Job hunting and networking still dominate LinkedIn’s user intent.

Essential Statistics

• Look for a job: 27.2%
• Networking: 23.4%
• Keep up with industry news: 18.5%
• Research brands/products: 9.7%
• Sales: 7.1%
• Other: 12.3%
• Only 1.8% use it to promote their business or themselves.

Key Takeaways

• LinkedIn is primarily used for job search and professional networking.
• Content promotion is underutilized compared to passive browsing.
• News and research are secondary drivers of engagement.
• Most users are lurkers, not posters or self-promoters.
• The platform has untapped potential for organic brand reach.
• Businesses can stand out simply by posting.
• There’s room to dominate feeds if you show up consistently.

Actionable Insights

• Post consistently on LinkedIn—most people don’t, so you’ll stand out.
• Position thought leadership around career growth and industry news.
• Promote roles and hiring updates—they align with top user intent.
• Use storytelling that connects to job journeys or industry shifts.
• Engage in comments and DMs to maximize networking ROI.
• Test personal founder/exec accounts alongside company pages.
• Measure reach and engagement—organic still works here.

LinkedIn is an excellent channel for promoting yourself and your brand. It’s easier to get views than on other social networks, as most users tend not to post content. – Neil Patel