Benchmark

Benchmarks on LinkedIn serve two purposes: external (comparing your metrics against industry averages to understand where you stand) and internal (comparing your current performance against your own historical performance to measure improvement). Both are necessary, external benchmarks provide context, internal benchmarks provide direction.

The challenge with LinkedIn benchmarks: they vary significantly by account size, industry, and content type. A 3% engagement rate is excellent for a 30,000-follower account in SaaS but mediocre for a 2,000-follower coaching account. Applying the wrong benchmark to your situation produces false positives or unnecessary discouragement.

Reliable external benchmark sources: Creator's aggregate dataset (68,930 posts across 425 accounts for engagement counts; impression and reach benchmarks come from the 1,730 of those posts that carry LinkedIn-reported impressions, across 16 managed accounts, because LinkedIn reports impressions only to the post owner), Richard van der Blom's annual LinkedIn Algorithm Report, Socialinsider's annual LinkedIn study, and HubSpot's State of Marketing Report. Internal benchmarks: your own 90-day rolling average per metric, tracked in a simple spreadsheet updated weekly.