Content Marketing Blog

LinkedIn reaches 3 million Australian users

The Australian arm of professional networking site LinkedIn achieved an impressive milestone yesterday (March 14), with the site reaching 3 million local users.

LinkedIn – which launched in 2003 and recently opened its third office in Perth – has reportedly seen daily unique browsers grow by 92 per cent in the 12 months to February 2012, as well as a
168 per cent increase in page impressions.

The site now reached 3.6 per cent of the country's online population and is proving to be a popular social media strategy among industry leaders – 40 of the top 200 companies listed on the Australian Securities Exchange (ASX) utilise the site to recruit candidates.

According to LinkedIn Australia and New Zealand managing director Clifford Rosenberg, the milestone is significant for the company and demonstrates that professional networking is becoming increasingly common in the Australian workplace.

"We estimate there are around 4.8 million professionals in Australia, which means over 60 per cent of Australia's professional population is now on LinkedIn," he said (March 14).

Mr Rosenberg also told media website Mumbrella that the time spent on LinkedIn is more productive than that spent on other social media websites such as Facebook.

"LinkedIn is about helping professionals be more productive. We want people to save time, not waste it."

"Facebook might show up well in web stats, but it does not necessarily help advertisers with their target audience."

A recent study by New York's Cornell University found that LinkedIn was encouraging honesty when it came to online resumes compared to their traditional paper counterparts.

Researchers found that the online format led to greater honesty in regards to information such as experience and responsibilities – claims that can be verified more easily.

Posted by Elise Ferrari