LinkedIn Statistics 2025: Full Guide for Pros & Recruiters

We all know LinkedIn is unpredictable sometimes. One day your post gets 1,000 views, the next day it gets 12. You're posting content, applying for jobs, or hunting for candidates, but half the time it feels like shouting into the void. 

So we did the work, and located all the 2025 LinkedIn statistics that matter. Here's what's happening on the platform right now. 

We keep things up to date with fresh data every quarter. This is the Q2 2025 edition.

LinkedIn’s Market Position vs Other Social Platforms

LinkedIn’s not winning any popularity contests against TikTok or Instagram, but it’s not even close when it comes to getting business done. 

Nearly every B2B marketer (97%) is using LinkedIn to share content, and most of them say it beats everything else for organic reach. The paid ads work too: marketers testify that LinkedIn gives them the best return on investment when they're trying to reach the people who make decisions.

While everyone else is fighting for attention on YouTube and Facebook, LinkedIn has something those platforms don't: people who are there to work, not just scroll. And that makes all the difference when you're trying to build a business.

LinkedIn User Statistics 2025: Who’s Here, What They Do, and How Fast It’s Growing

LinkedIn has officially crossed the 1 billion user mark in 2025, and it’s not slowing down. In fact, based on our calculations, the platform is welcoming between 5.18 to 7.78 million new members every month, depending on the pace of signups. That’s about 2-3 new users per second. 

LinkedIn’s growth is accelerating. Experts are now modeling it on an exponential curve, with projections hitting 942 million active users by 2028 (22.3% growth from 2024). Plus, it’s not just the size, it’s the shape of the audience that matters. Let’s take a look at it. 

What Age, Gender, Education, and Income Groups Use LinkedIn Most

• Millennials (25–34 years old) dominate the platform, making up 47.3% of users, followed by Gen Z (18–24) at 28.7%. Only 3.3% of users are 55+. (Source)

• Men are the main user base: 56.9% men, 43.1% women. (Source)

• Education-wise, a third of U.S. users hold a bachelor’s degree, and 18% have a master’s or equivalent. (Source)

• Over half (53%) of users belong to high-income households (earning $100K+ per year).  (Source)

What Countries Use LinkedIn the Most in 2025

LinkedIn’s largest markets by active user count are:

Asia Pacific dominates with 343 million users, while North America follows with 266 million. (Source) When it comes to advertising reach, the UAE takes the crown at 102.8% (yes, that's over 100%, apparently everyone and their cousin has a LinkedIn account there). Singapore comes in second at 95.8%, and the U.S. rounds out the top three at 91.4%. (Source)

How Many Decision-Makers and Executives Are on LinkedIn

LinkedIn isn’t just a playground for entry-level job seekers. It’s a decision-maker’s hub (Source):

• 180 million senior-level influencers

• 65 million decision-makers

• 10 million C-level executives

• 4 in 5 members influence business decisions

What Devices People Use to Access LinkedIn and How Often

• LinkedIn has around 310 million people actively using it each month.

• The platform pulled in 1.9 billion unique visitors in March 2024 alone, that's a lot of people updating their job titles.

• Most people still use desktops (69%) versus mobiles (31%), but mobile is catching up fast, especially in places like India and Brazil, where everyone's phone is their computer.

How to Get Noticed: LinkedIn Engagement Statistics 2025

If you're wondering what kind of content performs best on LinkedIn this year, the data is loud and clear: visual storytelling wins. But not all visuals are created equal. Here’s what’s working right now (Source):

• Multi-image carousels are the top performers with a 6.6% engagement rate. It’s like a mini-slideshow for telling a story.

• Document posts (like slides and PDFs you can flip through) are at 6.1%, and they’re great for sharing value-packed guides.

• Videos are holding steady with 5.6% engagement and saw a 40% boost from last year. Short clips, especially, are on the rise.

Single images (4.85%), polls (4.4%), and plain text posts (4.0%) still hold their own, but let’s be real, richer content grabs more attention. That said, here’s a fun twist: polls might not rack up the most likes or comments, but they actually get seen the most. So if you’re chasing reach, not replies, polls are a clever play.

Best Times to Post on LinkedIn (And Where Your Traffic Comes From)

• Direct traffic drives 70.9% of visits; Google search comes second at 15.9%. (Source)

• Organic search traffic is up 1.35% month-over-month.

• Best posting windows in 2025 are Tuesdays to Thursdays, between 9 a.m.–12 p.m. and 1–4 p.m., with Thursday mid-morning being the sweet spot for Company Pages.

Why Fewer People Are Seeing Your LinkedIn Posts

Now here’s the not-so-fun part: company pages are seeing a drop. Organic reach has slipped from 7% down to just 2%. But don’t panic, personal posts still perform much better, especially if you're in a leadership role. In fact, according to The Financial Times, C-suite posts get 4x the engagement compared to average members.

Engagement overall is growing, especially around comments. That tells us people are craving deeper, more meaningful conversations.

