The Belgian LinkedIn? Monitor (2.0) - June 2024
We are starting the last month of the 2nd quarter and ending the 1st half of the year, I do hope your business is on par with your goals, objectives, and quotas.?If not, take the upcoming summer to prepare for a dynamite Q3 and Q4.
In today's newsletter, I will cover:
The Belgian LinkedIn landscape
LinkedIn has surpassed the 1.1B mark worldwide, and in Belgium, we have passed the 5M point.?Yet another milestone was reached!
This month, I will not review a country but compare the Belgian Numbers to those of the countries around us for May!
The Belgian LinkedIn Member
But first, let’s look at the evolution of LinkedIn in Belgium.? As we know different numbers are floating around:? The free version tells us that there are 5 million users; Sales Navigator is not so granular and still stands at 4M+ while the ad module of LinkedIn gives us 5.4 million (includes addressable foreigners (About 500K) on the Belgian territory).
Regarding the activity levels, we are seeing another drop to 2.4% of members who created a post.? That is 120K members and 10K less than last month.?
"Even though LinkedIn is growing in absolute numbers, the number of Content Creators remains the same"
I want to observe that even though LinkedIn has been growing over the last few years, the number of content creators has remained between 120K and 130K!
More “lurkers” are joining and not creating creators even though LinkedIn is offering more tools, such as AI, to help with content creation!
The evolution over the last 3 is not encouraging that we are on the up. Actually, we seem to be in a down spiral, which is hard to break.
As for job changers, we see a further drop to under 1.24% or 62K people who indicated they changed jobs or got a promotion!
The good news is that the number of open jobs is on the rise, reaching 102K+ jobs on LinkedIn.? Comparing this with the significant job agency, that represents about 1/3 of all open jobs. Of course, blue-collar jobs are not posted on LinkedIn….
Comparing time!
Rather than showcasing the profile of a LinkedIn user in another country (something for the summer), let me compare the Belgian numbers with the actual numbers of the countries around us.
Belgium is smallest country with 5M members, the Netherlands doubles this with 11M. Germany is about 3 times Belgium with 17M+ while France has about 6 times the Belgian membership with 30M.? Of course, the UK is the biggest, with 37M members.
?
Looking at the activity levels, Belgium has the lowest while The Netherlands has the highest.? It is time to reactivate those content creators in Belgium!
?
Moving along to how many people changed jobs, France seems to be the most stable, and, again, The Netherlands the most volatile.? Belgium sits in the middle!
领英推荐
?Finally, looking at the open jobs, France is running far ahead of the others with over 1.2 million open jobs on LinkedIn.? Strangely, the UK is about half of France!
?I want to close this section of the monitor with a reminder of the profile of a Belgian LinkedIn user.
?
Advertising trends on LinkedIn
It looks like advertising keeps getting cheaper and cheaper!
In terms of actual costs to reach specific audiences, the test group (Sales, Marketing, Finance, and HR) being used showed the following results:
Sponsored Content in a CPC scenario remains at around the 6.5€ mark, with HR? around at 8.5+€.? The CPM goes under the 20€ (except for HR, which now stands at just under 25€)!
I continue to monitor the High and Low bid forks as provided by LinkedIn.
What has changed or is new on LinkedIn during June 2024?
At the beginning of May, we saw the rise of Games on LinkedIn.? Many people went What-the-heck is going here but here they are 3 games on LinkedIn.? They can be found at https://www.dhirubhai.net/games/
Have you tried them, and what do you think?
?In terms of statistics, LinkedIn has added “Unique views,” aka unique accounts that saw your content.? Let’s keep in mind that these are estimates, but it gives at least some idea.
?Another minor change is that LinkedIn renamed the saved “My Items” to “Saved Items)
?In other news, with the advanced use of AI to create messages, LinkedIn will be marking images with the CR icon (C2PA standards to detect AI-generated Image, Video or Audio content)r) This should keep LinkedIn safe, trusted, and professional as viewers will know where the content comes from..
??
Finally, many people,? including me, are waiting for the new video tab on our mobile app.?
?
Final words
I hope you enjoyed the content of this month's newsletter and the last four years. I look forward to continuing to produce this newsletter!
If you want me to pull this type of report together for your country or industry, please drop me a line. If you have any questions about the numbers, drop me a line.
If you have any suggestions about improvements or other numbers you want me to include, please mention them in the comments.
Thank you for reading! Liked it? Why not subscribe to the Newsletter...
?
Sales Director | ???????????? | Communication | Marketing | Employer Branding | Social Media | Events | Teamleader | Trainer | PGS Ambassador | P2P
5 个月Louise Verhue
? Consultant Thought leadership, Employee advocacy, Employer branding, Social recruiting & Social selling ? C-level ? Stratégie réseaux sociaux ? Formateur LinkedIn? indépendant ? Conférencier ? Ex- journaliste éco
5 个月Thanks, Mic. How do you explain we're in a down spiral regarding activity levels ? Only reach decline ?
Zero fluff job search advice | Career Coach | Former HR Director | INSEAD MBA | Keynote Speaker | Podcaster | Helped clients negotiate 30-300% salary increase | LinkedIn Top Voice 2024
5 个月Another useful read, Mic ???? I have a question for you: Compared to the neighbouring countries, why do you think there are fewer % creators in Belgium on LinkedIn?
Promotional Product Disruptor | Marketing strategy to bring new business to you ?? Maximize brand awareness impact with targeted merchandising products & video brochures | Business strategies to start new conversations
5 个月Isn’t it incredible that we are 1 month from half year Mic Adam I hope that your goals are well on track to achievement ??♂???♂? Roy Kowarski : Branded Promotional Product Strategist and founder of Out There Branding, sharing #SalesStrategies,#BrandingTips and #MarketingIdeas
Headhunter on Your Side ??Sourcing talent to multinationals Guiding 40+ women from feeling stuck and unappreciated to being able to have your pick of amazing opportunities
5 个月Thank you for sharing the latest Belgian statistics. I’m also looking forward to the video tab on the mobile. I took a similar photo this week in Belgium ????