LinkedIn, the professional networking platform owned by Microsoft, has become an indispensable tool for professionals around the world. With over 800 million members globally, LinkedIn connects professionals with career opportunities, business partners, industry experts, and more. But is LinkedIn widely used in Malaysia?
LinkedIn Usage in Malaysia
The short answer is yes, LinkedIn is commonly used by professionals in Malaysia. As of January 2023, there were over 6.8 million LinkedIn members in Malaysia. This represents about 21% of the total population of nearly 33 million people in Malaysia. While lower than LinkedIn adoption rates in countries like the United States and Canada, 21% penetration is still considered strong for a developing economy like Malaysia.
LinkedIn has seen steady growth in Malaysia over the past decade. Back in 2012, less than 1 million Malaysians were on LinkedIn. But user growth began accelerating around 2015. Within 5 years, the number of Malaysian LinkedIn users had increased 7-fold to over 6 million. Much of this growth has been driven by strong internet and smartphone adoption in Malaysia. Internet penetration stands at over 80% in Malaysia today. And there are nearly 43 million mobile connections in a country with a population of 33 million. Easy access to the internet and LinkedIn’s mobile app has made it easier for Malaysians to access the platform.
LinkedIn User Demographics in Malaysia
In terms of demographics, LinkedIn usage and growth in Malaysia has been driven primarily by millennials and university graduates. Over 67% of Malaysian LinkedIn users are between the ages of 25 and 34. This millennial demographic has been quick to adopt social media platforms. LinkedIn’s targeting of university students has also paid dividends. At major Malaysian universities, up to 75% of students have LinkedIn profiles.
Professionals in Kuala Lumpur and Selangor account for the biggest share of Malaysian LinkedIn users at over 37%. Significant numbers of users also come from Penang, Johor, and Sarawak. Adoption is lower in rural areas with minimal internet access. From an employer perspective, LinkedIn is most commonly used for recruitment by Malaysia’s banking and financial services, technology and telecommunications, consulting, and consumer goods industries.
| Location | % of Malaysian LinkedIn Users |
|---|---|
| Kuala Lumpur and Selangor | 37% |
| Penang | 15% |
| Johor | 10% |
| Sarawak | 8% |
How Malaysians Use LinkedIn
Malaysians mainly use LinkedIn for professional networking and career development. The platform’s massive user base allows Malaysians to connect with professionals in their industry across Malaysia and worldwide. This is beneficial for several use cases:
Job Searching
LinkedIn’s extensive database of open positions makes it one of the top online job portals in Malaysia. Job seekers can search for relevant openings, get notified of new listings, and apply easily through LinkedIn. Recruiters also use LinkedIn to search resumes and actively contact qualified candidates.
Establishing Business Contacts
Entrepreneurs and business owners leverage LinkedIn to find suppliers, partners, distributors, and investors for their ventures. LinkedIn groups focused on specific industries make it easier to identify and connect with relevant contacts.
Building Professional Brand
Many Malaysians use LinkedIn to create an online professional profile and portfolio. Detailed LinkedIn profiles with skills, accomplishments, recommendations etc. allow Malaysians to enhance their personal brand. This improves networking outcomes and job prospects.
Thought Leadership & Influence
Influencers and subject matter experts in Malaysia publish long-form posts, articles, and opinions on LinkedIn. This positions them as industry thought leaders and expands their professional reach.
Following Companies & Trends
Following company pages lets Malaysians stay updated on key employers and industry trends. Company updates on new products, leadership changes, achievements etc. provide valuable insights.
Online Learning
LinkedIn Learning provides Malaysians access to thousands of expert-led online video courses. These courses allow professionals to gain new hard and soft skills needed for career advancement.
Reasons for LinkedIn’s Popularity in Malaysia
Several factors have contributed to LinkedIn’s rise in popularity amongst Malaysian professionals:
User-Friendly Platform
LinkedIn’s website and mobile app make it easy for Malaysians to create detailed profiles, search jobs/people, message contacts, share content etc. The user experience is polished and intuitive for social media-savvy users.
Trusted Professional Brand
LinkedIn has established itself globally as the go-to platform for professional networking and recruitment. This reputation makes Malaysians more willing to invest time in developing their LinkedIn presence.
Network Effects
As more university grads and professionals in Malaysia joined LinkedIn, network effects kicked in. Users want to be where their peers already are to maximize connections.
Proactive Targeting of Students
LinkedIn reps frequently visit Malaysian university campuses to encourage students to create profiles. Early adoption during studies pays dividends for users when job searching.
Integration With Applicant Tracking Systems
Major employers in Malaysia integrate LinkedIn with their applicant tracking systems for recruitment workflow. This makes LinkedIn profiles vital for job seekers.
Robust Feature Set
From virtual events to polls to newsletters, LinkedIn regularly adds new features based on user feedback. This expands the platform’s capabilities and utility for Malaysians.
Challenges Faced by LinkedIn in Malaysia
While clearly the dominant professional networking platform in Malaysia, LinkedIn does face some challenges in the market:
Low Awareness in Rural Areas
Limited internet access in rural Malaysia means lower awareness of LinkedIn’s utility. Just 37% of rural Malaysians use the internet vs. 85% of urban residents.
Concerns Over Data Privacy
Malaysians share less information publicly on LinkedIn than Western users, likely owing to data privacy concerns. This reluctance limits profile completeness.
Competition From Facebook
With over 28 million monthly active users in Malaysia, Facebook competes with LinkedIn as a platform for professional connections and content. However, Facebook lacks LinkedIn’s depth of professional features.
Passive User Base
While over 6 million Malaysians have LinkedIn profiles, a smaller share actively engages on the platform regularly. Nearly 35% of Malaysian profiles are not updated or used optimally.
Challenges With Lead Generation
LinkedIn advertising and sales solutions see weaker traction in Malaysia vs. markets like Singapore. Many Malaysian businesses are still tentative on investing in LinkedIn lead generation.
Conclusion
In summary, LinkedIn has successfully established itself as Malaysia’s leading professional networking platform. It continues to see strong user growth tied to internet and smartphone penetration amongst Malaysian millennials and university grads. Malaysians actively leverage LinkedIn for career development, establishing business contacts, personal branding, online learning and more. While challenges like low rural usage and passive user engagement persist, LinkedIn is poised for continued popularity as Malaysia’s economy becomes more digitally connected.