How to Write Posts That Perform Well on LinkedIn (Backed by Data)

Want better results from your LinkedIn posts? Here's what the data shows:

• Length matters, but it's nuanced: After analysing 3,000 posts, Search Wilderness found that long posts (1,900-2,000 characters) get excellent reach, but if you're going short, stick to 150-300 characters. Most posts that fall somewhere in the middle just get ignored. 

• Prioritize teaching over selling: Educational videos get 3x more engagement than straight-up promos, because people come to LinkedIn to learn, not to be pitched. 

• Keep it short: Videos under 30 seconds are more likely to be watched to the end. 

Advice: Share what you actually know, not fluff. Use visuals if they help, skip them if they don’t. And talk about stuff your audience genuinely cares about.

LinkedIn Video Stats: Why Short Videos Are Dominating LinkedIn in 2025

Video content on LinkedIn is having a major moment. In 2025, uploads jumped by 34% year-over-year, and it’s easy to see why. Videos have become the most shared content type on the platform. The numbers prove it even more (according to Zerbacat’s 2025 study):

• Strong hooks increase retention by 23%, and viewers decide to continue watching within 8 seconds. Early engagement (first hour) makes videos 4.1x more likely to get algorithm promotion.

• 73% of video views happen on mobile, with users 2.4x more likely to engage with autoplay. Square/vertical formats perform 2.1x better on mobile feeds.

• Videos under 60 seconds retain 87% of viewers and get 1.7x more engagement per second than longer content.

• LinkedIn's native video upload boosts engagement by 38% and visibility by 42% compared to external links.

• Videos with captions keep people watching 32% longer and get 29% more engagement, especially important for mobile users who scroll with the sound off.

• If a video gets 5 or more comments in the first hour, it’s 3.1x more likely to trend. And since 60% of total reach usually happens in the first 90 minutes, that early engagement really makes a difference.

Advice: To perform well in 2025, post short, captioned videos consistently at the same time each week, leading with your strongest hook in the first 3 seconds. Focus on mobile-friendly formats and engage immediately with early commenters. This combination leverages every major algorithm advantage LinkedIn offers.

LinkedIn B2B Marketing Stats: How B2B Buyers Use LinkedIn to Choose Who to Work With

If you’re in B2B, LinkedIn is part of your buyer’s decision-making toolkit:

• 75% of B2B buyers say social media influences their purchasing decisions, according to a study conducted by International Data Corporation (IDC).

• On average, decision-makers spend between 10 to 14 minutes per session on the platform, often diving into profiles, posts, and thought leadership content.

And that content matters a lot:

• 59% of B2B buyers actively consume creator content on LinkedIn, more than on any other platform.

• 82% say it directly influences their purchasing decisions, and 79% engage at least once a month.

• When it comes to thought leadership, over half of decision-makers and C-suite leaders spend at least 1 hour a week on it, with 75% saying it led them to consider new vendors. 

LinkedIn plays a measurable role throughout the buying process.

• It accounts for 14.7% of touchpoints in the critical MQL-to-SQL (Marketing Qualified Lead to Sales Qualified Lead) stage.

• 72% of buying committees view at least three pieces of content before engaging with sales.

• The average B2B buyer goes through 28 touchpoints before making a decision, showing just how essential consistent, high-quality LinkedIn content can be for staying visible and trusted along the way.

LinkedIn Recruiting & Job Statistics 2025

When it comes to hiring and recruitment, LinkedIn remains the platform of choice for both recruiters and job seekers. In the U.S. alone, the platform boasts 225 million members, reflecting its unmatched scale and reach in the professional space.

Which Industries Are Hiring (and Which Ones Aren’t)

The job market in 2025 is showing signs of cooling off. Hiring is down 6.6% compared to this time last year. But if you look at just the last month (April vs. March), the drop is pretty small, only 0.4%. (Source)

While the broader market may be softening, the story changes when you zoom in by industry and region (Source): 

This contrast, especially the forestry sector showing both monthly growth and steep annual decline, suggests seasonal rebounds or ongoing industry volatility.

Not all sectors are struggling. Some are proving remarkably resilient:

• Tech: Down just 0.5% year-over-year, a surprisingly stable performance

• Financial Services: Up 1.4%, defying broader slowdown trends

These exceptions show that the hiring landscape isn’t one-size-fits-all. Big trends matter, sure, but what’s really happening depends a lot on the industry and where you are.

What LinkedIn Considers a Great Hire (Not Just Any Candidate)

LinkedIn doesn’t just track volume; it also tracks quality. Their definition combines three equally weighted metrics (Source):

1. Demand: Was the person in the top 25% of members receiving recruiter InMails before hire?

2. Retention: Did they stay with the company for at least one year?

3. Mobility: Did they move into a second role within that first year?

This trio helps employers assess whether they’re attracting not just applicants, but valuable, lasting talent.

