand the impact of LinkedIn on businesses and organizations that use the platform for marketing, lead generation, hiring, and more.
As we enter 2024, let’s look at some key LinkedIn statistics you need to know to inform your LinkedIn social media strategy.
Bonus: Find out what people really want from brands on social—including why they follow, engage, buy, and even unfollow them—in The Social Media Consumer Report.
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 21 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 19,400 employees
After some layoffs this year, LinkedIn’s staff is sitting a little lighter than previous years. But with over 19,000 employees around the world, LinkedIn still has a truly global presence.
3. LinkedIn offices are present in 38 cities worldwide
LinkedIn offices are located in more than 38 cities worldwide, including 10 in the United States. Of the company’s 19,400 employees, more than 19,000 are full-time.
4. LinkedIn is available in 26 languages
This allows many global users to access the network in their native language.
Source: LinkedIn
5. LinkedIn made $15 billion in the 4th quarter of 2023
For the first time ever, LinkedIn’s revenue surpassed $15 billion in the fourth quarter of 2023. This is a significant milestone for the company and shows its continued growth and success.
6. Women represent nearly 46% of LinkedIn’s leadership
LinkedIn has also been actively addressing gender inequality, with women representing nearly 46% 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 employees.
7. LinkedIn hired more Black and Latino senior staff in 2023
Black and Latino populations are also seeing significant growth within the company, with U.S. Black Director+ and U.S. Latino Director+ populations growing by 280% and 161.9%, respectively, in just three years.
8. White and Asian staff make up the majority of the LinkedIn workforce
The slim majority of LinkedIn’s employees (40.7%) are Asian, and 36.4% are White, with Black, Latino, and mixed-race populations making up smaller percentages.
Source: LinkedIn
9. 51.9% of LinkedIn’s workforce are men
Followed closely by women at 47.3% of the workforce and 0.8% choosing not to disclose their gender.
10. Women make up more of the non-technical roles at LinkedIn
In non-technical roles, women do outpace men by a margin of around 33%. White women make up the majority (52.6%) of the non-technical positions held by female workers, while Asian men make up the majority (63.4%) of technical roles held by men.
11. LinkedIn’s revenue increased by 8% in Q1 of 2024
In the first quarter of 2024, LinkedIn’s revenue increased by 8% year-over-year in constant currency.
12. LinkedIn has 450 million newsletter subscriptions globally
LinkedIn has experienced incredible growth in newsletter subscriptions, reaching 450 million globally. This is an increase of 3x year-over-year, showing the platform’s popularity and influence on professional communication channels.
LinkedIn user statistics
Now that we’ve covered the general statistics of LinkedIn let’s dive into some key user stats that every marketer should know.
13. LinkedIn has 1 billion members around the world
LinkedIn now has over 1 billion members worldwide, making it the largest professional networking platform in the world. The majority of these users are found in North America, then Asia-Pacific, then Europe, Latin America, and the Middle East and Africa.
Source: LinkedIn
14. 56.3% of LinkedIn users identify as men and 43.7% identify as women
Men 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.
15. Over 78% of LinkedIn users are from outside the US
While the US is LinkedIn’s biggest market, with over 211 million users, the network has gained traction worldwide. Coming in second place is India with 117 million users, followed by Brazil with 70 million users, and the United Kingdom with 37 million users.
Oddly, LinkedIn is no longer showing data about users in Mainland China, though it does report 2 million users in Hong Kong.
Source: LinkedIn
16. 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.
17. 133,000 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.
#1 Social Media Tool
Create. Schedule. Publish. Engage. Measure. Win.
Free 30-Day Trial
18. Most of LinkedIn’s traffic comes from the U.S.
Americans continue to be the most frequent visitors to LinkedIn, with 30.84% of all web traffic coming from the United States. India follows behind at 7.18%, signaling its sizable influence in global professional networking.
19. LinkedIn premium subscriptions are up 55% year-over-year
In the first quarter of 2024, LinkedIn saw a significant increase in premium subscription sign-ups, with a growth rate of 55% year-over-year, though they still make up only a small percentage of overall users.
20. More than 11 million members have turned on LinkedIn creator mode
LinkedIn Creator Mode launched in 2021, but has slowly been gaining traction, with over 11 million members activating the feature.
Creator mode allows users to showcase their content and increase their visibility on the platform, making it a valuable tool for individuals looking to build their brand or professional presence.
