The Belgian LinkedIn? Monitor (2.0) - October 2024

With two months to go to the end of the year, the focus is now on closing business.? To help you understand how to use LinkedIn, looking at some numbers and stats is often good.? So here is the November 1 Belgian LinkedIn Monitor featuring

1.??????? The Belgian LinkedIn stats (updated for November 1, 2024)

2.??????? A small comparison of some numbers with the countries around us

3.??????? Comparison of some interesting numbers between LinkedIn and Facebook

4.??????? The rising cost of advertising

5.??????? New features that will help you close more business

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Overall Numbers

Last month, I reported a strange turn in LinkedIn's numbers. The high number shown last month has now been reduced to mirror the year-long trend.

We are now showing 5.3 million (from 5.7 million last month = glitch) members In Belgium.? Sales Navigator remains under the 5 million mark, and the ad module states that we are at 5.7 million.?

?Activity levels

In October, we remained at 130K content creators, which proves that AI does not increase the number of content creators. AI only increases the content that these stable content creators produce! With the updated member data, the activity level goes up to 2.45%. The number of job changers is up again to 81K, and the number of open jobs drops down a dramatic 33% to 67K from 100K ?last month.

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The updated numbers show an increase in activity, but the number of content creators remains about the same.

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?AI does not increase the number of Content Creators, but AI does increase the number of posts these Content Creators turn out"

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When it comes to job changers, we are back on an increasing path which I assume will be slowing down towards the end of the year.

What this dramatic drop in open jobs means needs to be clarified.? Overall, there are fewer job openings posted in Belgium, and that is being reflected on LinkedIn.

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Comparison time (BE - NL - DE - FR - UK)

I have looked at some basic numbers and compared them with the countries around us.

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An excellent place to start is the total number of members (free LinkedIn version)

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Next, the activity levels and job changers are being compared with those of the surrounding countries.

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Finally, let’s look at the Open jobs in these countries.

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LinkedIn vs Facebook

Both LinkedIn and Facebook have to file transparency reports with the EU.? These reports contain some interesting information.? It is also interesting to see how they interpret the reporting rules differently.? LinkedIn goes much more into detail than Facebook.

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First of all, that Monthly Average User (MAU). Facebook reports only at the European level with 406 million users, while LinkedIn has 51.90 million users. In Belgium, there are 1.8 million Monthly Average Users or one-third of the members.

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Secondly, both companies report the number of corrective actions they have taken. LinkedIn reported over 900K requests to take action on published content, while Facebook's number is 49 million!

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Another interesting number is the time it takes to report content to take action: LinkedIn takes 12 minutes, while Facebook takes 15 hours.

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Cost of advertising

Compared with an increasing price on October 1, we continue to see that the cost has shot up dramatically this month for the 4 test audiences I have been tracking for the last 5 years (Sales, Marketing, Finance, and HR in Belgium).

?? The CPM has increased with 3€-5€ for 1000 impressions to 30€-35€

?? The CPC has increased with 1.50€€ per click to 9.20€-10.30€

?? Finally, the competitive cost for job posts has shot up to get into the 50€+/day range

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I continue to examine LinkedIn's suggested bid ranges (these are from October 30th, 2024).

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What’s new in October on LinkedIn

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The last month brought few major changes, but I will focus on the 3 that caught my eye.

When it comes to the mobile app, the Button is shaking the foundations of LinkedIn. Vertical video is about to boom! Please remember to set your phone (and not just the app) to English; otherwise, there won't be a video button.

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LinkedIn now has two Resource buttons (what’s in a name) and “Saved items” moved to the Resource button.

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The celebration button in a post's attachments has fewer options. A number of options have been removed, such as Welcome, Event, Award, etc.

Final words

I hope you enjoyed this month's newsletter and its contents over the last four years. I look forward to continuing to produce it! Next month, I will compare the numbers of a few other countries to the Belgian numbers.

Please let me know if you want me to create this type of report for your country or industry and if you have any questions about the numbers.

If you have any suggestions about improvements or other numbers you want me to include, please mention them in the comments.

Feel free to use these numbers in your posts but a credit would be appreciated!

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