LinkedIn Engagement Rate Unveiled + Benchmark

How do you know if a LinkedIn post is effective?

LinkedIn is the social media platform where the focus is on careers and business, making it a crucial channel for your content distribution. But how do you know if your posts are actually being seen and if the content you share resonates with your (potential) customers?

The number of impressions, clicks, reactions, and the CTR (Click Through Rate) are valuable metrics to consider. However, one post may receive many reactions while another gets more clicks. How do you ensure you’re comparing apples to apples?

Fortunately, there is one metric that combines all of this: the LinkedIn engagement rate. The advantage of having a single number is that it effectively reflects the trend. With the engagement rate, fluctuations in individual factors have less impact, and the focus is on the combined engagement you generate from day to day.

If you want to know which types of posts generate more reactions or which content drives people to visit your website, it’s better to look at individual metrics. Our online marketing dashboard is always a combination of all these factors. And while the engagement rate simplifies things into one number, it can also be abstract and often raises questions. So, what is a good engagement rate?

LinkedIn engagement rate

Before we answer that question, let’s dive into the LinkedIn engagement rate. LinkedIn provides this percentage only for each individual post and unfortunately does not show how your company page as a whole is performing. However, that’s precisely what we want to know because we include it in our monthly online marketing dashboard. So, we investigated how it works! LinkedIn calculates its engagement rate per post as follows:

Engagement (clicks + likes + comments + shares + new followers) / impressions * 100

We apply the same formula to measure the engagement rate of the entire company page. It’s a handy tool for quickly assessing how your company page is performing.

What is a good LinkedIn engagement rate?

Opinions on this matter vary, but a quick search in Google results provides the following picture. Generally, an engagement rate between one percent and five percent is considered a good result for LinkedIn. However, we also see many sources using two percent as the benchmark and considering anything above that as good. When using LinkedIn Advertising, the KPI’s will differ again, it’s also a matter of experimentation.

In our experience, the engagement rate can be significantly higher in a niche market, such as many B2B markets. We’re not surprised to see engagement rates between three and six percent, with occasional spikes above that.

Would you like to learn more about leveraging LinkedIn for your business? We’d be happy to discuss the organic and paid opportunities LinkedIn offers! Want to read more? We gather all the information on our LinkedIn advertising page.

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