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LinkedIn: Discover Who's Really in Your LinkedIn Audience

LinkedIn: Discover Who's Really in Your LinkedIn Audience

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When it comes to data, many people like to share the number of views, reactions, or deeper metrics like impressions and engagements from LinkedIn's analytics tool. It's really impressive when people show large numbers.

Top #3 Vietnam LinkedIn ranking by Favikon (internet source)

Top #3 Vietnam LinkedIn ranking by Favikon (internet source)

My Data Approach

To start, let me guide you on how to access the data. In your LinkedIn account, navigate to Analytics, then click on the Audience tab. Under Top Demographics, select Seniority (data from the past 365 days).

By reviewing the demographics and choosing seniority, you can see the distribution of different levels within your audience. This helps you understand the quality of your connections.

linkedin account data

Let's Run Formulas

Here's the breakdown of the formula I follow for categorizing the audience:

  • 20% entry level
  • 40% senior level
  • 15% manager level
  • 15% director level
  • 10% others

I segment the audience into entry-level, senior-level, manager-level, director-level, and other categories (excluding top executives like CXOs). This formula ensures a high-quality audience with a good mix of senior and higher-level professionals.

I have another formula:

  • 40% entry level
  • 20% senior level
  • 15% manager level
  • 15% director level
  • 10% others
This formula targets a high-quality audience that includes a wide range from entry to senior levels.

What Does It Tell?

For LinkedIn Business Professionals:

  • The first formula indicates you focus on higher network levels, targeting senior professionals and above.
  • The second formula targets students or junior professionals.
There's no right or wrong choice between the two formulas; they simply reflect your strategy and approach.

For LinkedIn Professional Recruiters:

  • The first formula shows that your recruiting targets senior professionals and above.
  • The second formula targets fresh or junior professionals with less than three years of experience.

Is This Formula Typical?

No, it's more of a reference! This method is general and might not match your exact situation. Therefore, analyze your own data to determine your unique strategy. Now you have an understanding of segment contribution.

Conclusion

For LinkedIn business professionals and professional recruiters, understanding your audience's seniority levels is key to improving your connections. By analyzing your data and using identified formulas, you can see if you're reaching senior professionals or junior talent. These formulas are just guides—look at your own data to find what works best for you. This will help you connect with the right people and achieve your LinkedIn goals.

Dat is a seasoned HR professional with over 12 years of experience building strong talent pipelines across agencies and corporate settings. He excels at developing strategic recruitment plans, leading complex projects, and guiding organizations through transformative journeys.