LinkedIn Statistics and Data Trends for Marketers

As of 2024, 56.4 percent of people that use LinkedIn are male, while women represent 43.6 percent. This is a bit more skewed towards males than other social media platforms like Instagram.

Men and women generally display similar behavior in their LinkedIn usage. The numbers are nearly equal in job searching, with 90 percent of men and 88 percent of women open to new jobs.

However, women are 16 percent less likely to apply to a job after viewing it and apply to 20% fewer jobs than men. LinkedIn recruiters are also 13 percent less likely to click on a woman’s profile.

The educational attainment of people that use LinkedIn can also help recruiters. This can set the expectation for what kind of jobs can be posted and the general skill level of the platform’s users.

LinkedIn statistics show that most LinkedIn users come from a high monthly income household, at 53 percent. 29 percent belong to middle income, and 16 percent are from lower income households.

NOTE: High income is classified as an average of $100,000 and above. The average yearly income of a US citizen is around $60,000.

LinkedIn engagement statistics show that people are more likely to respond to ads that’re tailored to their financial or economic standing.

This can help content marketers create specific Google ads and content that cater to different income levels. It’ll also help them find the right audience to better position themselves.

There are over 67 million companies with a LinkedIn page.
Having so many companies on the site is great for users who are job hunting, as it gives them a wider pool of employers to apply to.

In 2023, there were 63 million companies with a LinkedIn page. In 2024, this number increased to 67 million. This is a 6 percent increase from 2023 to 2024 as of the time of writing.

Around 89 percent of B2B marketers use LinkedIn for lead generation.

62 percent of B2B marketers say that LinkedIn generates leads and does it 2 times better than other social media sites. This makes it the best platform for generating high-quality leads.

LinkedIn business statistics show that it generated $5.91 billion in revenue from LinkedIn ads in 2022. Revenue from LinkedIn ads is projected to grow to $10.35 billion in 2027.

The average click-through rate for LinkedIn ranges between 0.44 and 0.65 percent. For comparison, the average social platform click-through rate is a bit higher at 0.98 percent.

LinkedIn’s conversion tracking tool shows that conversion Rates for LinkedIn sit at 6.1 percent, which is higher than the industry average at between 2 to 5 percent. This indicates that LinkedIn is great for lead generation for B2B marketers.

One of the biggest advantages of employee advocacy is increased organic reach, and subsequently better brand visibility.

A company’s employees can generate more organic connections compared to the company’s direct followers.

Not only will the company’s content reach more people, but it will also feel a lot more genuine and organic when posted by an individual employee rather than an official company profile.

Companies and marketers can encourage and implement employee advocacy through the following:

• Setting content goals
• Keeping the employees internally engaged with the content itself

Doing these two things will help keep the content focused and on topic, while also helping the employees internalize and believe the content they’re posting.

If your company is an industry leader, creating thought leadership content gives you the reputation of being first and being the best. This tells everyone that your business can be trusted.

Having thought leadership content also helps the business stand out from its competitors. People will listen to business insights and believe it if you are constantly putting out thought leadership content.

Generally, a good or above average engagement rate on LinkedIn for influencers is at least 0.65 percent. This is a bit lower than the average on more popular influencer platforms, such as Instagram.

LinkedIn currently has over 14 million open jobs. This gives prospective employees plenty of opportunities to search for a new job or try to move from one job to another.

LinkedIn recently changed the way it displays the total number of applications per job posting. It only shows “over 100 applications” and not the exact number.

While competing with 100 people for a job seems scary, this number also includes people who have not finished their application. This means that the real number might be a lot less.

Around 97 percent of HR recruiters use LinkedIn to search for new employees. This means that while they may place job postings elsewhere, you will most likely see it on LinkedIn.

LinkedIn is currently the #1 source of quality hires compared to other internet job boards and referrals. Over 75 percent of people also use LinkedIn to get more information when job hunting.

According to LinkedIn skills data, the top skills are the following:

• Adaptability
• Communication
• Customer service
• Leadership
• Project management
• Management
• Analytics
• Teamwork
• Sales
• Problem solving
• Research

Having the appropriate skills listed on your LinkedIn profile is crucial to getting the job. Recruiters are looking for these skills because they fit the company’s needs and the current industry landscape.

For example, LinkedIn statistics show that adaptability is currently the top skill because companies want employees who can adapt to new changes with the rise of artificial intelligence.

The average salary depends on many factors like the location, industry, and the position being applied for. Here are salary ranges in North America.

• Entry Level: Between $35,127 to $39,000 per year
• Mid Career: $58,000 per year
• C-Level: $160,000 to over $1 million per year

LinkedIn Salary is a built-in feature that helps you compare salary ranges at an industry level and between competitors. This can help you if you’re trying to settle on a realistic salary.

Other than communicating clearly, an important tip is to be prepared to walk away. Do not look desperate or too compliant, as this can drastically lower the salary they are willing to give you.

In the United States alone, over 24 percent of employees are working remotely. On LinkedIn, there has been a 2.5x increase in remote job listings from 2020 to 2023.

Here are the 5 sectors with the highest remote work opportunities. Unsurprisingly, tech industries lead the pack.

1. Technology, Information, and Media (41.2%)
2. Education (29%)
3. Administrative and Support Services (27.4%)
4. Professional Services (26.5%)
5. Financial Services (20%)

LinkedIn Learning’s platform has over 27 million subscribers
. It’s also ranked number 1 in the online learning market above the likes of Google Classroom and Udemy.

Currently, the completion rate for online learning is low at 5 to 15 percent. This is because of multiple factors like a lack of structure, support, and limited accountability.

Thankfully, platforms like LinkedIn Learning are implementing changes to help improve the course completion percentage of their average web audience.

The most popular courses include both hard and soft skill courses. Here is a list of the top courses.

• Effective Listening: 1.7 million learners
• Excel: XLOOKUP and VLOOKUP for Beginners: 1.6 million learners
• How to approach this question (job interview): 1.6 million learners
• Critical Thinking for Better Judgment and Decision Making: 1.3 million learners
• Communication Foundations: 1.3 million learners

The most popular job function courses on LinkedIn learning are from Business/Leadership and Management. 4 of the top 5 courses listed above are from this function.

Technology/Computer Science and AI are the second most popular job function courses, with 1.3 million learners on its most popular course and nearly one million learners for every other course.

From the official Learning page, LinkedIn ranks 7 out of 10 users as feeling more connected to their work after learning. 8 out of 10 say that using the platform adds a sense of purpose to their work.

The Estee Lauder group of companies had an issue: Over half of their employees hadn’t mastered skills that were necessary for their jobs.

To combat this, they partnered with LinkedIn Learning to solve the problem.

They made it easier for employees to get training and learn skills through LinkedIn Learning by making online learning more personal, on demand, and providing certification for completion.

As of 2018, over 5,800 Estee Lauder employees have used LinkedIn Learning, with their goal to have all employees use the platform to keep learning new skills.