LinkedIn is attracting more and more Tunisians.
LinkedIn is attracting an increasing number of Tunisians. Formerly used mainly as a means of creating links between people, it is gaining significant popularity among both Tunisians and Tunisian companies.
As of January 2023, most LinkedIn members in Tunisia were aged 25-34 years. This age group accounted for around 60 percent of the total LinkedIn users in the country. Moreover, young people aged 18-24 years represented 26 percent of the registered users, while the 55+ age bracket accounts for only 0.9% of all Tunisian users. In total, more than 1.7 million people used LinkedIn in Tunisia in 2022.
According to advertising reach data from LinkedIn, the company’s audience in Tunisia comprised 13.7% of the total population at the beginning of 2023. The LinkedIn platform is restricted to users aged 18 and older, thus it is also important to know that 19.3 percent of the “eligible” audience in Tunisia will use LinkedIn in 2023. At the beginning of the year, LinkedIn’s ad reach in Tunisia was equivalent to 17.3 percent of the local internet user population (regardless of age). In Tunisia, 39.2 percent of LinkedIn’s ad audience was female at the start of 2023, while 60.8% was male.
LinkedIn’s penetration in Tunisia is still in the relatively early stages, as can be seen by the occupations of the users and the prevalence of the high-tech and technology industries. The leading field is Engineers, who account for 31% of LinkedIn users, followed by Entrepreneurs and IT personnel (12% each), maintenance and sales (6% each), training/learning and research (6% each), and communications, marketing, design, and project managers (5% each).
Analysis by HRD Employment Consultants shows that 35% of Tunisian LinkedIn members are young junior employees, compared with 28% experienced employees. The analysis further shows that 17% are executives and CEOs, while 10% are owners. Numerically, 49,000 Tunisian CEOs, deputy CEOs, and company directors are registered with LinkedIn. 2,300 Tunisian recruitment and human resources personnel are registered, as are 2,600 CFOs and 4,100 IT Managers.
HRD’s survey also sheds light on employees’ loyalty to their workplace, and on the character of movement by Tunisian employees between jobs and enterprises. 31% of employees have been at the place of work for one-two years, while 15% have been there for two or more years. The ratio in staying at the same job is similar. At the same time, 38% of Tunisian LinkedIn members have 10 or more years of experience in their field, while 4% have up to one year of experience.
Carthage Magazine’s founder and CEO Saber Ben Hassen attributes the awakening of the local market to a shift instituted by LinkedIn in its user interface and the addition of pictures, which make the social network considerably more user-friendly for Tunisians. He says, “The employment industry is beginning to mature, and more Tunisians are discovering LinkedIn and the services that it makes possible,” adding that by the end of 2023, he believes that LinkedIn will already have 2 million users. That is still a long way from the 8.8 million Tunisians active every month on Facebook.
In a world in which every social network has a different purpose and a different target audience, it is by no means sure that LinkedIn can close the gap, and in truth, perhaps it does not need to do so.
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