LinkedIn is the world’s largest professional networking platform, with over 800 million members globally. However, LinkedIn’s popularity and dominance varies from country to country. So what is the most popular professional networking site used in Australia?
Quick Answer
The equivalent of LinkedIn in Australia is also LinkedIn. With over 11 million members in Australia, LinkedIn is by far the most widely used professional networking platform in the country.
LinkedIn’s Popularity in Australia
LinkedIn has a strong presence in Australia, which can be seen from these key statistics:
- LinkedIn has over 11 million members in Australia as of 2022.
- 61% of Australia’s total workforce has a LinkedIn profile.
- There are over 1 million active job listings on LinkedIn in Australia at any given time.
- 91% of recruiters in Australia use LinkedIn to source and vet candidates.
So while LinkedIn originated in the US, it has successfully expanded and dominated the Australian market as well over the past decade.
Why is LinkedIn the Leading Platform in Australia?
There are several key reasons why LinkedIn is the undisputed professional networking leader in Australia:
1. First mover advantage
LinkedIn expanded to Australia back in 2008 and was the first major professional networking site to establish a strong presence in the country. This first mover advantage allowed LinkedIn to gain a lion’s share of users before other platforms could compete.
2. Network effects
As more and more Australian professionals joined LinkedIn, it began to benefit from powerful network effects. People are attracted to the platform because that’s where the majority of other professionals already are. This self-reinforcing cycle has solidified LinkedIn’s dominance.
3. Strong employer adoption
Attracting companies and employers is crucial for any professional networking site. LinkedIn has very strong adoption among Australian employers – over 75% of companies use it for recruitment. This wide employer presence further reinforces LinkedIn’s value proposition.
4. Brand awareness and trust
After being in Australia for over a decade, LinkedIn enjoys strong brand awareness and trust. It is widely regarded as the go-to platform for online professional networking and recruitment.
5. Localization
While LinkedIn is a global platform, they have made significant investments to localize the platform for the Australian audience. Features like localized language, profiles of local businesses, and partnerships with local organizations have helped LinkedIn thrive in Australia.
Other Professional Networking Sites in Australia
While LinkedIn has no close competitor, some other sites also provide professional networking and recruitment services in Australia. These include:
1. Indeed
Indeed primarily focuses on job search. But it also allows users to create professional profiles and connect with employers. Indeed has around 4 million unique visitors per month in Australia.
2. SEEK
SEEK is Australia’s largest local employment marketplace. While predominantly focused on job listings, SEEK also facilitates some professional networking and profile building.
3. XING
XING originated in Germany but expanded to Australia in 2008. It has failed to make major inroads – with an estimated 50,000 Australian members as of 2022.
4. Glassdoor
Glassdoor lets people review companies and share salary info. It has over 1.5 million Australian users. But networking capabilities are limited compared to LinkedIn.
5. Google for Jobs
Google entered the recruitment space in Australia with Google for Jobs. While not a full-blown networking platform, it provides some profiling features.
Growth of Niche Professional Networks
While LinkedIn dominates the broad professional networking space in Australia, niche platforms focused on specific industries, jobs, and segments have emerged in recent years. Some examples include:
- Sidekicker – for skilled blue collar and service professionals
- Airtasker – online marketplace for freelancers
- Designfolio – showcases creative portfolios for design professionals
- Recruitee – recruitment platform focused on the tech sector
- Healthcarelink – healthcare professionals network
Such niche networks can complement LinkedIn by focusing deeply on a specific target audience.
Conclusion
In conclusion, LinkedIn is undoubtedly the dominant professional networking platform in Australia. While a few smaller niche sites serve specific segments, LinkedIn’s first mover advantage, network effects, branding, and localization make it entrenched as Australia’s de facto online professional network. This situation mirrors LinkedIn’s broader success globally, where it has become the world’s largest professional social network.
