Linkedin – learn basic information about the portal

Facebook may be the largest social networking site in the world today, but LinkedIn has been gathering users since 2012. Linkedin remains the best social networking site for users who want to make and develop business contacts. In the last 10 years, interest in „LinkedIn” has increased by more than 60 percent. If you are just starting your adventure with Linkedin, we have prepared a summary of basic information about the portal for you.

Demographic data

Have you already set up your Linkedin profile? LinkedIn currently has nearly 740 million members and over 55 million registered companies. In Poland, it is 4.2 million accounts. In 2020 alone, there were 0.5 million user accounts in Poland.

Of the LinkedIn users who interact frequently, 40% use the portal and makeover a billion interactions a month. However, remember that the average Linkedin user spends only about 17 minutes a month on the portal. That’s why you only have a few minutes to reach your potential customer.

According to the 2018 Pew Research Center study „Social Media Use”, LinkedIn remains a popular social networking site among students. Only 9% of users have an education that ends with high school.

Although it is in the United States that Linkedin has the most users (176 million), over 75% of LinkedIn users come from outside the United States.

In terms of gender, LinkedIn is more popular with men, who account for 57% of its user base. Interestingly, the group of the so-called Millennials account for over 60% of LinkedIn’s user base, with 12%, 11 million of the 87 million millennials occupying decision-making positions.


In 2016, Microsoft bought Linkedin for $ 26.2 billion. What distinguishes Linkedin from other social networking sites that are based on advertising, Linkedin has paid services that are very popular.

In total, as many as 39% of LinkedIn users pay for LinkedIn Premium, which has four price levels:

    Premium Career: $ 29.99 / month

    Premium Business: $ 59.99 / month

    Sales Navigator Pro: $ 79.99 / month

    Recruiter Lite (Hiring): $ 119.95 / month

What do a paid profile on Linkedin offer

Premium Career is the best solution for job seekers. It provides access to 5 InMail messages per month, and allows you to check who viewed your profile on Linkedin, in how many searches you appeared, and additional information about published job offers (including salary).

The other options basically offer the same basic functions but offer additional benefits. Premium Business provides additional information about companies and unlimited person searches; Sales Navigator Pro provides advanced search filters, access to various sales tools and the ability to take notes on user profiles; and Recruiter Lite provides intelligent guided search suggestions and tools more targeted at recruiters.

No matter which Premium Account you buy, you’ll have access to additional metrics and different ways to grow on LinkedIn.

Generating leads

LinkedIn is an especially good resource for finding leads. According to research by Hubspot, LinkedIn is 277% more effective in generating leads than Facebook and Twitter.

That being said, it’s no surprise that 79% of marketers view LinkedIn as a very good source of potential customers, and 43% of marketers say they have acquired at least one customer from LinkedIn.

This number is increasing for B2B sellers, who say 80% of their social media leads are from LinkedIn, and 40% consider LinkedIn the most effective channel for acquiring high-quality leads.

Recruitment on Linkedin

Another main reason why LinkedIn users are active on platforms is recruiting. With the 55 million companies listed on the site and 14 million job vacancies in mind, it is no surprise that 87% of recruiters use LinkedIn on a regular basis.

In fact, the study found that 122 million people were invited to an interview via LinkedIn, and 35.5 million were hired by the person they called on the site. No wonder that 3 people are employed by LinkedIn every minute.

In the US, from March to December 2020, LinkedIn saw a 6-fold increase in the number of remote job offers.

Another good news for recruiters on Linkedin is that employees recruited through the site are 40% less likely to leave the company in the first 6 months.

What content is popular

LinkedIn allows you to share various types of content. Articles that can be posted on your profile or on LinkedIn Pulse, links to your website.  News, slideshows, and videos are among the most popular types of content posted by LinkedIn users.

In 2019, the number of LinkedIn sessions increased by 25% year-on-year, with 358 billion updates viewed. but only 3 million users (out of 740 million) share content every week. This means that only about 1% of LinkedIn’s 260 million users share posts per month, and these approximately 3 million users get 9 billion views.

A study by OkDork that analyzed more than 3,000 posts on LinkedIn found that tips and tricks articles and listing posts performed best, especially those with titles ranging from 40 to 49 characters long. In addition, it turned out that posts with five headings had the most views. Long content (1,900-2,000 words) and content with eight images also turned out to be the best.

Attaching photos increase the popularity of the posts. The comment rate increases by 98% when a post contains a photo or video.

An interesting fact that you may not be able to learn from your own posting results is that content posted on Thursdays usually performs the best.

Upgrade your Linkedin profile

Due to the ability to filter results by metrics such as company, years of experience, function, and seniority, Linkedin is easily ahead of the competition when it comes to helping users make essential business contacts.

However, despite the advanced search capabilities, you will still want to optimize your Linkedin profile.

On our blog, you will find articles with tips and advice on best presenting yourself on Linkedin and changing your profile.

The first step in creating a professional profile on Linkedin is adding a professional photo. Profiles with a professional photo can get around 14 times as many views as profiles with other types of profile photos.

To further increase the number of active connections on Linkedin, be sure to include your current position. And don’t forget to include at least five relevant skills, as this increases the likelihood of your profile being discovered and someone sending you a message.

Your adventure is just beginning

You already know why it is worth being on Linkedin and what is behind it. Now it’s time to improve your profile, publish content and establish business contacts.

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