The United Kingdom LinkedIn Monitor
Right, I am ready to conquer a new market and everyone tells me I should be using LinkedIn.?So the UK, here I come!
We all know that market research before you enter a marketplace is half the key to success. So time for some market research using the free version of LinkedIn, Sales Navigator and the advertising module of LinkedIn on the United Kingdom aka UK!
Overall numbers
Here starts the first challenge: How many members does LinkedIn really have in the UK??The press page mentions 33M.
Source: LinkedIn (About us)
And the different versions of LinkedIn show a different numbers between 31M+ to 34 Million.
Source: Free version of LinkedIn / Sales Navigator / Advertising Module
Now looking at the 4 countries, it is clear that England is the place to be.?More than 80% of the profiles seem to be from England!
Membership Profiles
Let’s drill down on the membership.?Men constitute 50% of the LinkedIn membership.
The biggest age category is 25 – 35 years old
Drilling even further down the age and gender distribution, we see the following spread
Company Pages
A quick search in Sales Navigator shows us that there are 5M+ company pages on LinkedIn headquartered in the UK. ??There seems to be a HUGE (unrealistic) amount of companies with 1-10 employees.?This could be because a large number of freelancers & consultants being active in the UK market place.?Due to this huge skewed graphic, I will not add an image
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Employees of these companies
Looking at the employees of companies, we must take into account that some people have not added correctly the company they work for but the general numbers will stand.
?
When you look at where these people are in the organizational structure can be seen from the graph below.
The Unaccount category are regular employees (not entry and not senior)
Time to look at the Industry and Functions people work in.
Sales (together with business development) is the biggest category of UK LinkedIn membership followed by Operational People.?The same distribution also returns in other countries.?One caveat is that this is based on the data members add to their LinkedIn profile and LinkedIn has no quality assurance or control over this.
?How is LinkedIn being used in the UK?
Probably the most important question you will have is how are these UK members using LinkedIn.?Well, about 4% post content on LinkedIn in the last 30 days while just over 2%, 2,06 to be precise, have announced a new position in the last 90 days.?These numbers are on par with the numbers in Belgium and other European countries (with the exclusion of the Netherlands where the numbers are higher).
Drilling a bit further down by seniority, the numbers get really interesting.
10% of the members in most company-size groups are posting in the last 30 days!?When looking at the seniority levels we see that a good amount of the senior leaders are posting on LinkedIn (with levels over 15%).
Conclusion
I guess there is a good potential to expand the business to the UK and LinkedIn can have a substantial benefit to opening that marketplace.?From these numbers, I know that my focus can be senior leadership in sales and marketing working for companies with 11 and 200 employees in England.
So if there is any other chart or numbers you would love to see to help you with your LinkedIn and business strategy, do send me a message and I will try and dig up the numbers for you.
Finally, I want to thank Bettina Siddiqi and Tony Restell for pushing me to create this LinkedIn overview for the UK.
Thank you for reading and have a great day!
Career Goals Advisor to Fortune 500 Executives ??LinkedIn Personal Branding Strategist ??Trauma Survivor & Resilience Expert
2 年Mic Adam that’s awesome!
Helping small businesses to shine and grow on LinkedIn??| Social selling magic to gain more opportunities | Trainer | Freelance work, CRM data work, Marketing | Virtual Marketing Assistant | Book a FREE consultation????
2 年Thank you Mic Adam for sharing really interesting how it doesn't show that many business owners on LinkedIn in the UK. Also that only 4% post I wonder how accurate that is and if you say it's a culture thing there is an opportunity there for us trainers to encourage more posting.
Communication & Public Speaking Coach | I Help Business Leaders?& Entrepreneurs Speak With Impact
2 年Welcome to the UK Mic.
Linked In marketing services that start conversations that convert. ?? Lumpy Mailer that gets sticky doors opened
2 年Thanks for this Mic Adam Would be great if the data were able to say what percentage of companies were start ups. Sales Nav allows us to use new to linkedin as a filter so wonder if there is any gold buried in that category?
Transforming your firm's social media to become a source of real business wins | Founder of Social-Hire.com, a B2B social selling agency | Social media marketing is like a Rubik's Cube. I'll help your business solve it!
2 年Great that you pressed ahead with doing this Mic. In terms of the large number of companies with 1-10 staff, I wouldn't necessarily discount that figure as being unrealistic. We have a HUGE number of people running their own small businesses. A google search indicates there are 40,000 recruitment agencies in the UK, compared to 25,000 in the US. Companies House data shows 6,000 new recruitment agencies were created in 2021 alone! Because the UK is predominantly a services-based economy, that lends itself very well to people learning about a business and then leaving to set up their own small business. So the characterisation of the UK having a large number of small businesses feels right to me. Hope that helps with your thinking on this Mic!