O LinkedIn reached a significant milestone in Brazil, reaching 75 million users, which represents more than 60% of the national workforce. This growth was driven especially by Generation Z (born between 1997 and 2012), whose presence on the platform increased from 2.5% in 2010 to 40% in 2024. This group is the fastest growing on LinkedIn, behind only Millennials ( born between 1981 and 1996), which represent 51% of users.
According to a survey by the social network led by Microsoft, the areas of health, retail and customer service, positions considered front line, are those where Generation Z is most present. The platform highlights that the proportion of Generation Z professionals on LinkedIn is more significant than their representation in the Brazilian population.
Brazilian LinkedIn users generally come from sectors such as professional services, manufacturing, administrative services, retail and education. The platform has been an essential resource for many professionals, with 65% of users using the network to apply for jobs, and for more than a quarter, it is the main tool for this role.
Among the benefits highlighted by users are the feeling of being connected to their professional network and the possibility of staying up to date with job market information. Informative content has been gaining more and more traction on the platform, with twice the engagement compared to other publications.
LinkedIn revealed that almost 50 million professionals access the network every week to seek opportunities, maintain connections and learn. For next year, the platform plans to invest more in artificial intelligence, with new features already planned for the coming months.
*With information from Exame/ Cover photo: Disclosure/ LinkedIn
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