LinkedIn is one of the most popular professional social networking sites, with over 500 million users worldwide. It allows professionals to connect with each other, find jobs, promote their businesses, and stay informed on industry news and trends. But what types of users are on LinkedIn and how do they use the platform? Let’s take a closer look.
Job Seekers
One of the primary reasons people join LinkedIn is to search for and apply to jobs. LinkedIn has become an invaluable tool for active and passive job seekers alike. According to LinkedIn, there are over 20 million job listings posted on their platform at any given time.
Active job seekers will fill out their profile to the fullest extent, joining relevant professional groups, making new connections, and actively applying to job postings. Passive job seekers may not be urgently looking but are open to new opportunities and want to stay visible in their industry.
Some key ways job seekers use LinkedIn:
– Searching for open positions based on job title, company, location, etc.
– Researching companies they are interested in and learning about their company culture
– Viewing who in their network works at the company already and can give them insights
– Following specific company pages for job postings
– Setting up job alerts to be notified of new relevant postings
– Applying to jobs directly through LinkedIn by submitting their profile and cover letter
– Reaching out to recruiters and hiring managers through InMail messages
According to LinkedIn, 40% of members use the site to look for a job. Job seeking is the #1 reason new users join the platform.
Business Owners & Professionals
In addition to active job seekers, LinkedIn attracts all types of business owners, executives, managers, and professionals within various industries. Essentially anyone who currently works uses LinkedIn in some capacity to help further their career or business in some way.
Some examples of how business professionals use LinkedIn:
– Networking and connecting with colleagues, clients, business partners, industry influencers, etc.
– Joining professional groups and communities relevant to their field
– Following influencers and thought leaders to stay on top of industry news and insights
– Showcasing their expertise and thought leadership by publishing long-form posts
– Promoting their business, services, products, content, etc.
– Generating leads and new business opportunities
– Recruiting new employees by posting job listings
– Researching clients and business partners to build relationships
– Keeping up with former colleagues and coworkers to maintain connections
Around 62% of LinkedIn members are in senior-level roles such as Director, VP, CXO, Partner or Owner. LinkedIn caters heavily to seasoned professionals.
College Students & Recent Grads
LinkedIn has also become a popular platform for college students and recent graduates. Many begin building their professional profile while still in school to get a jumpstart on their career.
Some ways students use LinkedIn include:
– Creating a polished profile highlighting their academics, extracurriculars, internships, and early work experiences
– Joining university alumni groups as well as industry groups related to their major or career interests
– Following and connecting with professionals in their desired career field
– Gaining visibility and making connections with recruiters at target companies
– Applying to internships, entry-level jobs, leadership programs, etc.
– Showcasing projects, research, publications, presentations, and achievements
– Getting recommendations from professors, advisors, supervisors, etc.
– Researching companies and preparing for interviews
– Attending virtual campus events and career fairs
College students look to build out their professional brand and lay the groundwork for their future career on LinkedIn.
Job Recruiters & HR Professionals
LinkedIn has a massive audience of active and passive job seekers, making it very attractive for those on the hiring side as well. Recruiters and HR professionals leverage LinkedIn in the following ways:
– Posting job openings to attract qualified candidates in their industry
– Searching profiles using keywords, titles, locations, schools, companies, etc. to discover potential hires
– Reaching out directly to candidates through InMail messages
– Advertising open positions using LinkedIn’s recruitment ads platform
– Building Talent Pools of potential candidates to stay top of mind
– Evaluating candidate profiles for skillsets, experience, education, recommendations, etc.
– Contacting passive candidates who may not actively be job searching
– Scheduling interviews and coordinating hiring processes through LinkedIn messaging
– Researching applicants’ backgrounds and references
– Posting content and messaging to build their employer brand
Recruiters greatly value LinkedIn for allowing them to tap into an engaged community of professionals across all industries and experience levels.
Influencers & Thought Leaders
LinkedIn not only allows professionals to connect with each other but also follow relevant influencers and thought leaders within their industry. LinkedIn has a separate program for verified influencers.
Influencers use LinkedIn in the following ways:
– Publishing long-form blog style posts to share insights, advice, trends, etc.
– Engaging with followers by liking and replying to their comments and messages
– Joining or moderating Group conversations around niche topics
– Posting written, video, and audio content to educate their audience
– Promoting any offline content such as books, speaking events, conferences, etc.
– Conducting polls and questions to create engaging discussions
– Partnering with brands as ambassadors or sponsors
– Curating a professional brand as an industry expert
By cultivating their personal brand and follower base on LinkedIn, influencers are able to widely amplify their messaging.
Small Business Owners & Entrepreneurs
LinkedIn provides a versatile platform for entrepreneurs, freelancers, consultants, and essentially anyone running their own business. Self-employed professionals use LinkedIn in many ways such as:
– Networking with potential clients or partners
– Showcasing their services or products
– Generating leads by contacting prospects first
– Building authority and improving SEO by consistently posting content
– Promoting their business, portfolio, case studies, etc. through their profile
– Joining local business groups to connect within their community
– Advertising through LinkedIn’s marketing platform
– Hiring freelancers, independent contractors, etc. for projects
– Establishing relationships with influencers or partners
– Researching competitors and analyzing their strategy
LinkedIn allows small business owners to tap into a huge community of professionals to help grow and promote their business in a targeted way.
