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LinkedIn builds its brand in Australia

LinkedIn builds its brand in Australia

Professional network provider now has more than three million registered members in Australia.

Professional network provider, LinkedIn, now has more than three million registered members in Australia and is expecting that number to grow even further.

LinkedIn had one million members in Australia when they opened their office within the region in 2010.

The site was founded in 2003 and attracts more than two new members every second. It grew to more than 150 million members worldwide in February.

According to LinkedIn A/NZ and Southeast Asia managing director, Clifford Rosenberg, reaching a mass base is a significant milestone for the business as it establishes a growing Australian professional network online.

“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.

Rosenberg mentioned that he noticed some key trends within the local professional landscape.

The main trends include:

  1. An increasing number of recruiters using the platform to access talent. He stated that over 80 per cent of recruiters are using LinkedIn and social media to source new talent.
  2. Marketing professionals reaching out to an educated target audience. Rosenberg said that knowing the profession, location and education of a member has allowed marketeers to reach them using targeted messages.
  3. Professionals wanting to take their networks with them on-the-move. He added that he has noticed a growing rate of professionals accessing the LinkedIn database via the LinkedIn mobile applications.
  4. The top three industry sectors represented on LinkedIn are IT, financial services and accounting.
  5. The top three companies represented by employees on the site are from Telstra, National Australia Bank and Commonwealth Bank of Australia.

“Professionals in Australia are evidently realising the potential of LinkedIn as a place where their experience, connections and shared knowledge come together to enable them to grow their online brand, gain insights, as well as find new business or career opportunities,” Rosenberg said.

The professional network provider has also grown its headcount and presence in Australia – with a new office opening in Perth.

It has another office set up Melbourne and a relocated larger premise in Sydney.

“If you look at the economic environment in Western Australia, it represents 15 per cent of the Australian GDP and its home to about 10 per cent of Australia’s population. We are all aware of the mining boom going on there so we’re seeing a tremendous uptake from that region,” he added.

In further growth and adoption strategies, the company is planning to increase member engagement levels and speaking to recruiters on all levels in building its client database.


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