To measure online engagement, two metrics are important (in this case). First, we have CTR. This stands for click-through rate. This is a percentage that shows how often people clicked on your updates.
You can also find an engagement rate, or interaction rate per update. This is how often people interacted with an update on your business page. Expressed as a percentage. Besides the aforementioned clicks, this also includes people who like, share, or comment on a post. The engagement rate (ER) should always be greater than or equal to the CTR. You can find both in your Page's management mode.
The average CTR at the organizations we studied is 3.8 percent. The average ER is 5.6 percent. The lowest engagement measured at a company averaged 2.1 percent. The highest, a whopping 17.3 percent!
But before you immediately compare this to your own figures and phone number list start baking a cake, an important profit warning: engagement depends heavily on a page's number of followers. For example, organizations with more than 10,000 followers have a maximum engagement rate of 4.8 percent. And companies with few followers have the highest engagement rate, relatively speaking.
And that's not surprising. As the number of followers grows, so does the relative share of less engaged followers. They are less engaged than the company's most important initial ambassadors (think employees, family, and business partners).
LinkedIn Company Page followers
It's also wise to consider the industry sector. In the IT sector, for example, where many parties are very active on the platform, we see significantly lower average engagement than in healthcare or non-profit organizations.
A few other interesting statistics about company pages
56 percent of (unique) visitors to a company page view from mobile devices. So make sure your updates' visuals and background photos are designed for this. In other words, make sure the central message in your updates and header is clearly visible and legible!
On average, 583 employees are linked to a company page. Note! We often see that the actual number of employees doesn't correspond with the number of employees linked to the company page, even though they do have a LinkedIn profile. That's a shame, so check this!
On average, 1.9 updates are shared per company page per week. However, we see clear differences. For example, almost half of organizations don't even share an update weekly!
