LinkedIn is the world’s largest professional network with over 800 million members across more than 200 countries and territories worldwide. With such a global reach, LinkedIn usage and engagement varies significantly by country. Determining which country is the “most used” on LinkedIn depends on the metric being evaluated. Here we will look at LinkedIn membership, engagement, job seeking activity, and recruiting levels by country to identify which nations are the most active on the platform.
LinkedIn Membership by Country
The first metric to examine is LinkedIn membership rates by country. According to LinkedIn’s 2022 workforce report, the countries with the highest LinkedIn membership as a percentage of population are:
| Country | LinkedIn Membership Rate |
|---|---|
| United Arab Emirates | 63% |
| Netherlands | 56% |
| Singapore | 55% |
| Sweden | 54% |
| Norway | 50% |
The United Arab Emirates (UAE) has the highest LinkedIn penetration rate globally, with 63% of the population having LinkedIn accounts. Several small, affluent countries including the Netherlands, Singapore, Sweden and Norway also have membership rates above 50% of the population.
Membership in Large Countries
When looking at the raw number of members, the countries with the most LinkedIn users are:
| Country | Total LinkedIn Members |
|---|---|
| United States | 159 million |
| India | 76 million |
| Brazil | 49 million |
| United Kingdom | 25 million |
| France | 22 million |
The United States has by far the most LinkedIn members at 159 million. However, this only represents about 49% of the U.S. population. Large countries like India, Brazil, the United Kingdom, and France also have tens of millions of members each, although lower penetration rates.
LinkedIn Engagement by Country
In addition to general membership rates, LinkedIn activity and engagement levels also vary significantly by country. LinkedIn defines engagement as actions like sharing content, commenting on posts, liking content, and joining groups. The countries with the highest LinkedIn engagement rates are:
| Country | Engagement Actions Per Member |
|---|---|
| United Arab Emirates | 19.6 |
| Qatar | 17.3 |
| South Africa | 15.1 |
| Saudi Arabia | 14.2 |
| Ireland | 13.9 |
Members in the United Arab Emirates are the most active, with nearly 20 engagement actions per member on average. The Middle East, Africa and Ireland lead in LinkedIn activity levels.
Engagement in Large Countries
Among countries with the most members, engagement levels are:
| Country | Engagement Actions Per Member |
|---|---|
| India | 12.0 |
| Brazil | 10.8 |
| United States | 9.3 |
| United Kingdom | 7.7 |
| France | 6.2 |
India has the highest engagement of the most populated countries at 12 actions per member. Brazil, the U.S. and the U.K. follow with between 7 to 11 actions per member.
Job Seeking Activity on LinkedIn
In addition to engagement, LinkedIn is commonly used for job seeking and recruiting. The countries with the highest rates of job seeking actions like searching for jobs, viewing job posts and applying on LinkedIn are:
| Country | Job Seeking Actions Per Member |
|---|---|
| UAE | 4.5 |
| Saudi Arabia | 3.7 |
| Singapore | 3.5 |
| South Africa | 3.2 |
| India | 3.0 |
Members in the UAE and Saudi Arabia use LinkedIn for job seeking the most frequently, followed by Singapore, South Africa and India. The U.S. ranks #8 with 2.5 job seeking actions per member.
Job Postings by Country
In terms of the number of job postings, the top countries are:
| Country | Total Job Postings |
|---|---|
| United States | 15.3 million |
| United Kingdom | 3.3 million |
| France | 2.5 million |
| Germany | 2.1 million |
| Brazil | 2.0 million |
The U.S. has by far the most job postings, followed distantly by the U.K., France, Germany and Brazil. However, adjusted for population size, the UAE, Singapore and Saudi Arabia have among the highest job posting levels.
LinkedIn Recruiting Activity
LinkedIn is leveraged extensively for recruiting by HR departments and hiring managers around the world. The countries with the highest share of recruiters and staffing professionals on LinkedIn are:
| Country | % of Members Who Are Recruiters |
|---|---|
| UAE | 5.2% |
| Netherlands | 4.9% |
| Switzerland | 4.7% |
| South Africa | 4.6% |
| Germany | 4.3% |
The UAE, Netherlands, Switzerland, South Africa and Germany have the highest concentrations of recruiters and HR professionals on LinkedIn.
Recruiting in Large Countries
Among the most populated nations, recruiter representation is:
| Country | % of Members Who Are Recruiters |
|---|---|
| Brazil | 4.2% |
| United States | 3.9% |
| India | 2.8% |
| United Kingdom | 2.7% |
| France | 2.5% |
Brazil and the United States have the most recruiters proportional to population among highly populated countries. Overall, LinkedIn usage for talent acquisition purposes is highest in Western Europe and the Middle East.
Conclusion
In summary, while the United States has the highest total number of LinkedIn members due to population size, smaller affluent nations have the highest LinkedIn penetration rates. The United Arab Emirates leads globally across membership, engagement, job seeking, and recruiting activity levels. Other countries with top LinkedIn engagement include Qatar, South Africa, Saudi Arabia and Ireland. For job-related usage, Singapore, South Africa and India also rank highly. Overall, the UAE is the country most actively using LinkedIn across both business and consumer usage based on multiple metrics.