There are many things people use LinkedIn for—from professional networking to personal branding by posting original and engaging articles or even the somewhat annoying broems.

If you’re looking to stand out and score job interviews in this increasingly competitive market, read our essential LinkedIn statistics in AU to make this platform work for you.

Some Fast LinkedIn Facts to Get You Hired This Year

  • As of 2022, LinkedIn has 810 million users worldwide.
  • LinkedIn users statistics from 2021 indicate that the platform is most popular in the USA.
  • Globally, 13.2% more men than women used LinkedIn in 2021.
  • According to 2021 LinkedIn demographics, close to two-thirds of users are aged 25-34 years.
  • Every week, 49 million individuals worldwide use LI’s online job boards to look for work as of 2022.
  • As of October 2021, 12 million Aussies have LinkedIn profiles.
  • Users spent an average of around 11 minutes on LinkedIn in AUS in July 2021.
  • At 57.3%, 25-34-year-olds were the largest age group of Aussie LinkedIn users in December 2021.
  • AU job seekers were 1.4 times more likely to want to switch industries in 2020.
  • The cost of advertising on LI is the highest among the major social networking services.

General LinkedIn Facts

1. As of 2022, LinkedIn has 810 million users worldwide.

(LinkedIn)

According to the company, the platform has users in 200 countries and territories on the planet, with more than 18,000 full-time employees making it all possible.

(Statista)

As of October 2021, these are LI’s five largest markets by a number of users:

  • USA—180 million
  • India—81 million
  • China—54 million
  • Brazil—51 million
  • UK—32 million

3. LI’s had the highest reach of 103.1% in October 2021 in American Samoa.

Surprisingly, despite the answer to the question “who uses LinkedIn” the most, statistics show that the countries with the greatest number of users weren’t among the top five with the biggest advertising audience reach among over-18s around the world in 2021:

  • American Samoa—103.1%
  • Bermuda—102.8%
  • Iceland—94.6%
  • Cayman Islands—89.2%
  • Andorra—83.3%

For comparison, the USA was seventh with 69.3%, Australia ranked 16th with 60.2%, and Great Britain was 19th with 59.3%.

4. Globally, 13.2% more men than women used LinkedIn in 2021.

According to October 2021 data on who uses LinkedIn by gender, 56.6% of the addressable ad audience worldwide was male and 43.4% was female.

5. According to 2021 LinkedIn demographics, close to two-thirds of users are aged 25-34 years.

The age group breakdown of this social network’s global addressable ad audience in October 2021 was as follows:

  • 18-24 years—20.3%
  • 25-34 years—59.2%
  • 35-54 years—17.6%
  • 55 years and older—2.9%

6. In 2021, LI was the seventh most downloaded business app in the world.

While video conferencing powerhouse Zoom led the pack with 300 million downloads in 2021, competitors like Google Meet (192 million), WhatsApp Business (143 million) and Microsoft Teams (141 million) also held their own.

Looking at the seemingly low number of 38 million downloads might make you ask “Is LinkedIn still relevant in 2021?” but we must mention that the LI mobile app comes preinstalled on Android devices.

7. Every week, 49 million individuals worldwide use LI’s online job boards to look for work as of 2022.

In addition, 77 job applications are submitted per second and one person is hired every ten seconds.

Users list 38,000 skills, while 12 million of them are using the #OpenToWork photo frame option to try to catch the attention of recruiting companies.

8. As of 2022, over 57 million companies around the world have a LinkedIn page.

(LinkedIn) (OMR)

The most followed pages on the platform in mid-2020 were:

LinkedIn Statistics in Australia

9. As of October 2021, 12 million Aussies have LinkedIn profiles.

So, is LinkedIn increasingly being used in Australia? It would appear so, as the country ranked 13th globally by number of users in 2021.

Are you wondering “What is the most popular social media platform in Australia in 2021?” The answer is, predictably, Facebook with 17 million Ozzie active users in July of that year. 

YouTube was a close second with roughly 16.5 million unique visitors, while Instagram scored 9 million and WhatsApp 8 million. Right behind them was LI with 6.5 million.

11. Users spent an average of around 11 minutes on LinkedIn in AUS in July 2021.

Of all social media sites, Aussies spent the most time on YouTube in 2021—about 19 minutes and 10 seconds, followed by FB with half a minute less. LI was third, ahead of IG with around 9 minutes and Reddit with ~6 minutes.

11 minutes is impressive, but it comes nowhere near TikTok, where users spend a whopping 26 minutes a day.

