LinkedIn is one of the most popular professional social networking platforms, with over 722 million users worldwide as of October 2022. Given its focus on careers and professional networking, LinkedIn tends to attract an older demographic compared to social media sites like Facebook or Instagram. However, there is still a sizable proportion of younger users between 18-24 years old on LinkedIn. In this article, we will examine the percentage breakdown of LinkedIn users by age group, particularly focusing on the 18-24 year old demographic.
Age Demographics of LinkedIn Users
According to LinkedIn’s 2022 user statistics, around 24% of LinkedIn members worldwide are between the ages of 18-24. This makes young adults aged 18-24 the largest age cohort on LinkedIn in terms of percentages. The second largest age group is 25-34 year olds, comprising around 28% of total members. LinkedIn users aged 35-54 make up another large segment at 29% of the total. Users above 55 years old represent the remaining 19% of LinkedIn’s user base.
Looking more closely at the 18-24 age bracket, this group comprises over 173 million LinkedIn members globally as of 2022. The US, India and Brazil have the highest numbers of 18-24 year old LinkedIn users based on country demographics. But in terms of penetration rate, younger members aged 18-24 actually make up the highest percentage of total users in many countries across Europe, Asia and Latin America. This indicates that while the raw numbers may be higher in larger markets like the US and India, a bigger proportion of LinkedIn members in other countries fall into the 18-24 bracket.
Key Factors Driving Younger Users to LinkedIn
So what is attracting younger millennials and Gen Zers to create a presence on LinkedIn? Here are some of the key factors:
- Job hunting – LinkedIn has become one of the top platforms used by young people to search for jobs. They can create professional profiles, connect with recruiters, and apply for openings directly on LinkedIn.
- Networking – LinkedIn allows students and young professionals to expand their networks by connecting with industry leaders, alumni, fellow students and more. These connections can help them land jobs and internships.
- Personal branding – Having a LinkedIn profile provides a place for young people to showcase their skills, experience and accomplishments to future employers.
- Career advice – LinkedIn is a hub for career-related content. Young users can follow thought leaders and companies to get workplace tips and career development advice.
- Peer usage – As more of their peers use LinkedIn, there is increased motivation for young people to maintain a presence so as not to be left out.
Additionally, LinkedIn has added more features over the years that appeal specifically to students and recent graduates. For example, LinkedIn Learning provides a library of courses for skills development. There is also a dedicated LinkedIn Students section that offers campus news, scholarships, internship listings and other resources.
LinkedIn Usage Habits of 18-24 Year Olds
Now that we’ve looked at why younger demographics join LinkedIn, how actively are 18-24 year olds engaging with the platform? What are some of their common usage habits?
- Profile building – Updating their LinkedIn profiles with internships, courses, skills and other experiences is important for personal branding and career progression.
- Passive job searching – Even if not actively looking, browsing jobs and company pages can help surface new opportunities.
- Connecting with classmates – Current students tend to use LinkedIn to find and connect with peers on campus.
- Following brands & influencers – To absorb industry news, trends and career advice.
- Cursory engagement – While they maintain a profile, some younger users are not highly active day-to-day.
In general, younger LinkedIn users aged 18-24 log in less frequently than older members. Typically, they engage most actively during periods of job seeking and campus recruiting. But even during idle periods, keeping their profile updated remains important. Frequency of profile edits tends to decline as members get older. So it is crucial for younger users to develop good LinkedIn habits early on.
LinkedIn Engagement Metrics for 18-24 Year Olds
Here are some key LinkedIn activity metrics for the 18-24 age group, according to Sprout Social’s 2022 consumer data:
LinkedIn Activity | 18-24 Year Olds |
---|---|
Daily Usage | 27% |
Weekly Usage | 61% |
Monthly Usage | 76% |
Follow Companies | 36% |
Follow Influencers | 24% |
As we can see, while a majority of 18-24 year olds are checking LinkedIn at least monthly, daily engagement is much lower compared to other platforms. Still, their weekly and monthly access highlights the importance of LinkedIn in supporting young job seekers and students.
Best Practices for Targeting Younger LinkedIn Users
For brands and employers looking to engage younger audiences on LinkedIn, here are some best practices:
Spotlight Entry-Level Job Openings
Remember that many 18-24 year old members are seeking internships and entry-level roles. So showcase opportunities specifically targeted to students and recent grads.
Emphasize Professional Development
Link to internal mentoring programs, skills training initiatives and leadership conferences that can aid early career growth.
Share Relatable Content
Create social content around career advice, workplace issues and professional trends relevant to a younger demographic.
Partner With Campus Groups
Connect with college student organizations to share company insights and build brand affinity.
Leverage Peer Networks
Identify and collaborate with LinkedIn influencers and brand advocates from a younger target audience.
Promote Company Culture
Highlight your employer brand, work perks, and culture to showcase your organizational values and work environment.
Conclusion
In summary, around 24% of LinkedIn’s 722+ million global members are 18-24 years old, representing the largest single age cohort on the platform. While daily engagement is lower compared to other groups, a majority of younger users aged 18-24 access LinkedIn at least weekly or monthly. Key drivers for this demographic include job seeking, personal branding, career advice and networking. For employers and brands, LinkedIn offers a valuable channel to connect with Gen Z and millennial talent. By highlighting entry-level roles, company culture, professional development and relatable content, organizations can effectively engage younger audiences on LinkedIn as part of their recruitment and branding strategies.