How AI Is Changing How Recruiters Hire on LinkedIn

Recruitment is evolving fast,  especially with AI entering the scene:

• 7 hires happen every minute on LinkedIn

• 37% of organizations are already integrating or testing generative AI tools

• Those using AI report saving around 20% of their workweek, that is a full day reclaimed each week

And AI isn’t just saving time. According to LinkedIn’s official reports, it’s improving results:

• Companies using AI-assisted messaging are 9% more likely to make a quality hire

• Recruiters focusing on skills-based searches are 12% more likely to hire the right fit

What Skills and Qualities Recruiters Are Prioritizing in 2025

Soft skills are now front and center (Source):

• Job posts are now 54x more likely to list “relationship development” as a required skill

• And there’s a growing move away from strict degree requirements, 26% of paid job posts in 2024 didn’t require a degree, up from 22% in 2020 (a 16% jump)

Even how recruiters use their time is shifting. Those adopting AI are (Source):

• Spending 35% of their saved time on candidate screening

• And 26% on skill assessments, reflecting a stronger push toward competency-based hiring

LinkedIn’s data shows a recruiting world in transition, more competitive, more tech-powered, and more focused on meaningful, long-term fits. If you’re hiring (or job-hunting), these shifts are worth watching closely.

LinkedIn Statistics for Job Seekers: What Candidates Want and Where the Jobs Are in 2025

If you’re job hunting, it helps to know what other candidates care about, and where the demand is picking up. LinkedIn’s latest data gives a clear picture of what people are looking for in a role and which jobs are growing the fastest right now.

The insights in this section are based on a global LinkedIn member survey with 37,018 Q4 responses and 76,723 total across mid-2024 and Q1 of 2025. Growth is measured by the quarter-over-quarter change in job post volume

Top Things Candidates Look for in a Job in 2025

Based on LinkedIn's Q4 2024 global survey, these are the top factors candidates say they’re looking for:

 

62.3% of candidates prioritize excellent compensation and benefits, by far the top factor. Work-life balance and flexibility are big priorities for job seekers: 48.5% and 43.9% of people say they really matter.

That said, more traditional things like job security and career growth still matter too, though they’re top of mind for about a third of candidates. Team culture and leadership still count, but they’re not as high on the list for most people.

The priorities are shifting. Compared to the previous quarter, some values are rising while others are cooling off:

Priorities by profession are also not the same. Different roles come with different values. Here’s how preferences shift by function:

The Most In-Demand Jobs and Fastest-Growing Careers on LinkedIn

According to global LinkedIn job posting trends from Q1 2025, these are the most in-demand roles:

1. Software engineer

2. Nurse

3. Salesperson

4. Project manager

5. Account manager

6. Electrical engineer

7. Accountant

8. Sales manager

9. Customer service representative

10. Truck driver (up 15 spots!)

According to the same survey, here are the fastest-growing job titles quarter-over-quarter:

• Restaurant specialist – 5.2x growth

• Dentist – 4.2x

• Dental assistant – 3.4x

• Mental health practitioner – 2.9x

• Baker – 2.9x

• Speech language pathologist – 2.8x

• Delivery driver – 2.7x

• Rehabilitation therapist – 2.6x

• Director of operations – 2.6x

• Reliability engineer – 2.6x

What the LinkedIn Data Tells Us About the Job Market Right Now

• Healthcare is booming: 5 of the 10 fastest-growing roles are in direct care.

• Food service is surging: Massive jumps for restaurant workers, bakers, and delivery drivers.

• The driver shortage is real: Truck drivers made a major leap into the top 10.

• Skilled support roles, like dental assistants and speech pathologists, are in high demand due to chronic shortages.

LinkedIn Future Trends & Projections

Platform Evolution & Growth Momentum

LinkedIn continues to demonstrate an impressive growth trajectory in 2024-2025, with revenue reaching $16.37 billion in 2024, representing a 9% year-over-year increase from $14.9 billion in 2023. The platform has achieved significant scale with over 1 billion users, solidifying its position as the dominant professional networking platform.

Algorithm Changes and Content Performance Impact

LinkedIn changed things up in 2024, and a lot of creators felt it. For most people, reach, engagement, and follower growth dropped by around 50%. Almost everyone, 95% of creators, was affected. Some post types got hit harder than others: polls don’t reach as many people as they used to, and document posts saw a dip too. (Source)

Important insight: As for 2025, it looks like LinkedIn is now rewarding posts that feel real and relevant. If your post gets a bit of buzz in the first hour, comments, likes, and real conversation, it’s way more likely to take off. So it’s not about posting more. It’s about posting better.

Content Format Evolution and Cross-Platform Usage

Unlike other platforms, LinkedIn users split 70% mobile and 30% desktop, and many still browse from their office computers. Document posts crush everything else with 278% more engagement than videos and 596% more than text posts. (Source) This trend is expected to continue as more users are looking for useful content.

Looking Ahead: Professional Networking Trends

LinkedIn’s not what it used to be. It’s moved beyond job posts and polished profiles—now it’s where people go to actually connect, share useful stuff, and stay in the loop.

And it’s only picking up speed. As remote work sticks around and more of our professional lives move online, LinkedIn’s becoming the place to be. If things keep heading this way, 2025 is going to be a big year for the platform.

Methodology & Sources

We pulled this guide together using a mix of LinkedIn’s official stats and research from trusted third parties (teams that focus on social media, hiring, and B2B trends).

We looked at what the numbers were saying, found the patterns, and kept our focus on what actually matters to people using LinkedIn to grow their careers or businesses. Everything was double-checked across sources to make sure it all adds up.

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