21. 30% of U.S. adults use LinkedIn
According to Pew Research, 30% of U.S. adults report using LinkedIn. This places LinkedIn below other top social sites like YouTube, which took first place at 83%, and Facebook, which came in second with 68%.
Source: Pew Research
22. Americans aged 30 to 49 used LinkedIn the most
LinkedIn is more popular with older demographics, which makes sense when you think about the wider professional market. Data shows that in the U.S., adults aged 30 to 49 are most likely to use the platform, while just 12% of those 65 and older report using it.
23. Educated Americans are more likely to use LinkedIn
Pew Research found that LinkedIn is more popular among college-educated Americans. 53% of Americans with a bachelor’s degree report using the platform, while only 28% who have some college education say the same.
Those with less education or without a high school degree make up only 10% of the platform. Pew reports that this is the “largest educational difference measured across any of the platforms asked about.”
LinkedIn usage stats
The latest LinkedIn usage stats are in, and they might even change how you see this platform.
24. 61 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. According to data from LinkedIn, 61 million people search for jobs on LinkedIn every week.
25. 6 people are hired every minute through LinkedIn
Interestingly enough, this is down from 8 people per minute in 2023.
26. There are 140 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.
27. 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.
28. 1.6 billion people visit LinkedIn every month
Not only is LinkedIn popular in terms of membership, but it also sees a significant amount of traffic. In fact, 1.6 billion people visit LinkedIn every month.
29. 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.
Source: LinkedIn
30. There are 41,000 skills listed on LinkedIn
With over 41,000 skills listed on LinkedIn, it is an excellent resource for employers to find the right candidate.
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.
31. LinkedIn is the #1 most trusted platform by brands
Brands have had a tough time in the world of social advertising this year. From controversies on Twitter to YouTube’s questionable practices, it’s tough to find a platform that feels brand-safe.
However, recent data shows that LinkedIn is the most trusted platform among brands. Data from Hootsuite found that over 70% of marketers see LinkedIn as a reliable source where they can get a good return on their investment. Instagram was the second most trusted platform, followed by WhatsApp and then Facebook.
32. Ads on LinkedIn are 6x more likely to convert
According to LinkedIn, audiences exposed to both brand and acquisition messages on the platform are 6x more likely to convert compared to those who only see one type of message.
33. 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.
Source: LinkedIn
34. 59% 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 59% of respondents, while 92% of brands are seen as “more pl”, 74% are “more intelligent,” and 59% are “more respectable. This has resulted in a 10-15% lift in short-term sales performance.
35. 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. This type of exposure has brought brands increase as high as 33%.
36. 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. Conversion rates remain high this year—take advantage of them.
33. 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.
37. Ads using LinkedIn’s conversion tracking tool see a 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.
38. 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.
39. 4 out of 5 people on LinkedIn “drive business decisions”
LinkedIn’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 decision makers.
40. 67 million companies are listed on LinkedIn
If you were still on the fence about using LinkedIn for business, you may be in the minority. Data shows that 67 million companies have a LinkedIn page, and growing.
41. 82% of B2B marketers see success on LinkedIn
Compared to other social channels, LinkedIn has been the most successful platform for B2B marketers. In fact, 82% of B2B marketers have reported their greatest success on LinkedIn.
Source: LinkedIn
42. 2.7 million LinkedIn business pages post weekly
Businesses are learning the value of engaging with customers online. According to data, 2.7 million LinkedIn business pages post on a weekly basis.
43. LinkedIn pages that post weekly see 5.6x more follower growth
Businesses that do manage to post weekly see a significant boost in their follower growth. LinkedIn reports that these businesses experience 5.6 times more growth than pages that don’t post as often.
44. 40% of LinkedIn users engage with business pages every week
LinkedIn audiences are also highly engaged, with 40% of users regularly engaging with business pages each week.
45. 50% 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, 50% of hiring managers use 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.
46. 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.
47. 40% of B2B marketers say LinkedIn drives high-quality leads
LinkedIn users can use professional demographic data to target the right people based on their job title, company, industry, and seniority.
48. 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%.
46. 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.
50. 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 on LinkedIn. Custom image collages (3-4 images in one post) perform especially well, giving users more visual context and can help expand your reach.
51. LinkedIn pages see more than 2 billion interactions each month
Being present and active on LinkedIn can open your brand up to a wider audience. Data shows that LinkedIn members engage with LinkedIn Pages more than 2 billion times per month.
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.
Easily create, analyze, promote and schedule LinkedIn posts alongside your other social networks with Hootsuite. Get more followers and save time.