Job Boards & Recruiting Firms
Third party recruiters and job boards also leverage LinkedIn as a valuable talent sourcing tool. Here are some of the ways they use LinkedIn:
– Searching profiles using Boolean search syntax for targeted finds
– Contacting candidates directly about job opportunities with clients
– Advertising open job listings to attract applicants
– Researching candidates’ work histories, skillsets, accomplishments, etc.
– Coordinating screening and interview scheduling through InMail
– Establishing their brand as a reputable firm to attract talent
– Promoting their services, value proposition, case studies, etc.
– Curating Talent Pools based on specific screening criteria
– Joining niche industry groups to connect with more professionals
– Gathering market research and competitive intelligence
– Tracking hiring trends, salaries, skills in demand, etc.
Recruiting firms heavily rely on LinkedIn data and access to augment their service offerings.
Sales & Business Development Professionals
LinkedIn is very popular among sales and business development professionals as they can leverage their network and community to generate leads, build relationships, close deals, upsell customers, research accounts, and more.
Examples of how they use LinkedIn:
– Identifying contacts at target customer accounts
– Requesting introductions through mutual connections
– Joining industry and alumni groups for lead generation
– Showcasing client testimonials and case studies
– Creating customized pitches and outreach campaigns
– Scheduling meetings and demos through InMail
– Promoting content offers and gated assets
– Researching accounts’ firmographics, technologies, initiatives, etc.
– Tracking purchase signals and following up at the right time
– Networking with connectors who can expand their sphere of influence
– Identifying key decision makers and buying committee members
– Building relationships post-sales to retain and upsell
The sales community heavily leverages LinkedIn as a prospecting, relationship building, and account management tool.
Marketers & Content Creators
LinkedIn offers a unique opportunity for B2B marketers and content creators to distribute their content and messaging to a targeted professional audience.
Marketers use LinkedIn for:
– Organic content distribution through posts, articles, videos, etc.
– Paid content promotion through LinkedIn’s advertising platform
– Generating leads through gated content offers
– Identifying influencers and potential partners
– Joining and participating in niche industry groups
– Monitoring discussions and themes to identify content gaps
– Curating content calendars based on audience insights
– Testing different formats such as long-form, short-form, infographics, live video, etc.
– Scheduling and publishing content directly through tools like LinkedIn Elevate
– Interacting with followers and groups to build community
– Measuring content performance through LinkedIn Analytics
– Retargeting visitors through ads and building lookalike audiences
With 64% of marketers rating LinkedIn as the most effective channel for B2B lead generation, it has become a vital platform for reaching professionals.
Consultants & Service Providers
Consultants, coaches, agencies, and freelancers in design, marketing, tech, HR, finance, and more, also regard LinkedIn as a crucial tool for business development.
Some examples are:
– Showcasing client logos, case studies, testimonials, and portfolio
– Publishing thought leadership content to highlight their expertise
– Networking with potential new clients
– Joining local industry groups and alumni associations
– Following leads and prospects to build familiarity
– Advertising services targeted by location, title, industry, etc.
– Building referral partnerships with complementary service providers
– Making data-backed recommendations based on LinkedIn research
– Scheduling meetings, demos, calls, etc. through InMail outreach
– Promoting external content such as blogs, webinars, videos, etc.
– Partnering with brands and influencers to increase reach
– Analyzing target customer demographics, needs, pain points, etc.
Consultants and agencies leverage LinkedIn for credibility, lead generation, and advancing client relationships.
Nonprofit & Higher Education
LinkedIn provides ample opportunities for nonprofits, charities, universities, and other mission-driven organizations to promote their cause and attract support.
Examples of how they use LinkedIn:
– Promoting their mission, values, initiatives, and stories through content
– Recruiting volunteers, ambassadors, and evangelists for the cause
– Fundraising through LinkedIn’s donation features and sharing calls to action
– Advertising programs, events, donation matching, etc.
– Networking with corporate sponsors and community partners
– Highlighting leadership, awards, achievements, milestones, etc.
– Publishing research reports, whitepapers, and thought leadership
– Promoting offline events, seminars, conferences, workshops, etc.
– Recruiting employees by promoting organizational culture and job postings
– Connecting staff, alumni, students, professors, donors in one network
– Building awareness around issues and advocating through content
Nonprofits benefit immensely from LinkedIn for partnerships, volunteers, talent, and fundraising.
Conclusion
In summary, LinkedIn attracts a diverse range of professional users who apply the platform in different ways:
– Job seekers use LinkedIn to search for new career opportunities and connect with recruiters
– Business owners, executives and professionals leverage LinkedIn for networking, thought leadership and advancement
– Students and recent graduates build their professional brand and connections on LinkedIn to jumpstart their career
– Recruiters and HR tap into LinkedIn for candidate sourcing, job advertising and employer branding
– Influencers publish content and engage with followers to build authority and amplify their message
– Entrepreneurs and small business owners generate leads and promote their business through LinkedIn
– Job boards and recruiting firms rely heavily on LinkedIn for candidate research and outreach
– Sales and business development connect with prospects and close deals through relationships
– Marketers distribute targeted content and ads to the professional audience
– Consultants position their expertise through thought leadership content and networking
– Nonprofits fundraise, recruit volunteers, and build awareness through storytelling
With over 500 million members, LinkedIn has become the go-to professional platform for networking, job seeking, recruiting, marketing, and overall career and business advancement for its diverse user base. The common thread is that professionals across all industries leverage LinkedIn in some way to build relationships, promote themselves, and achieve their objectives.
