Wednesday, 10 August 2016 17:18

Eight million Aussies help boost LinkedIn APAC members to 100 million Featured

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LinkedIn has doubled its members in the Asia Pacific region over the past two years to 100 million, including eight million in Australia now signed up to the world’s largest professional network.

The increase has meant higher demand for access to the LinkedIn platform, and to meet that demand LinkedIn unveiled in April its S$80 million data centre in Singapore — its first outside the US to enhance speed and reliability of access.

The Asia Pacific region now represents 22% of LinkedIn’s global member base of more than 450 million.

With 37 million members, India retains its spot as the second largest market in member-base terms, after the US, and the largest market in APAC.

These latest numbers show that China accounts for more than 23 million LinkedIn members, and the member base across Southeast Asia also continues to rise, hitting 18 million, including six million in Indonesia, four million in the Philippines, three million in Malaysia, and one million in Singapore.

“The rapid pace at which we doubled our member base from 50 to 100 million members makes this milestone even more special,” says Olivier Legrand, managing director, LinkedIn Asia Pacific and Japan.

“It also reflects a growing understanding of the economic value of personal branding and a global professional network. At this scale, LinkedIn is in an even stronger position to help members connect to economic opportunity, whether it’s a new job, a promotion or other business opportunities.”

And, according to Legrand, with 40% or 280 million of the world’s professionals living and working in Asia Pacific, “there’s still plenty of runway for us to grow, particularly in the segments related to students and young professionals, the fastest-growing demographic on LinkedIn”.

“As the region continues to gain momentum as a key economic driver, we can’t wait to see our members become even more successful and extend their influence across the world.”

LinkedIn also lists some of the Asia Pacific “prominent thought leaders” on its platform including Telstra chief executive Andy Penn, Indian Prime Minister Narendra Modi, AirAsia group chief executive Tony Fernandes, DBS Bank group chief executive Piyush Gupta, Rakuten chief executive Hiroshi Mikitani and Biocon chairman and managing director Liramn Mazumdar-Shaw.

And, here are some insights into LinkedIn members in Asia Pacific:

•    Global connections: Outside of the APAC region, the US and UK are among the top three countries that members are connected to, in addition to other professionals in their respective home countries.

•    “Social Selling”: In APAC, professionals are using LinkedIn to grow their business and career. Across markets like Australia, China, Hong Kong, and Singapore, salesperson emerged as the most common occupation on LinkedIn, followed by business owners. Professionals avoid “cold-calling” and leverage social connections to initiate “warm introductions”, build relationships with prospects and customers to grow their businesses.

•    Interest in content: Professionals in APAC are also consuming and engaging with content on issues and global challenges that are relevant to them professionally. For example, in the last 90 days in Singapore, China and Hong Kong, “European Union” emerged amongst the top 10 most popular topics in view of the Brexit. Topics on “Recruiting” and “employee engagement” are top-of-mind for professionals across the region.

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Peter Dinham

Peter Dinham - retired and is a "volunteer" writer for iTWire. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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