LinkedIn is a social networking site for business professionals. First launched in 2003, the website has become one of the largest platforms for job seekers, employers, and recruiters from around the world. Available in over 200 countries, the network focuses on enabling business connections and promoting industry contacts between employers and working professionals, allowing companies to promote themselves through digital portfolios and individual users to find job listings and enhance their connectedness in their area of expertise.

Who uses LinkedIn?

With an estimated 645 million self-reported users, LinkedIn is one of the most popular social networks worldwide. This is particularly true in the United States, where the company is headquartered: In 2019, LinkedIn had over 58 million users in the United States , and by 2022, this figure is forecast to surpass 66 million. But while the United States has always been LinkedIn’s leading market , the platform is also seeing increasing demand in countries like India and China. Concerning age demographics , around 60 percent of all LinkedIn users are aged between 25 and 34, and 19 percent of users are adults younger than 25 years.

Leading professional network

By creating a LinkedIn account, users can research people and companies, connect with business associates and colleagues, and build relationships with influencers. In early 2020, LinkedIn was among the two leading tools used by U.S. college seniors to search for job opportunities . The network was also named one of the most effective lead sources of U.S. staffing firms that year, thanks to its large user base that translates into a large pool of potential job candidates. For that reason, LinkedIn remains one of the most used recruiting tools worldwide .

Company background

LinkedIn is not only the largest but also among the most profitable online job advertising firms, valued at around 26.2 billion U.S. dollars. Microsoft, which is the parent company of LinkedIn, ranked among the most valuable brands worldwide in 2020, with an annual revenue of 166 billion U.S. dollars that year. These results are folded into Microsoft’s Product Revenue and Other Revenue segment, as the digital job board was acquired by Microsoft for approximately 26.3 billion U.S. dollars in 2016. LinkedIn's revenue is generated from hiring solutions, premium subscriptions, and advertising. The latter channel is becoming ever-more relevant for the business, as marketers are increasingly using LinkedIn for marketing purposes . By placing sponsored posts, lead-generated ads, or other advertising formats on the platform, marketers can not only increase exposure for their brands, products, and services but also successfully target expert audiences – which many advertisers plan on pursuing in the future.

Interesting statistics

In the following 5 chapters, you will quickly find the 35 most important statistics relating to "LinkedIn".


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