12. At 57.3%, 25-34-year-olds were the largest age group of Aussie LinkedIn users in December 2021.

(NapoleonCat)

With 7.3 million individuals, millennials were the most represented generation on the platform. Other age groups used the platform far less, namely:

  • 18-24-year-olds—15.7%
  • 35-54-year-olds—22.7%
  • 55+-year-olds—4.3%

13. More than half of Aussie users in January 2021 were male.

(DataReportal)

Similarly to the global LinkedIn demographics, the users of this professional networking site Down Under in early 2021 were 54.1% male and 45.9% female. The gender disparity is not just present on Linkedin—statistics reveal that women in Australia are paid 13.4% less than men.

14. AU job seekers were 1.4 times more likely to want to switch industries in 2020.

(Mirage News)

LinkedIn facts also pointed to an increase of 26% among candidates transitioning jobs in October 2021 compared to that same month two years prior. That comes as no surprise, considering that more and more jobs that do not require previous experience are opening up across the country.

15. Aussies took LinkedIn Learning’s Strategic Thinking course the most in 2020-2021.

The next four most popular LinkedIn Learning courses among Australians between July 2020 and June 2021 were:

  • Excel Essential Training, teaching you the fundamentals in Microsoft Excel
  • Unconscious Bias helping you acknowledge your own bias and overcome it
  • Power BI Essential Training so you can use Power BI to get relevant insights from your data
  • Speaking Confidently and Effectively, teaching you how to get over your fear of public speaking

16. Demand for teachers Down Under grew sevenfold year-over-year in Q2 2021.

The latest statistics show that 69% of Aussies employed in education and training have a bachelor’s degree or higher. In Q2 2021 over Q2 2020, the demand for these jobs grew the most as well:

  • Account Executive—fivefold
  • Account Manager—fourfold
  • Full Stack Engineer—fourfold
  • Cloud Engineer—threefold

LinkedIn Advertising Statistics in Australia

17. LI was reaching an advertising audience of 2.3 million employees in large Aussie enterprises in July 2021.

In addition to these major companies with 1,001+ employees, the ad audience reach breakdown by company size was as follows:

  • SMEs (11-200 employees)—1.3 million
  • Corporations (201-1,000 employees)—770,000
  • Micro companies (<10 employees)—600,000

18. In mid-2021, middle managers made up the largest portion of LinkedIn’s advertising audience in Oz.

LI ads reached as many as 3 million middle management employees in July 2021, 2.8 million Aussies in junior positions as well as 1.4 high-level individuals.

19. In 2021, videos on LinkedIn performed three times better than articles.

These are the top five types of content to publish on LI:

  • In-depth, 1,500-2,000-word updates/blog posts perform best.
  • Images—LI’s algorithm isn’t very friendly towards low-quality ones, though.
  • Videos are three times more engaging than text posts.
  • There’s less competition with ebooks/whitepapers/downloads.
  • Sharing third-party content from reputable websites helps you to maintain a relationship with your followers beyond your own products and services.

Whatever you post, don’t forget to do it at the optimal time for maximum engagement.

20. What are some good LinkedIn stats for advertisers?

(LinkedIn) (Moz) (FIBER)

LinkedIn can be a great tool for raising brand awareness and developing your eCommerce platform, So if you are one of the brands catering to the 9 million Aussies who shop online, keep these stats and facts in mind:

  • The platform can double or triple brand attributes.
  • Brands noticed a 33% increase in purchase intent after ad exposure on LinkedIn.
  • According to 40% of B2B marketers, this is the most effective platform for generating leads.
  • Marketers have also reported that LI can double conversion rates.
  • Acquisition messages on LinkedIn increase the chance of customer conversion sixfold.
  • LinkedIn ranks for 15.2 million keywords.
  • Paid ads on LinkedIn result in customer conversion in 65% of cases.

21. The cost of advertising on LI is the highest among the major social networking services.

(TheB2BHouse) (Yellow)

Like Facebook ads, LinkedIn advertisements are based on auction, and since more people are bidding on senior decision-makers, it costs double to advertise to them than to entry and mid-level ones:

  • Average CPC for decision-makers: $7.2
  • Average CPC for entry/mid-level: $3.2

Now That We’ve Done All the Heavy Lifting…

The LinkedIn landscape has changed a lot over the past two years, reflecting the changes in demand in the job market. Also, given how many people use LinkedIn, it can be hard to stand out.

The good news is—now that you’re armed with these LinkedIn statistics in AU, we’re confident that you’ll be drowning in offers in a heartbeat, giving you the chance to pick a well-paid job that you’ll love doing.

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  • FIBER
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