LinkedIn, the professional networking platform owned by Microsoft, has seen rapid growth in users from the Philippines in recent years. With over 600 million users globally, LinkedIn is one of the world’s largest social media platforms focused on career and business connections.
LinkedIn’s Growth in the Philippines
As of September 2022, there were over 15 million LinkedIn members in the Philippines. This represents a 135% increase from 2019, when the country had 6.3 million users. The Philippines is now LinkedIn’s 7th largest market in Asia Pacific and currently has the most number of users in Southeast Asia.
LinkedIn first established an office in the Philippines in 2011 to support growing demand in the region. Since then, the company has heavily invested in the market by localizing content, hiring sales teams, and partnering with organizations. This strategy has paid off with rapid user adoption.
Several factors are driving increased LinkedIn usage in the Philippines:
- Large young, tech savvy population entering the workforce
- Increasing number of companies using LinkedIn for hiring and talent branding
- High social media usage and engagement in the Philippines
- Growth of freelancing, remote work, and entrepreneurship
As internet and smartphone penetration continues to increase, LinkedIn’s growth trajectory in the Philippines looks promising.
LinkedIn Usage Habits in the Philippines
Studies of LinkedIn users in the Philippines reveal interesting insights into how professionals engage with the platform:
- The majority of users (67%) log in to LinkedIn daily.
- Most visits last between 10 to 30 minutes. Only 15% spend less than 10 minutes when logged in.
- Updating profile and viewing other profiles are the top two activities.
- 1 in 3 users have made career connections through LinkedIn.
- Around 40% of users have successfully used LinkedIn Jobs to land a new role.
This data indicates that Filipino professionals actively use LinkedIn to manage their careers, network, recruit talent, and apply for jobs. It has become deeply integrated into hiring and work culture.
Job Seeking on LinkedIn in the Philippines
LinkedIn has emerged as one of the top online job portals in the Philippines. According to surveys, 78% of professionals use LinkedIn to look for employment opportunities. Key findings include:
- 91% of job seekers update their LinkedIn profile before starting a job search.
- 72% of LinkedIn members feel more confident about job interviews if they review a company’s LinkedIn page beforehand.
- 45% have successfully transitioned from passive to active job seeker after being approached by a recruiter.
This data reveals that LinkedIn has become a critical platform for active and passive job hunting in the Philippines. Whether searching job ads, contacting recruiters, researching employers, or getting headhunted, LinkedIn increases candidates’ access to opportunities.
Most In-Demand Jobs on LinkedIn in the Philippines
The most sought-after roles on LinkedIn among Filipino professionals are:
| Role | LinkedIn Job Listings in Past Year |
|---|---|
| Sales Representative | 120,000 |
| Business Development Manager | 100,000 |
| Marketing Manager | 85,000 |
| Account Manager | 75,000 |
| HR Manager | 65,000 |
Sales and business development roles have dominated LinkedIn listings in the Philippines, indicating high labor demand. However, there are also increasing openings for digital marketing, design, and engineering positions.
How Filipino Companies Use LinkedIn
LinkedIn has become an essential tool for companies in the Philippines to attract talent, showcase their employer brand, and connect with customers. Ways they leverage LinkedIn include:
- Posting job ads to reach passive candidates not actively searching.
- Targeting employees by skillset and geography using Recruiter license.
- Building a Talent Brand page to highlight company culture and values.
- Publishing articles and content to increase brand awareness.
- Using targeted ads to drive engagement from professionals in their industry.
- Establishing Company Pages to publish news, engage followers and drive leads.
According to LinkedIn, companies that consistently post on their pages acquire 50% more followers. Those using talent branding capture 45% more job applications. As competition for skilled talent increases, more employers are investing in social media recruiting.
Educational Uses of LinkedIn Among Filipino Students
While LinkedIn is primarily a professional networking site, it is gaining popularity among students and young graduates in the Philippines for several educational purposes:
- Connecting with alumni from their university for career advice and mentoring.
- Joining college and university groups to stay in touch with batches or organizations.
- Following companies to learn about industries and opportunities before applying.
- Building a professional profile and brand that shows recruiters their capabilities.
- Publishing articles and media to demonstrate their skills and experience.
By getting on LinkedIn early, students can establish professional connections and prepare their personal brand for the future. Many admissions officers and employers now view applicants’ LinkedIn profiles when evaluating them.
Key Takeaways
In summary, LinkedIn has rapidly gained popularity and utility among both businesses and professionals in the Philippines. Key highlights include:
- Over 15 million users as of 2022, making the Philippines LinkedIn’s 7th largest APAC market.
- High daily engagement, with most spending 10-30 mins per visit.
- Primary uses are networking, recruiting, job seeking, employer branding and lead generation.
- Sales, marketing and HR roles dominate LinkedIn job listings.
- Students use LinkedIn for career advice, networking and personal branding.
As technology permeates work culture and business in the Philippines, LinkedIn is cementing its position as the indispensable professional platform, for individuals and companies alike.
