LinkedIn engagement rate unraveled + benchmark

Is there one number that tells you how well you are doing on LinkedIn? In this article, we look at the different metrics you use for this and dive deeper into one metric that combines it all: LinkedIn engagement rate. We explain why we use the LinkedIn engagement rate and how it is measured. Finally, we address the frequently asked question: ‘what is a good engagement rate?’

How do you know if a LinkedIn post works?

LinkedIn is the social media platform focused on career and business, making it an important channel for your content distribution. But how do you know if your posts are actually seen and if the content you share resonates with your (potential) customers?

The number of impressions, clicks, comments, and the CTR (Click Through Rate) are good metrics to look at. But one post may get many comments, another many clicks, so how do you make sure you are comparing apples to apples?

Fortunately, there is one metric that combines it all, the LinkedIn engagement rate. The advantage of one number is that it clearly shows the trend. With the engagement rate, fluctuations in individual factors have less impact, the focus is on the combined engagement you generate day to day.

Want to know which type of posts generate more comments? Or which content drives people to visit your website? Of course, then it’s better to look at individual metrics. Our online marketing dashboard is therefore always a combination of all these factors. And although engagement rate is one number to make it simpler, it is also abstract and often raises questions. Because what is a good engagement rate?

LinkedIn engagement rate

Before we answer that question, let’s dive into the LinkedIn engagement rate. LinkedIn itself only offers this percentage per post and unfortunately does not show how your company page performs as a whole. However, that is exactly what we want to know, as we include this in our monthly online marketing dashboard. So we researched 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. A handy tool to see at a glance how your company page is performing.

What is a good LinkedIn engagement rate?

Opinions differ on this, but a quick search in Google results gives us the following picture. Generally, an engagement rate between one percent and five percent is seen as a good result for LinkedIn. But we also see many sources that consider two percent as the engagement rate and anything above that as good.

In our experience, the engagement rate can actually be much higher in a niche market (such as many B2B markets). We are not surprised by engagement rates between three and six percent and regularly see outliers above that.

Want to know more about using LinkedIn for your business? We would love to talk with you about the organic and paid opportunities of LinkedIn! Want to read more? We gather all information on our page about LinkedIn advertising.